1FitLife launches to fill on-demand fitness content gap

1FitLife has launched to meet a growing global need for high quality, authentic, virtual fitness content and help operators compete in this rapidly evolving marketplace.

The company enables operators worldwide to produce genuine, technically-accurate exercise content, created from start to finish by fully-qualified fitness professionals; tapping into the rising popularity of exercise apps and abundance of free online fitness content, which has caused a shift from traditional gym formats and significant growth in digital fitness – its share of activity spend has increased to 32 per cent.

1FitLife, which produces workout videos for virtual fitness platform, Wexer, where it hosts its own channel, has also worked with Fitbench to create a series of exercise videos for its customers. 1FitLife also offers UK and European-based operators a ‘white label’ digital platform to host both live and on-demand content, via the US on demand platform Intelivideo. The platform can be designed to fit with any operator’s branding and populated with content produced by 1FitLife.

1FitLife is the brainchild of industry veteran David Langridge, who founded award-winning startup Connected Fitness Labs, sold to Wexer in 2017, and worked as Global Marketing Director for Fitness First, spearheading its £225m global rebrand.

He said: “Fitness providers are increasingly attempting to monetise digital fitness and there’s without doubt a market for it – people who used on-demand fitness for the first time in 2016 spent 37 per cent of their total fitness budget on these services. By 2020, it’s estimated the majority of fitness clubs will have incorporated virtual fitness in some form, but few have the in-house expertise to make it work.

“The workouts we create can be used in-studio, streamed at-home or in marketing campaigns, giving operators ultimate flexibility and the chance to compete by producing their own quality content. Everyone on our team, from models to those writing, producing and directing the videos, knows fitness inside out, so operators can be confident their content supports members accurately and safely.”

David is joined by his wife and Director of Production Anna Langridge, a qualified Master Personal Trainer and Pilates instructor. Having worked with EastWest International (Warner Music Group) she has extensive production and promotions experience.

She said: “For operators and start-ups it has been an almost impossible task to grow a subscription business by transitioning into the on-demand, digital fitness space. We reduce barriers to entry by making it simple to move into this fast-evolving market and use real athletes as models, so the quality of video content is off the scale.”

The company can also create marketing, brand and social media strategies to showcase new content and populate clients’ platforms and has been working on marketing campaign content with activity aggregator Move GB and health club brand Total Fitness.

1FitLife will be showcasing at FIBO on the Wexer stand.

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