The rumored IPO plans of $4 billion spinning brand Peloton marks the rise of a wave of interactive fitness startups like Mirror, Tonal, Hydrow, and At Home 360 that combine a monthly subscription to recorded and/or live video classes with workout hardware.
There’s opportunity beyond this initial “Peloton for X” model, however, when you look at where the gamification of at-home workout experiences can overlap with actual games. We’re in the midst of rapid growth in the gaming industry, the rise of esports, the mainstream-ing of socializing within games due to Fortnite.
The virtual cycling business Zwift is a five-year-old startup that has raised over $170 million as a pioneer of fitness-gaming ― physical sport carried out in a virtual world. Athletes join together for group rides and races within a cycling game that hooks up to their own bike trainers at home in order to reflect their movements and physical exertion. Since users are represented as players within a social game, there is the benefit of network effects,