Peloton, Lululemon, and Apple are betting home fitness is here to stay

The fitness industry was turned upside down in 2020.

When the Covid pandemic entered the United States in March, Americans quickly realized that their gym routines were no longer going to be sustainable. Fitness studios ranging from New York sports clubs to SoulCycle have held their last group classes as they have been forced to close in an attempt to curb the spread of the coronavirus. And their users have been forced to research alternative ways to sweat in their basements or bedrooms, to try and ease Covid-related anxieties.

Sales of health and fitness equipment more than doubled to $ 2.3 billion between March and October, according to data from the NPD Group. Sales of treadmills soared 135%, the group said, while sales of stationary bikes nearly tripled. Retailers from Target to Dick’s Sporting Goods could hardly keep items like 10-pound weights and jump ropes on their shelves.

Now companies from the Peloton to Lululemon to Apple are betting that the Covid pandemic has definitely changed the way people go to exercise at home. And, so far, the numbers seem to confirm their bets.