SXSW 2021

Here to Make Friends: FitTech & Community Building


At the start of 2020, the US brick-and-mortar fitness industry’s size was $37.9b. Community and connection thrived in these spaces. Enthusiasts donned the apparel from their favorite fitness boutique, fitness studios were the preferred networking spot and large urban markets’ chosen “third place.”

A trifecta of challenges awaited these little communities: slowing growth, looming digital innovators and COVID-19’s crushing impact – a forecasted 10% decline.

Contrast that against connected fitness which seemed to have seen the future – Peloton, Tonal, Mirror – that market is growing at a CAGR of 17.7%. But when consumers learned to look to fitness studios as their place to form connection, could digital fitness ever fill that need? Yes, and we’ll tell you how they do it.

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Other Resources / Information


  1. Studio fitness – is it dead or alive? What reinventing the totally disrupted fitness industry with technology did to the brick-and-mortar.
  2. When your community grows exponentially – everyone still has a place. You'll learn how technology can empower connection in the biggest communities.
  3. How 2020’s call for the end of racial injustice showed humanity within virtual fitness and empowered the industry to see its own diversity problem.



Jeana Anderson Cohen, Ceo/Founder, aSweatLife

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