5.
Two people participate in a weightlifting competition in front of an audience.
Unsplash
“Bodybuilding can be an extremely lonely hobby,” says Helen. “That’s why athletes often join teams – even if they compete individually – hire coaches or seek community in gyms and social media.”
During the pandemic years, when gyms closed, Helen felt the impact of disconnection on her mental health. Now, in 2025, with in-person activities returning, DTC fitness brands have a unique opportunity to continue reinforcing the human connections that were cemented during difficult times.
“A lot of friends who previously had no interest in fitness started taking classes as a way to stay connected with others,” Taylin says. This raises a big question for any DTC fitness brand: How can you turn exercise skeptics into new customers by offering an experience that connects people?
Emily Hsu, a former professional dancer and actress, has been running her own fitness and dance apparel brand, Emily Hsu Designs , since 2015. When she started a family and moved out of the city, she lost touch with the community she had created at her favorite dance studio.
During the pandemic, however, a new door opened: “Suddenly, I was able to dance at those studios again because they were offering classes via Zoom,” she says. “Studios realized that there are clients who can’t physically attend or are intimidated by in-person classes.” In 2024, this lesson still holds true, as many studios now combine virtual and in-person experiences to reach more audiences.
Bottom line: Building community is key. DTC fitness brands can continue to expand their reach by connecting customers through social media and live virtual experiences. Not only does this attract new audiences, but it helps retain existing customers who are facing life changes, such as moving or starting a family.
Helen adds: “There is a huge demand for personalised canada whatsapp number list advice and a sense of community. We need software and tools that help people set clear goals and keep them connected to others on the same path.”
6. Fitness apps and gamified workouts
A hand holds an iPhone open to a fitness tracking app.
Burst
In 2024, mobile apps not only remain popular in the fitness industry, but have evolved to offer increasingly social and gamified experiences.
During the pandemic, these platforms have proven their worth by connecting people to global fitness communities, and adoption has continued to grow. Taylin, a trainer and spinning instructor, explains: “More people around me started using Strava because of the social aspect. Everyone is congratulating each other on their workouts and posting more frequently.”
Apps range from basic tracking features, like Map My Fitness, to immersive experiences that turn training into a game.
A cyclist pedals a bicycle while participating in a Zwift circuit shown on a television.
Zwift
One of the most popular apps in this category is Zwift, which connects with hardware to create an immersive cycling experience. The app automatically adjusts the tension of the device as the user pedals through virtual cities.
“Zwift has a leaderboard, and you can use it in real time with your friends,” Taylin says. “Plus, they are constantly releasing courses in new cities.” These features have made it a favorite among fitness enthusiasts looking for a competitive and social component.
The concept of “fitness as a game” is still relevant in 2024. According to current reports, gamification of exercise does not increase motivation and helps maintain long-term engagement, something that many DTC fitness brands are starting to explore.
Bottom Line: If you’re developing a fitness mobile app, integrating social features from the start is key to attracting and retaining users. And DTC fitness brands that sell physical products have a huge opportunity here: can you design products that integrate with existing apps to enhance the user experience?