Powering Through the Crisis with the Fitness Community

LONDON — A mere 24-hours after boutique fitness gyms were forced to close their doors amidst fears of the continued COVID-19 spread in the U.K., instructors, fitness influencers and active wear brand owners mobilized to find alternative ways to keep serving their communities and do their part in helping to preserve the nation’s mental health. There was an influx of workouts — with traditional gym equipment often replaced by towels and water bottles — sound healing sessions and cooking classes hosted live on Instagram and YouTube daily; Instagram Story Q&A sessions to offer advice; and on-demand videos to try. Online practice has not only sparked a whole new way of communicating, relationship-building and fostering brand loyalty, it has also meant that even as consumers worldwide reassess their spending priorities, purchases of active wear, fitness gear and online workouts – which are now offered at a fraction of the price of in-person classes – continue to thrive. Barry’s Bootcamp U.K., one of the fashion industry’s favorite workout classes, started offering a schedule of free Instagram live classes the day after making the announcement of its decision to close, with instructors teaching from their living rooms. View this post on Instagram Thank you

Follow WWD on Twitter or become a fan on Facebook.

from WWDWWD https://ift.tt/3bOoSE6