In 2022, after the popularity peaks that home fitness reached during the pandemic, a cooling of this trend began to be seen.
While virtual and at-home fitness remained relevant for digital nomads and employees in remote work environments, the initial hype had begun to fade. The survey that in 2021 highlighted online fitness as the top trend of the year, in its 2022 report already relegated it to ninth place.
Even big names like Peloton, which had achieved cult status during lockdown, began to show signs of slowing down. At the time, the DTC fitness brand faced a major stock drop and announced the suspension of production of bikes and treadmills to cut costs, citing declining sales and consumer interest.
Analyzing why DTC fitness brands like Peloton rose to the top but then faltered offered valuable lessons at the time. Now, from today’s perspective, these insights remain a reminder of the importance of building sustainable strategies that adapt to an ever-changing world.
8 key trends for a DTC fitness brand in 2025
The pandemic and the changes it left in its wake will forever impact the fitness industry. Some year-over-year trends, like smart technology and apps, continue to hold their ground, but the rise of remote work and other societal changes have uncovered new opportunities for aspiring fitness business owners.
We consulted the ACSM survey on fitness trends canada whatsapp number list andShopify's Future of Commerce report , and below we explore eight key trends for DTC fitness brands.
1. Wearable technology continues to thrive
Person looks out at a body of water and adjusts his fitness tracking smartwatch
Burst
Wearable technology continues to dominate fitness trends, holding on to the top spot even in 2025. Brands like Fitbit, Garmin, and Apple continue to lead the way in the sports and tracking watch category, but there is still room for innovation.
Examples such as Bellabeat and Oura have found their niche by offering wearables that combine technology with classic jewelry aesthetics, allowing them to be easily integrated with everyday clothing.
Running shoe from Under Armour.
Under Armour
In addition, the concept of connected clothing is gaining ground. Under Armour’s line of smart shoes syncs data with its Mapmyrun app, giving users detailed insights into their performance.
Conclusion: Although the sports watch category has fierce competition, DTC fitness brands can innovate by reinventing classic apparel and equipment with connected features and attractive design.
2. Home gyms and equipment remain
Person uses a weight lifting machine to do a thigh press
Unsplash
Peloton’s decline following its pandemic boom suggests the at-home fitness trend is leveling off. However, remote work remains a reality for many, keeping at-home fitness relevant. While some have returned to gyms, others still prefer their personal facilities.
Designer and bodybuilder Helen Tran , for example, adapted by buying dumbbells and a bench to train at home during the pandemic. However, she soon found herself faced with the limitations of her equipment. “I outgrew the available weight in no time,” Helen says.
Bottom Line: DTC fitness brands looking to enter this market need to find their differentiator. There are opportunities to offer solutions that grow with users’ needs. Incorporating a community component—such as live classes, user chat, or virtual leaderboards—can be the key differentiator.
Additionally, increased competition has led to more affordable prices, something brands need to consider in order to attract consumers over traditional fitness options.