‘Mega-category’: Why subscription fitness is the next battleground retailers and tech companies

Retailers and tech companies are breaking a sweat trying to outgun one another in the red-hot subscription fitness space. Apple became the latest entrant on Tuesday, announcing at a product event that it would be launching a new service for Apple Watch users called Fitness+ by the end of the year. A big tech company like Apple entering the space brings a greater air of legitimacy to the idea that subscription fitness is set to be a lucrative revenue driver that many companies will want in on in the coming years.

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