A Cure for Wellness: How Fitness and Supplement Verticals Are Thriving During Quarantine

As the COVID-19 pandemic continues to spread, many consumers are turning to wellness and home fitness products to stay healthy while stuck indoors.
James Dohnert

April 14, 2020

Tonal Exercise Machine.png

As the COVID-19 pandemic continues to spread, many consumers are taking a renewed approach to maximizing their health and wellness. From home fitness products to nutritional supplements, consumer spending on wellness products has grown steadily as the pandemic, and social distancing orders, have expanded. 

Home exercise system Tonal has tripled its sales since lockdown measures began stateside, according to

Business Insider

. Mirror, another popular home fitness system, has also reportedly increased its sales since the COVID-19 pandemic hit worldwide. Brynn Putnam, founder and chief executive officer, Mirror, told 

The New York Times

 that the company had seen a "noticeable uptick" in new purchases over the past few months. On the licensing front, traditional gym-based exercise companies are also leveraging partnerships with digital-first companies to reach customers stuck indoors. SoulCycle, for example, recently partnered with SiriusXM and Pandora to create 

real-time virtual spin classes


Aside from exercise, consumers are also more mindful of what they're consuming. A Nutrition Business Journal study found that 

36 percent of consumers

 reported they are increasing supplement usage since the quarantine took effect. Supplement products, such as those from Tommy Bahama and Boomer Naturals' co-branded 

CB5 line

, are reportedly being used to help people relieve symptoms of anxiety and improve sleep during the stay-at-home order.

While supplements and home fitness verticals have seen a boost as consumers look for healthy options while stuck at home, meditation also looks to be on the rise. The stress-reducing activity seems to be on the rise in recent weeks with 

The Economist

 reporting that meditation app “Headspace” saw a 19-fold increase in users completing a calming exercise last month.

The increase in the home fitness, health supplements and meditation spaces may seem relatively new for the industry, but each purchase points to the broader interest in wellbeing that consumers are yearning for as they are faced with growing internal emotional tensions in the face of COVID-19.

All of these increased consumer behaviors highlight the ways people are leveraging what's available to reduce anxiety and feelings of isolation during these uncertain times. As the lockdown continues for now, for some, COVID-19 appears to be both a physical health crisis and a mental one. The potential increases in mental wellbeing issues have led organizations such as 

Mental Health U.K.

 to issue psychological first-aid guidance for affected individuals.

As we are all asked to stay home for an undetermined timeframe, the ability to take proactive steps toward a more positive mental space via existing products or technology is proving to be a vital part of the quarantine life for many consumers. 

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