Kim Alexander arrives at a Nashville, Tenn., law firm by 7 a.m., looks at her phone and goes to work—swinging a kettlebell. Ms. Alexander, a 46-year-old legal assistant, gets to the office early four days a week and does workouts with Daily Burn, a subscription service that offers hundreds of video exercise classes for $15 a month. She no longer belongs to a gym and has no plans to rejoin. “I...
Fitness-on-demand is on the rise, with increasing numbers of gym-goers turning to online workouts and subscription services, according to Cardlytics. The company said that in 2016, more than half a million people signed up for its free 30-day trial service, which includes unlimited access to all of their fitness data through an app or website. Traditional gyms still made up the majority at 73%, though they saw a significant drop from nearly 78% two years prior. Digital fitness subscriptions offer an increasingly wide range of workouts for between $5 and $30 a month.