Usually, Apple making a grand entrance to an entrenched market would spell doom for the players there, but when it comes to Apple’s latest digital workout service, it doesn’t look like investors are worried about Fitness+ killing the momentum.

Part of that may be that expectations were already priced-in to these stocks. The fitness play had been rumored by a report in Bloomberg last month, but few details were public of the service which was announced today and appears to echo offerings from Peloton and Fitbit, but fully leverage Apple’s Watch hardware.

Peloton was already having a great day, currently up more than 5%, though it took a brief hit during Apple’s Fitness+ presentation before rebounding. The stock is currently up a staggering 191% in 2020.

Fitbit’s share price was relatively unchanged in intra-day trading. The company launched a Fitbit Premium service last month, but its stock is flat from the beginning of the year.

Things didn’t look much different for the more entrenched fitness companies. Weight Watchers International, which has seen its share price nearly halved since the beginning of the year, was down less than 1% by time of publication, and Planet Fitness, which has had a rough year but is showing signs of recovery, was up nearly 5% at the time of writing.

Why so little movement across the board? Well, Apple is pressing forward on entering a number of digital markets in its services business at the moment, and that spread can mean less focus on dominating an industry. With its Apple One subscription bundling fitness on the higher-end tier, there’s always the danger that consumers won’t leave another subscription to join Apple, but already belonging to the Apple One will prevent them from looking at rival fitness services.

Underestimating Apple is never a wise proposition, but the company is in an unprecedented position as it looks to kickstart several digital services and, out-of-the-gate at least, they haven’t all been slam dunks.


Apple, Exercise, Peloton, Fitbit

World news – GB – The fitness market doesn’t seem too scared by Apple Fitness+

Building on its expertise in the areas of digital, technologies and processes , CSS Engineering you in your most ambitious transformation projects and helps you bring out new ideas, new offers, new modes of collaboration, new ways of producing and selling.

CSS Engineering is involved in projects each customer as if it were his own. We believe a consulting company should be more than an advisor. We put ourselves in the place of our customers, to align we incentives to their goals, and collaborate to unlock the full potential their business. This establishes deep relationships and enjoyable.

Our services:

  1. Create professional websites
  2. Hosting high performance and unlimited
  3. Sale and video surveillance cameras installation
  4. Sale and Installation of security system and alarm
  5. E-Marketing

All our achievements here


Please enter your comment!
Please enter your name here