IRL fitness isn’t slowing down

Americans spend more than 10 hours a day online. Wellness brands are continuing to pick up on it, too, trading screen time for shared, in-person experiences that connect people to each other again.

The pull of showing up

After years of home workouts and virtual high-fives, wellness brands are realizing that nothing replaces being there . In person, in motion, together.

Last Friday, October 24th, mindbodygreen hosted its first-ever community ruck in Miami. The Strong Strides event was free, open to all, and focused on getting people to walk together, with weighted vests supplied by women’s rucking brand YVO.

Peloton is also blending digital with in-person connection. The platform that built an empire on at-home convenience is now encouraging members to step outside, joining live events and workouts led by its coaches.

Peloton has launched an IRL events platform.

And Vuori is turning its stores into social hubs, hosting everything from yoga flows to community runs with other brands, local coaches, and run clubs. The setup is intentionally simple: meet at the store, move together, stay for snacks (and maybe shop).

The business of belonging

As Americans’ social time drops to just 34 minutes daily, brands are leading the way and creating space for connection.

For them, the equation might be simple: digital engagement builds followers; physical experiences build evangelists. One memorable run or class does more for loyalty than a hundred Instagram posts.

For consumers, the push toward more IRL experiences means easier access to free, high-quality workouts in cities nationwide. It’s also a low-stakes way to try something new and meet new friends in the process.
People still want connection — they’re just finding it through movement. And as health becomes a bigger part of how we live and socialize, fitness is becoming the new way to connect.