Part 1 | Perform

How we exercise, recover, move

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Companies

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Why you should Care

Fitness and performance have been core to human culture for millennia. The way people move, recover, perform, and the ecosystem that enables this is often the starting point on someone’s wellness journey. Why? It’s tangible: you can see and feel results in a few months. It’s fun: exercising and taking care of one’s body releases dopamine throughout the process. It’s social: from local gyms to global communities, movement connects people. And… it’s growing fast.

The fitness industry has seen an over 30% increase in the adoption of digital fitness since 2021 – with AI fitness app adoption growing at a 17% annual rate (Future Fit). Platforms that blend content, coaching, and community — like Peloton, Strava, and Equinox — are setting the tone for what the next generation of fitness will look like.

As consumers invest more time and energy into holistic wellness, the performance category is evolving fast. New technologies are enabling people to access custom routines, tailoring their fitness journey to their own needs, preferences, requirements and limitations. Whether it's AI-powered workouts, at-home hardware, or high-touch in-person studios, the momentum is real — and it's reshaping the way we perform.

The Major Categories to watch

Digital Programs

These companies are predominantly based on software applications but can be segmented either by jobs-to-be-done (use cases) or demographics.

• Coach-Forward Platforms empower individuals to train independently or with 1:1 support. Companies like Future and Centr connect users with real human coaches who provide ongoing guidance and accountability. Others, like Fitbod and Shred, offer AI-personalized workout plans paired with pre-recorded video classes, enabling users to follow structured programs on their own time
• Community-Forward Platforms focus on social connection and shared progress. Whether it's Strava for runners, AllTrails for hikers, HYBRD for hybrid athletes, or TrainingPeaks for endurance athletes, these platforms help users stay motivated through competition, community tracking, and public goal-setting
• Motion AI & XR Platforms are embedding new technologies into the foundation of the workout experience. Tools like Kemtai offer motion-tracking to provide real-time form feedback using a phone or laptop camera. Meanwhile, FitXR brings fitness into the metaverse with VR-based gamified workouts that aim to make exercise more immersive and fun
• Female-Forward Platforms such as Obé and Sweat cater specifically to women, offering curated fitness experiences, community support, and programming aligned with female preferences and training goals (such as pre/postnatal classes)

Each of these sub-segments serves a distinct need — but together, they’re shaping a more dynamic, inclusive, and tech-forward future of performance

At-Home Hardware

Fueled by the boom in at-home fitness during COVID, this category includes companies building hardware-first products designed to deliver a complete performance experience in the house.

There’s been a surge in aerobic-focused machines with premium design and immersive content. Hydrow, CLMBR, and Ergatta are examples, each offering sleek, high-end equipment tailored to rowing, climbing, and gamified cardio. On the strength side, AI-integrated platforms like Tempo and Tonal combine smart sensors, dynamic resistance, and personalized programming to deliver guided full-body workouts. Companies like Peloton and Zwift led the charge in bringing cycling culture and community indoors.