Generation gym
It’s probably no coincidence that the demise of the nightclub has occurred just as gyms have done a Lazarus. The fitness scene has been transformed by boutique studios, Classpass (like studio speed-dating for the yoga and kickboxing set), infinitely better post-session grazing options and a multitude of sexy apps and tech. One twentysomething recently informed me that the trouble with boyfriends is that they get in the way of workouts with your girl gang.
One of the fastest-growing consumer start-ups of the past decade is Fabfitfun, a subscription service for gymrelated products, including everything from musclesoothing potions and workout clothes to gadgets. Last year, a box contained a skipping rope and guide from Venus Williams, one of Fabfitfun’s “partners”.
Imagine generation punk getting excited about skipping. (Mind you, they pogoed, so they’re in no position to sneer.)
What began in 2010 as a fitness newsletter has morphed into a brand with one million subscribers. UK members will pay less than £50 per season and, says co-founder Katie Rosen Kitchens, are guaranteed over £150-worth of full-sized products, adding. “Most boxes have over £200-£300 worth of products each season.”
With beauty, fashion, food, pet care, music and film all available on subscription, this line of retail disruption is clearly working. But is it encouraging more mindless consumption?
“The difference between Fabfitfun and more traditional monthly sample boxes ... is that ours delivers full-sized products just four times a year,” says Rosen Kitchens. “That gives members time to get to know the products and incorporate them into their daily lives.”
Members can also access a TV platform to educate themselves on products and fitness trends. What seems to be at the heart of this is community: once we bonded over chablis in the wine bar; now it’s with a turmeric matcha latte at a very different kind of barre.