It feels like every other day (literally—hello, ClassPass) the boutique fitness bubble expands even further into the digital space. It’s making it possible for anyone, anywhere to have the same types of designer fitness experiences most people have only been exposed to on Instagram via the feeds of those who sculpt and sweat at studios in New York City, Los Angeles, and a few other burgeoning markets such as Miami.
Given the endless potential of the internet, however, it’s no wonder brands are opting to grow their businesses online. Among the latest companies to launch an on-demand subscription is modelFIT, the exercise brainchild of nutritionist and fitness boss babe Vanessa Packer.
Karlie Kloss, Chrissy Teigen, Taylor Swift, and many Victoria’s Secret Angels—as well as a squad of just really cool girls—have been known to tone at her OG spot on the Bowery in lower Manhattan. Around this time last year, Packer took her buzzy studio bi-coastal by opening a second location in LA, and now she’s revealing exclusively to Well+Good the details of her customizeable workout platform, mF Online. For starters, it allows users to take as many private lessons created by Packer and the studio’s head trainer, Javi Perez, as you’d like…for only $20 per month—that’s 1/8 the cost of a personal training session IRL. (You can also buy a whole year’s membership up front for $220.)
Some videos focus on specific body parts, while others offer full-body sequencing or heart rate-boosting cardio.
All the videos (there are 20 in total as of now, with plans to add new ones every Tuesday and Thursday) are in the vein of modelFIT’s signature style of targeting small, stabilizing muscle groups with dynamic movements. Some focus on specific body parts, such as 6-minute Killer Upper Abs, while others offer full-body sequencing or heart rate-boosting cardio. Most are equipment free. Who doesn’t love a good body resistance workout? But, others utilize tools like resistance bands, small hand and ankle weights, and toning rings. They range in length from 5 to 20 minutes and can be treated as quick, stand-alone sessions, or sequenced together to create full-length fitness routines, which Packer refers to as “playlists.”
“We wanted to kick off our streaming service with the most authentic modelFIT experience,” Packer says. And that includes shooting all the footage in their NYC studio—a bright, second-floor space located in the heart of downtown, in a building that’s been around for over 100 years and still has much of the original architecture (think: exposed brick and intact, pre-war details). Translation: You get to sweat your butt off while looking at the real deal instead of a generic white backdrop.
ModelFIT’s not the only boutique studio getting in on the at-home fitness trend. Check out what Flywheel is doing—and here’s a must-read about why women might be naturally more fit than men, according to science.
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