Digital At-Home Boxing Subscriptions Step Into The Ring

To enable consumers to train away from the gym with expert instruction, digital fitness startups are combining specialized equipment with content subscriptions.

FightCamp, for instance, is seeking to bring the experience of boxing instruction into consumer’s homes. “It’s an interactive home boxing gym,” FightCamp CEO and Co-founder Khalil Zahar told PYMNTS in an interview. The system comes with a bag, a pair of gloves and quick wraps, among other equipment. It provides “everything you need to work out,” according to Zahar.

And in a digital twist, the system comes with motion trackers that recognize the type of punch a home boxing athlete throws, and also tracks her speed and output for every round. The company offers workout classes and tutorials, as well as challenges known as sprints. Overall, Zahar said the system is designed to take users from having no boxing experience to gaining an understanding of the basics. For users who are at a more intermediate or advanced level, the system includes more challenging offerings.

The consumer experience begins with the purchase of the gym, which comes in three different packages. The FightCamp Gym offers punch trackers, a free-standing bag, a heavy workout mat, premium boxing gloves and quick wraps. A family-oriented package comes with double the gloves and quick wraps. For consumers who already have boxing equipment, the company offers a package with just the trackers and quick wraps.

Shoppers can either pay by credit or debit card, or have the option to apply for financing directly through Affirm. If consumers are approved, they can receive financing for either six or 12 months depending on the selected package. They also pay a monthly fee to unlock the content.

FightCamp is not the only fitness company to operate on the model of pairing fitness equipment with content. Peloton, which is reportedly eyeing an IPO, offers exercise bikes that come with tablets that allow spin class subscriptions.

The Business Model

As a way to encourage and motivate boxers, the system provides a punch goal during every round. “The technology helps you at least try to … keep up with the goals during every round,” Zahar said. To keep users informed about their progress, the system displays the average punch per minute, total punches per minute and punch output (or physical exertion). The latter metric is a mix of how fast a person punches and how many of them he or she throws.

The goal, Zahar said, is to create an experience for everyone independent of skill level. He noted that most of the company’s users are young parents or young professionals who are fit or used to be fit, and are having a harder time hitting the gym. These consumers might have an interest in boxing, but may not receive quality instruction. And they might want to get higher quality information or participate in an interactive experience conveniently on their own time. Instead of hitting the gym at a certain time, Zahar noted that these consumers can work out when their kids are sleeping.

At the same time, Zahar noted that boxing is growing in popularity “like crazy right now.” He pointed out that hitting a fitness bag is a great stress reliever: “It’s a very empowering experience to just let it all out.” The other market lift, he said, is that consumers have busier schedules and want to stay fit longer. He noted that 15 to 20 years ago, fitness was an activity that primarily young and single consumers were doing, but that is no longer the case.

When asked if the service was essentially the Peloton of boxing, Zahar said the company has similarities to its interactive portion, and he respects what that company have done for cycling. His company, however, is expanding vertically in boxing, and developing content outside of only workouts. The company could, for instance, offer information about the best boxers in history, as it seeks to provide a contextual workout for aspiring or experienced boxers in their own homes.