How to launch your own ''Les Mills on demand’’ like subscription business

Rubén Santamaría

It’s been over a year since the pandemic started so there is a high chance you already jumped on the virtual fitness train. If you haven’t already, you should seriously consider it.

First of all, it’s important to understand that virtual fitness is not a temporary thing. The virtual fitness market is here to stay and  will continue to grow into a $30 Billion industry in the next few years.

Why is it so popular?

Your clients can workout on their own time without having to worry about arriving on time for a session, or spending time in tedious commutes.

You, on the other hand, are no longer limited to training people who live nearby. By teaching online, you can open up your services to the whole wide world.

We know it might be scary to make the move and even if you did, you probably still have a lot of questions. But don’t worry, the success of live streaming and on-demand fitness has been proven extensively. That’s why we want to help you figure out how to get started with these steps:

1. Define your brand

Having a well defined brand is extremely important so your existing and potential clients can recognize and remember you. Your brand goes beyond your logo and name, it’s what you do and how you differentiate yourself, will you offer regular fitness classes? Will they have a special twist nobody else is doing? Even little details can help make a difference in the overall experience for your clients.

2. Define your market

Stop trying to serve everyone! Tailor to your customers needs, tailor to your target market. Whether you already have clients or you’re starting from scratch, you have to make sure they are the right people for your offering. 

Having segmented markets makes managing your business better as you get to strengthen your community,  acquire higher ROI on social media, and better understand what your customers are looking for.

3. Get your content ready

Now that you have decided what you want to do and who you want to do it for, it’s time to prepare that content. This requires a couple of steps:

  • Plan what you will create: you should have a schedule for how often you want to release new content, weekly, monthly, etc. It is important to get new content out often so you can keep your audience engaged. Make sure that you have a couple of videos ready when you first start.
  • Create the content: Now you have to bring those ideas to life! Get a nicely lit place, a  good camera (can also be your phone if you’re just getting started), some great options for cameras are from Razer and Logitech and, if you plan to give instructions on the video, a proper microphone like these ones from Blue and Fifine.

If you want more information on how to build a streaming setup, check this other blog here.

4. Put your content on a platform

It doesn’t matter how good your videos are, you need a proper platform that is easy to use, and looks good! You need to focus on the user interface, so that your customers come back.

We might be a little biased, but you might want to consider Fitune ;)

Besides our focus on creating an amazing experience for your users, you can upload your videos up through YouTube, Vimeo or directly to Fitune’s native storage. At the same time, we create your crisp looking storefront that lets you monetize your content, and manage your in-person, livestream and ondemand content.

5. Define your pricing structure

You’re almost there! It’s now time to talk about pricing. Subscription-based services are great because they are a scalable source of revenue. Besides the regular monthly subscriptions, you can also charge 6 months or yearly subscriptions with a juicy discount so you can convince people to commit for a longer period of time.

Want to know why you SHOULD be offering annual subscriptions? Check our blog on this here.

Don’t underestimate PAY-AS-YOU-GO

Renting and one-time purchase prices for your individual videos is a key part of building your strong communities. Having PAY- AS- YOU -GO let’s you add secondary sources of income.

We strongly recommend offering a free trial for your memberships and even maybe a free introductory video, so that potential customers can have a small taste of what you offer, eventually leading to long lasting customers. 

6. Get people onboard and build a community

Whether you already have some clients who are attending your in-person classes or you plan to start from scratch, you need to get people to join. First and foremost, start with your inner circle: friends, family, clients, social media. Make sure to offer an incentive, so that your inner circle also shares your brand.

You can even go an extra step and start using targeted ads on social media and reach more people. For more tips on how to grow your business, check out this blog.

7. How do you build a community?

This is by far one of the most important steps, as it can have a great impact on your business since unlike regular clients, your community feels part of something bigger, making them loyal to your brand in the long-term. Strengthening your community can be achieved through: constantly asking for feedback, creating private groups either on Facebook, Whatsapp etc, sharing exclusive content like extra tips only if you’re part of that community, and genuinely showing interest in your clients.

There’s a market full of opportunities out there waiting for you to make the move!

Don’t overthink it and start creating something wonderful. 

Want to claim your 30 day Fitune Free trial? Go to

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Rubén Santamaría
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