This week, Netflix announced that it will be offering fitness content from Nike as part of its latest efforts to attract subscribers and keep existing members engaged. Beginning on December 30th, Netflix subscribers will have access to 90 workout videos, totaling 30 hours, from Nike Training Club. These workouts, which are led by Nike trainers and require minimal or no equipment, will be available in 10 different languages across all Netflix subscription plans. The first batch of 46 workout videos will cover a range of topics including fitness basics, vinyasa yoga, high-intensity interval training, and strength and core training, with the second batch of videos set to be released in 2023.
This partnership with Nike marks a departure from Netflix’s typical film and TV content and is part of the streaming giant’s efforts to keep its users engaged with the service. With 223 million global paid subscribers, Netflix easily outshines its fitness competitors like Peloton, which had just 2.97 million subscriptions as of last year. Nike also stands to benefit from this partnership by reaching Netflix’s user base, as the fitness company ended its premium membership for Nike Training Club in 2020 and now offers its premium content for free.
Other tech and streaming companies, such as Apple, have also increased their focus on fitness. Apple’s Fitness+ offers over 3,000 guided workouts with Apple product integrations for a monthly fee of $9.99 or an annual fee of $79.99.