FITURE, a fitness mirror similar to that of the Lululemon Studio, has shut down all operations in the US and will no longer be providing new content. All class and game content will now be accessible to FITURE owners free of charge.
FITURE silently began the process of closing down US operations in March. While no new units were being sold, FITURE continued to provide new content weekly to paying subscribers.
Then this week, FITURE emailed the following to its members:
Starting June 15th, we will no longer be charging you monthly subscription fees. All the class and game content will be accessible to you and your household accounts free of charge on the Fiture Mirror and the Fiture Go App.
Additionally, we want to clarify that we will no longer update the service with new content. We understand that this decision may be disappointing to some of our customers, and we sincerely apologize for any inconvenience that this may cause. Please know that this was a difficult decision to make, but we believe it is the best way to ensure we can continue to offer our services without any additional financial burden on you.
For FITURE members who have concerns, you can reach out to them at support@fiture.com.
Connect The Watts’ Take
While it is likely that many connected fitness companies will shut down in the coming years, this is the first that I personally have covered. One of the biggest concerns many people have when purchasing fitness machines requiring a subscription is, “What happens if the company goes under?”
Seeing FITURE keep all of its content online and free for current members to continue using seems like the best-case scenario. If this is what people can expect if other companies shut down, I think that seems like a fair solution.
However, it still remains to be seen how long FITURE will keep its content available online. No longer charging for a subscription, I don’t see a possibility that the content remains available forever. Will FITURE keep the content up for a few months or a few years? Only time will tell.
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