Peerfit's fitness benefits platform is now courting consumers

The platform, which allows users to redeem tokens for fitness classes, previously was only available to employers.
By Dave Muoio
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Peerfit has unveiled a direct-to-consumer version of its digital platform for fitness benefits. Rather than offering employees redeemable fitness class credits through a paying employer, users can now choose the number of class credits they would like to receive through a pay-as-you-go subscription service.

Access to the platform will run consumers $8.95 per month and then will require additional purchase of class credit tokens, the prices of which are variable depending on the original price of the fitness class.

Peerfit’s standard employer-provided benefits platform offers both bulk and per-use token purchases, each of which is supported by an online dashboard to streamline class browsing and reservations, or send department-wide class invites to better engage employees. The service currently provides access to gyms and fitness studios across 46 states.

What’s the impact

In its announcement of the new service, the company explained that a consumer-focused offering was a frequent request among participants of its employee wellness platform who wanted to include their non-employee peers. As such, the new consumer offering stands to both increase and fortify Peerfit’s existing user base.

“As we disrupted [the corporate wellness] space, it was demonstrated to us that Peerfitters’ friends and families wanted to join them,” Peerfit CEO Ed Buckley, III, said in a statement. “While we got employers and carriers to sponsor fitness visits for employees, consumer options were confusing and complicated for use with models changing every few months. We wanted to help redefine wellness for the consumers with a model that is simple to understand and actually built for them.”

What’s the trend

Peerfit noted in its announcement that its network grew 800 percent last year, and that the company expects to double its reach again thanks to “some key partnerships” that may come to life in the first half of 2019. The platform is certainly well supported — the company raised $8 million from investors just a few months ago, and prior to that $10.3 million in January.