Build a trend report for a category

**Trend Report: Connected Fitness — for DTC marketing leaders**
*Window: last 12 months + 6-month outlook*

**8 trends (with evidence)**
1. **Strength over cardio** — Peloton's strength-class engagement up while bike-class minutes flatten (Q4 shareholder letter).
2. **Hardware-light, app-first** — Ladder, Future, and Caliber scaling on coaching subscriptions, no equipment lock-in.
3. **Wearable-as-platform** — Oura's 5M+ rings make biometrics the new acquisition channel.
4. **Hybrid gym + at-home** — Equinox+ and Barry's app bundles blur the line.
5. **GLP-1 crossover** — fitness brands pivoting messaging to "muscle retention on meds."
6. **Creator-coach economy** — micro-trainers monetizing via app white-label (Playbook, Trainerize).
7. **Recovery as a category** — Therabody, sauna, cold plunge going mainstream DTC.
8. **AI form-correction** — camera-based rep counting moving from gimmick to retention lever.

**3 contrarian takes**
- *Overhyped:* standalone VR fitness — novelty churn is brutal.
- *Overhyped:* "metabolic age" scores — engagement candy, weak retention.
- *Underhyped:* GLP-1 muscle-retention positioning — the real 2026 growth wedge.

**Implications for fitness DTC marketers**
Lead with strength + recovery; treat wearables as a CAC channel, not a product; build GLP-1-aware messaging now.

**Sources:** Peloton Q4 letter; Oura press; IHRSA 2025 report; Sensor Tower app rankings.