FlexIt (A and B)

How should fitness start-up FlexIt respond to the challenges of COVID-19 on the industry?

Melanie Brucks, Olivier Toubia  | Spring 2022
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After seeing the growing demand for customized fitness, entrepreneur Austin Cohen launched FlexIt in 2019 as a digitally native platform that gives gym users frictionless and all-inclusive access to equipment, classes and amenities across multiple facilities. Following a rapid initial user growth, FlexIt saw the entire fitness industry rocked by the COVID-19 pandemic, which led to gym closures and drastic change in its main customer base’s fitness consumption. In this case, students will learn about building an application business through partnerships, challenges that the fitness industry faced during COVID-19 and will discuss ways to pivot and survive during major economic disruption.

Case ID: 220503

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