时代周刊:传统健身房遭遇流媒体打卡健身挑战(3)（在线收听）

Social community is a large part of the reason Rachael Lawton, a 38-yearold finance director based in Columbus, Ohio,

38岁的瑞秋·劳顿是俄亥俄州哥伦布市的一名财务总监，安德森的课程她上了将近一年了，

has been taking Anderson’s classes virtually for almost a year.

而她之所以能做到这一点，很大程度上是因为网络社区。

With two children and a full-time job, Lawton found that streaming made maintaining a regular fitness routine feasible.

有两个孩子还有一份全职工作的劳顿发现，有了流媒体，定期健身就变得切实可行了。

She started sharing her workout experiences online to help other parents in similar situations.

她开始在网上分享自己的锻炼经历，为其他有类似情况的父母提供借鉴。

“They need to know that there is another mom out there that gets everything done and makes time to work out,” she says.

她说：“他们得知道，还有一位妈妈，不仅能兼顾到所有的工作，还能挤出时间健身。”

“It is possible. ”

“这是可能的。”

Kayla Itsines of the SWEAT app has more than 9 million followers on Instagram.

“SWEAT”平台的健身女王凯拉·因斯内斯有900多万IG粉丝。

Like Peloton’s founders, she was one of the first to realize the potential of offering at-home workouts built around an online community.

和Peloton的创始人一样，她也是最先意识到围绕在线社区打造在家健身项目颇有商业潜力的人之一。

Her wildly popular Bikini Body Guide program, which costs $19.99 per month, has catapulted Itsines to superstar status;

她推出的“比基尼身材指南”（BBG）课广受欢迎，课程售价19.99美元/月，她也因此一跃成为了超级明星般的人物；

she sold out a stadium with her live boot-camp workout session in 2016 and has released books based on her program.

2016年，她推出的训练营直播健身课被一抢而空，还根据她的课程出版了多本书籍。

Knocked Up star Katherine Heigl praised the BBG program on Instagram for helping her get back into shape after giving birth in 2016.

曾出演《一夜大肚》女主角的凯瑟琳·海格尔也在IG上称赞因斯内斯的BBG课程帮她在2016年完成了产后身材恢复。

“I found a fantastic app called #sweat that features several different #bbg programs you can choose from

“我发现了一个很棒的软件#sweat，上面有丰富的#bbg课程供大家选择，

and makes it incredibly easy to do anywhere, which for me means in my bedroom,” Heigl wrote.

让你在任何地方，对我来说就是卧室啦，都可以轻松完成锻炼。”

THAT WORKING OUT at home is cheaper than signing up for a studio membership may be the most obvious benefit of streaming, besides convenience.

除了便捷之外，流媒体最明显的好处可能就是，在家锻炼比在健身房办卡便宜。

On average, the monthly fees for fitness studios range between $76.41 and $118.13, according to the IHRSA.

IHRSA的数据显示，线下健身房的价格通常在76.41美元/月至118.13美元/月之间。

That’s why Foley doesn’t see his equipment as being unreasonably priced, especially if you’re splitting the costs with a spouse.

这就是为什么福利（Peloton的CEO）不觉得自己的健身器材价格过高的原因，尤其是有人和你一起分摊这一成本的情况下。

Financing the Tread for $150 per month, or $110 if you already own a bike, plus the $39 subscription fee for classes,

买一台Tread跑步机平均下来是150美元/月，已经买过Peloton的动感单车的话才110美元/月，加上39美元的课程订阅费，

breaks down to either $74.50 or $94.50 per person when split between two people.

两人均摊的话才74.50美元/月或者94.50美元/月。

A single class at SoulCycle, for example, costs $28 to $40, depending on where you live.

打个比方，动感单车一节课是28~40美元，具体价格取决于你所在的位置。

If you attend more than a few classes a week, the costs quickly surpass the monthly expense of owning a Peloton bike.

如果你每周上好几节课的话，课时费很快就会超过买一台Peloton动感单车的月供。

But those savings may come at a different cost, according to Josh Leve, founder and CEO of the Association of Fitness Studios,

但“健身房协会”的创始人兼首席执行长乔希·莱夫表示，节约下来的这些钱也是有代价的，

who says some aspects of studio classes simply can’t be replicated digitally.

因为线下健身房的某些特点是线上课程无法复制的。

“You lose that ability to really engage and speak with the (studio) owners and feel that sense of ‘Together we can accomplish anything,’” says Leve.

“你会失去与(健身房)老板面对面沟通的机会，还有那种‘只要我们心连心，就没有成不了的事’的那种感觉，”莱夫说。

“For some people (streaming classes) works incredibly well, but for so many others who crave that attention, it’s not a market for them.”

“对部分人来说，(流媒体课程)的效果十分显著，但对无数渴望得到关注的用户来说，这种课程就不是他们的菜。”