FITURE, a Fitness Mirror, Shutting Down Operations in the US!

Hey there! I wanted to share some news with you about FITURE, a fitness mirror similar to Lululemon’s Mirror. Unfortunately, they have decided to shut down all operations in the US. It’s a bit surprising, as FITURE was one of the first connected fitness companies to drop out of the US market. This closure raises a few questions about what will happen to current FITURE Mirror owners and those who pay for the monthly subscription. Will the mirrors be rendered useless? Will members still have access to old content? While we don’t have all the answers yet, I’ll keep you updated if I learn anything new from FITURE.

FITURE, a Fitness Mirror, Shutting Down Operations in the US!

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Background Information

FITURE, a fitness mirror similar to Lululemon Mirror, has announced the closure of all its operations in the US. This Chinese-owned company has experienced low traction in the market and is sold out of its FITURE Core and FITURE Mini products. FITURE’s closure serves as a warning for other connected fitness companies and raises concerns for current FITURE mirror owners.

FITURE’s Closure and Sold Out Products

According to FITURE’s website, both the original FITURE Mirror (now known as FITURE Core) and the newer, smaller, and lower-priced FITURE Mini are sold out. These products were released to compete with the Lululemon Studio mirror, which underwent rebranding and a significant price cut in the past year. Despite the sold-out status, FITURE may continue its operations in China.

Implications for the Connected Fitness Market

FITURE’s exit from the US market is significant as it is one of the first connected fitness companies to withdraw. This closure raises concerns about the stability and longevity of other companies in the market. The impact of FITURE’s closure on competitors and the overall landscape of the connected fitness market remains to be seen.

Concerns for FITURE Mirror Owners

FITURE mirror owners are left with several concerns following the company’s closure. The status of their current mirrors is uncertain, as is the continuation of their monthly subscriptions. Will they still have access to old content? Is there a possibility of free access? Unfortunately, FITURE has provided little information about these concerns, leaving owners unsure about the future of their mirrors and subscriptions.

Response from FITURE

FITURE’s lack of information regarding its closure has left customers frustrated and uncertain. Despite requests for more information, the company has yet to provide clarity on the situation. Owners are hoping for an update that will address their concerns and provide guidance on the future use of their FITURE mirrors.

Confirmation from Coaches and Instructors

Confirmation of FITURE’s closure came through Instagram posts from FITURE coaches. One coach mentioned being laid off from their full-time position due to FITURE suddenly and unexpectedly closing its US market. Another coach expressed gratitude for the opportunity to work with FITURE and highlighted the unique benefits the fitness mirror offered. This confirmation from coaches, along with support from a previous Peloton instructor, validates the news of FITURE’s closure.

Review of FITURE and its Features

FITURE’s fitness mirror stood out from its competitors with its accurate rep counting and movement feedback. Unlike most fitness mirrors, FITURE accurately counted reps and provided feedback on movements. The mirror also had unique features, such as the ability to start scheduled classes by simply raising your hand in front of the mirror. These features, however, were not enough to compete with the well-established Lululemon mirror brand, especially after Lululemon cut its price by almost half.

Competition with Lululemon Mirror

Lululemon Studio, which was previously known as Lululemon Mirror, posed significant competition to FITURE. The price reduction and rebranding of Lululemon Studio took a toll on FITURE’s market presence. The Lululemon Studio offers a smaller, lower-priced, and more basic fitness mirror compared to FITURE. This leaves customers with two primary options in the fitness mirror market: the smaller and lower-priced Lululemon Studio or the larger and higher-quality FORME mirror.

Comparison with FORME Mirror

The FORME mirror, which has been previously reviewed, offers a different set of features compared to FITURE. While it lacks the accurate rep counting and movement feedback found in FITURE, FORME boasts a large 4K resolution screen and a powerful processor capable of handling 4K video. The mirror also offers a wide range of fitness classes and the opportunity to hire high-quality coaches for one-on-one training sessions. Additionally, the FORME mirror can be upgraded to the FORME lift, which features 200 pounds of digital resistance. This flexibility makes FORME a strong contender in the fitness mirror market.

Conclusion

FITURE’s closure is a loss in the fitness mirror market and raises concerns about the stability of other connected fitness companies. FITURE mirror owners face uncertainties regarding the future of their mirrors and subscriptions. With the closure of FITURE, customers are left with two primary options: the smaller Lululemon Studio or the larger and higher-quality FORME mirror. The FITURE closure serves as a reminder to consumers to carefully consider their options when choosing a fitness mirror.