Brief:

• Popsugar will release a workout app earlier than planned as the coronavirus pandemic prevents people from visiting the gym. The women's lifestyle site also made its new "Active by Popsugar" website free to use instead of charging a monthly subscription fee, per an announcement shared with Mobile Marketer.
• The "Active by Popsugar" website has more than 500 fitness classes, including content from celebrity trainers and experts in strength, cardio, yoga and Pilates. The website includes challenges such as the "4-Week Full-Body Fusion" and "21 Days to Kickstart Your Fitness" for different workout goals.
• The website lets visitors set search filters to find workouts by duration, level of difficulty and type of session. Web users can log into the site with an existing "Glow by Popsugar" account or sign up for free. The standalone "Active by Popsugar" app will be available in the coming weeks, per the announcement.

Insight:

Popsugar's decision to make its new workout website free of charge and to bump up the release of a related standalone app shows how companies are revamping their mobile marketing strategies as the coronavirus pandemic disrupts people's daily routines. Local authorities in many cities and states have ordered the closure of gyms as part of their restrictions on public gathering places. By making its workout website and mobile app free, Popsugar can engender good will among consumers who are forced to stay at home and want to maintain their exercise routines. When the crisis abates, Popsugar may be able to convert those consumers into paying subscribers or develop another revenue model to keep it free and ad-supported.

Mobile usage is likely to increase in the U.S. as the pandemic prevents consumers from leaving their homes except for necessities like groceries, prescriptions and medical supplies. App analytics firm App Annie found that mobile usage recently surged in China and Italy, two countries that have been hardest hit by the pandemic so far. Mobile games, business and education apps and social media saw significant jumps in activity, the researcher found.

Popsugar is among the brands that are offering free workout content to help health-minded consumers to maintain their exercise routines as fitness chains including Orangetheory, SoulCycle, LA Fitness, Gold's Gym and Equinox shut down nationwide. Peloton, the maker of exercise equipment, this week started offering a 90-day trial of its subscription workout app as gyms suspend operations. The offer follows its decision to close all of its store showrooms until March 29, although the company continues to produce and livestream workout classes for existing members, USA Today reported.