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BEFORE EXPLORING APPLE’S clandestine Fitness+ production center in Santa Monica, I had never observed a robotic camera in action. Subsequently, I found myself in the expansive room where all the streaming service’s exercises are filmed, enveloped by them (and when I learned that the studio has the highest number operational in one location, I was not taken aback). Every rig was directed towards Fitness+ instructor Sam Sanchez, who was conducting a Strength session that would soon be available for the platform’s users to perspire alongside (on their iPhones, iPads, and Apple TVs, naturally), much like they would join a group fitness class at a nearby physical studio.
This is the manner in which Fitness+ has been operational since it debuted as Apple’s initial venture into fitness, coinciding with the boom of the streaming workout trend at the close of 2020. By that point, the Apple Watch had evolved from a general-purpose wearable into a powerful health apparatus. Fitness+ provided the company an additional offering to attract consumers to consider Apple for all their needs. Users would utilize their phones, don their watches, and sculpt their physiques under the guidance of Apple-certified trainers.
The platform has been consistently generating workout content ever since (with over 6,000 videos produced so far in just over four years). However, as the broader fitness landscape has developed, Apple’s fitness platform (and indeed most online fitness platforms) have encountered a shortcoming: Isolated workout sessions are simply not the most effective method for muscle development. As discussions around fitness have shifted towards strength training and muscle cultivation for enduring fitness, consumers have increasingly pursued long-term exercise regimens that enable them to exploit progressive overload (more on that later).
Presently, Apple is keen to enter the arena. As the New Year approaches, Fitness+ is unveiling a collection of new features designed to assist users in achieving their muscle-building ambitions—and the standout feature particularly captures my interest: the brand’s inaugural progressive strength training program. I visited the Fitness+ headquarters to gaining insights about these announcements from Apple’s vice president of Fitness Technologies, Jay Blahnik. I received an exclusive look into the filming process of a workout and engaged with the team behind the platform regarding its aim to incorporate more muscle strength into the Apple ecosystem.
Fitness+ Introduces Progression
TOURING THE Fitness+ studio illustrates just how dedicated Apple is to its workout service. The production was strikingly efficient, with cameras positioned on the ground (and suspended from the ceiling) and a control room of producers editing in real-time to ensure the production was as close to live as possible. The whole environment exuded professionalism and concentration—and certainly, I am aware there was a degree of performance intended for my benefit as the outsider. But the authenticity shines through once the cameras begin rolling. That level of efficiency is the only way the studio can produce up to 40 video shoots weekly from a single stage.
The trainers maintain that same level of dedication behind the scenes while devising the workouts meant for the production floor. After observing the shoot, I accompanied Blahnik backstage to gather insights from the Fitness+ trainers regarding that creative process. They typically have a timeframe of four weeks to construct their specific workouts, working collaboratively to ensure sessions align with the platform’s broader ecosystem. The workouts are designed to avoid conflicts with other content—from the choice of music in the playlist to the movements in the exercises—but they are not systematically designed to follow a specific sequence, nor is there a direct link connecting one session to the next.
Numerous fitness enthusiasts are eager to enhance their strength and muscle mass, but until recently, Fitness+ had emphasized content that covered everything except structured strength programs. Users could formulate personalized plans concentrated on music, the type of activity, and the length of the session. However, these plans did not target specific personal training objectives—and they failed to provide a pathway for advancing their lifts, which is essential for growth in a gym environment.
Sanchez, at the center, directs the Strength training session.
This training concept is referred to as progressive overload. Practically, this necessitates subjecting your muscles to greater stimulus over time through frequency, volume, and/or intensity. For instance, you might lift 20 pounds for eight repetitions of bicep curls one week. If you achieve 10 repetitions at the same weight the following week, you’ve successfully “advanced”. This ongoing advancement through your training routine encourages your body to adjust, promoting muscle growth and strength (and aiding in achieving other objectives as well).
This is where Fitness+’s innovative “3 Perfect Weeks of Strength” plan comes into effect. The initiative (which will launch on January 6) marks the first instance where the team has introduced a strategy such as this. With the change in structure, the new strength program aims to elevate the platform’s traditional offerings.
I wasn’t given the opportunity to experience any of the workouts beforehand; however, I did have a discussion with the program’s creators. Soon after Sanchez left the camera, she came together with Blahnik and her Fitness+ training colleagues Darryl Whiting (Pilates), Greg Cook (Strength), and Dice Iida-Klein (Yoga) in a meeting room furnished similarly to Apple’s showrooms, with a contemporary design that reminded me of occasions when I waited for a Genius Bar appointment. Above all, the team highlighted the substantial teamwork behind the scenes as the key (or “secret ingredient” or “superpower”) driving the new programs.
“As we advance, what we’re discovering is that we need to enhance our offerings for users who have been with us over the last four years—and we also need to cater to those users seeking a boost to take them a bit further,” Blahnik remarked. “We have heard ‘we’re enjoying the weekly sessions, but would like something knowing that if we had a three-week window or a specific timeframe, we could accomplish it all.’”
Although the platform does not facilitate the same kind of trainer-client engagement as in-person sessions or even live streamed integrations, the Fitness+ team disclosed that the concept for these new progressive programs arose from user insights. The trainers do not interact with users through the platform directly; however, they receive a multitude of direct messages and Blahnik mentioned that a significant portion of their week is dedicated to communicating with our users. This can manifest as a humorous anecdote, like when a devoted strength enthusiast informed Whiting that they had celebrated his birthday over 100 times because it was noted in a class they frequently repeated, or as inspiration for novel features, as in the case of the user who told Sanchez they had increased their weights upon repeating a session and were pleased with their advancement.
As the title suggests, the new strength program is divided into three weeks, each with its own unique theme and four workouts utilizing a pair of dumbbells. The initial week emphasizes progressive overload, the second week concentrates on time-under-tension (which fosters mind-muscle connection to enhance the effectiveness of your workouts), and the final week highlights an often-overlooked training concept called dynamic power (the notion that your muscles can not only exert force, but also deliver it rapidly, a vital characteristic for longevity). While three-week programs might seem brief since the majority of training cycles span from four to 12 weeks (I personally believe nine weeks is Ideal for establishing a rhythm in a training plan), the three-week duration serves as an excellent introduction for those who have never engaged in a structured program before, as it doesn’t demand excessive commitment. “We aimed to provide our users with a clear objective,” Sanchez explained. “What specific strength training elements can we present in a manageable timeframe for you to embark on a goal and see it through?”
Users are also encouraged to repeat the cycle immediately after the three weeks conclude—which encapsulates the essence of that initial principle of progressive overload: surpassing your previous achievements to encourage your body to adapt and grow. Blahnik and Sanchez affirmed that these three-week cycles are designed for “individuals who are already engaged in strength training” and are “prepared to elevate their routine.” Yet, it is probable that these workouts will predominantly resonate with beginners, as more seasoned trainees will
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I aspire to escalate efforts to pursue higher ambitions alongside more comprehensive strategies.
Fitness+’s approach to advancement may still have potential for improvement in strength training, yet it also holds wider usefulness. A new element set to launch in 2025 is Yoga Peak Poses, designed to offer progressive choreography and concentrated guidance on a specific challenging pose (this will include Dancer, Twisted Hand to Big Toe, and Crow). “We truly focus on the particulars and the alignment of the positions,” Iida-Klein mentioned, likening the program to a private lesson or the additional support you might receive after requesting an instructor’s help post a demanding yoga session in real life.
The Future of Fitness+
THESE ANNOUNCEMENTS MARK yet another phase in the development of Fitness+. A revamp last September unveiled new personalization and curation features; for instance, if you primarily engaged with Fitness+ for yoga and rowing, you’d receive recommendations for those workout styles. Additionally, you can incorporate all workouts and meditations uploaded into the Health app from other services, allowing those who utilize the platform as a complement to additional routines to have their whole wellness activities taken into account (I have activated this feature, and I value how my occasional solo kickboxing sessions in my backyard are considered). This customization aims to enhance the platform’s utility for “advanced” users, Blahnik noted.
Customization works well for individuals, yet as numerous statistics about the fitness landscape post-Covid have indicated, a significant number of individuals enjoy working out as a communal activity. An activity monitoring platform Strava’s annual Year in Sport trend report reported a significant rise in social and group workouts over the past year (more details on that shortly). Even though Fitness+ was not originally designed with isolation in mind, it remains fundamentally a digital-first platform intended for most users to interact with its content independently (features are available to train together via FaceTime or “SharePlay,” but these connections remain predominantly technological). “We view the service as primarily digital, not as an in-person offering,” Blahnik remarked. “However, we’ve genuinely endeavored from the outset to ensure that we’re catering to people where they are, alongside the communities they cherish.”
This is what the Fitness+ team anticipates another of the fresh announcements will tackle: Fitness+ will facilitate Strava integration (both current and new Strava subscribers will gain up to three complimentary months of Fitness+ membership as part of the collaboration). After completing a Fitness+ workout, users will have the ability to share a stylized summary of their session on their Strava timeline. Additionally, later in the year, Fitness+ will feature workouts led by Strava athletes.
Blahnik regards this collaboration as an avenue for Fitness+ to expand beyond user devices, as the network connects “far more individuals to their community.” Strava currently has a similar capability with Peloton, and I’ve noticed my friends on the platform posting those workouts in much the same way they share their running or cycling paths out in the open. Interestingly, these posts are generally about solo training sessions, unlike the group runs I frequently observe friends showcasing.with images from the path. Only time will determine how incorporating Fitness+ workouts alongside your friend’s most recent 5K route will encourage increased interaction, but for a particular breed of endurance enthusiast, the Strava endorsement does lend some credibility.
Nonetheless, the new Fitness+ features will offer users additional choices; alongside Peak Yoga Poses and strength sessions, there are also pickleball and breath meditation programs set to launch on January 6. More celebrity-led Time to Walk episodes (featuring Adam Scott, Steve Aoki, Tiffany Haddish) and Artist Spotlight series (including Janet Jackson, Coldplay, Bruno Mars, Kendrick Lamar) are also forthcoming, adding a level of cultural significance to the service.
For many individuals with lofty fitness aspirations (something like body recomposition), Fitness+ will serve best as an adjunct to a more extensive training regimen. Utilizing just dumbbells can lead to considerable progress, but if you’re aiming to build substantial muscle, additional equipment will be necessary. (Pairing your workouts with suitable nutrition is also advisable, which is something MH is implementing in our new Body Recomp package).
Blahnik is quite content with that. Apple Fitness+ was consistently intended to function as an enhancement to more intricate training frameworks—if that aligns with the users’ needs. After all, the platform hosts an array of workout types, signifying that it encompasses much more than mere strength training. Moreover, with Fitness+ seamlessly integrated into Apple’s products and the influx of new iPads, Apple Watches, and iPhones during the holiday period (all offering complimentary Fitness+ trials), it’s expected that users will discover various features within the service. This aligns with Blahnik and the Fitness+ team’s overarching goal.
“What we have aimed to achieve from the outset,” Blahnik remarked, “is to ensure that all our efforts facilitate greater accessibility for a wider audience to engage in their preferred activities, the way they choose to, and in locations they favor.”
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