Apple today just announced a new subscription service called Fitness+ during their September 2020 Apple Event. This is a huge leap forward for the company as it seeks to further evolve the Apple Watch as the premiere health fitness product.

Apple今天刚刚在2020年9月的Apple Event期间宣布了一项名为Fitness +的新订阅服务。 对于苹果公司来说，这是一个巨大的飞跃，它正在寻求将Apple Watch进一步发展为首屈一指的健康健身产品。

Covid-19 has impacted our daily routines in a variety of different ways and fitness is no exception. 59% of Americans don’t plan on renewing their gym memberships after the pandemic. The reason? Fitness enthusiasts have found alternative ways to exercise without leaving their homes.

Covid-19以各种不同的方式影响了我们的日常生活，健身也不例外。 大流行之后，有59％的美国人不打算更新其健身房会员资格。 原因？ 健身爱好者已经找到了不离开家而做运动的替代方法。

On-demand workouts at home have essentially replaced gyms as the preferred place of exercise. Safe within the comforts of their home, consumers blend technology and video to enhance their workout experience.

在家中的按需锻炼已基本上取代了健身房，成为首选的锻炼场所。 消费者可以在家中舒适地生活，他们将技术和视频融合在一起，以增强锻炼体验。

Peloton, manufacturer of exercise bikes for remote workouts, hit a record 3.1 million membership base at the end of June, doubling their member numbers versus a year prior, thanks to Covid-19 and gym closures. Peloton has cemented its standing in the on-demand workout space. Companies like Apple are eager to take advantage of the opportunity as well.

远程运动健身车制造商Peloton于6月底创下了创纪录的310万会员基础，由于Covid-19和健身房的关闭，其会员人数比一年前增加了一倍。 Peloton巩固了其在按需锻炼空间中的地位。 苹果等公司也渴望利用这一机会。

Anchoring on the success of its ever-growing Apple Watch, Apple aggressively priced their new Fitness+ subscription service at $9.99 / month. Customers will also get 3 months free with a purchase of the new Apple Watch Series 6.

依靠不断增长的Apple Watch的成功，Apple积极地将其新Fitness +订阅服务的价格定为9.99美元/月。 购买新的Apple Watch Series 6，客户还将获得3个月的免费试用期。

The virtual fitness classes, led by trainers remotely, cover a wide swath of activities including yoga, HIIT workouts, treadmill, strength, rowing, dancing, and more. Consumers can workout alongside the trainers with or without their own equipment. Fitness+ will offer future recommendations based on the customer’s historical activity as well.

由教练远程指导的虚拟健身课程涵盖了许多活动，包括瑜伽，HIIT锻炼，跑步机，力量，划船，跳舞等。 消费者可以在有或没有自己的设备的情况下与教练一起锻炼。 Fitness +还将根据客户的历史活动提供未来的建议。

With Fitness+, customers can select the trainer, type of exercise, and length. Additionally, customers can also choose their own music, integrating with their Apple Music account.

使用Fitness +，客户可以选择教练，锻炼类型和长度。 此外，客户还可以选择与自己的Apple Music帐户集成的自己的音乐。

While working out with the Apple Watch, data about the customer’s body will be recorded and displayed such as heart rate, blood oxygen level, or calories burned. It’s amazing to see how Apple has turned exercise into a metrics-driven haven. It’s especially important to note that Apple also discussed the importance of data privacy, especially with consumer health data.

在使用Apple Watch锻炼时，将记录并显示有关客户身体的数据，例如心率，血氧水平或燃烧的卡路里。 令人惊讶的是，苹果公司如何将锻炼变成了以指标为导向的避风港。 特别要注意的是，苹果还讨论了数据隐私的重要性，尤其是对于消费者健康数据。

Coupled with the Apple Watch Series 6 stunning new features such as ECG and blood oxygen monitoring, Apple has doubled down on wellness.

加上Apple Watch Series 6令人惊叹的新功能(例如心电图和血氧监测)，Apple的健康水平提高了一倍。

Peloton and other on-demand workout companies have their work cut out for them in the near future to compete with Apple. Peloton’s all-access membership costs $39 / month, compared to Apple’s announced $9.99 / month for Fitness+, a stark pricing difference that might shift the winds drastically, especially as the country faces record unemployment.

佩洛顿(Peloton)和其他按需健身公司在不久的将来会为他们削减工作量，以与苹果竞争。 Peloton的无障碍会员费用为每月39美元，而苹果公司宣布的Fitness +每月费用为9.99美元，这种明显的价格差异可能会大幅度改变风向，特别是在该国面临创纪录的失业率的情况下。

The new subscription service represents potential disruption for the market and a huge customer experience improvement for at-home workouts. It’ll be interesting to see how it pans out when the subscription service comes out.

这项新的订阅服务代表着市场的潜在颠覆性和家庭锻炼的巨大客户体验改善。 看到订阅服务推出时如何显示它会很有趣。

Fitness+ will be available in Australia, Canada, Ireland, New Zealand, the UK, and US before the end of the year.

Fitness +将于今年年底在澳大利亚，加拿大，爱尔兰，新西兰，英国和美国上市。