Netflix And Nike Are Coming After Your Health
Netflix is bringing videos from the Nike Training Club app to its streaming platform.
Netflix is getting in the home fitness game thanks to a new partnership with Nike Training Club. The partnership between the streaming giant and the shoe company will bring 46 workout videos from the Nike Training Club app conveniently to Netflix. A report from IndieWire details the release of the new workout videos, which are set to appear on Netflix on December 30, 2022, just in time for New Year’s resolutions.
The deal, which was announced on December 21, will finally bring fitness content to Netflix. The initial release will feature workout videos of several different styles, including strength training, yoga, and high-intensity interval training (HIIT). The videos on Netflix will be a small selection of content already featured on the Nike Training Club app; the integration will make the workouts accessible to more people and simultaneously spread awareness of Nike Training Club.
The deal with Netflix and Nike will launch with five different workout programs of various types and intensities, including Kickstart Fitness for beginners, Two Weeks to a Stronger Core, Fall in Love with Vinyasa, HIIT and Strength with Tara, and Feel-Good Fitness; each program ranges from six to 14 episodes. More programs are expected to be added to the streamer over the course of 2023.
The Netflix workouts from Nike will be available in 10 languages and available on every Netflix plan, including the new ad-supported tier. The videos will appear together in a Nike Collection, making them easily searchable, and will require little to no additional equipment to complete. Netflix’s approach to fitness content seems to have a strong focus on accessibility and inclusivity as it tries to reach as many subscribers as possible with its new venture.
The Netflix deal with Nike points to a new level of diversification for the streamer as it jockeys for position in a competitive market. With the release of fitness content, Netflix joins competitors like Hulu and Amazon Prime Video, which already stream workout and yoga sessions on their respective platforms. The move is an experiment to see how fitness content fares next to its more traditional narrative and documentary titles.
The release of Netflix’s Nike content comes at an opportune time for the streamer. The release comes just two days before the start of the new year and just days after the debuts of highly-anticipated titles, such as Rian Johnson’s whodunnit sequel Glass Onion: A Knives Out Mystery and Matilda the Musical.
Netflix started the streaming revolution but has struggled to keep up as its competitors innovate and refine the model. In addition to narrative experiments like the upcoming Kaleidoscope and expected forays into the video game market, Netflix’s deal with Nike represents an effort to compete and leverage its platform to the fullest extent. Being in consumers’ homes is an advantage that Netflix has only begun to tap into, and it is capitalizing on its potential with its latest foray into fitness.
