Beachbody

The Beachbody Company, which now operates as BODi, is a digital fitness, nutrition, and weight-loss subscription platform. The company was founded in 1998 by Carl Daikeler and Jon Congdon with the mission to help people achieve their goals and enjoy healthy, fulfilling lives. Daikeler, the current Chairman and CEO, was motivated by his own personal weight-loss journey to create effective in-home workout solutions.

The business initially grew through a direct marketing model, selling fitness programs like P90X, Insanity, and 21 Day Fix on DVDs via infomercials. This evolved into a multi-level marketing structure where a network of independent "coaches" sells products and subscriptions, earning commissions and bonuses. This network also provides peer support and motivation to customers.

In 2015, the company launched its streaming service, Beachbody On Demand, shifting its core business from physical media to a digital subscription model. This platform provides access to a vast library of workout programs, personalized meal plans, and nutritional advice. The company also offers a line of nutritional supplements, most notably Shakeology, which is a major revenue driver.

In June 2021, The Beachbody Company merged with Forest Road Acquisition Corp., a special purpose acquisition company (SPAC), and Myx Fitness, a connected stationary bike company, becoming a publicly traded entity on the NYSE under the ticker symbol BODY. In March 2023, the company rebranded its digital platform from Beachbody On Demand to BODi, aiming to create a more comprehensive "Health Esteem" platform that emphasizes positive self-regard and mental well-being alongside physical fitness.

Keywords: digital fitness, home workouts, nutrition supplements, streaming service, weight-loss programs, direct marketing, multi-level marketing, connected fitness, health and wellness, subscription model