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Netflix Taps Nike for Fitness Move

  • Netflix is adding Nike fitness classes to its content library.
  • The December 30 launch could be well-timed with New Year's resolutions.
Nike Training Club offered through Netflix
Nike

Netflix is hoping to get you off the couch.

The streaming platform is adding fitness classes to its library on Dec. 30, shortly before countless exercise-related New Year’s resolutions kick in.

  • Netflix is teaming up with Nike Fitness Club, the apparel brand’s workout class and goal-setting platform.
  • The streaming giant will start with five types of classes, including kickboxing, Vinyasa yoga, and core training.
  • Netflix will release 90 workouts, totaling 30 hours of fitness content, in two batches.

The move puts Netflix in competition with other giants with fitness programming, such as Peloton and Apple.

The success of the program will likely inform whether Netflix invests in future fitness content, whether with Nike or produced in-house.

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While Netflix has still not found a match in a live sports market it deems too expensive, it has grown its sports docuseries programming. 

On Jan. 13, it will release its latest collaboration with “Drive to Survive” producer Box to Box, a tennis-focused series called “Break Point.”

The streamer is also working with the PGA Tour on a golf series.

Netflix co-CEO Ted Sarandos explained earlier this month why the company has yet to invest in live sports, noting that “we’ve not seen a profit path to renting big sports.”

“We’re not anti-sports,” he added. “We’re just pro-profit.”

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