Inspired by Jane Fonda workouts of the '80s, Obé fitness is harking back to millennial consumers' childhoods with retro aesthetics and themes for its on-demand subscription class program

Designer fitness app Obé is enabling live-streaming and on-demand fitness for a high-end fitness experience. Founded by entrepreneur Mark Mullett and fellow Creative Artists Agency (CAA) alum Ashley Mills, the Brooklyn-based platform (the acronym stands for “Our body electric”) brings boutique fitness directly to fitness fanatics for a $27/month subscription.

The company founders channeled the same charisma and style they recall from their mothers' Jane Fonda workout tapes from the '80s, aiming for that same kind of energy and personality with all their class offerings: dance cardio, sculpting, strength and yoga. Members can access 14 classes daily, with an aesthetic of pastel and neon colors on its design-led interface created with younger consumers in mind. “Our customer wants something different,” explains Mullett concerning his (mostly) millennial audience, “She wants something that feels branded, that feels special–that evokes joy.”

 

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The founders wanted each class to feel like a music video or nightclub, using stylistic touches like a pure white light at the start of classes that “represents the energy of the lungs,” and a morning class featuring soft oranges and red to “represent the rising sun.” In addition, the company partnered with popular retailers like Victoria's Secret Sport and Carbon 38 to keep instructors in alignment with its thematic aesthetics, even down to their apparel.

Obé


Lead image: stock photos from Halfpoint/Shutterstock

Designer fitness app Obé is enabling live-streaming and on-demand fitness for a high-end fitness experience. Founded by entrepreneur Mark Mullett and fellow Creative Artists Agency (CAA) alum Ashley Mills, the Brooklyn-based platform (the acronym stands for “Our body electric”) brings boutique fitness directly to fitness fanatics for a $27/month subscription.

The company founders channeled the same charisma and style they recall from their mothers' Jane Fonda workout tapes from the '80s, aiming for that same kind of energy and personality with all their class offerings: dance cardio, sculpting, strength and yoga. Members can access 14 classes daily, with an aesthetic of pastel and neon colors on its design-led interface created with younger consumers in mind. “Our customer wants something different,” explains Mullett concerning his (mostly) millennial audience, “She wants something that feels branded, that feels special–that evokes joy.”