releases live-streaming work out site developed by Rippleffect membership costs £5.95 per month

Fitness brand has worked with full-service digital agency Rippleffect to create its new website.’s website uses live streaming technology to provide over 40 gym classes led by internationally-renowned fitness instructors online each week.

The membership-based service aims to bring the convenience back to keeping fit, replacing fitness DVDs that become repetitive after a few viewings. The service targets those who do not like the gym or lack the confidence to exercise in front of others.

Speaking of his ambitions for the brand, founder of, Kevin Wiltshire, commented: “We'll now be looking to expand into dual studios and, before long, more studios in London. This will give us the chance to create multiple channels of live streams and offer the largest range of live exercise classes available in one place, 24 hours a day.”

Rippleffect has designed the site to incorporate online video broadcaster Brightcove and satellite and IP-based broadcast specialist Auriga Network to deliver the streamed content. As well as offering the likes of yoga, toning, aerobics and pilates, will also stream classes unlikely to be found in a normal gym, including PHAT Blast, tabata protocols, pre- and post-natal classes, and injury rehabilitation.

Sales and marketing director at Rippleffect, Kirstie Buchanan, added: “This is an exciting new concept for the fitness world. Watching a fitness DVD on repeat can grow old quickly, so what could be better or more convenient than the chance to stream live content as often as you want?

“More than 70 different classes will be available via the site in the first week, offering incredible variety of classes to suit people of all ages and levels of ability.”

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

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