Mirror has added live personal training to its in-home fitness device. As on-demand fitness products and services grow in popularity, brands that are able to offer a home workout with all the perks of one at the gym are likely to succeed, as people seek the best of both work-out environments.

With energetic instructors broadcasting live workouts and a social community that motivates users to exercise often, Peloton bridges the gap between boutique studios and the growing home fitness market. But why are people opting for virtual, on-demand spin classes over a visit to their local gym?

The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?

Equinox is launching a line of at-home gym equipment that lets fitness fans take part in its signature classes in their living rooms. As people put more value on health and wellness, brands in the sector have an opportunity to develop on-demand services that maximize convenience.