Their business model was always “digital first,” so they’ve always distributed their content to a smartphone from the initial launch of their product. Since they have been in the format-delivery business for a while now, and focused on building a sense of community among instructors, they have built and still have a really strong community.

Will has a background at Les Mills and Beachbody. Both of those companies had legacy business models that weren't necessarily working in the past 5 or 6 years. They had some older distribution methods such as copying all  their notes, putting the video  onto a videotape, and then sending it out. 

Will then came up with the “digital first” idea, which is extremely low-cost compared to other similar products on the market. Listen to this very interesting story of how SH1FT was born to meet a real market need, and how it has had to evolve along with the market as technology continues to change.

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