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The Beachbody Company

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(Redirected from P90X)

The Beachbody Company
TypePublic
Industry
Founded1998; 28 years ago (1998)
Santa Monica, California, U.S.
FoundersCarl Daikeler
Jon Congdon
Headquarters
El Segundo, California
,
U.S.
Area served
United States, Canada, United Kingdom, and France
Brands
RevenueDecrease US$820.82 million (2021)
Websitethebeachbodycompany.com

The Beachbody Company (known simply as BODi) is a publicly traded American fitness and health company based in El Segundo, California. It sells fitness subscriptions and nutrition supplements. Founded in 1998, it is known for its fitness programs P90X and Insanity.

History

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1998-2014; Early history

[edit]

Beachbody was founded in 1998 by Carl Daikeler and Jon Congdon in Santa Monica, California.[1] Daikeler was previously in infomercials for Lifeline Gym and :08 Min Abs in the 1990s. The founders received $500,000 in angel investing, developed a series of workout videos and launched the website Beachbody.com.[2][3] Shortly after its founding, the company implemented a multi-level marketing model.[4]

In 2005, P90X, or Power 90 Extreme, was created by Tony Horton as a commercial home exercise regimen and developed as a successor to the program called "Power 90". It consists of a training program that uses cross-training and periodization, combined with a nutrition and dietary supplement plan.[5] It was heavily marketed through infomercials and celebrity endorsements.[6][verification needed]

In 2007, customers began selling workout DVDs.[2] In 2014, it surpassed $1 billion in sales.[1]

2015-2022; Streaming and expansion

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The company announced that it was developing an OTT streaming platform in 2015 that would function similar to Netflix containing all of its exercise workouts previously available on DVD. The platform gained popularity early in the COVID-19 pandemic with more than half a million new subscribers at that time.[7][8]

Between June and November 2017, advertising watchdog organization Truth in Advertising found that Beachbody distributors were making false and unsubstantiated income claims to promote the company's business opportunity.[9]

In 2017, Beachbody agreed to pay $3.6 million to settle a lawsuit from the city of Santa Monica over automatic credit card renewals. It was alleged that Beachbody was charging its customers' credit cards on an automatic, recurring basis without the required written consent of those customers.[10]

In 2018, Congdon co-founded a personalized nutrition programming and tracking app with "FaceTime for fitness" live group classes called Openfit.[11] The company acquired LeBron James and Arnold Schwarzenegger's Ladder, which develops nutritional products to help athletes with severe cramping after James had issues in the 2014 NBA Finals. The terms of the deal were not disclosed, James and Schwarzenegger remained minority stakeholders.[12]

Due to lockdowns associated with the COVID-19 pandemic, Beachbody On Demand experienced growth of more than 300 percent in new subscribers, passing 2 million overall by April 2020.[13]

A three-way merger between Forest Road Acquisition Corp, Myx Fitness Holdings and Beachbody was entered into in February 2021, which valued the new business combination at $2.9 billion. It was known as The Beachbody Company.[14] [15]

2023 to present; Name change

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In March 2023, the company changed its name to BODi.[16][17] The company was subject to a class-action lawsuit in California regarding its classification of independent contractors. The case seeks to require Beachbody to pay its independent distributors ("coaches") up to four years’ worth of unpaid wages and business expenses if they are deemed employees.[18] Later that year, BODi announced a partnership with high-performance coach, Brendon Burchard and a change to its compensation plan for 2024.[19]

In October 2024, The Beachbody Company announced that it would eliminate its multi-level marketing model, transitioning to a single-level affiliate program and a deeper focus on its direct-to-consumer operations effective November 1, 2024, with the existing MLM network to sunset by January 1, 2025. Concurrently, the company announced layoffs impacting approximately 33% of its workforce as part of its broader turnaround strategy.[20]

Present

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The Beachbody Company operates under the consumer brand BODi and provides digital fitness subscriptions, nutrition supplements, and related wellness and workout products.[21][22] InsanityThe BODi subscription platform offers on-demand fitness programs, nutrition guidance, and wellness content through web and mobile applications. Its fitness library includes programs such as P90X, Insanity, 21 Day Fix, LIIFT 4, and other trainer-led workout series.[23][2][24]

In addition to digital subscriptions, the company markets nutrition products including Shakeology, a nutrition shake brand, as well as sport performance supplements, and wellness-related offerings.[2] In 2026, Shakeology shakes became available at Sprouts supermarket locations, bringing the product to stores for the first time.[25] Also in 2026, BODi launched a line of P90X sport performance supplements.[26]

References

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  1. 1 2 Olick, Diana (May 27, 2016). "Get really fit by hitting the basement". CNBC. Retrieved September 5, 2018.
  2. 1 2 3 4 Debter, Lauren (April 10, 2018). "Inside Beachbody's Billion-Dollar Fat Burning Empire". Forbes.
  3. ↑ Noto, Anthony (May 5, 2017). "BeachBody CEO discusses journey from '8-Minute Abs' to creating the 'Netflix for fitness'". www.bizjournals.com. Retrieved February 7, 2021.
  4. ↑ Fine, Howard (October 7, 2024). "Beachbody Begins Reshuffle of Its Operations". Los Angeles Business Journal. Retrieved December 29, 2025.
  5. ↑ "What is the P90X workout? Rep. Paul Ryan credits Tony Horton fitness routine for keeping in shape". NY Daily News. August 15, 2012. Retrieved August 15, 2014.
  6. ↑ Townsend, Matt (September 7, 2012). "Ripple Effect: Beachbody LLC flexing its muscles following success of P90X program". Chicago Tribune.
  7. ↑ "Fitness streaming businesses surge amid the pandemic". The News with Shepard Smith. CNBC. February 5, 2021.
  8. ↑ Rob Smith (June 21, 2017). "Beachbody CEO: file sharing and piracy 'costs us millions'". Yahoo! Finance.
  9. ↑ TINA (December 18, 2017). "TEAM BEACHBODY INCOME CLAIMS DATABASE". Truth in Advertising. Retrieved September 15, 2020.
  10. ↑ Howard Fine (August 29, 2017). "Beachbody Agrees to Pay $3.6 Million to Settle Case Over Automatic Credit Card Renewals". Los Angeles Business Journal. Retrieved September 15, 2020.
  11. ↑ Ellingson, Annlee (November 7, 2019). "Openfit launches 'FaceTime for fitness' with live workout coaching". www.bizjournals.com. Retrieved February 7, 2021.
  12. ↑ Young, Jabari (December 2, 2020). "LeBron James, Arnold Schwarzenegger's Sports Nutrition Company Sells to Fitness Platform Openfit". NBC Los Angeles. Retrieved February 7, 2021.
  13. ↑ Haithman, Diane (May 18, 2020). "Beachbody Sees Gains". labusinessjournal.com. Los Angeles Business Journal. Retrieved February 7, 2021.
  14. ↑ Goldsmith, Jill. "Forest Road SPAC With Former Disney Execs Kevin Mayer, Tom Staggs Buying Digital Fitness Group Beachbody". Deadline Hollywood. Deadline. Retrieved October 8, 2021.
  15. ↑ I-Chun Chen (June 29, 2021). "Beachbody acquires Myx Fitness, goes public in SPAC merger". New York Business Journal.
  16. ↑ Anne Stych (March 10, 2023). "The Beachbody Co. rebrands with a name that promotes 'health esteem'".
  17. ↑ "Beachbody Changes Name to BODi on its Mission to Build the Health Esteem Category". Businesswire. March 9, 2023.
  18. ↑ Ding, Jaimie (May 22, 2023). "Multibillion-dollar Santa Monica fitness company faces allegations of exploiting exercise coaches". Los Angeles Times.
  19. ↑ "Introducing BODi's Growth Game Plan: BODi's Network Business Transformation" (Press release). benzinga.com. October 5, 2023.
  20. ↑ Rehfeldt, Courtney (October 2, 2024). "The Beachbody Company Axes MLM Model, Conducts Layoffs". Athletech News. Retrieved June 18, 2025.
  21. ↑ "Online Fitness Brand Beachbody Touts 'Health Esteem' In Rebrand As Bodi". www.mediapost.com. Retrieved June 18, 2025.
  22. ↑ Stych, Anne (March 10, 2023). "The Beachbody Company rebrands with a name that promotes 'health esteem'". Bizwomen, The Business Journals. Retrieved May 18, 2025.
  23. ↑ Day, Hannah; Jones, as told to Alexis (November 5, 2019). "At 237 Lbs., I Was Embarrassed To Go To The Gym. So I Did An At-Home BeachBody Program—And Lost 117 Lbs". Women's Health. Retrieved January 8, 2021.
  24. ↑ Rovell, Darren (January 31, 2011). "Beachbody Grows Exponentially Thanks To Network Marketing". CNBC. Archived from the original on October 13, 2012. Retrieved April 1, 2012.
  25. ↑ Avery, Brad (May 29, 2026). "Distribution: Shakeology Partners with KeHE, Adds Sprouts Locations". BevNET.com. Retrieved July 30, 2026.
  26. ↑ Rehfeldt, Courtney (March 25, 2026). "BODi's P90X Launches Supplement Line". Athletech News. Retrieved July 30, 2026.
[edit]
  • Business data for The Beachbody Company:
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