It takes more than a great idea to make a company a success. That company must also be properly managed so that it can pivot to meet changing needs. Beachbody’s success over the years has been rooted in its ability to adapt.
When the company was founded in 1998 by John Congdon and Carl Daikeler, its mission was to sell DVD workout programs to individuals. Its target audience was the group of individuals who wanted to improve their fitness level without stepping foot in a gym. To further appeal to its target audience, the company established the Shakeology line. It is a nutrient-filled meal replacement option, so Shakeology can increase energy to promote a more active lifestyle. Because it can satisfy cravings, it may also lead to reduced calorie intake for weight management and weight loss.
As the years progressed, Beachbody’s library of workout programs increased. The demand for more content increased as well, but consumers did not want to purchase dozens of individual videos. Thanks to the internet, the company was able to transition its business model so that it now provides a subscription for streaming workout videos. For one regular fee, consumers can tap into all of the videos as frequently as desired. From yoga and strength building to kids’ content, Pilates and more, the library of options is expansive.
Carl Daikeler has proven his devotion to the company’s customers and to its mission. He also has made great strides to give back to the community on professional and personal levels. For example, the company has established the Beachbody Foundation with the goal of contributing to groups like the NAACP, Save-a-Warrior, the International Justice Mission and more. Personally, Carl Daikeler has gifted $10 million to the foundation.