Social media giant Facebook is joining forces with digital sports media company Overtime to produce 50 workout videos featuring influencers and top athletes, according to a media report.
The video series, called Sweat It Out, was started last month and will publish content until early August, according to sports media company Sportico.
“In general, we have seen an explosion of the video and community aspect of fitness,” Devi Mahadevia, Facebook’s director of emerging and digital sports partnerships, told the site.
“We believe our apps can democratise access to fitness … no matter who you are or what your level of skill is, there is always a workout and a community for you.”
Facebook did not respond to The National's request for comment.
Founded in 2016, Overtime’s followers include hundreds of thousands of teenagers. It has raised more than $35 million (Dh128.5m) since its inception and shares sports videos and other lifestyle entertainment content.
Abs & Arms With Katie Austin | Ep 13No weights needed for this 8 MIN ABS & ARMS WORKOUT with Katie Austin 💪 #HealthyAtHome
Posted by Overtime on Monday, July 6, 2020
The New York-based company is making videos with Facebook featuring leading names including basketball players Nate Robinson, Tyler Herro and fitness trainer Katie Austin.
Facebook has previously hosted fitness videos with different partners such as CrossFit and Ironman.
“We share their [Overtime’s] specific strategy with others as the best-in-class example of community management,” said Ms Mahadevia.
“Companies are relying more and more on user- generated content and creativity ... given that, it’s really smart to look at Overtime’s playbook.”
As gyms closed globally due to the Covid-19 pandemic, fitness enthusiasts switched to online workout tutorials that focused on live sessions and interactivity.
Earlier this month, gyms in Abu Dhabi started welcoming members back to their premises after keeping doors closed for more than three months.
Reopening was only allowed once outlets met a list of conditions from the government. Visitors and instructors must adhere to social distancing of at least two metres, carry sanitiser and train alone if they are not taking part in a group session.
The rules also state that all guests and staff should have their temperature taken before and during training sessions, and wear masks and gloves at all times.
Dubai gyms were allowed to reopen at the end of May, and some are now back to 100 per cent capacity, although health and safety measures remain in place.
