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03 Oct 2021
Amazon expands Halo as it looks to challenge Fitbit, Apple and Peloton
BY
Tom Walker
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Halo View comes with a full year of Halo membership and will be priced at US$79.99
photo: Amazon
Amazon has made a major move to grab itself a bigger share of the digital fitness and wellness market, by significantly expanding its Halo offer. The tech giant has made three new additions to the Halo family.
Halo View is a new health tracker with an AMOLED colour display for at-a-glance access to Halo health metrics, while Halo Fitness is a new service offering hundreds of studio-quality workout classes.
They are accompanied by Halo Nutrition, designed to help Halo subscribers to build healthy eating habits.
The Halo View tracker comes bundled with a full year of Halo membership and will be priced at US$79.99.
The swim-proof device will feature haptic feedback and will offer access to activity, sleep scores, blood oxygen levels and live workout-tracking – as well as text and move notifications.
It will include multiple sensors to provide Halo health insights, such as an optical sensor to monitor heart rate and blood oxygen, a skin temperature sensor and an accelerometer.
Meanwhile, Halo Fitness will offer customers workouts for all fitness levels led by Halo coaches and wellness experts – such as physical therapist Dr. Jen Fraboni, founder of the Mobility Method, and Francheska Martinez, a specialist in bodyweight and mobility training.
At launch, Halo Fitness boasts a library of cardio, strength, yoga, outdoor, and mobility classes, with new content rolling out regularly.
Integrating the workouts with the Halo View or the Halo Band devices will allow members see real-time fitness metrics – such as heart rate and heart rate intensity zone – as an on-display overlay.
Lastly, Halo Nutrition has been designed to support members in building healthy eating habits they can sustain.
It features advice on nutrient-rich recipes and helps plan out a week of healthful eating. Members can customise their experience to account for specific allergies and preferences and also build a tailored meal plan – or select from one of seven pre-curated menus: classic, keto, Mediterranean, Nordic, paleo, vegan, and vegetarian.
Melissa Cha, vice president, Amazon Halo, said: “We’re excited to add even more to Halo, with new experiences to help members work out and nourish their bodies.
"These new additions are a significant step forward in our mission to offer a great value service that’s always getting better, and enable customers to better understand their health.”
News of the three new Halo products coincided with the share price of Peloton falling. Shares in the at-home brand are currently (1 October) trading at US$87, down from the US$92 earlier in the week.
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