Apple is hiring a Studio Producer for Fitness+ with experience in live production, raising questions about whether the company is exploring a new format for its workout service.
The in-person role, based at Apple’s Santa Monica studio, calls for someone with a “strong foundation in live or live-to-tape multi-camera production” and an interest in “where live content is headed next.”
The listing also says the ideal candidate should be willing to experiment with new formats and “push the boundaries of what live fitness content can be.”
That language is notable because Fitness+ has remained an on-demand service since its launch in 2020.
Apple produces trainer-led workouts and meditation sessions in advance, with the service available on iPhone, iPad, Apple TV, and Apple Watch, which provides real-time workout metrics.
It has never offered scheduled live classes or real-time leaderboards that have become central to Peloton’s service.
Still, the job posting doesn’t say Apple is developing live Fitness+ classes. Much of the role’s description focuses on producing and managing Fitness+ content, so the live-production requirement could simply reflect the kind of experience Apple wants for future programming.
A service under review
The hiring comes as Apple continues to reassess Fitness+. The service was reportedly placed under review last year as part of a broader reorganization, amid concerns about subscriber churn and limited revenue.
As part of that restructuring, Apple health chief Sumbul Desai took over Fitness+, while the health division began reporting directly to services chief Eddy Cue.
The review was still underway earlier this year, with one possibility being a closer integration between Fitness+ and the Health app, potentially through a subscription bundle. Nothing publicly disclosed so far has tied that work to live programming.
Live classes would change Fitness+
Live classes would give Fitness+ a different proposition from the service Apple offers today. Scheduled workouts could add the sense of routine and accountability that has helped Peloton build its audience, while giving Apple another way to use the cameras, displays, and Apple Watch already built into its ecosystem.
But there is not enough in the job listing to say that live classes are coming. For now, the clearest takeaway is that Apple wants someone with live-production experience for Fitness+. Whether that experience will be used for live workouts, new types of recorded programming, or something else remains unclear.
Fitness+ is available as an individual subscription and through Apple One. The service works on iPhone, iPad, and Apple TV, but not on Mac.
