You don’t explain what is innovative about this B2C approach. Plenty of home fitness products have gone the B2C route.
Those products didn’t have 3 things: 1.) a well-developed digital marketing space, 2.) a tablet with streaming capability attached to their product, and 3.) the“look the other way” attitude toward undisclosed native advertising of 2019.
Tell me what is special about their branding. Tell me why B2C is working for them when it didn’t for others. Tell me what is to be learned here, from a marketing standpoint.
Otherwise, this piece sounds like #3.