https://techcrunch.com/2020/09/15/the-fitness-market-doesnt-seem-too-scared-by-apple-fitness/

Usually, Apple making a grand entrance to an entrenched market would spell doom for the players there, but when it comes to Apple’s latest digital workout service, it doesn’t look like investors are worried about Fitness+ killing the momentum.

Part of that may be that expectations were already priced-in to these stocks. The fitness play had been rumored by a report in Bloomberg last month, but few details were public of the service which was announced today and appears to echo offerings from Peloton and Fitbit, but fully leverage Apple’s Watch hardware.