Beachbody Rebrands as BODi, Offering Holistic Wellness Products
The company behind P90X has rebranded from Beachbody On-Demand to BODi. The new brand focuses on holistic wellness and offers a range of products worth checking out.
The rebrand marks a significant pivot from the era when Tony Horton's P90X DVD program reached $1 billion in sales by 2014. BODi now replaces the narrow "beach body" ideal with its "Health Esteem" philosophy, emphasizing that wellness is individualized rather than uniform.
The expanded ecosystem includes a fitness app, nutrition items, and supplements. Shakeology delivers protein, fiber, and functional mushrooms, while Energize uses beta-alanine and quercetin for endurance. Belle Vitale, a 12-week hormone system, targets metabolism and stress management, with P90X still available in an updated form.
This rebrand could signal a broader industry shift away from extreme, one-size-fits-all fitness goals toward more inclusive, holistic health management. It may appeal to aging millennials who grew up with P90X but now seek sustainable wellness, potentially influencing how competitors bundle supplements, apps, and mental health support. The move could also normalize integrating hormone balance and stress management into mainstream fitness subscriptions, reshaping consumer expectations for what a workout brand should deliver.