If you spent any time on social media between 2010 and 2020, you couldn't escape it. Your high school friend was suddenly a "coach." Your cousin was drinking a brown shake in a shaker cup. Tony Horton was screaming about muscle confusion in a basement. It was everywhere. But lately, you might have noticed a quiet shift. The bright blue logos are disappearing. The "coaches" are changing their Instagram bios. People are asking what happened to Beachbody, and the answer is a messy mix of a corporate identity crisis, a disastrous stock market debut, and a desperate attempt to outrun the "MLM" label.
Basically, Beachbody doesn't exist anymore. Not by that name, anyway.
In early 2023, the company officially rebranded to BODi. It stands for Beachbody Interactive, but the name change was about much more than just a shorter URL. It was a white flag. After decades of selling "insane" results and "21-day fixes," the company realized that the world had moved on from the "beach body" ideal. People got tired of the pressure. The culture shifted toward body positivity and holistic wellness, leaving a brand named after a specific aesthetic looking like a relic of the mid-2000s.
The Pivot From P90X to "Health Esteem"
Carl Daikeler, the CEO who has been at the helm since 1998, didn't just wake up and decide to change the name. The business was bleeding. To understand what happened to Beachbody, you have to look at their pivot to "Health Esteem." This is their new corporate mantra. They want you to feel good about yourself while you work out, rather than working out because you hate your body.
It sounds nice. Honestly, it's a smart PR move. But for a company built on the back of P90X—a program literally designed to be the hardest thing you’ve ever done—the shift felt jarring to long-time fans.
The transition wasn't just cosmetic. They merged Beachbody on Demand, Shakeology, and their newer MYX fitness bike into one single platform. They tried to create a Peloton-style ecosystem. They spent millions. They hoped the "BODi" rebrand would wash away the baggage of being a Multi-Level Marketing (MLM) company, which has been a thorn in their side for years.
Did it work? Well, the stock price tells a pretty grim story.
The SPAC Disaster and the $0.70 Problem
In 2021, Beachbody went public. They did it through a SPAC (Special Purpose Acquisition Company) merger, which was the trendy way for tech and fitness companies to hit the New York Stock Exchange back then. They merged with Forest Road Acquisition Corp and Myx Fitness. At the time, the company was valued at around $2.9 billion.
Fast forward a couple of years.
The stock (NYSE: BODY, now changed to BODI) plummeted. At one point, it was trading under $1.00 per share. When a stock stays that low for too long, the NYSE threatens to delist you. You're basically getting kicked off the big stage. To save themselves, they had to do a 1-for-50 reverse stock split in late 2023.
Imagine having 50 slices of pizza that are worth $1 each. Suddenly, someone comes by and smushes them all together into one giant, soggy slice and says, "There, now your one slice is worth $50." It doesn't actually make the pizza better. It just changes the math so the stock exchange doesn't shut you down. This is the reality of what happened to Beachbody behind the scenes. The financial health of the company took a massive hit as the post-pandemic "home fitness" boom evaporated.
The "Coach" Problem and the MLM Stigma
We have to talk about the coaches. This is the heart of the brand.
Beachbody’s "Team Beachbody" wing was a powerhouse. It relied on everyday people to sell workout DVDs (later subscriptions) and Shakeology. These coaches earned commissions on what they sold and, crucially, on the people they recruited into their "downline."
But the internet changed.
TikTok and Reddit became hubs for anti-MLM activism. Communities like r/antiMLM grew to hundreds of thousands of members who dissected the compensation plans of companies like Beachbody. The "Boss Babe" culture started to face an intense backlash. People grew cynical of the "Hey girl!" DMs.
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As part of the 2023 rebrand, they stopped calling them "coaches" in a lot of their marketing, pivoting toward "Partners." They also moved away from the high-pressure transformation photos. But the structure remains largely the same. You still have a hierarchy. You still have people trying to build teams. For many critics, changing the name to BODi was just putting lipstick on a pig. The stigma of the MLM model is a huge part of what happened to Beachbody—it became harder to recruit new people when everyone on the internet was warning them to stay away.
Competition Eclipsed the DVD King
Remember when Beachbody was the only game in town for home workouts? If you wanted a professional-grade fitness program at home in 2005, you bought P90X or Insanity on a stack of DVDs. There was no competition.
Now? Look around.
- YouTube: You can get world-class workouts from creators like Caroline Girvan or Heather Robertson for zero dollars.
- Peloton: They own the high-end "community" feel.
- Apple Fitness+: It’s already on your phone and integrates with your watch.
- Chris Hemsworth’s Centr: Celebrity-driven and sleek.
Beachbody’s production value used to be their moat. Now, anyone with a 4K camera and a set of dumbbells can compete with them. BODi tried to counter this by introducing "BODi Blocks"—structured, four-week programs meant to keep people subscribed month after month. They are trying to sell consistency. But in a world where content is infinite and mostly free, charging a premium for a platform that still feels a bit like an infomercial is a tough sell.
Is Shakeology Still a Thing?
Surprisingly, yes. Shakeology is still the "secret sauce" of their revenue. For years, the company wasn't really a fitness company—it was a supplement company that used fitness videos as a lead magnet.
The shakes are expensive. We're talking over $100 for a 30-day supply.
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When the economy took a downturn and inflation spiked in 2023 and 2024, a $130 monthly bag of protein powder was the first thing people cut from their budgets. This hit the company hard. They've tried to diversify with pre-workouts (Energize) and recovery drinks, but the "superfood" shake remains their primary profit driver. If people stop drinking the shake, the whole house of cards starts to wobble.
The "Mindset" Shift: Real Progress or Marketing?
If you log into the BODi app today, you’ll see a lot of talk about "Mindset Masterclasses" and "Positive Psychology." They even brought in experts like Petra Kolber to lead this "Health Esteem" movement.
It’s a complete 180 from the days of Shaun T screaming "Dig Deeper!" while you puked in a trash can.
The company is betting everything on the idea that we are all burnt out. They think we want "permission" to be imperfect. They’ve added "Mindset" as a core pillar of their subscription, right alongside Fitness and Nutrition. While this is objectively a healthier approach to fitness, it has alienated the "hardcore" crowd that put Beachbody on the map. The people who loved the grit of 6 Weeks of the Work are often confused by the new, softer branding.
The Reality of the Financials
Let's look at the numbers because they don't lie. In their financial reports throughout 2023 and into 2024, the company showed a consistent trend: declining digital subscriptions and declining supplement sales.
In Q3 of 2023, for example, their revenue was down significantly compared to the previous year. They’ve had to slash costs. They laid off a significant portion of their corporate staff. They consolidated their offices. They are essentially in "survival mode," trying to trim the fat (pun intended) until the company can become profitable again.
The move to BODi wasn't just about a fresh look; it was a desperate attempt to reduce "churn"—the rate at which people cancel their subscriptions. It’s much cheaper to keep an old customer than to find a new one, especially when your reputation in the fitness world is as polarizing as theirs.
What This Means for You
If you’re someone who still uses the platform, you’ve probably noticed the change in tone. The workouts are still high quality. The trainers, like Autumn Calabrese and Joel Freeman, are still there. But the community feels different. It’s less about "getting ripped for summer" and more about "sustainable lifestyle habits."
But here is the catch: The "Partners" (formerly coaches) are still the ones driving the ship. If you sign up, you will still likely be Funneled toward a "Total-Solution Pack." You will still be encouraged to join a "BODi Group." The DNA of the company hasn't changed, even if the name on the building has.
Practical Steps for Former (or Current) Fans
If you're wondering where to go from here or how to navigate the new BODi landscape, here is the ground truth:
- Audit Your Subscription: BODi recently simplified their pricing. If you are still on an old legacy plan, check if you're overpaying. The new "all-access" pass usually includes the mindset content and the "Blocks," but you might not need all of it.
- Look Beyond the Shake: You don't need Shakeology to get results from the workouts. There are hundreds of high-quality, third-party tested protein powders and "superfood" blends at half the price. Don't feel pressured by a "Partner" to maintain that $130 monthly expense if it’s hurting your wallet.
- Explore the "Free" Alternatives: If the "Health Esteem" pivot feels too corporate for you, check out the independent creators who have filled the void. Many former Beachbody trainers have moved on to their own apps or YouTube channels where they offer similar intensity without the MLM structure.
- Evaluate the "Mindset" Content: If you actually struggle with the "yo-yo" dieting cycle, the new BODi mindset content is actually pretty decent. It uses actual psychological principles rather than just "hustle" quotes. It might be worth a look if you’re already paying for the subscription.
- Watch the Stock: If you’re a business nerd, keep an eye on the BODI ticker. If they can’t turn the revenue around by the end of 2026, we might see the company get acquired by a larger fitness conglomerate or even go private again.
The story of what happened to Beachbody is a cautionary tale about how hard it is to change your identity when your original identity was so successful. They spent twenty years telling us to "find our inner athlete" and "crush our goals." Shifting that ship toward "loving yourself as you are" is a massive undertaking, and the market isn't entirely convinced they can pull it off. Whether BODi survives another decade depends on whether they can truly distance themselves from the "get thin quick" era and become a legitimate wellness platform that people actually trust.