Eternal widens going-out offerings beyond movies and dining
Eternal is pushing further into the going-out market by adding new activity categories to its platform. Moving past the familiar arenas of cinema bookings and restaurant reservations, the company is now targeting lifestyle and fitness experiences that appeal to younger customers.
Why young users are central to the strategy
Young consumers are spending more on experiences and seek engaging, social fitness options like boutique studios, group classes, and outdoor activities. Eternal is aligning its product mix with these preferences to increase engagement and build habitual out-of-home spending.
How fitness lifts transaction value
Fitness experiences tend to involve repeat purchases, higher average order sizes, and add-on services (equipment rental, premium classes, memberships). By adding these to its offering, Eternal expects to:
- Raise average transaction values through premium class bookings and memberships.
- Increase purchase frequency as users book regular sessions.
- Deepen customer loyalty by creating routines tied to the platform.
Execution: new categories and partnerships
The expansion relies on partnerships with local studios, event organizers, and experience operators. Eternal is also experimenting with curated packages and bundled deals that combine fitness with social outings, making it easier for users to plan active, shared experiences.
Market impact and competitive edge
By diversifying beyond dining and movies, Eternal is positioning itself to capture a larger share of out-of-home consumption. This broad approach helps the company stand out in a crowded market and builds multiple revenue streams that are less vulnerable to seasonal swings in any single category.
What to watch next
- Whether Eternal can scale partnerships quickly while maintaining quality and user experience.
- How effectively the company converts casual users into recurring fitness customers.
- Whether competitors respond with similar bundled experiences or focus on niche differentiation.
Overall, the move highlights a clear trend: experience-driven consumption is growing, and platforms that tap into social, active lifestyles stand to capture higher spend and stronger loyalty from younger audiences.