As the rise of fitness culture seeps into urban environments, more people are looking for places where they can partake in fitness in the city. However, busy urbanites who spend so much of their time indoors are resisting the pull of the gym and are instead favoring pop-up locations and fitness stations set up outside.
Trend Hunter's Misel Saban expands on this idea by sharing four examples of metropolitan fitness. Nike reached out to pedestrians and runners with hyper-local billboards that change over the course of the day to give active people a motivational boost. While these people are already out of the house and burning rubber on the sidewalk, a campaign from Coca-Cola has taxi passengers in Chile work up a sweat during their ride by pedaling inside of the vehicle in order to reduce their fare.
Metropolitan Fitness
Misel Saban Counts Down Four Unique Places to Find Fitness in the City
Trend Themes
1. Pop-up Fitness - As urbanites resist the pull of the gym, there's an opportunity to create pop-up fitness stations and outdoor workout venues.
2. Tech-enabled Motivation - Innovative billboard campaigns like Nike's show how technology can motivate pedestrians and runners to stay active.
3. Mobile Fitness - Opportunities exist for mobile fitness to be brought to areas with limited access to gyms, such as inner-city neighborhoods or rural areas.
Industry Implications
1. Outdoor Fitness - Fitness equipment manufacturers could create more outdoor-friendly products like portable workout stations, natural obstacle courses, and durable exercise equipment.
2. Advertising & Marketing - Advertising agencies could capitalize on the trend of tech-enabled motivation by creating innovative campaigns that use digital and interactive technologies like AR or VR.
3. Ride-sharing & Transportation - Ride-sharing companies and automakers could partner with fitness brands to create in-vehicle workouts or other fitness-oriented incentives for passengers.