Consumers embrace experiential, nightlife-inspired workout programs
Implications - Entertainment-infused fitness options are being embraced by youthful individuals unmotivated by traditional workout incentives. While many workout fads aim to blend work and play, nightlife-inspired fitness routines specifically infuse the experience with elements associated with the clubbing or bar experience. This shift is representative of the desire for unconventional service options that disguise hard work with experiential elements.
Workshop Question - How can your brand combine two seemingly unrelated elements to create an unconventional commodity for young adults?
Trend Themes
1. Entertainment-infused Fitness - There is a rising consumer demand for unconventional service options that disguise hard work with experiential elements.
2. Social Fitness - Consumers are interested in gamification for completing tasks such as charitable fundraising and there is a desire for fitness activities that create a fun, social atmosphere.
3. Morning Dance Parties - Morning rave events such as Daybreaker TO appeal to consumers who want to start their day with fun and energy, as well as combine exercise, mindfulness and dancing.
Industry Implications
1. Health and Fitness - New opportunities for health and fitness professionals to create entertainment-infused, social workout experiences that add a unique twist to traditional gym environments.
2. Entertainment - The combination of fitness and entertainment opens possibilities for event organizers and production companies to create innovative experiences that blend music, dance and health and wellness.
3. Marketing - Marketers can take advantage of the rising trend of social fitness, creating campaigns and social media events that appeal to consumers seeking a fun, social aspect to their workout experience.
