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Backseat Athleticism

Fitness no longer has the spotlight when it comes to sporting events

Implications - A few years back, the emergence of a hyper-challenging obstacle race called Tough Mudder ushered in a new, socially focused and humblebrag-heavy form of fitness. Now, the social focus and opportunity to share the experience with like-minded people has taken over the fitness aspect. For today's connection-craving consumer, any relevant pop culture staple with a fan base can (and should) become an obstacle race.
Trend Themes
1. Social Fitness Experiences - Experiences like obstacle course races and extreme egg hunts are increasingly becoming socially-focused sporting events that provide consumers with brag-worthy challenges and the chance to connect with like-minded people.
2. Fusion Events - The success of events combining unusual activities and live entertainment, such as wine-fueled fun runs and electric bike-racing parties, offers business professionals big chances to expand their offerings and appeal to Millennials' preference for unique and engaging experiences.
3. Non-traditional Athletic Competitions - Non-traditional athletic competitions that combine alcohol consumption with prolonged physical activity, such as the Beer Bike race and BierYoga, provide new opportunities for entrepreneurs looking to cater to niche markets that enjoy the combination of exercise and drinking.
Industry Implications
1. Entertainment - Businesses can draw inspiration from the success of events that blend unusual activities with live entertainment to offer customers immersive experiences that keep them engaged and coming back for more.
2. Fitness - Entrepreneurs in the fitness space can take cues from the trend towards socially-focused sporting events, looking to create fitness experiences that people want to share on social media and engage with like-minded people.
3. Food & Beverage - The success of non-traditional athletic competitions that involve alcohol consumption and food, such as wine-fueled fun runs and culinary marathons like Le Marathon du Medoc, provide business professionals with opportunities to create unique dining experiences to attract foodies interested in novel culinary experiences.
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
8 Featured, 72 Examples:
351,426 Total Clicks
Date Range:
Dec 14 — Jan 17
Trending:
Mild
Consumer Insight Topics:

Featured Examples

Athletic Comedian Run Campaigns
Athletic Comedian Run Campaigns
Kevin Hart's Run with Hart Program is Part of the Nike Run Club
Launched by Nike Run Club in 2015, the Run with Hart program showcases Kevin Hart as an avid runner and athlete in addition to being a talented actor, writer and comedian. The campaign saw Hart lead... MORE
Sudsy Yoga Classes
Sudsy Yoga Classes
BierYoga Pairs the Philosophies of Craft Beer and Yoga
For those who like yoga, or beer — or both — BierYoga is an ideal way to spend an afternoon. The class, which originated in Berlin and has since spread to cities all around the world, is a... MORE
Extreme Easter Egg Hunts
Extreme Easter Egg Hunts
The Full Bunny Contact Game Challenges Players to Find Prize-Winning Eggs
‘Full Bunny Contact’ is an extreme Easter egg hunt in which players must dodge rabbit-costume challengers to collect prize-winning eggs. While Easter egg hunts are traditionally a fun... MORE
Irish-Themed Fun Runs
Irish-Themed Fun Runs
The Achilles 5K Run and Walk Celebrates St. Patrick's Day 2016
Toronto is celebrating St. Patrick’s Day 2016 with a fun run to the Steam Whistle brewery. When most people think of St. Patrick’s Day, drinking is often the first thing that comes to... MORE
play_circle_filledElectric Bike-Racing Parties
Electric Bike-Racing Parties
This Track Cycling Event Boasts DJs, Libations and a Light Show
Six Day London bills itself as an opportunity to see a live track cycling race as well as experience an evening of live entertainment. Held in London’s Lee Valley VeloPark, the main event of... MORE
Wine-Fueled Fun Runs
Wine-Fueled Fun Runs
This Race Supplies Entrants with Wine Instead of Water at Rest Stops
A Glasgow-based events company called ‘TeamOA’ is organizing an unusual fun run that involves giving entrants wine instead of water at each of the rest stops. This race follows similar... MORE
Boozy Seafood Marathons
Boozy Seafood Marathons
Le Marathon du Medoc Feeds Racers On the Course With Oysters and Wine
Le Marathon Du Medoc is a race that thanks place in Bordeaux, France that encourages runners to complete the 26.2-mile distance with upscale snacks and wine stations throughout the course. The run... MORE
Sudsy Cycling Relay Races
Sudsy Cycling Relay Races
Jones College's 'Beer Bike' Race Pairs Legs of a Cycling Relay with Beer
A cycling relay like the Tour de France or the Giro d’Italia is a grueling test of speed and stamina, but Rice University’s Jones College’s Beer Bike Race tests competitors in a... MORE

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