Brands are entering the fitness space to support consumers amid COVID-19
Trend - Brands in the various industries–spanning quick-serve restaurants, alcohol, and hair care–are entering the fitness space to help consumers maintain or improve fitness levels amid the ongoing global pandemic. These initiatives included branded virtual workouts, home gym giveaways, and workout gear.
Insight - In light of the COVID-19 pandemic and the subsequent shelter-in-place orders, many individuals are experiencing lower levels of physical activity. This has prompted many consumers to shift their fitness regimes to at-home or outdoors, creating a need for accessible fitness equipment. Brands are expanding their consumer base and product line by offering consumers functional ways to maintain their fitness.
Insight - In light of the COVID-19 pandemic and the subsequent shelter-in-place orders, many individuals are experiencing lower levels of physical activity. This has prompted many consumers to shift their fitness regimes to at-home or outdoors, creating a need for accessible fitness equipment. Brands are expanding their consumer base and product line by offering consumers functional ways to maintain their fitness.
Workshop Question - How will your brand adapt to long-term shifts in consumer behavior rooted in significant disruption?
Trend Themes
1. Brand Expansion in Fitness Space - Brands in various industries are expanding their consumer base and product line by offering consumers functional ways to maintain their fitness, such as branded virtual workouts, home gym giveaways, and workout gear.
2. Branded Workout Equipment - As physical distancing restrictions continue, the launch of new series of workout equipment by brands such as OrganiGoLife meet the consumer need with easy-to-store, affordable, and travel friendly products.
3. Branded Experience Classes - Brands partnering with fitness trainers and small businesses in the fitness space offer branded experience classes such as Silk ULTRA's Sweat Session and Smirnoff's virtual barre classes that entertain and educate customers while bringing awareness to important social causes.
Industry Implications
1. Food and Beverage - Fast food and beverage brands are expanding into the fitness space by offering virtual workouts, branded workout equipment, and sponsoring experience classes to engage customers and promote healthier lifestyles.
2. Beauty and Personal Care - Beauty and personal care brands are offering functional gear like hair-care branded workout equipment and creating sportswear lines to answer the consumer need for comfortable clothing while promoting their brand.
3. Fitness and Wellness - Fitness and wellness brands are partnering with other brands, small businesses and fitness trainers to create experience classes for branded promotions, while also spreading awareness of important social issues affecting women and minority groups.
