Fitness becomes more accessible with public locations
Implications - Fitness culture may be rising, but many consumers are still resisting the confines of the gym. To combat this anti-gym attitude, many athletic brands have begun offering fitness services in public with city stations and pop-up locations. This approach not only makes fitness more accessible and easy to integrate into consumers' everyday routines, it also adds an experiential element to working out.
Workshop Question - How can you integrate your offering more seamlessly into your consumer's daily routine?
Trend Themes
1. Public Fitness Locations - Athletic brands are offering fitness services in public with city stations and pop-up locations to make fitness more accessible and easy to integrate into consumers' everyday routines.
2. Experiential Fitness - Brands are adding an experiential element to working out, creating a new approach to fitness that combines the physical activity with a unique and memorable experience.
3. Digital-real World Blending - Brands are successfully merging digital and real world opportunities to create cohesive fitness programs and communities.
Industry Implications
1. Fitness Equipment - Fitness equipment manufacturers can create equipment tailored to the needs of public fitness locations and experiential fitness activities.
2. Brand Activation Agencies - Agencies can work with brands to create unique and memorable experiential fitness experiences that connect with consumers on a deeper level.
3. Sportswear Brands - Sportswear brands can continue to invest in digital-real world blending to create cohesive fitness programs and communities that encourage brand loyalty.
