PopSugar Partners With Target to Launch Home Fitness Gear
Niko Pajkovic — December 2, 2021 — Business
References: popsugar & modernretail.co
American media and technology company PopSugar has signed a deal with retail giant Target to release a new line of home fitness equipment. The expansive new range will include weights, yoga mats, and other basic gym items.
According to PopSugar, the inspiration for the home gym line came following the company's launch of Class FitSugar, an at-home exercise video series that has acquired millions of views on Youtube.
Although seeing a media company branch into the fitness equipment market may appear unusual, this is far from PopSugar's first retail venture. Previously, the company launched a Disney Princess homeware line with Target and a now-defunct casual clothing range with Kohl's.
“We base a lot of our licensing extensions on our data — what our audience wants and what they’re coming to us for — and much of [that interest is in] is various workouts, ways to get healthy and ways to move your body," said a spokesperson from PopSugar in a recent press statement.
Image Credit: Popsugar
According to PopSugar, the inspiration for the home gym line came following the company's launch of Class FitSugar, an at-home exercise video series that has acquired millions of views on Youtube.
Although seeing a media company branch into the fitness equipment market may appear unusual, this is far from PopSugar's first retail venture. Previously, the company launched a Disney Princess homeware line with Target and a now-defunct casual clothing range with Kohl's.
“We base a lot of our licensing extensions on our data — what our audience wants and what they’re coming to us for — and much of [that interest is in] is various workouts, ways to get healthy and ways to move your body," said a spokesperson from PopSugar in a recent press statement.
Image Credit: Popsugar
Trend Themes
1. Home Fitness Equipment - As media and technology companies continue to expand into the home fitness equipment market, there is an opportunity for disruptive innovation in creating more versatile and customizable workout gear.
2. Branded Fitness Lines - The success of PopSugar's partnership with Target suggests that branded fitness lines are a growing trend, opening up innovative opportunities for media companies to expand into the lucrative fitness industry.
3. At-home Exercise Videos - As Class FitSugar acquires millions of views on Youtube, there is an opportunity for disruptive innovation in creating more engaging at-home exercise videos that incorporate advanced technology and customization features.
Industry Implications
1. Retail - Retailers can tap into the growing trend of branded fitness lines by partnering with media companies to create their own lines of home fitness equipment.
2. Media and Technology - As media and technology companies continue to expand into the home fitness equipment market, they can explore disruptive innovations such as incorporating virtual reality into workout gear or using data-driven insights to create more personalized fitness plans.
3. Fitness - The popularity of at-home exercise videos and home fitness equipment presents a ripe opportunity for fitness companies to expand their offerings and explore new partnerships with media and technology companies.
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