Category
Lifestyle
Assisted Choices
Trend cluster
Category
Wellness
Cult
Fitness brands collaborate with adjacent industries to expand their reach.
4.6
Trend score
Trend
What is the Wellness Cult trend?
Wellness Cult: Certain fitness brands are able to create a cult-like following within them, and what these brands have in common is their ability to expand their reach outside of the specific health-related principles they were founded upon. By collaborating with brands in adjacent, sometimes seemingly unrelated industries, these brands are able to expand their reach and influence in the lives of consumers in a more all-encompassing way, in addition to having more visibility in general. This focused collaboration serves to enhance the perceived culture associated with the brands, giving consumers both the opportunity and the motivation to pursue anything associated with them.
Trend themes
Themes within the Wellness Cult trend
Three behaviours holding the trend together01
Collaboration with Adjacent Industries
Fitness brands are collaborating with brands in adjacent industries to expand their reach, offering disruptive innovation opportunities for collaborations with brands that share similar values and target audiences.
02
Branded Ambassadors and Challenges
Branded ambassador programs and challenges are becoming increasingly popular among fitness brands to promote their products and services, offering disruptive innovation opportunities for brands to create a community-focused approach to fitness and engage with their target audience on a deeper level.
03
Lifestyle Integration
Fitness is becoming more integrated into consumers' lifestyles, resulting in collaborations between fitness brands and businesses in new industries such as home decor and gaming, offering disruptive innovation opportunities to tap into consumers' desire for a well-rounded healthy lifestyle.
Industry implications
What the Wellness Cult trend means for industry
Where the trend changes the playbookFor
Fashion
Fitness brands are collaborating with fashion brands to create athletic apparel collections that are both functional and stylish, offering disruptive innovation opportunities for brands that want to expand their reach and offer a more comprehensive solution to their target audience's fitness needs.
For
Retail
Fitness brands are partnering with retailers to host events and offer their products and services in non-traditional fitness settings, such as weddings and pharmacies, offering disruptive innovation opportunities for retailers to diversify their offerings and attract a broader range of customers.
For
Technology
Fitness brands are leveraging technology to offer unique fitness experiences for their customers, such as gaming-inspired fitness classes, offering disruptive innovation opportunities for brands that want to offer a more engaging and personalized experience for their target audience.
Workshop question
How can your brand expand its reach into adjacent industries to create more loyal consumers?
Trend signals
Trend signals for Wellness Cult
Trend score 4.6 out of 10, from popularity 65%, activity 65%, freshness 8%.
Popularity65%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Wellness Cult trend
9 featured examples from Oct 26, 2016 to Jul 3, 2019CategoryLifestyle
Gaming-Inspired Fitness Classes
David Lloyd Clubs' Classes for Kids & Teens are Based on Fortnite
Opportunity for fitness clubs and gyms to develop and offer gaming-inspired fitness classes as a way to attract and engage younger members.
CategoryMarketing
Brand-Sponsored Fitness Events
Sport Chek's 'Move Makers' is a Day of Free Fitness Classes
Opportunity for sports retailers to collaborate with wellness businesses and offer unique fitness events.
CategoryLifestyle
Fast Food-Branded Fitness Clubs
Shack Track & Field is a Workout Group Funded by Shake Shack
Fast food companies can leverage their brand recognition to reach new customers with health-focused initiatives.
CategoryLifestyle
Branded CrossFit Challenges
Reebok's NANO BOX BATTLE celebrated the release of the Nano 7
Brands in the sportswear industry can develop specialized footwear for specific sports or fitness activities.
CategoryLifestyle
Collaborative Activewear Apparel
This J Crew and New Balance Collection Expands Beyond Footwear
Fashion retailers can explore collaborations with activewear companies to create trendy and versatile athleisure collections.
CategoryLifestyle
Lifestyle Pharmacy Concepts
CVS Health's HealthHub Shares a Range of Wellness Products & Services
Retail pharmacies have an opportunity to differentiate themselves from competitors and increase customer loyalty by expanding their product and service offerings to include a more…
CategoryLifestyle
Spin Class Wedding Gifts
SoulCycle Teamed Up with Zola for a Special Wedding Registry Offer
Fitness brands that offer exclusive experiences, classes, or products can partner with wedding registry platforms to expand their reach and offer their services as gifts.
CategoryArt & Design
Active Teen Decor
Lululemon's ivivva Brand and PBteen Collaborated on Teen Home Decor
The collaboration between Lululemon's ivivva and PBteen shows opportunity for fashion and activewear brands to extend into the home decor market.
CategoryLifestyle
Cycling Studio Ambassador Programs
The SoulCycle College Ambassador Program Promotes Fitness
Fitness businesses can implement ambassador programs to drive brand awareness, attract new customers, and foster community engagement.
