# Wellness Cult Fitness brands collaborate with adjacent industries to expand their reach. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 1, 2017 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/collaborative-cult ## Key Figures - Trend score: 4.6/10 - Evidence articles: 9 ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Oct 26, 2016 to Jul 3, 2019 - Published: Oct 1, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Wellness Cult trend ### 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. ### 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. ### 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. ## What the Wellness Cult trend means for industry ### For 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 for Wellness Cult Trend score 4.6 out of 10, from popularity 65%, activity 65%, freshness 8%. - Popularity: 65% - Activity: 65% - Freshness: 8% ## Examples of the Wellness Cult trend 9 featured examples from Oct 26, 2016 to Jul 3, 2019. - [Gaming-Inspired Fitness Classes](https://www.trendhunter.com/trends/fitness-classes): David Lloyd Clubs' Classes for Kids & Teens are Based on Fortnite (Category: Lifestyle) Implication: Opportunity for fitness clubs and gyms to develop and offer gaming-inspired fitness classes as a way to attract and engage younger members. - [Brand-Sponsored Fitness Events](https://www.trendhunter.com/trends/move-makers): Sport Chek's 'Move Makers' is a Day of Free Fitness Classes (Category: Marketing) Implication: Opportunity for sports retailers to collaborate with wellness businesses and offer unique fitness events. - [Fast Food-Branded Fitness Clubs](https://www.trendhunter.com/trends/shack-track-and-field): Shack Track & Field is a Workout Group Funded by Shake Shack (Category: Lifestyle) Implication: Fast food companies can leverage their brand recognition to reach new customers with health-focused initiatives. - [Branded CrossFit Challenges](https://www.trendhunter.com/trends/nano-box-battle): Reebok's NANO BOX BATTLE celebrated the release of the Nano 7 (Category: Lifestyle) Implication: Brands in the sportswear industry can develop specialized footwear for specific sports or fitness activities. - [Collaborative Activewear Apparel](https://www.trendhunter.com/trends/j-crew-and-new-balance): This J Crew and New Balance Collection Expands Beyond Footwear (Category: Lifestyle) Implication: Fashion retailers can explore collaborations with activewear companies to create trendy and versatile athleisure collections. - [Lifestyle Pharmacy Concepts](https://www.trendhunter.com/trends/healthhub): CVS Health's HealthHub Shares a Range of Wellness Products & Services (Category: Lifestyle) Implication: 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… - [Spin Class Wedding Gifts](https://www.trendhunter.com/trends/wedding-registry-offer): SoulCycle Teamed Up with Zola for a Special Wedding Registry Offer (Category: Lifestyle) Implication: 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. - [Active Teen Decor](https://www.trendhunter.com/trends/teen-home-decor): Lululemon's ivivva Brand and PBteen Collaborated on Teen Home Decor (Category: Art & Design) Implication: The collaboration between Lululemon's ivivva and PBteen shows opportunity for fashion and activewear brands to extend into the home decor market. - [Cycling Studio Ambassador Programs](https://www.trendhunter.com/trends/college-ambassador-program): The SoulCycle College Ambassador Program Promotes Fitness (Category: Lifestyle) Implication: Fitness businesses can implement ambassador programs to drive brand awareness, attract new customers, and foster community engagement. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Pop Culture - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Pop Culture](https://www.trendhunter.com/popculture)