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Fitness Exchange

Athletic brands offer indulgent eats to balance strenuous physical activities

Trend - An offshoot of the “halfway healthy” phenomenon, we’re seeing fitness brands that traditionally host events like marathons go one step further with indulgent consumption rewards. Offering comfort foods like pizza and burgers to those who finish races or engage in active clubs, retailers are actively expanding what it means to live and lead a healthy lifestyle, through offering more indulgent offerings often not associated with such physical activity.

Insight - With the expansion of the wellness space and the re-marketing of more extreme forms of achieving "health," consumers are no longer focused on self-restricting as much as they are on maintaining balance. The North American consumer's approach to wellness is about taking an all-encompassing approach to health that focuses on moderation and offsetting both healthy and "unhealthy" habits--allowing them to indulge while still taking care of themselves. As a result, the demand for moderate brand-facilitated lifestyles is growing.
Workshop Question - How might you tackle consumer hesitations around living a healthier lifestyle? How can you better balance their priorities?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 53 Examples:
96,510 Total Clicks
Date Range:
May 17 — Apr 20
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Weight Loss Drive-Thrus
Weight Loss Drive-Thrus
The Weight Watchers Drive-Thru Serves "Healthy & Happy Meals"
Weight Watchers has opened a new ‘Flex Drive-Thru’ in London, UK, to give away thousands of free “Healthy & Happy Meals.” The January pop-up is part of its marketing... MORE
Athlete-Focused Pizzeria Pop-Ups
Athlete-Focused Pizzeria Pop-Ups
New Balance Will Reward Runners Based on Mileage with Pizza
Footwear brand New Balance will launch a pizzeria pop-up in reference to the upcoming New York City Marathon. The unexpected initative is completed in partnership with L’Industrie Pizzeria and... MORE
Sneaker Brand Pubs
Sneaker Brand Pubs
'The Runaway' by New Balance Only Accepts Miles Run as Currency
‘The Runaway’ by New Balance in London is the first-ever pub to be opened by the sneaker brand and it specifically targets marathon runners through the Everybody’s Race campaign.... MORE
Fast Food-Branded Fitness Clubs
Fast Food-Branded Fitness Clubs
Shack Track & Field is a Workout Group Funded by Shake Shack
Shake Track & Field is a unique fitness club funded by fast food giant Shake Shack. The group hosts free runs, bike rides, and yoga class meetups, and encourages its members to get fit with... MORE
Fitness-Focused Lifestyle Bowls
Fitness-Focused Lifestyle Bowls
Chipotle Partnered with YouGov on Five New Lifestyle Bowls
In an effort to help consumers stay healthy and fit during the COVID-19 pandemic, Chipotle Mexican Grill has teamed up with YouGov and a series of wellness influencers on five new Lifestyle Bowls.... MORE
Baseball-Themed Taco Promotions
Baseball-Themed Taco Promotions
Taco Bell Announced Its Steal a Base, Steal a Taco Promotion
One might not associate the World Series with Tacos, but Taco Bell’s Steal a Base, Steal a Taco promotion is aiming to change that narrative. For the seventh year in a row, the fast food... MORE

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