# Fitness Exchange Athletic brands offer indulgent eats to balance strenuous physical activities. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Oct 12, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fitness-exchange ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Fitness Exchange trend? **Fitness Exchange:** 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. ## The consumer insight behind the Fitness Exchange trend 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 27, 2017 to Apr 29, 2020 - Published: Oct 12, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Fitness Exchange trend ### Moderate-brand facilitated lifestyles Fitness brands are offering indulgent consumption rewards that are often not associated with physical activity, to expand what it means to live and lead a healthy lifestyle. ### Healthy fast food Weight loss drive-thrus and athlete-focused pizzeria pop-ups are examples of how fast food brands are embracing wellness and providing healthier options to consumers. ### Branded fitness partnerships Sneaker brands and fast food chains are partnering to provide unique fitness experiences, featuring branded food and apparel for participating members. ## What the Fitness Exchange trend means for industry ### For Fitness Fitness brands are innovating with new and indulgent offerings often not associated with physical activity to attract and retain customers looking for a moderate and balanced approach to wellness. ### For Food & Beverage The fast-food industry is innovating with healthy options and unique promotions that appeal to health-conscious consumers looking for sustainable eating habits. ### For Apparel Sneaker brands are partnering with fitness groups and providing branded apparel, creating unique fitness experiences and lifestyle offerings that blend fitness and fashion. ## Workshop question How might you tackle consumer hesitations around living a healthier lifestyle? How can you better balance their priorities? ## Trend signals for Fitness Exchange Trend score 4.6 out of 10, from popularity 68%, activity 61%, freshness 9%. - Popularity: 68% - Activity: 61% - Freshness: 9% ## Examples of the Fitness Exchange trend 6 featured examples from May 27, 2017 to Apr 29, 2020. - [Weight Loss Drive-Thrus](https://www.trendhunter.com/trends/weight-watchers-drive-thru): The Weight Watchers Drive-Thru Serves "Healthy & Happy Meals" (Category: Lifestyle) Implication: Fast food chains can explore the opportunity to incorporate healthier options and zero-point food concepts in their drive-thru menus to cater to health-conscious consumers. - [Athlete-Focused Pizzeria Pop-Ups](https://www.trendhunter.com/trends/pizzeria-popup): New Balance Will Reward Runners Based on Mileage with Pizza (Category: Lifestyle) Implication: Sporting goods brands can explore athlete rewards programs to increase customer engagement and brand loyalty. - [Sneaker Brand Pubs](https://www.trendhunter.com/trends/the-runaway-by-new-balance): 'The Runaway' by New Balance Only Accepts Miles Run as Currency (Category: Lifestyle) Implication: The fitness industry can take inspiration from New Balance and create their own branded experiences which build loyalty and community - [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. - [Fitness-Focused Lifestyle Bowls](https://www.trendhunter.com/trends/yougov): Chipotle Partnered with YouGov on Five New Lifestyle Bowls (Category: Lifestyle) Implication: Fast casual restaurants can leverage the trend of wellness-focused lifestyle bowls to attract health-conscious consumers and differentiate themselves in a competitive market. - [Baseball-Themed Taco Promotions](https://www.trendhunter.com/trends/taco-promotion): Taco Bell Announced Its Steal a Base, Steal a Taco Promotion (Category: Marketing) Implication: Leveraging partnerships and innovative promotions within the fast food industry to attract and retain customers. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)