Category
Lifestyle
Assisted Choices
3.2
Trend score
Trend
What is the FitScape trend?
FitScape: Gyms are looking to brand themselves as a retreat-like experience where gym-goers can feel "transported". These elevated gym-going experiences offer more motivation for people to purchase memberships and frequent the locations.
Insight
The consumer insight behind the FitScape trend
Motivation is a key factor for most consumers who are looking to enhance their fitness levels--and a lack of it can be very detrimental to their personal goals. Consumers who struggle with staying motivated and consistent in their routines look for unique fitness experiences that they genuinely enjoy.
Trend themes
Themes within the FitScape trend
Three behaviours holding the trend together01
Transportive Fitness Experiences
Gyms and fitness centers are branding themselves as relaxing and retreat-like to offer unique fitness experiences that motivate consumers and enhance their fitness goals.
02
Luxury Fitness Centers
The use of repurposed spaces and award-winning designs for fitness centers are providing patrons with luxurious and relaxing fitness experiences.
03
Cross-Cultural Fitness Spaces
Fitness centers are merging western and eastern concepts of materiality and spatial definition to promote personal sports training, relaxation and leisure.
Industry implications
What the FitScape trend means for industry
Where the trend changes the playbookFor
Hospitality
The use of unique fitness experiences in hotels and resorts to attract customers looking for luxurious and relaxing fitness options.
For
Architecture and Design
The use of award-winning designs and the repurposing of old studios and offices for fitness centers and gyms allows designers to create unique and engaging fitness environments.
For
Fitness Equipment and Accessories
The demand for unique fitness experiences requires fitness equipment and accessories that are specialized for specific workouts and environments like underwater or cross-cultural settings.
Workshop question
What category or company can your brand gain inspiration from?
Trend signals
Trend signals for FitScape
Trend score 3.2 out of 10, from popularity 43%, activity 44%, freshness 8%.
Popularity43%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the FitScape trend
4 featured examples from Mar 19 to Dec 14, 2018CategoryArt & Design
Pyramid-Like Aquatics Centers
Kengo Kuma Builds a Relaxing Indoor and Outdoor Pool System
Innovations in aquatic center design, such as pyramid-like structures, can provide competitive advantages for firms in the architecture and design industry.
CategoryLifestyle
Cross-Cultural Fitness Spaces
Aqua Sports & Spa Offers Fitness Spaces and Relaxation Experiences
Opportunity to design fitness centers that combine exercise with relaxation and leisure experiences.
CategoryArt & Design
Repurposed Television Studios
Equinox Miracle Mile Transforms a TV Studio into an Expansive Gym
Architects and designers can explore innovative ways to repurpose old TV studios and create unique fitness center environments that attract customers and differentiate from compet…
CategoryLifestyle
Aquatic Pop-Up Yoga Events
The 5.8 Undersea Restaurant Housed a Mindful Yoga Session
Disruptive innovation opportunity: Incorporate unique experiences, such as underwater yoga, into resort offerings to attract wellness-focused travelers seeking immersive and trans…
