Fitness brands engage gym-goers with escapism themes
Trend - 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 - 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.
Insight - 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.
Workshop Question - What category or company can your brand gain inspiration from?
Trend Themes
1. 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.
2. Luxury Fitness Centers - The use of repurposed spaces and award-winning designs for fitness centers are providing patrons with luxurious and relaxing fitness experiences.
3. 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
1. Hospitality - The use of unique fitness experiences in hotels and resorts to attract customers looking for luxurious and relaxing fitness options.
2. 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.
3. 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.
