Consumers make subtle commitments to physical fitness
Implications - While many consumers are interested in personal fitness, not all of those consumers identify with the culture surrounding health, wellness, and workouts. In lieu of the loud colors, spandex, and elaborate equipment that characterizes this typical fitness figure, companies have created fitness gear that allows consumers to work out subtly. Stripping these mainstream cultural connotations away helps alternative consumers achieve their goals without betraying their own styles.
Workshop Question - How could you strip away your brand's cultural connotations to broaden its appeal?
Trend Themes
1. Subtle Wellness - Consumers are looking for ways to maintain a healthy lifestyle without the loud and flashy culture that often surrounds wellness and fitness, so companies are creating subtle fitness gear and wearables.
2. Everyday Fitness Tracking - Consumers want to track their fitness progress and receive personalized insights without using specific devices or fitness clothing.
3. Discreet Workstation Workouts - With increased sitting hours at offices, consumers need simple ways to incorporate exercise, leading to the development of discreet gym equipment that can be used while sitting.
Industry Implications
1. Fitness Clothing - Companies can create subtle and stylish fitness clothing that does not follow traditional loud and flashy trends.
2. Wearables - Develop wearables that can track general wellbeing and personalized health metrics without looking like typical fitness devices.
3. Office Wellness - Create office gym equipment that does not take up much of the space but can enable discreet exercises.
