Fitness becomes more accessible with public locations
Implications - Fitness culture may be rising, but many consumers are still resisting the confines of the gym. To combat this anti-gym attitude, many athletic brands have begun offering fitness services in public with city stations and pop-up locations. This approach not only makes fitness more accessible and easy to integrate into consumers' everyday routines, it also adds an experiential element to working out.
Workshop Question - How can you integrate your offering more seamlessly into your consumer's daily routine?
Trend Themes
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Public Fitness Locations — Athletic brands are offering fitness services in public with city stations and pop-up locations to make fitness more accessible and easy to integrate into consumers' everyday routines.
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Experiential Fitness — Brands are adding an experiential element to working out, creating a new approach to fitness that combines the physical activity with a unique and memorable experience.
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Digital-real World Blending — Brands are successfully merging digital and real world opportunities to create cohesive fitness programs and communities.
Industry Implications
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Fitness Equipment — Fitness equipment manufacturers can create equipment tailored to the needs of public fitness locations and experiential fitness activities.
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Brand Activation Agencies — Agencies can work with brands to create unique and memorable experiential fitness experiences that connect with consumers on a deeper level.
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Sportswear Brands — Sportswear brands can continue to invest in digital-real world blending to create cohesive fitness programs and communities that encourage brand loyalty.
