Category
Lifestyle
Assisted Choices
Trend cluster
Category
Novelty
Workout
Fitness trends are nichefying to offer variety to aspirational consumers.
3.9
Trend score
Trend
What is the Novelty Workout trend?
Novelty Workout: Looking to ease their way into the fitness craze, many consumers are looking for more accessible workout classes that promise physical benefits with a side of fun. Through niche exercises that are more interest-based, consumers -- from those that would never dream of entering a gym to those who find regular fitness classes too repetitive -- are finding a happy medium that suits their particular lifestyle and interests.
Trend themes
Themes within the Novelty Workout trend
Three behaviours holding the trend together01
Niche-Based Workouts
Consumers are seeking accessible, interest-based workout classes that suit their particular lifestyles and interests.
02
Short, At-Home Workouts
Consumers are looking for ways to get fit quickly and conveniently in the comfort of their own homes.
03
Sleep and Relaxation-Based Classes
Consumers are seeking classes that focus on relaxation and rejuvenation to counteract the effects of stress and lack of sleep.
Industry implications
What the Novelty Workout trend means for industry
Where the trend changes the playbookFor
Fitness
Fitness businesses can cater to niche interests, offer short at-home workouts, and introduce sleep and relaxation-based classes.
For
Food and Beverage
Food and beverage companies can partner with fitness brands to offer unique workout experiences that tie in with their products.
For
Hospitality and Travel
Hotels and travel companies can incorporate short, at-home workouts and relaxation-based classes into their offerings to cater to health-conscious consumers.
Workshop question
How can you nichefy in order to have greater appeal to a more targeted group of people?
Trend signals
Trend signals for Novelty Workout
Trend score 3.9 out of 10, from popularity 62%, activity 48%, freshness 8%.
Popularity62%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Novelty Workout trend
5 featured examples from Apr 12, 2016 to May 13, 2017CategoryLifestyle
Bed-Based Workout Classes
The U.K.'s David Lloyd Clubs Rolled Out the First 'Napercise Class'
Gym operators and fitness studios can explore the creation of new classes and programs that focus on holistic well-being, including opportunities for participants to improve their…
CategoryLifestyle
Core Workout Sledgehammers
The MostFit Core Hammer is Safer Than a Sledgehammer and Tire
Manufacturing companies specializing in designing and manufacturing different types of fitness equipment.
CategoryMarketing
Jaw Workout Classes
Cadbury and 1Rebel are Teaming Up to Offer a Unique Fitness Class
Opportunities to create unique workout experiences that stand out in a crowded marketplace
CategoryLifestyle
Crowdsurfer Workout Classes
Gym Box and Stubhub Teamed Up to Offer a 'Crowd Surf Ready' Class
Fitness industry can create classes that cater to music lovers who want a unique workout experience.
CategoryLifestyle
Speedy Celebrity Workouts
This Kendall Jenner Workout Only Takes 11 Minutes to Complete at Home
Opportunity for fitness brands to promote and market short, high-intensity workouts targeting busy professionals.
