Shake Track & Field is a unique fitness club funded by fast food giant Shake Shack. The group hosts free runs, bike rides, and yoga class meetups, and encourages its members to get fit with complimentary t-shirts and post-workout restaurant visits.
Each participant's t-shirts feature fun slogans like "run your buns off" -- a nod to the restaurant's widely popular burger menu -- and are branded with Shake Shack's signature white and green color scheme.
While a fitness group and a fast food chain might seem like an odd pairing, this business venture is reflective of Millennials' desire for balance in all aspects of their lives. Often adapting a work hard, play hard mentality, many urban dwellers are balancing clean eating rituals with planned indulgences, and are rewarding fitness with fast food that is synonymous with both quality and great taste.
Key Themes Behind This Trend
- Branded Fitness Clubs
- Branded fitness clubs are becoming increasingly popular for companies looking to diversify and reach new markets.
- Balanced Lifestyles
- The emphasis on balanced lifestyles has opened up new opportunities for business ventures that combine health and indulgence.
- Community Focused Fitness
- Businesses that emphasize community and social interaction alongside fitness are gaining popularity among younger consumers.
Where This Applies
- Fast Food
- Fast food companies can leverage their brand recognition to reach new customers with health-focused initiatives.
- Fitness
- The fitness industry can explore partnerships with non-traditional companies to expand their offerings and reach new demographics.
- Apparel
- Apparel companies can capitalize on branded fitness clubs by creating customized workout gear for participants.
