Analysing marketing in the fitness industry
The fitness industry’s proximity to today’s biggest trends has made it a feature of society. It now affects almost every area of modern life; from the food we eat, to the clothes we wear, the places we go, and the past times we choose. Across the globe, it is growing, with major brands clamouring for attention as well as a desire to remain culturally relevant. A rapid rise in marketing channels has also created opportunities for a wave of disruptive new entrants.
We’ve comprehensively researched the market to provide crucial insight for any marketer, entrepreneur, or investor.
Market understanding
Fitness is one of society’s greatest trends; represented in a move to healthy eating, the development of wearable health-tech, greater employee wellness programmes and perhaps most importantly, the rise of social media. The way we all experience life has changed dramatically as a result. Fitness issues now dominate the TV we watch, the media we consume and the people we aspire to be.
Although the industry shows no signs of slowing down, its exact destination isn’t completely clear. A number of trends compete to keep the public’s relationship with fitness in constant flux. We’ve identified which macro-trends are guiding the industry’s future.
Marketing strategy
A few major brands have dominated the industry for decades, but this is not a certainty to continue. A rise in marketing channels, combined with an increase in fitness trends, has made it increasingly challenging for any player to cover every base. The resulting new entrants have been extremely sophisticated in their use of new technologies and marketing techniques.
Competing with the marketing budgets available to the major players has been a key stumbling block, however. Despite this, emerging players have broken through by combining investment with an authenticity that the major players have struggled to replicate. Continued market volatility also provides continued opportunities for new entrants, despite the increasingly sophisticated efforts of the major players.
Marketing activation
A need to constantly remain relevant, combined with the major budgets required to do so, makes the fitness industry one of the most exciting to work in. The major players often draw on the talent of leading creative agencies, who in turn create award-winning campaigns that drive the marketing industry forward. At the same time, the major players have stepped up their in-house capabilities to counter emerging threats and remain agile in the face of new media channels.
Emerging players have typically taken a different approach. They have primarily sought to build social media capabilities before spanning further afield. This pursuit has been supported by an industry of new digital marketing tools, which have been used to create highly efficient in-house marketing programmes. The initial success, however, has made it challenging for many to move beyond digital channels and generate a sustained societal relevance.
This research includes
13 pages of analysis (3,500 words).
Evidence-based approach.
Case study examples and success stories.
Main tools/services/agencies.
References for additional reading.
Published February 2020.