The focus on health and Wellness 2020 had its roots in several clashing trends and behaviors: the years of emphasis on wellbeing by high-end brands recommended by celebrities, the desire to stay healthy during the pandemic, and the boredom caused by more time Home is created. Hamza Shaban for the Washington Post Reports“Health and fitness equipment sales more than doubled to $ 2.3 billion from March through October according to NPD [a market research company] Retail data. Treadmill sales increased 135%, while stationary bikes nearly tripled. “Matt Powell, Vice President and Senior Industry Adviser, NPD Group, commented,” Once the bans went into effect, the home fitness business started like wildfire. ”
The closings of many gyms in the early days of the pandemic and the habits that developed at the same time led many to turn to brands like Nordictrack, Tonal, and Peloton to start their workouts. Peloton reported Revenue was $ 758 million, an increase of 232% over the previous year. Fitness equipment manufacturer Precor was then acquired to increase production capacity after stocks were depleted and supplies secured. At the same time as fitness equipment sales increased, fitness increased App downloads, many of which are associated with home fitness equipment brands, also increased. Peloton saw 382% growth in digital subscriptions (first quarter of fiscal year 2021). Overall, the Washington Post reports that around 2.5 billion health and fitness apps were downloaded worldwide from January to November 2020. Fitness is a consumer priority right now and many at home fitness brands are seizing this moment.
Digital strategies are helping 6 of the top home fitness brands connect with consumers
The need to stay mentally and physically healthy will likely keep fitness brands in mind for consumers, and many home fitness brands rely on digital strategies, including Content Marketing, Subscriptions and partnerships with Buy-Now-Pay-Later (BNPL) Providers to stay relevant to consumers and increase sales.
NordicTrack offers tailor-made workouts with the iFit Digital Platform and App
NordicTrack, which has been making fitness equipment since 1975 starting with its famous ski machine, has since grown into elite fitness equipment, from treadmills to bicycles to elliptical machines. if it, the brand’s subscription web platform and recently released app, has become an integral part of NordicTrack users optimizing their workouts on and off the machines, whether it’s running, biking, hiking, rowing or cross-training. According to Fit rated, a fitness rating website: “iFit is still quite unique in the growing world of fitness video streaming thanks to its auto-fit feature (when used with iFit-enabled devices). Your iFit trainer or the Google Maps location you’ve explored can automatically adjust your computer as you exercise. Depending on the machine you are using, your resistance, incline or speed will change. “Icon Health & Fitness, owned by NordicTrack and iFit, had sales of more than $ 1 billion in the twelve months to September , ” Reports Bloomberg.
Tonal uses machine learning and AI to create digital workouts
Tonal, described by the company as “an entire gym in your home,” combines the large-scale, personalized digital fitness craze with strength training provided by resistance cables weighing up to 200 pounds. Tonal uses Artificial Intelligence (AI) to perform whole body strength assessments. This allows the device to suggest weights early on and throughout a user’s fitness journey, providing real-time guidance on form and technique, and increasing and decreasing weight and intensity as needed. Workouts can be selected à la carte, sorted into groups such as “lower body” and “high intensity,” or as part of targeted programs that users can select when setting up their machine. Tonal recorded a massive increase in sales of 700% in 2020 compared to the previous year.
Octane Fitness offers informative content to supplement physical fitness
Octane Fitness focuses on providing workouts with low impact and intense results. The brand was launched in 2001 with the aim of revolutionizing elliptical trainers. Since then, she has introduced a number of award-winning fitness machines that offer a variety of workouts that are easy on the joints. In addition to Octane’s unique endowment, the brand has a robust blog with recipes, motivational articles, and do’s and don’s of fitness. Content marketing that compliments a brand’s products and services can help build credibility and customer loyalty.
Mirror partners with fintech brand confirm to offer monthly payment options
“mirror, the manufacturer of the reflective glass fitness machine, was acquired by Lululemon Athletica. [and][Mirror] expected [end] 2020 sales of $ 150 million versus previously forecast of $ 100 million ” Reports The Washington Post. The unique fitness system for the home is literally a mirror leaning against the wall that includes a variety of in-depth, guided workouts. According to the brand, “Certified trainers from the best fitness studios in the country provide motivation and live feedback. Advanced camera technology and proprietary algorithms allow you to customize your workout based on your goals, preferences and your personal profile. ”As with many home fitness brands, Mirror works with them BNPL Fintech company Affirm allows consumers to pay for their devices monthly like they would with a gym membership.
Bowflex introduces new products to further accelerate sales growth
Started 1986, Bowflex has long been known for its popular infomercials and celebrities. Recently, Bowflex introduced Velocore, a stationary bike that sways from side to side in “Lean Mode” for an immersive experience similar to driving on the road. The Velocore is more than “Fancy Spandex, Social Media Fame and Suburban Hoopla,” says Bowflex, who is quickly becoming an alternative to other popular stationary bicycle manufacturers.
The Bowflex Velocore also syncs with JRNY, the company’s own subscription fitness platform. According to a current press release From Bowflex: “JRNY members get voice-controlled, customized workouts, instructor-led video workouts, and integration with third-party bike apps [Peloton and Zwift]and access to their entertainment subscriptions like Netflix, Hulu, Amazon Prime Video and Disney +. In addition, the JRNY platform “uses machine learning to create virtually an infinite number of personalized workouts that incorporate motivation and praise, based on an initial fitness assessment that learns and adapts as the member progresses”.
Echelon offers bulk pricing and subscriptions to appeal to a wider audience
echelon, a fitness brand that offers a broad collection of home fitness classes and equipment, has introduced a variety of tier pricing to appeal to a range of users who may want different results and engagements in their workouts, or who have different financial goals. For example, the Echelon Connect Bike is available in five different versions, all at different prices, with a certain variety of bells and whistles. Likewise the Echelon subscription memberships You have tiered pricing and access, from the most expensive and comprehensive Echelon United annual plans to the basic FitPass, which gives access to all off-machine content, including yoga, weight training, etc. By providing tiered options, brands are often able to offer memberships to scale, creating opportunities to build loyalties that lead to renewal and positive word of mouth from customers.
Home fitness will continue to thrive as consumers invest in wellness
Fitness brands are currently leveraging the popularity of health and wellness to create meaningful, personalized digital experiences for their customers that have a lasting impact on the bottom line and the user experience. Home fitness is likely to continue to flourish when gym use returns. Consumer behavior is changing and adapting to the at-home training and digital integrations these innovative brands offer.
Are you looking for new ways to reach target groups?
Digital Media Solutions® (DMS) helps brands flourish by leveraging consumer intent and engagement, leveraging advanced adtech technologies with big data intelligence to help brands reach the moments they are most ready To take action to connect with consumers.
About the author
More content from Sarah Cavill