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COVID has brought massive changes to the fitness industry. Just as workers around the world have grown accustomed to virtual calls and meetings, gym-goers have grown accustomed to virtual classes and invested in home equipment when facility doors were closed.
Now that major gyms and boutique studios — the ones that survived COVID — are open, data shows customers still appreciate hybrid opportunities: working out in person or virtually however they see fit. And that creates sales opportunities for industries like promotion that target the market.
According to the Global Wellness Institute, the hybrid fitness market is expected to reach $1.2 trillion in revenue by 2025. And consulting firm McKinsey reports that 70% of those who have worked online during the pandemic intend to maintain or increase the frequency in the future.
Here are six ways to target this changing market.
1. New Member Kits
Encourage gyms and studios to distribute kits to new members with items they can use both in person at the gym and at home. Pack a branded gym bag with products like a unisex tank top, towel, water bottle, resistance band, exercise ball, and a notebook to track progress.
Velor Fitness Towel (TSBT500) from imprintID (asi/73651)
2. Private label clothing
Talk to local studios about launching activewear lines that customers can use while exercising (in the gym or at home) and while on the go. Start small – consider cutting-edge yoga pants, shorts, t-shirts and tank tops, and build from there as demand grows. Keep it fresh every season and have your customer display them in front of their physical store and sell them online.
High Waist Sports Shorts (GOB2254) from Goldentop Gifts Corp. (asi/79532)
3. Incentives for loyal members
Introduce gyms to the idea of encouraging member loyalty with an incentive program. Ask them to reward customers who have attended a certain number of in-person and/or virtual classes with items they can choose from, such as premium tumblers, bags, yoga mats, and smartwatches.
Smartwatch (H7953) from Promosmart Inc. (asi/80026)
4. “Tribe” objects
Studios that create a following can encourage customers to promote their brand with smaller products that identify them as part of the “family” or “tribe.” Think personalized water bottle and laptop stickers with the company name and/or logo, as well as bumper stickers, headbands, socks, silicone wristbands and accessories technology like power banks and phone cases.
Die Cut Holographic Stickers (SY-HDCS) from StickerYou (asi/89791)
5. Gifts with Purchase
Consider approaching equipment retailers with the idea of offering gifts with purchase to new owners. Whether it’s a bike, elliptical or treadmill, the company can thank its customers with branded items like absorbent t-shirts, key rings, bike and sunglasses.
VIP Logo Half Finger Cycling Gloves (VPHXRM122) (asi/93173)
6. Outdoor Essentials
Suggest that gyms and studios provide items that customers can use to train outside of in-person and virtual classes. In addition to smartwatches for tracking fitness levels and vital signs, those who get some fresh air while active can use athletic zippers for layering, fanny packs for small items like keys and phones. , and personal security alarms.
Personal Security Alarm (TR102SA) with LED Lights from HPG (asi/61966)
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