Fitness trends vol 1
It’s no news that athleisure is on the rise, leggings have taken over from jeans as the most bought trouser online, trainers are acceptable everyday footwear and athleisure is everywhere in both high end and high street brands. The trend is championing a “strong not skinny” physique. Half of the people buying active wear say they use it for non-active purposes. Lots of both retailers and etailers have adapted to the trend, luxury etailer Net-a-Porter created Net-a-Sporter and Selfridges in London opened up The Body Studio, dedicated to all things fitness and wellness. It’s no longer a trend. It’s a lifestyle.
Going beyond the product
We all feel that time is valuable. People are finding the work-life balance hard and as a brand you need to add value to the consumers life, creating a space where they want to spend their free time. Take Sweaty Betty who do in-store classes, Lulu Lemon who in their newly opened Regent Street store have dedicated space in the store for a café. There’s also Tokyo based Natural Works, who have created a concept store that is aimed at achieving a natural body-mind state.
Creating a community
All around the world specialised boutique gyms are opening up, instead of being a standard gym they specialise in a specific exercise, such as City Row in New York or Barrecore in London. They create mini communities where people get a sense of belonging. Millennials are called the loneliest generation, with technology and social media mainly to blame. With 59% of millennials wanting brands to create platforms to bring people together, the sense of belonging in a gym community really taps into that.