We distinguished four types of fitness customers clustered around elements like motivation, personalization, price consciousness, time sensitivity, and desire for innovation from McKinsey & Company’s recent report, Sweating for the Fitness Consumer. In order to win in the future, fitness players should know their clients’ archetype and fulfill the customers’ needs. Community is Essential Some of…
Personalization is nothing new in the marketplace. E-commerce sites seized on it years ago, coding their algorithms to create individual recommendations tailored to data collected from online behavior. Consumers are now accustomed to personalized experiences based on their browser history. Today, many people are happy to share their data if it makes their lives easier,…
As fitness movements go, few have been as explosive as the boutique studio concept. One reason is that studios accommodate a range of fitness programming that capitalizes on red-hot lifestyle trends. With programs like yoga, Pilates, cross training, stationary cycling, heart-rate, boot camp, and HIIT, a studio can concentrate on individual instruction and small-group training…
We go through a lot of trouble to protect our property. Home security systems are big business. You may even have one yourself. Research firm MarketsandMarkets estimates that Americans spent over $34 billion on safeguarding their property in 2017. That staggering statistic makes more sense when you consider the range of home security products and…
Shawn Perine, the editor-in-chief of Muscle & Fitness magazine, died December 11 from complications due to lung cancer. While also overseeing other titles as Vice President, Fitness Group at American Media, Inc., Perine was a leading voice in the fitness industry, and was himself dedicated to bodybuilding and healthy living. A vegetarian who had never smoked in his…