Work It Out
Working out is difficult. It requires more than just joining a gym or buying exercise equipment. Sure, you start off with the best of intentions, but months later you realize you've been paying for a membership you never use or staring at a machine you never fully assemble.
Selling into the fitness market is similar to working out. At first it is difficult; the machines are unfamiliar and the people seem to be speaking another language (reps, squats, etc.). However if you stick with it, then you start to see results. The hours spent stretching, running, sweating start to pay off and you notice an improvement in yourself. Selling into the fitness market may be exactly what you need to get you back to the gym. You'll see that with the proper hydration, supplies and apparel, you'll be expanding your fitness regime and your wallet.
Selling to fitness institutions requires knowledge of the basics of exercise, hydration being a large part of that. Dena Rothstein, marketing director for Jetline, Gaffney, S.C. mentioned water bottles and sports bottles as great fitness products because of their function and wide appeal. No matter the exercise activity, end-users need to stay hydrated so sports bottles are the natural promotional choice.
Grethe Adams, president, Southern Plus, Hartwell, Ga. noted that companies in the fitness arena use high-visibility products like bags and totes in addition to exercise products. "Rather than just the classic gym bag, we've seen a trend by fitness clubs and gyms toward using items not specifically for use at the gym, like shopper totes and beach cooler bags," she said. "These items help build the brand outside of the facility and reach a wider demographic."
Steffenie Zorner, brand manager for Los Angeles-based Bella, seconded Adams's remark about using everyday products and explained how it extended to apparel. "Wearing fashionable fitness apparel for daily activities has become trendy, and it is a trend all age groups are participating in," she said. "Whether they are receiving these as giveaways or purchasing them from a group they are oriented with, everyone is looking for fashionable, functional pieces to wear to the gym and while running errands," she explained. Using trendy products allows for interest from end-users who might not normally be fitness-friendly, but care about current fashion trends and healthy living.