Fitness is My Sport
Fitness, getting fit, or just plan eating healthy has earned a permanent spot within the media. Thousands of companies have made billions in an industry that focuses on coming up with the newest concoction that surely is not FDA approved. Celebrities sponsor workout routines or videos even if they know that their shiny DVDs will eventually end up in the clearance bin. People like Richard Simmons have been around for years pulling the same crazy shenanigans to get new, young consumers to "purchase" their product/service. Yet, some laughs aside, I have to admit; I have become hooked.
What's My Product of Choice You Ask?
It has been a solid six years. I must admit; I'm addicted. Crossfit not only blows my mind daily with the ever-changing workouts, but every gym I've been to has the same feel. Push yourself until you yack and never give up. Don't do less reps because no one is looking over you; you are only cheating yourself. Things such as the Filthy Fifty or Fran are just common workout routines that leave you out of breath and probably unable to walk. The craziest thing about this new discovery is that every single person I have worked out with is completely different. There is no stereotype. Doctors, lawyers, cops, single moms. There's a solid mix of just about every demographic possible. How did Reebok seem to accomplish the impossible by finding the mecca of lost consumers that people like ADIDAS or Nike missed?
Well it all started out with this little thing called the Crossfit Games...
Unlike other common fads or trends; Crossfit has a cult like following. There are week long games that are advertised on big channels like ESPN that feature normal people doing extraordinary things. Awards and medals are given out to participants whereas overall, everyone seems to walk away a winner. There are plenty of booths filled with new, innovative home-grown products designed by Crossfitters for Crossfitters. Trainers are able to find some of the most creative materials turned into useful products that will whip their clients in shape in no time fast. The greatest side note about each product is that it actually works! These aren't ideas that were thrown around in a corporate room somewhere and decorated with bright colors to attract the January-new-years-weight-loss customer. These are apparatuses that were thrown together when needed and test tried on the ground floor by the actual consumers. It's like a marketing researchers dreamland.
How Do We Target this Potential?
The craziest thing about this industry is that it is so diverse. Things like Crossfit are just tiny stones in a huge stream. However, the impact they have on the overall performance of other products, including itself, is pretty substantial. After only being around for 6 years (at least for the Games themselves), it has skyrocketed in members, gyms, and trainers around the world. There are literally operations in Holland and Amsterdam respectively. Every major city is starting to pick up on the trend and the gyms are starting to give the big chains like YMCA, LA Fitness, and Bally's a run for their money. They have real people that are training real people. They understand that every body is at a different level and their ingenuity in making each person's experience memorable is the real difference. They are able to hit the ground running and open up all new ideas into tangible products. As I already stated earlier for marketing researchers, this is data that surely screams pay dirt. Tested and tried products ready for distribution couldn't be nicer in terms of readability. Taking this niche and expanding it's potential into an entirely new market is something that Reebok saw as an advantage; it's only a matter of time until the rest of the industry begins to pick up. It's only time before these little moments become big ones and the big ones become huge.