#FITSPIRATION
Chloe Wicks N0329445 Negotiated Project Stage 1: FASH30001
WORD COUNT: 8553
#FITSPIRATION
The Growing Relationship Between Fitness, Social Media & the Online Environment
#CONTENTS
1-5
Introduction Objectives
11-19
The Trend #FITSPIRATION in more detail
Generation #Hashtag
27-37
7-9
21-25
Social Media & Online Fitness
Fitness Industry
39-43
The Trend & Online Fitness
45-49
Social Junkies
59-63
50-57
Personal Trainers Conclusions
65-67
69-81 Recommendations Appendix
83-136
#INTRODUCTION
The Growing Relationship Between Fitness, Social Media & The Online Environment
Introduction The economic recession that has affected the global economy since 2008 has had a prolonged effect on the United Kingdom’s economy, including the continued impact of low expenditure within the United Kingdom consumer sector. Government spending cuts, poor job prospects and high inflation have left the United Kingdom in a state of uncertainty and when uncertainty is high, people avoid buying consumer durables. Gross
Due to economic factors discussed in my introduction, and my interest in fitness and social media, my research project title and idea is to look into health & fitness online and on social media, and the growing relationship
Domestic Product (GDP) for the UK, the market value of goods and services produced in the UK, in December 2013 was still 2.5% lower than it was before the economic recession (Telegraph, 2013). Similarly, the number of people who are unemployed in the United Kingdom continues to be higher post the economic recession, in November
between the two.
2013 2.32 million people were unemployed, whereas in April 2008 the number was 1.61
I will then look at what this means for the future of fitness
million (BBC, 2014). The result of the lower GDP and job numbers has led to a collapse in
and how offline fitness environments can use changing
consumer confidence and a decrease in consumer expenditure (Keynote, 2013: online).
attitudes towards fitness to further their brand. I will also look at what consequences this trend will have on gyms. During my research I came across the new trend of
As a result of the above factors, consumers in the current economic climate are looking for cheaper and more cost efficient ways to spend their money, whether that be on
‘fitspiration’, which has been unavoidable on news media
holidays, shopping or exercising and staying fit. According to Mintel’s British Lifestyles
and social media sites. I am going to focus on this trend
report, some 56% of all Britons (amounting to 23 million adults) claim to now only buy
and the consequences it will have on personal training.
items when absolutely needed and almost four in ten (37%) say they are buying fewer treats for themselves and their families (Mintel, 2013: online). With fewer people spending money on luxury things such as lavish gyms and expensive health clubs, the need for an alternative is high.
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The main driver of this growth has been budgets gyms, such as ‘The Gym Group’ & ‘Pure Gym’, which have risen dramatically in number and Market share (Financial “Amidst the rising cost of living and biting austerity
Times, 2012). As you can see from the two charts below, both budget gyms ‘The Gym
measures, British consumers are adjusting to the new
Group’ & ‘Pure Gym’, are now in the within the top five leading UK health & fitness
economic reality, with financial prudence and savvy shopping
clubs (see figure & ). In addition to this, there has been an influx of vast varieties of
already the default for many. Britons are working harder and
fitness information available and free to the public online.
saving more money for the future, as a direct consequence of the recession. The reduced desire to fritter away hard-earned
Figure 1 - Leading UK Health & Fitness club operators (by number of clubs and members, 2013). Mintel, (2013).
income on ‘nice-to-haves’ will shape retail offerings and will have far-reaching implications for consumer expectations about quality, price, product variety and customer service.” (Ina Mitskavets, Senior Consumer and Lifestyles Analyst at Mintel, 2013)
The recession in the UK has had a big impact on many areas, such as traveller accommodation, furniture stores and newspaper publishers to name but a few. It has also had an impact on the health and fitness industry, although surprisingly, since the beginning of the recession in 2008, the fitness industry has actually been one of the
Figure 2 - Budget gym’s ‘Pure Gym & ‘The Gym’ takes the 4th and 5th places. Mintel, (2013).
very few industries to remain in growth throughout the period.
“The fitness industry has grown its total market value by 4%, increased the member base by 2%, while the number of fitness facilities has grown by a further
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1.7%.” (The Leisure Company Database, 2011)
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Figure 3 - Growth in UK Consumer expenditure on Sports and Fitness Participation. (£M) 2008 - 2017. Key Note (2013).
you can see from the chart below (see fig 3).
“With affordability being the main barrier to more people having joined clubs, the continued expansion of the budget sector will be the main driver for increased numbers of members of health and fitness clubs in the UK in the next five years.” (Oliver, 2013)
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#OBJECTIVES
The Fitness Industry is booming and is predicted to keep growing at a rapid pace, as
My Objectives The aim of this report is to investigate the growing relationship between social media
- The role of celebrities in the fitspiration trend.
and fitness, looking at factors such as changing body ideals, the growth of social media and new fitness trends. I will also be looking into the driving forces behind this
- Personal trainers and their role within gyms.
new online trend of fitspiration and exploring how offline fitness brands can harness, analyse and embrace the new trends, to engage and attract an ever-growing social
- The application of the fitspiration trend to personal trainers, gyms and the online
online audience. Using peoples changing attitudes towards fitness and incorporate
presence.
them into the offline environment to benefit their brand. - How brands can target consumers using these changing attitudes towards fitness Fitness brands nowadays need to shift their thinking when targeting people as they
and the online environment.
no longer want to rely on the typical fitness and exercise channels and are looking for more for their money.
- Changing attitudes towards fitness and what this will mean for the future of fitness and how brands can benefit from these new trends.
I will therefore focus on the following objectives: My methodology for this research project is set out in the Appendix (see appendix no. - A detailed look at the fitspiration trend.
1).
-The Millennial generation. - The growth of social media and online fitness. - The growth of the fitness industry. - How fitspiration and online fitness grew in popularity . - How online fitness can be combined with offline fitness.
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no. 7)
Figure 4: Consumer Profile
THE TREND
TRAVEL
FITNESS
HEALTHY
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STUDENT
IN MORE DETAIL
I also created a consumer profile for this project, as set out below (see appendix
#FITSPIRATION
Consumer Profile
The trend #FITSPIRATION in more detail
- People post inspiring images, quotes, slogans and healthy meals to help motivate each other to get fit and look great.
I believe that one of the reasons behind the growth of fitspiration was a response to both changing ideals. With changing body ideals comes new trends and new
- Although it could have appeared to be narcissism when it started, it has now become
aspirations, and fitspiration has become the latest way to achieve those goals.
an online fitness phenomenon.
Fitspiration is the new social fad, the name coming from merging the words, fit and inspiration.
There are many online social media platforms people use to participate in this trend, such as Instagram, Facebook, Twitter, Pinterest and YouTube, as well as a plethora of
What is fitspiration?:
blogs.
- Selfies -Inspirational quotes -Healthy lifestyle and diet tips -Exercise tutorials/videos The main idea and aim behind fitspiration: The main idea behind this new online fitness trend is all about ‘Fit is the new thin’. Fitspiration marks a move away from the idea of having to be super skinny and the catwalk model look. Due to changing body ideals, it has now become more
Figure 5 - Social Media Logos
This fitness phenomenon has also lead to the creation of online gyms and an influx of YouTube fitness video tutorials. A few quotes I found from avid fitspiration followers explain why they do what they do and why they enjoy participating in this trend;
aspirational to be strong, fit and healthy. Carrie McMahon, an avid fitspiration blogger:
The main aim of this trend is to inspire its followers to be fit and healthy. It should
“I upload my pictures, motivational sayings
motivate its followers to feel good about themselves. It is also about health, not just
and random tidbits on fitness regularly on
looks. Your mission should be to accomplish your physical and wellness goals, not just aesthetic ones.
all my social accounts. My programmes have helped a lot of people to learn how to get in to the exercise mode and eat in a way that will last
The followers of this trend are concerned with:
them a lifetime. In return, I have a wonderful group of followers who continue to motivate
- People becoming more focused with their own fitness and getting in shape, rather than being skinny and, often as a result, unhealthy.
me daily to keep working out.” (McMahon, 2013: On Times of India, 2013: online)
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Fitspiration on Social Media
Figure 6 Fitspiration on Twitter
Fitness expert Neeraj Mehta:
“If you’re a fitness aspirant, the pictures and images of a toned body will subconsciously have an impact on your mind and thought process, thus motivating you. People get so inspired that they immediately start following the fitness advice/article. Perhaps it’s the power of suggestion, but many a time, after seeing positive changes in another person’s fitness levels, in the hope of getting fit, we may ape the same regime.” (Mehta, 2013: on Times of India, 2013: online)
“We want to know that we are not alone in this journey and there are many like us, looking to find the best versions of ourselves. It is also about support and having like-minded people doing it with you”. (Lim, 2013: on Times of India, 2013: online)
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Ling Lim, a fitspiraton enthusiast:
Figure 7 Fitspiration on Pinterest
#HASHTAGS
#gymrat #balance
The use of the hashtag on social media sites such as Twitter, Instagram, and increasingly on Facebook, has been one of the ways in which the fitspiration trend has spread its popularity globally. Below are a few of the more popular hashtags used to spread and promote the fitspiration trend.
#superfoods
#FITNESS
#fatloss
#FITSPO
#shelifts
#ACTIVE
#GOALS #gymfreak
#HEALTH
#fitfam #DEDICATION
#muscleandhealth
#HEALTHYEATIING
#TREADMILL
#FITSPIRATION
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#PROTEIN
#GYM
#inspire
#TONE
#MUSCLES
#SWEAT
#motivation
#DETOX
#yoga
#TRAINING
#cleaneating
#getbig
#skinnytofit
#sexysweat
#RUN #sixpack
#ABSSELFIE
#healthie
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#Motivational Slogans
“Eat clean, Train mean . Get lean”
As highlighted previously, as well as selfies, inspirational and motivational quotes and slogans have been used to promote the fitspiration trend. Some of the more popular quotes and slogans associated with the fitspiration trend are below.
“ fit is not a destinaton its a way of life “ “Never give up”
“today’s pain is tomorrows gain“
“strong is the new skinny”
“ Excuses dont burn calories”
“ Dont wish for it work for it”
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“Fit is the new thin” Figure 8 - Motivational slogans Moodboard
“ This months diet is next months body”
Figure 10 Fitspiration on Instagram
GENERATION #HASHTAG
Figure 9 Fitspiration on Facebook
The Millennial Generation
by 3 million (Boston Consulting Group, (BCG) 2013). It is estimated that by 2030, Millennials will outnumber Baby Boomers by 22 million, an astounding figure
One of the main reasons why the fitspiration trend is increasingly relevant and
(BCG, 2013).ComScore, the leading internet technology company, reports that
popular is because of the Millennial generation. The Millennial generation have grown
the purchasing power of the Millennial generation is set to boom and this cannot
up with the internet and with the ability to do most tasks online, such as the weekly
be ignored. As a result, Millennials have become the subject of “analysis and
food shop, planning holidays and now plan their fitness routines. This generation are
commentary, mostly revolving around their avid use of technology, changing media-
constantly looking for different ways to utilise the internet and live an online life in
consumption habits and entry into the workforce” (BCG, 2013).
this ever growing technological world. We are living within a ‘Culture of Want’ and the Millenials have become the so called
“Millennials expectations are different from those of previous generations,
‘Now generation’. It is becoming increasingly clear that we are living in the age where
and companies will need to rethink their brands, business models, and marketing
we want and expect instant gratification.
accordingly” (Boston Consulting Group, 2013).
Brands and companies need to appreciate this, and acknowledge that we are in an
According to Boston Consulting Group, a global management consulting firm, there
ever increasing digital world. The target market with the highest spending power
are four key generational attitudes and behaviours that retailers must pay attention to
(disposable income) are the Millennials and they are the ones that should be targeted
when creating a Millennial strategy.
the most. Millennials are entering their wealth accumulation stage and it is predicted at by 2017 they will be outspending the Baby Boomers. (Dorsey, 2013, in LS:N Global Trend Briefing.)
The Millennial generation wants it fast, and they want it now.
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“Millennials are all about immediate satisfaction. They put a premium on speed, ease, efficiency, and convenience in their transactions” (BCG, 2013).
‘Brands that fail to understand the youth market are sacrificing more than just their bottom line, but their next generation of consumers’
In addition, word of mouth has a great impact on the Millennial customer when making a purchase decision. “For this generation, the
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(WGSN 2012:online)
definition of ‘expert’ – a person with the credibility to recommend brands, products and services – has shifted from someone with professional or academic credentials to potentially anyone with firsthand experience, ideally a peer or close friend”(BCG, 2013). Millennials value personal connections and use technology to connect
The Millennial generation, are made up of people between the ages of 16 and 34. This generation is the biggest on the planet right now and in the United States of America alone they outnumber their previous generation, the ‘Baby Boomers’,
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with a large number of people, more frequently, and in real time (BCG, 2013).
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Lastly, Millennials believe that working for causes is “an integral part of life, and they are drawn to the big issues”. As a result, the Boston
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Consulting Group identifies that “they are more likely to integrate their causes into daily life by buying products that support sustainable farming or “fair trade” principles” (BCG, 2013).
When it comes to health and wellness, these are major trends that Millennials are embracing when making their purchase decisions. According to Wellness Today, Millennials are willing to pay more money for food that is fresh and healthy. Exercise and body image are also very important for the Millennial generation. I
“Its reliance on a well-thought out principles, old-style exercise, variability, and healthy living are all grounded in things this generation holds dear. More importantly, it is easily accessible and anyone can join. This is the fitness program for the next generation”
believe that this is a key reason as to why the fitspiration trend is popular with, and being driven by this generation. Barkley identifies that: “Sixty per cent of Millennials say they try to work out on a regular basis. Twenty-six per cent consider themselves health fanatics” (Barkley, 2013). The Sports and Fitness Association (SFIA, 2013) report states that 51.3 million Millennials, aged 12 to 31, are engaged in some sort of fitness pursuit (Examiner, 2011). A study performed by Barkley concluded that the greatest motivator behind exercising for the Millennial generation is appearance:
(Policymic, 2013).
“seventy-three per cent of Millennials exercise to enhance their physical appearance” (Barkely, 2013). There are many different exercise trends emerging among the Millennial generation. This generation is not looking for classic workout routines, but instead are leaning towards innovative exercising such as online fitness CrossFit, and online workout classes.
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The Millennial generation defines health and wellness as a way of life. “They linked it to concepts such as being your best self, doing things that inspire and engage you, happiness and peace in mind and body” (Anthem, 2012). Millennials aspire to better their lifestyles, therefore considering all aspects of wellness and health into their daily lives.
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As this chart above displays Millennials are very open to new technologies and are usually the first to adopt them (see fig 11). As a result, I believe that the Millennials ability to use the internet and social media, their focus on immediate gratification, the value that they place in personal connections and the prominence that they place on health and fitness, have all been key reason as to why the fitspiration trend has become so popular and grown so rapidly.
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#SOCIAL MEDIA & #ONLINE FITNESS
Figure 11 - Millennials are more likely to adopt new technology.
amazing at what I have been able to find out.
Figure 12 - Fitspiration Hashtags.
2,094,856 people have used the hashtag #fitspiration
Figure 16Instagram Statistic.
9 out of 10 Instagram video shares occur on Facebook. (Smith, 2013, on DMR)
(Smith, 2013, on Digital Marketing Ramblings (DMR)
Instagram has
Figure 13Twitter Statistic.
150 million
monthly active users (Smith, 2013, on DMR) Figure 18- Nike Instagram
1,180, 000 people who live in the UK, between the ages of 17 and 50, that like ‘Personal Trainer’
According to Facebook there are;
(Facebook, 2013)
Instagram recieves around
8,500
picture likes per second. (Smith, 2013, on DMR)
Figure 14Facebook Statistic.
Figure 15Pinterest Statistic.
50,000 people who live in the UK, between the ages of 17 and 50, that like ‘Health & Fitness’ (Facebook, 2013)
1 billion
monthly visitors to YouTube (Smith, 2013, on DMR)
Most followed brand on Instagram is sporting giants
Nike
(Smith, 2013, on DMR)
According to Facebook there are;
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There are over
Figure 19 Just Do It.
According to Facebook:
343, 251, 500 have expressed interest in ‘Fitness and wellness’ (Facebook, 2013)
Figure 17 - Video Camera.
According to Instagram, approximately
Looking more in depth at the social networking sites used for fitspiration it has been
All these statistics show just what a growing market the online fitness industry is and
Like the BCG report stated, for the Millennial generation, the concept of an ‘expert’,
how many people want to be involved. I believe this demonstrates a market which
the person whom they would look to to recommend brands, products and services,
gyms and Personal Trainers should aim to exploit.
has shifted from someone with professional experience to a peer or close friend. Social media is the perfect tool to allow for this new change, as peers opinions are just
Social media is the main tool used for the participation and growth of the fitspiration
a click away. As a result I believe that this is a key factor why the fitspiration trend has
trend. Social media is constantly growing and expanding with new platforms opening
become so popular on many social media sites.
all the time. The number of unique visitors to social networking sites in 2013 is up 16.3% from 2012 (Mintle, 2012), showing that social media is still rapidly growing and expanding year on year.
“consumers are looking more to peers for recommendations on products, services,
The growth of social media over the past years is truly astonishing, this quote
health issues, and more via social media. Only
demonstrates just how powerful and popular social media has become:
companies that produce great products and services will be part of these conversations; mediocrity will quickly be eliminated. Today 78
“...in less than 3 years it became the most popular activity on the web (social media) supplanting pornography for the first time in internet history. Even search engines weren’t powerful enough to do that.” (Qualman, Socialnomics, 2011, p.7)
per cent rely on what others say, while 14 per cent rely on advertising. Social commerce is coming and it’s going to be huge.” (Qualman,2011, Socialnomics, p.119)
“Despite niche fragmentation caused by the Internet, people still desire an understanding of what the majority is doing. Social media is that mechanism.” (Qualman,2011, Socialnomics, p.36) It has become highly apparent from my research that social media has grown dramat-
Out of all the web users, 72% of all adults using the internet are social networking site
ically in recent years. Another interesting fact I discovered was that approximately
users. This displays exactly how powerful a tool social media can be and how wide an
200 million of Facebook’s nearly one billion users, only access this site through their
audience it can reach.
mobiles.
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“Social media is helping to drive the transformation of mobile devices to being the dominant Internet access point instead of computers.” (Qualman,2011, Socialnomics, p.238)
“Mobile apps are revolutionising the field of nutrition, fitness and dieting, and are particularly instrumental in encouraging the younger generation to have a higher stake in their health.” (Mintel: online. 2013)
This is also showing just how important smart phones and apps are to the growth of social media, something that I will take into consideration for the ‘recommendations’
As part of my research I’ve also been looking at YouTube and the growth of fitness
portion of this project. Facebook, one of the main sites used for the ‘fitspiration’
tutorials. I found that YouTube is a big part of the fitspiration trend, with a lot of
trend, has grown to nearly a billion users in 8 years, (see fig 20) truly an astonishing
fitness and exercise tutorials now available online and free to the public. With the
figure.
economic recession leaving consumers with less disposable income, the availability of free tutorials I believe has been key in attracting individuals to the fitspiration trend. Interestingly, YouTube also run a development programme called, ‘Next Trainer’. This programme coaches fitness content creators, personal trainers, aerobics and yoga instructors, Zumba masters and other exercise buffs on the best ways to get their channels in shape. I identified this programme as being something very in tune with the fitspiration craze and another example of how social media is driving the trend’s growth. Another fact about social media that I found very interesting was that YouTube now reaches more US adults aged 18 – 34 than any cable network. This figure is pretty astonishing due to the fact that, according to YouTube, 80% of YouTube traffic comes from outside the US (YouTube, 2013).
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Figure 20 - Facebook Hits 1 Billion Users!
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As YouTube is fIlled with fitness and exercise videos, partly due to the fitspiration
Jeff Cavaliere’s Athlean-X
trend. I have collated a few of the best, most popular Fitness Channels on YouTube, based on their 2011 and 2012 content and viewership. Physique of Greatness
‘Physiques Of Greatness’ fitness channel has
329,964 subscribers
Figure 24 - Athlean - X
Brandon Carter Figure 21 - Physique Of Greatness
Scooby’s Workshop
Figure 25 - Brandon Carter
Amanda Russell
Figure 22 - Scooby’s Workshop
Strength Camp ‘Strength camp’ fitness channel has
749,187 subscribers
Figure 23 - Amanda Russell
Figure 26 - Strength Camp
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Twin Muscle Workout
Instagram is another social network site that has expanded rapidly recently. Recent ‘Twin Muscle Workout’ fitness channel has
782,670
subscribers
report findings (Simply measured, 2013, in InsideFacebook, 2013) showed that around 71% of current brands around the world have joined the social networking site and made their own pages to promote their brands, making it the fastest growing social network worldwide.
“It’s an excellent channel for brands to repurpose their marketing
Figure 27 - Twin Muscle Workout
Zuzka Workouts
content. Brand adoption has increased significantly, which has made it a great place for consumers to connect with those brands.” (Facebook, 2013, in InsideFacebook, 2013)
Figure 28 - Zuzka Workouts
Figure 30 - More Brands Are Active & Building Large Audiences.
Fitness Blender
Figure 29 - Fitness Blender
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and how popular it has become (see fig 30). Pinterest has also grown dramatically over recent times and is a social media site that no brand should be without. Twitter is another popular social networking site also continuing to grow. According to Social Media Today (2013) the number of users rose by 42% between the second quarter of 2012 and the first quarter of 2013. Impressively one in five web users use twitter at least once a month. The growth of social media, along with its suitability to enable services and goods to be easily peer reviewed, is a key driver behind the expansion of the fitspiration trend. YouTube’s ‘Next Trainer’ programme also indicates that certain social media sites are starting to appreciate this trend and realise the commercial value in taking advantage of it and assisting its growth.
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#FITNESS INDUSTRY
This diagram from ‘Simply Measured’ display just how many brands are using this site
Fitness Industry The 2012 London Olympics generated a great deal of interest in the fitness industry and provided a platform for health and fitness clubs to engage new consumers and build interest. In the immediate aftermath of the games there was a very high level of sports participation with approximately 15.3million people in the UK playing sport at least once a week. (Key Note, 2013) Regardless of the impact of the London Olympics, the health and fitness industry has always been a popular sector in the UK. The fitness industry has evolved a lot over recent years and, according to figures released by The Leisure Database Company, Figure 31 - London 2012
there are now approximately 6,019 fitness facilities in the UK. Not only did this sector continue to grow throughout the recession, but many new gyms have continued to open. There were 163 new fitness clubs opened in the UK within the past 12 months alone.
There are now approximately
6,019 fitness
As well as this, the UK health and fitness industry has grown its total market value by 1.4% to £3.86 billion over the twelve month period up to end of March 2013. It is also estimated that around 12.6% of the entire UK population are members of a fitness facilities (The Leisure Database Company: 2013).
facilities in the
Private sector gyms growth is being driven by cost efficient budget gyms such as Pure
UK.
growth is due to a move away from traditional gym contract memberships and costly
Gym and The Gym Group, which are becoming increasingly popular. The budget gym fees, with a move towards cheaper contracts and a “pay as you go” model. The budget gyms are just a stripped back version of the health clubs and many allow for 24hours access which is perfect for people with busy lifestyles and time constraints. These
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‘budget’ gyms have definitely been the number one choice for consumers who are looking for a cheaper option during the economic recession.
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The economic recession has focused the economic concerns of many consumers, who
Due To both the growth in Social Media and the growth in the Fitness Industry I
have made the decision to cancel costly, long gym membership and as a result they
decided to look at two of the most successful budget gyms and their online presence.
have opted for the new breed of budget gym. This has led to many of the traditional, reputable private sector gyms, such as Fitness First and LA Fitness, to suffer falling
The Gym Group:
membership rates, forcing them to either sell or close gyms.
Pinterest: They only have five boards & very limited content.
“Particularly during the recession, there have been increases in people running for exercise, with the appeal being that it is free, similar to online exercise plans.” (Franchise Help: Industry Report, 2014)
A few motivational tips. Figure 32 - The Gym Group, Pinterest.
Facebook: The Gym Group has a good Facebook page that is updated regularly, but mostly with motivational and humerous fitness related quotes.
This quote highlights the need for cheaper options within health and fitness. As a Figure 33 - The Gym Group, Facebook.
result of these changes some more established gyms are teaming up with online companies to take advantage of the increasingly popular “pay as you go” gym
Twitter: Their page has the same
membership model. One example of this would be Pay As You Gym, who have
content as their Facebook page.
partnered established gyms such as Virgin Active and Total Fitness, to offer access on a pay as you go system. Figure 34 - The Gym Group, Twitter
I believe that the drive towards low cost gyms and utilising free exercise options, such as running, has been another key driver behind the rise in popularity of the fitspiration trend.
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Instagram: The Gym Group also have an Instagram page. Mostly filled with motivational quotes. Figure 35 - The Gym Group, Instagram.
Pinterest: Their Pinterest page is very minimal and doesnt have much content.
Figure 36 - Pure Gym, Pinterest.
Facebook: They have a few motivational quotes and fitness tips on their page. As well as running a few competitions.
Figure 37 - Pure Gym, Facebook.
Twitter: Their Twitter page is mainly used to answer members questions.
Figure 38 - Pure Gym, Twitter.
Instagram:Their Instagram page has al lot of images of their gym locations and equipment, as well as food and people pre/ post/during workouts.
Figure 39 - The Gym Group, Instagram.
#THE TREND & #ONLINE FITNESS
Pure Gym:
The Trend & Online Fitness
Leading fitness magazine ‘Men’s Health’ were one of many popular fitness periodicals that highlighted the beneficial factors that this new trend provides. They spoke
This prevalent trend of fitspiration is continuing to grow vastly and showing absolutely
positively of fitspiration and they also agree that to move your fitness regime partly
no signs of beginning to plateau. Multiple online and offline newspapers and
online can really help to inspire and motivate you, as you can find people with similar
magazines, such as The Sunday Times, CNN and The Daily Mail, amongst many, have
goals and aspirations.
noticed, commented on and reported on this online fitness trend and its positive aspects. In a feature called ‘Netiquette’, CNN spoke about what they found to be
I feel that the main reason that this trend of online fitness and fitspiration has become
encouraging about this new online sensation. They agree that “Using social media
so popular recently is that it can actually have a lot of benefits for those who chose to
might help you on your path to physical fitness and telling friends about future fitness
get involved. It can benefit people to work out in pairs or to have a fitness partner. But
plans makes you more likely to follow through with them” (Bartz, A and Ehrlich, A.
in this busy hectic world we live in, it is rarely possible that any two people with the
2012: online).
same fitness goals are going to be able to work out together at exactly the same time, space and pace as each other on a frequent basis. Hence why it can be a beneficial
Time Magazine also feel that this trend is having a positive impact, with Fitspiration
and positive action to transfer some of this online, where you can have the chance to
introducing the use of social sites to help with fitness goals. Times Magazine say that
talk, about and get inspiration for, your fitness goals, while also having flexibility as to
they think, ‘Using a social site to reach your fitness goals is one of the best ways to
when and where you exercise.
increase your chances of success.’ (Cochrane Library, 2013, in Time Magazine, 2013) It has also been proven, by research from the Cochrane Library, that computer based and online programmes helped dieters to lose weight and keep it off. Talking to an expert face to face has also been proven to be highly effective and very useful in weight loss and maintaining that new weight. I believe that this indicates that a
“Doing so can help keep you on-track and accountable. (participating in the fitspiration
combination of the two, online and offline, could be the best way to help individuals
trend)… A huge segment of the population doesn’t
achieve their goals, whether it is to lose weight or achieve a certain level of fitness.
have the luxury of working out with a partner,
One key aspect why I think it will be effective is that time restraints do not always
Social networks that focus on fitness can link you
enable individuals to have the time for face to face interaction, and therefore they
up with a community of people who share your
can supplement their weight loss or exercise routines through online programmes or
goals. It’s like taking the perfect training partner
tutorials.
and multiplying him by a thousand.” (Aragon, 2013, in MensHealth, 2013).
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Carrie Cheadle, a successful sport psychology specialist also thinks that fitspiration is
Figure 42 - Gympact
Figure 43 - Strava
very positive and speaks highly of the trend and its benefits.
“This is where fitspiration comes in perfectly, although these people you are sharing your goals and aspirations with my
Facebook also noticed the craze of online fitness and released their own online
not physically be with you in your journey,
fitness app called the ‘Healthy Share app’ (see fig 44), which launched just before
that doesn’t mean they can’t keep you
the London 2012 Olympics. I believe that this app was one of the starting points
motivated and inspired! Being surrounded
that kicked off this online trend, to help encourage users to keep fit and to post their
by a community of people who are doing
health goals for the benefit of themselves and their followers. Although this app
what you love is motivating, When you
was clearly very popular with many people in the beginning, the Healthy Share app
check your newsfeed and see that other
two years on has clearly dipped in numbers and users, as we can see by the fact that
people are working out, you’ll want to
they currently only have around 100+ monthly users. I believe that Facebook had the
work out, too.”
right idea with this app but haven’t made the right connections to things such as,
(Cheadle, 2013)
fitspiration and the mix of online and offline fitness techniques. I believe fitspiration
There has also been a lot of fitness related websites and apps launched recently to coincide with the growth of fitspiration. Some of the most popular websites being used by avid fitspiration followers to help them on the fitness quest are;
followers to be the correct target market for such an app, however another failure is that the Healthy Share app is more focused on health rather than fitness. I feel there is much greater scope to create a more successful app now.
- Fitocracy - Strave - Athlinks - My fitness pal - Gympact - Online Gyms (e.g Results with Lucy)
Figure 40 - My Fitness Pal
Figure 41 - Fitocracy
Figure 44 - Facebook Healthy Share App.
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this constant uploading of personal images and information quiet narcissistic and annoying. CNN (2013) gave their views on the negative aspects of fitspiration, saying “don't overdo it with constant updates about your fantastic workouts” (Bartz, A and Ehrlich, A. 2012). From speaking to social network users, I have found that this is a view shared by many of those people who are not involved in the fitspiration trend. My research indicates that although fitspiration continues to be successful in helping individuals to achieve their fitness goals, combining fitspiraiton with offline fitness professionals, such as Personal Trainers, would further increase its effectiveness. I have also discovered that fitspiration can also antagonise individuals who use social media, however are not involved in the fitspiration trend. As the chart below displays, people are increasingly using the internet to help them with their health & fitness and finding out any information they may need (see fig. 45). Figure 45 - Online activities related to staying healthy (Nov 2012 – 2013).
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#SOCIAL JUNKIES
There are negative aspects to the fitspiration trend. There are people who find
Figure 46 - Bar Refaeli #fitspiration.
Celebrities & The Media Not unlike most trends, celebrities played, and continue to play, a big part in the growth and popularity of the fitspiration trend. Celebrity influence is one of the many driving forces behind this trend, as with many things, such as fashion and music, celebrity influence plays a big role.
“A study of celebrity influence found that over 75% of young adults reported a strong attraction to a celebrity at some point in their lives, mainly musicians or movie stars, but also a variety of other figures.” (Boon & Lomore, 2001).
Celebrities such as model Miranda Kerr, Rosie Huntington-Whiteley and TOWIE star Lucy Mecklenburgh are just a few of many celebrities who are joining in with the fitspiration craze by constantly uploading pictures of themselves scantily clad and working out. The fitspiration trend thereby provides another way for celebrities to increase their popularity on social media sites, as well as grabbing those allimportant column inches in the media. Reality TV star Lucy Mecklenburgh hasn’t only been joining in on this trend by endlessly posing and posting pictures of herself working out, she has gone a lot further in emerging herself in the fitspiration way of life. As I mentioned earlier, ‘The Only Way is Essex’ star has launched her online fitness website, ‘Results with Lucy’. Online gyms are another phenomenon to come out of this online fitness craze.
Figure 48 - Celebrity #fitspiration.
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Figure 47 - Celebrity #fitspiration.
The idea of celebrities influencing body shape and fitness ideals is nothing new. Back in 1982, after a string of successful movie roles, Jane Fonda released her own workout
fitspiration sweeping the web and the trend of fitness pictures that come with it. A
video and has since sold 4 million videos and been a major contributor to the global
major aspect of this trend being the ‘fitness selfie’, dubbed the ‘Healthie’ by WGSN.
exercise and gym phenomenon. To this day there is still an enthusiastic take on, and
The Healthie is usually taken in the gym and posted on popular social networking
vocal endorsement of, the Atkins diet by stars such as Jennifer Aniston and Catherine
sites, such as Instagram.
Zeta-Jones, and now this diet is world famous and followed globally.
Figure 49 - Gym Healthies.
World renowned trend forecasting agency WGSN has noticed the trend of
As well as these pictures appearing across the web, on celebrities social media sites, countless media outlets such as CNN and The Daily Mail have displayed images of a vast number celebrities jumping on the fitspiration bandwagon on their web pages as well. Healthies have now become a major part of the web and are sweeping social media sites such as Instagram, Twitter and Tumblr, even with dedicated groups such as ‘Fitness Selfies on Facebook’ (see fig 49). The amount of celebrities that have joined in with this trend has definitely attributed to the vast following from the general public.
industries such as cosmetics, hair and toiletries for many years, as well as views of body shape and body ideals. Many people look up to celebrities for inspiration and style ideas. So with the number of celebrities participating in fitspiration, it is no wonder it has reached the popularity it is at now. Seeing these well-known personalities, flaunt their perfect toned bodies only makes this look more desirable to their fans and the public.
future of fitness and how it is becoming dramatically more important to women. They stated that women’s ideals are changing and there are now shifting to a strong focus on wellness and fitness. With these new ideals that women are adopting, it is not surprising that, popularity of trends like fitspiration has significantly increased. Fitspiration is just one of many tools used to help women reach their goals. With the rise of women wanting to become fitter and finding different outlets for this, sportswear giants Nike are also helping women to embrace exercise, sweat and femininity. Their new advertising campaigns picture real women and what they look like during/post exercise as opposed to perfect photo-shopped images that flood the market elsewhere (see fig 50). Just regular raw images like those that are spreading the fitspiration popularity online and on social media. LS:N also spoke about the emergence of the ‘Femthlete’ a women that is very concerned with her health and fitness, she also wants to look good working out, wants community and connections, loves social media and is interested in celebrity culture. These are all traits very apparent in the fitspiration trend (LS:N global trend briefing, 2013).
Figure 50 - Nike Sexy Sweat Advertisement
Celebrity influence is not a recent phenomenon; celebrities have been influencing
During a trend briefing by Trend Forecasters LS:N Global, they commented on the
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the trend, by launching a camping triggered by fitspiration, called the ‘Fit Not Thin’ campaign. Style magazine’s campaign was fronted by British model, DJ and ‘it’ girl, Daisy Lowe (see fig 51 & 52), incorporating the celebrity influence factor into their campaign. the campaign launched in August 2013 and ran for several weeks.
Figure 51 - Daisy Lowe, the face of Style Magazine’s Fit Not Thin Campaign, (2013)
Figure 52 - Daisy Lowe, the face of Style Magazine’s Fit Not Thin Campaign, (2013)
So, as demonstrated, fitspiration has certainly caught everyone's attention of late, with celebrities using traditional media and social media to further the fitspiration trend.
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#PERSONAL TRAINERS
The Sunday Times Style magazine, not wanting to feel left out, also joined in with
Personal Trainers and Their Role Within Gyms
After speaking with a few different Personal Trainers that are currently working in the industry, I was able to find out how they promote themselves and find clients. I
I also chose to look into the role of a Personal Trainer and if or how their role might
discovered that their outlets are quite limited.
change due to social media and fitness combining to create a new online fitness “I've found that handing out leaflets and advertising online has helped spread my name as a Personal Trainer.” (Pink, 2013)
platform. Personal Trainers have many different roles that they need to uphold as a fitness expert. A Personal Trainer is a fitness professional working in the industry, with the latest knowledge of new exercises and a vast understanding of the human body, as well as knowledge of appropriate nutrition and diet. A Personal Trainer can design very specific exercise programmes to fit their client’s exact needs and they know how to do all of this in the safest possible way, as carrying out exercises in the incorrect manor can cause serious repercussions. Other than all of these things their main role as a Personal Trainer is to encourage and motivate their client. Personal Trainers values also lie in trying to push their clients to work that little bit harder than they would usually,. This is a value that they share with the fitspiration trend. All their various skills can benefit their clients greatly as they can learn new techniques and workouts tailored to specific parts of their body that they might not have otherwise known. Personal Trainers can help you set achievable and realistic goals and help you reach them with encouragement and helpful workout regimes and dietary plans. Personal Trainers usually work in a gym environment as they need to have access to a wide variety of equipment, machines and space, whereas people might not be able to get the same level of training in their own homes.
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Most of the Personal Trainers I spoke to said that their main tool was word of mouth. Some also used Facebook and Twitter pages, but the majority of their clients were from within the gym they worked in and they connected with their clients via phone and email. This shows just how wide the scope for improvement and new platforms for Personal Trainers is, especially in the digital age we live in where the opportunities to communicate with a large range of people are increasingly easy. For the recommendation portion of this project I am going to explore how fitspiration and Personal Trainers can combine to create a profitable outcome for both the Personal Trainer and gyms. Using my research to create ideas for how the fitspiration trend, that is so popular, can be applied to the advantage of Personal Trainers, gyms and their online communication channels. As discussed in the previous section, I set out how celebrities had been key in driving fitspiration’s popularity. A great example of a celebrity utilising the fitspiration trend and turning it into a relevant, viable and popular business is realty TV star, Lucy Mecklenburgh. Lucy has combined the power of celebrity with the new online trend and created ‘ResultswithLucy.com’. Results with Lucy is a website whereby people can sign up and pay just £3 a month to have access to fitness tutorial videos with Lucy and her personal trainer, diet plans and fitness tips. Such a simple idea, yet released at the right time and targeted towards the right set of people this concept has been a massive success.
I contacted Lucy to ask her opinions on why she feels that online fitness tutorials and Figure 55 - Results with Lucy Slogan
people using the internet and social networking sites to support each other in reaching their fitness goals has become so popular in recently;
“It's taken its time but it's a good time now for online fitness (and health) to grow. Personal Fitness has moved onto a level where people want to be fit and want to learn something that's not a fad but a life change. Online fitness offers the same level of fitness and nutritional
I feel that the example that Lucy has set, to combine fitspiration with expert fitness
help and advice that a celebrity receives, but at a
tips, is very significant. I believe that the very success that Results with Lucy is
fraction of the cost. At this time people want top
experiencing right now is the fact that she has successfully combined both the popular
training advice at home and on the go. But they
fitspiration trend with expert fitness guidance. I aim to adapt Lucy’s idea in the
also want value for money.”
Recommendation section of this report to combat the problems that Personal Trainers,
(Mecklenburgh, 2013)(see appendix no.5)
and to a lesser extent gyms, have when communicating to potential and existing customers.
Figure 54 Results with Lucy website.
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Figure 57 - Lucy Mecklenburgh.
Figure 53 Results with Lucy website.
Figure 56 - Lucy’s Work Out Equipment.
#CONCLUSION
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Conclusion of Research In conclusion, I have seen through a thorough investigation into social media and the fitness industry that there is no getting away from fitspiration and there is no signs that it will be dying out anytime soon, with its popularity continuing to grow. Fitspiration is driven by the Millennial generation, who ‘want it fast and they want it now’ and the internet is the way to achieve that. I have also looked at how the fitness industry is developing and the way that Personal Trainers market their services. Due to the rapid growth of social media and the increased interest in our own health and wellbeing, online fitness is set to soar in popularity. In this digital age people are open to doing most daily tasks online wherever possible, and I see fitness as another task that people are increasingly moving online, and this trend will only continue. As a result I feel that there is another opportunity for gyms and Personal Trainers to utilise both the fitspiration trend and the rise in popularity of online fitness to their commercial gain. Results with Lucy is a key example of how fitspiration and online fitness has been combined to create a successful business venture.
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advantage of any economic recovery, with a thriving budget sector serving the value-conscious and a host of more fully featured clubs in the upper half of the price spectrum. Mintel’s research for this report confirms that there is still considerable interest among the population in becoming users of a health club, both among former, lapsed users and people who have never done so before. With affordability being the main objection, the continued expansion of the budget health clubs sector will be the main driver for increased numbers of members of health and fitness clubs in the UK in the next five years. The sharp growth in usage of fitness technology products should be regarded as a massive opportunity to target people with an interest in health and fitness and establish a relationship with them which could eventually be converted into a club membership. Even if it doesn’t it represents an opportunity for club operators to develop new revenue streams and put their brand in front of people who otherwise might not come into contact with it.” (Oliver, 2013)
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#RECOMMENDATIONS
“The health and fitness club market is well positioned to take
Recommendation stage After vigorous research into social media, the fitness industry, personal training and fitspiration, as well as the needs of consumers in the fitness industry today, this has
"Existing Internet-based weight-loss strategies
lead me to the recommendations I have set out below.
have largely promoted weight-loss strategies designed by health professionals, including
I have focused on how brands can target consumers within the online environment
goal-setting and features to promote social
using the changing attitudes towards fitness, and how brands can benefit from
interaction. These programs have had modest
these new trends. I have also had in mind the economic circumstances which many
short-term effects, suggesting that exploring
consumers and companies have been operating under since 2008. I therefore
alternative approaches may be beneficial."
recommend a combination of both the offline and online in targeting consumers.
(Kraschnewski, M.D., M.P.H., assistant professor of medicine and public health sciences, on
I have found that many people like the aspect of online fitness tutorials and
science daily, 2012)
workouts, due to it being both free and easily accessible, especially easy to fit into a busy lifestyle where the consumer has a lot of restraints on their time and money. A key example of this is the success of Results with Lucy. However these individuals are also not going to stop using gyms altogether. They will therefore aim to combine online tutorials or workouts with attending a gym, but as I have highlighted, the continued attendance at a gym may be on a pay as you go model to both suit the
The Product – The #fitspo app
consumers’ reduced disposable income and increasing time restraints. Due to the factors listed above, and all the information discovered in my research, I From my research I also found that it has been proven that a combination of online
am therefore recommending the creation of an app. I think that a new app idea could
and offline techniques can be effective in obtaining individuals weight loss or fitness
be taken on by a gym and its Personal Trainer’s. I feel that this new app would be able
goals, and that online programmes helped dieters to lose weight and keep it off.
to effectively help increase memberships as well as boost the gym’s and personal
There are many medical professionals that agree,
trainer’s profiles. “A Web-based program
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featuring successful strategies
This app will be a mix of the fitspiration trend and the online/offline gym concept. It
of others who have lost weight
is a part of the fitspiration trend as it would allow gym members and friends to share
may be an effective strategy for
videos, pictures, quotes and fitness tips in line with the fitspiration trend on social
weight loss.” (Penn State College
media
of Medicine, 2012)
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It will also take advantage of the online/offline fitness concept as it is would be gym
Some of the main sections of this app will include features that allow its users to
driven, therefore allowing the gym itself to market its services to potential new
track their own progress through online weight and goal trackers. Alternative goals
members and allow Personal Trainers to market their services and post exercise
would also be measured, the time it takes a user to run a certain distance or lift a set
routine videos to all members. Personal Trainers could also join in with the wider
amount of weights. This would allow the user to provide an alternative fitness focus
fitspiration theme by posting dietary plans and fitness tips. Not only do these
that would fit in with the fitspiration trend. I believe this would be successful as,
aspects of the app set itself apart from anything available in the market right now,
through my research, I have found that people are more likely to stick to their goals
but it is also a way to combine the gym and the offline/online concept effectively.
through using online trackers and a rewards system. There will be another section on the app where users can set themselves goals and reap rewards for their success.
The app will be called ‘The #fitspo app’. The app can be utilised by a specific gym and
For example; someone might set them self a goal to loose 4lbs in 4 weeks, or be
it’s Personal Trainers and can be targeted at the gym’s members and the Personal
able to run 5 kilometres in 30 minutes. Once they reach this goal the member would
Trainer’s clients. It will allow gym members to create their own personalised, online
receive a point, and continue to receive points for every goal reached. Once they
profiles. They will be able to follow and become friends with other gym members,
have reached 10 points, these will be able to be redeemed against various rewards,
and as a result also be able to view their profiles. This enables the members to find
some possible examples could be;
people with similar goals and interests, as well as keeping each other motivated. Here they will be able to do many of the things that, through my research, I have
- Percentage off next month’s membership fee
found to be very popular with social media users and members of the fitspiration trend, such as; posting and sharing pictures of themselves or their healthy meals,
- Reduced entry cost for pay as you go members
sharing fitness tips and routines and motivating each other to reach their fitness goals.
- Free energy drinks
The gym’s members will be able to create a community feel, joining together with
- Free protein shakes
people sharing similar fitness goals. Further, as the app is only able to be viewed by other members of the gym, I hope this will avoid the negative aspect of the
- Fee gym equipment
fitspiration trend that I identified in my research, that a number of people who were not followers of the fitspiration trend found the constant posting of pictures
- Free classes (e.g spinning or pilates)
to be narcissistic. By it only being open to other gym users, rather than the wider population, I feel that the negative aspect is removed and therefore avoids any
- Free passes for friends
negative connotations of the fitspiration trend from being attached to the gym’s brand.
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- Free account freeze - Offers at partner brands (through collaborations)
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Through my research I found that setting goals and receiving rewards for reaching
This will also assist other members when they are trying to find the right Personal
them will motivate people to stick to and follow through with their goals. It will also
Trainer for them. I feel that this will be particularly useful for gym users as, based
give the user that added incentive to work out as well as something else to work
on the research by the Boston Consulting Group, the Millennial generation will take
towards.
recommendations from peers who have first-hand experience of a particular service or goods.
Through the use of this app the gym could also set competitions and offers regularly, to drum up further business and new memberships. They could do this by offering
I think that the involvement of gyms and Personal Trainers can lead to this app to
discounted gym memberships or personal training discounts for members that refer
be a success and avoid the failures suffered by other apps, whose popularity has
friends or family members to join the gym. This will also give the members a boost
decreased over time, such as the Facebook’s Healthy Share app. As discussed,
to go to the gym as they would have someone to go with, or someone to become
I believe the failure of the Healthy Share app was a result of the lack of any
friends with on the app. With the introduction of the app and the technological
involvement of either online fitness tutorials or fitness professional and offline gyms,
advances that come with it, the gym that use this app to set other competitions, by
where users would be able to work out. Research by the Cochrane Library showed
using other new video apps such as ‘Vine’. They could get their members to submit
that weight loss goals were successful when they included a combination of both
their best fitness tips via a Vine video (via the gym’s new app) and the most popular
online and offline techniques. The success of Results with Lucy, by combining online
video could receive a reward. This engages the consumers and will create hype and
fitness and the fitspiration trend, is more successful because of the involvement of
excitement around the new app as well as providing its members with loads of new,
online fitness tutorials. However this app takes one step further, by combining the
free fitness tips.
online fitspiration trend with online tutorials and expertise and offline gyms and the expertise of Personal Trainers, I believe this app will be able to keep users constantly
Through this app, gym members will also be able to find personal trainers that will
engaged and be effective in enabling them to reach and maintain their weight or
suit them perfectly.
fitness goals. Further, I believe it will commercially benefit both gyms and Personal Trainers by providing them with not only more members, but more motivated
The personal trainers that work at the gym will have profiles that will be viewable
members, but more motivated members who will continue to attend the gyms
to all app users and through this will be able to post the same content as the other
and the use the services of the Personal Trainers, while also engaging with other
users. However I believe an added benefit will be that Personal Trainers will be
members to create a community feel.
available to give fitness advice through the app. Members will also be able to seek out private training through this app, whether that be by booking a session through the app or by purchasing an online exercise tutorial through individual trainers. Personal Trainers will also be able to post free videos on their app profiles to gain followers and attract prospective future clients. Once a clients has had a session with any of the trainers they will be able to rate them on the app and leave a comment about their experience.
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I spoke to a few frequent gym goers and avid fitspiration followers to find out their
I also spoke to two Personal Trainers, to find out a professional’s opinion on this app
thoughts on this app concept and whether it would be something they would like to
idea;
use; “I lack motivation to go to the
“If there was a gym app that
gym, so this app will be great for
Indea:
me as I can do it anywhere. I think
Russ Personal Trainer:
personal trainers could use for
- Age 22
that one useful aspect is that I can
- Age 23
people to find them, it would be a
- Member of ‘The Gym’
continue to be involved even when
- Personal Trainer at ‘The
good idea.”
- Exercises regularly, around 2 - 4 times
I don’t have access to a gym, for
Gym’ and private hotel
“Using an app could help get a
a week, with a focus on cardio.
example when I’m travelling and on
- Exercises regularly
trainers name out there if they were
holiday!”
starting from scratch.”
(Garlick, 2013)
(Pink, 2013)
“I would love to use this app, especially if it helps me to keep track
Seve:
of my workouts. Everything is in one
- Age 25
spot, so it is very easy.”
- Member of University gym
On the rewards system: “the points
- Exercises regularly, around 5 times a week
“I think this is a great idea. It would really help Personal Trainers to connect with
system is definitely an added
the gym member and really
incentive to work out.”
motivate the members to
(Robinson, 2013)
keep going!” “I think that being able to set myself
Laura Personal Trainer: - Age 24 - Personal Trainer at private gym - Exercises regularly
(Stevens, 2013)
targets and track my progress will really
Sophie: - Age 22 - Member of private gym - Exercises regularly, around 4 - 6 times a week.
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motivate me to work out more, especially as I will be able to compare my progress to my friends, it adds an element of competition. I also like the fact that I will be able to connect with the other gym
I identified a key factor in the growth of social media, was smartphones, to the extent that many users now access social media sites through smart phones only. I therefore believe that it is important that this app is portable and accessible from smart phones. Consumers have expressed that it would be a great thing to
members and have another outlet for the
have while travelling, as this could be a great opportunity to take the gym’s brand
fitspiration trend.”
global. The portability access is also key as it would allow users to stay engaged and
(Teegan, 2013)
motivated even when they are away travelling and do not have access to the gym.
Price
Other ways this app (and the gym) could be promoted are through online fitness
The app will be free to current and new gym members, or available for a cheap price for pay as you go users, if the gym has that option, and purely online users. For users who are just online users, they will be able to get online video tutorials and the feeling of a community within the app. The fact that this app is free, or available for a small fee, is something that I believe will definitely appeal to the target audience, the Millennials, and the monetary concerns that people have post economic recession.
magazines. Through my research I found that budget gyms such as ‘Pure Gym’ have quite large advertising budgets, so advertising through magazines such as Women’s Health would be a good way to target Millennials. Gyms would also advertise the app in their gym and on the gyms main website and social media pages. Packaging The app will mainly be designed to work with smart phones. I think this is important
Figure 58 Smartphone.
given the role I have highlighted that smartphones have played in the growth and popularity of social media, especially sites like Facebook. The app will be available to download from the gyms main website as well as through main app buying outlets such as; the Apple App store, Google Play, all Android app stores and Blackberry
Promotion and Positioning
world. The app will also be made into an online computer desktop version for those
The promotion for this app would mainly be through social media. The reason for
app from their laptop or desktop computer.
this being that the app is something people will use online and the target audience for this app are fitspiration followers and Millennials who are both massive online users and are especially frequent users of social media. The main sites used to promote this will be through the gym’s own existing pages on Facebook, Twitter and Instagram. Another great way to reach out to fitspiration followers would be to contact popular fitspiration fan pages or celebrities who are currently promoting the fitspiration trend. Gym’s would then either aim to advertise through these popular fitspiration fan pages or arrange for the celebrities to promote their gym and their app. As I highlighted, celebrities have been key drivers of the fitspiration trend and have a very wide audience to whom they post their pictures, videos or quotes. Using these fitspiration fan pages or celebrities to post an app which builds on the fitspiration trend could significantly increase a gym’s brand among fitspiration followers as well as Millennials who may not be aware of the fitspiration trend.
users who want to join but do not own a smart phone, or just wish to acccess the
People This app will mainly be targeted at fitspiration followers and Millennials. By mirroring a lot of the aspects that fitspiration involves, posting pictures and videos, I believe it is something that will immediately attract fitspiration followers and be something that they instantly can use and relate to. Further, by allowing users to immediately contact with other gym members, by allowing for peer review of Personal Trainers, and for including a focus on fitness and wellbeing, I believe this is something that would also instantly appeal to members of the Millennials who are not attracted to the fitspiration trend. It will also be a perfect tool for those gym goers that have lost motivation and are looking for that extra boost to keep going and to push themselves that little bit further.
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After reviewing all my researching I have come up with further recommendation
The availability of professional gym equipment such as; weights, resistance bands
for the gym taking on this fitspiration app concept. I feel that this app is a great
and exercise balls, would definitely benefit people that want to exercise away
launching pad for many brand stretching opportunities. I would recommend that
from the gym in the privacy of their own home, or who just don’t have the time
the gym create a range of own branded gym equipment. As we have seen, there has
or money to access a gym regularly (see figure 59). This would be a very profitable
been a dramatic rise in the number of people who want to exercise at home and
brand stretch for the gym. App members would also be able to purchase and rate
online or, due to budget constraints, cannot afford a gym membership.
this equipment through the app, making it very quick, easy and simple, again traits that the Millennials enjoy. These products could also be used as rewards within the points system on the app. This could later lead to other exciting brand stretching opportunities for the brand. App users would then be able to get ideas for routines
Figure 59 - Attitudes towards health and fitness clubs, (2013).
with the gym equipment from videos posted on the app by Personal Trainers from the gym. Some of the options that the brand could also choose to diversify into after professional gym equipment could be a range of sportswear clothing and footwear, or possibly protein shakes and health supplements. As I have identified, running is an increasingly popular exercise option for people on reduced budgets. Running equipment and the app could be targeted at these people who could utilise professional guidance on the app from Personal Trainers designing running programmes or providing advice. The apps success could also lead to further collaboration opportunities in the future with other brands within the health and fitness industry. The opportunities for growth are endless. As Millennials and fitspiration participants both avidly love social media and use it constantly, in the future, this app could also link up to social media sites, like Facebook and Twitter.
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In conclusion, I feel that any gym wanting to take on this app concept, combining the fitspiration trend with the online/ offline exercise concept would benefit hugely. Given the popularity of both the fitspiration trend and online fitness, the app would definitely create excitement and buzz around the brand and set the brand apart from the rest of the monotonous gyms already saturating the market, attracting new and engaged members to its gyms. Further, I believe the app would have the required functionality to appeal to both fitspiration followers and members of the Millennial generation. The app would also aid Personal Trainers in contacting a wider range of potential clients and being better able to promote their services. Once the app has developed, I also feel that it would offer opportunities to the gym to branch out into other areas, such as professional gym equipment. Finally I feel that this app will engage members and keep them motivated to work out and stay healthy. The app combines both online and offline fitness techniques, and as my research shows, this is an effective way for users to meet their fitness goals. I believe that the ability of this app to ensure people attain their fitness goals will be key to people continuing to be motivated and engaged in using the app, attending the gym and utilising the services ofPersonal Trainers.
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#APPENDIX
Conclusion of Recommendations
Appendix 1: Methodology Research was a fundamental component to help develop the final question for my project. I adapted my title, after finding new information about my subject and through thorough researching and vigorous examination of the research area in question. I began my research by exploring the growth of the fitness industry and the growth of social media and online fitness. Both primary and secondary research was undertaken in order to gain a diverse range of collective underpinning that would be of value to this research project but also to gather reliable data to construct appropriate recommendations. Through the use of qualitative and quantitative research methods set out below. The primary methods I used were: - Interviews; - Focus group; - Email Questionnaires; - Email interviews to professionals; and - Consumer profiles. The secondary methods I used were: - Books; - Websites; - Magazines; - Trend Briefing; and - Newspapers.
Initially, in November 2013, I did a quick three question survey (see appendix no.2) to gauge if the general public were aware of the fitspiration trend. As well as the consumer profiles and my survey, I also produced an online email questionnaire in order to find out about consumers views on online fitness and fitspiration. I carried this out via direct emailing, so that I could know the exact age and gender of each respondent who answered the questionnaire, as this was not possible through an online survey. The answers were used to provide a range of data, some of which provided me with a good understanding of the target audience for this trend and the reasons as to why people participated (see appendix no.3). As a result of the three question survey, 100% of the people that I surveyed said that they were aware of fitspiration, which was a very positive outcome. I thought these email questionnaires would be a good place to start my research, as it helped me to find out how many people knew about this trend and gain an idea of who the people were who participated. After analysis I was able to take the findings of these results and target a more specific audience to further my initial research. I then went on to email interviews, with fitness professionals (see appendix no. 4 & 5). These were sent out selectively to specific people that I thought would be able to give me a good insight into the areas I was researching. I spoke to Personal Trainers and fitness experts. These select interviews offered a unique insight and helped me to gain a greater understanding into the fitness industry, emerging fitness trends and experts opinions on fitspiration. I also carried out a small focus group with three personal trainers to find out more about their role within gyms and their opinions on fitspiration and the online fitness phenomenon (see appendix no.6).
Appendix 2: #Fitspiration Survey (3 question online Survey) Through my research I found that the majority of fitspiration’s participants were female Millennials, so I spoke to two consumers’ in-depth and created a consumer profile, (see appendix no.7) to outline the fitspiration participant/ consumer. I also did this to see who participated and why they participated in the fitspiration trend. After reviewing the responses from the email questionnaires, it became apparent that many respondents were aware of the trend of fitspiration in some form and most actually took part, even if it was only just looking at the images and reading the quotes, instead of actually posting anything online. I found that a lot of the respondents did watch online fitness tutorials and
#Fitspiration Survey Results: 30 Respondants.
November 2013
liked the idea of being able to work out at home as well as in the gym. I found out that the most popular reasons why people took part in the trend, was to follow fitness inspired social media sites for inspiration and motivation. These results show that the questionÂŹnaire emails were successful as they helped me to gain a further understanding into the trends surrounding online fitness, exercise and fitspiration, from the people who experienced and participated in it first-hand. It also helped me to gain an insight into the consumer and see the most popular aspects of the trend, as well as being able to gauge its popularity and the popularity of the online exercise concept.
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Appendix 3: Online email questionnaire
Online Email Questionnaire Results: 30 Respondants.
November 2013
Appendix 4: Email to fitness professional (personal trainer)
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Appendix 5: Email to fitness professional (Online gym owner)
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Appendix 6: Focus group
December 2013
I also carried out a small focus group with 3 personal trainers to find out more about their role within gyms and their opinions on the fitspiration trend and the online fitness phenomenon. Attendees: Personal Trainers: Russ Pink – PT 1 Elliot Cole - PT 2 Laura Stevens – PT 3 Me: Hi, I just want to ask you a few questions about the future of the fitness industry, the fitspiration trend, online fitness, personal training and my recommendations for a gym based app. Me: Are you all aware of the fitspiration trend? PT 1: Yes PT 2: Yes PT 3: Yes Me: Do you think that fitspiration is a positive thing? PT 3: Definitely PT 1: its main aims are to inspire and motivate you to exercise, so definitely a good thing. PT 2: I agree.
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Me: Do you think this trend and online fitness will impact gyms negatively? PT 1: No, because its making people want to work out more. PT 2: It will be a positive impact if anything Me: So overall you think it will be a positive thing for the future of fitness? PT 1: yep PT 2: Yeah PT 3: yeah Me: What ways do you use to find new clients? PT 3: Facebook is my main one. PT 1: Yeah, and flyers. PT 3: I use twitter a lot too. Me: Do you think a fitspiration inspired app, taken on by the gym would help to boost your clientele? PT 1: Yes PT 2: Yeah PT 3: Deffo
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Appendix 7: Consumer Profiles
November 2013
1. Name: Laura Hobson
1. Name: Talilla Henchoz
2. Age: 22
2. Age: 21
3. Gender: Female
3. Gender: Female
4. How often so you exercise? 4 times a week.
4. How often so you exercise? 4 times a week.
5. Where do you prefer to exercise? (home/gym). Both, 2 days at home, 2 at the
5. Where do you prefer to exercise? (home/gym) Gym.
gym.
6. Do you watch online YouTube exercise tutorials? Yes.
6. Do you watch online YouTube exercise tutorials? Yes.
7. Which social media sites do you use to help you exercise? Just YouTube.
7. Which social media sites do you use to help you exercise? YouTube, Instagram
8. Have you found this combination of online/offline fitness a recent occurrence?
and Pinterest.
Yes but I don’t use it regularly.
8. Have you found this combination of online/offline fitness a recent occurrence?
9. Do you post fitspiration related images? Yes.
Yeah quiet new to Instagram.
10. Which sites do you use for this? Instagram & twitter.
9. Do you post fitspiration related images? Just look at them.
11. Do you also look at a lot of fitspiration related images? Yes.
10. Which sites do you use for this? Instagram, Pinterest & twitter and a blog called
12. What kind of things do you look for? Inspiration - Recipe ideas, fitness clothes,
‘Fit Sugar’.
workout ideas, toning tips.
11. Do you also look at a lot of fitspiration related images? Yes.
13. Do you enjoy exercise classes in the gym? Yes.
12. What kind of things do you look for? Exercises and healthy meals and before/
14. For what reasons do you enjoy them? Sociable, learn exercise I would do by
after pictures for motivation.
myself, good whole body workout.
13. Do you enjoy exercise classes in the gym? Yes. 14. For what reasons do you enjoy them? It helps because it shows how to do certain exercises and routines.
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Consumer Profile
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