{"id":696,"date":"2021-06-14T17:59:38","date_gmt":"2021-06-14T17:59:38","guid":{"rendered":"https:\/\/missionpassionblog.com\/?p=696"},"modified":"2022-11-18T20:27:58","modified_gmt":"2022-11-18T20:27:58","slug":"which-fitness-brand-in-the-holistic-training-era","status":"publish","type":"post","link":"https:\/\/missionpassionblog.com\/which-fitness-brand-in-the-holistic-training-era\/","title":{"rendered":"Which Fitness Brand in the Holistic Training Era?"},"content":{"rendered":"
<\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/div>\n

Like a superhero from the movies this Hydrofoiler\u2019s energy and agility appear otherworldly. The image is one of thousands in an inventory chronicling sports around the world, images that have us saying \u201cWow\u2014Look at that! Maybe I can get there.\u201d <\/p>\n\n\n\n

The conditioning required for serious \u201cFoiling\u201d and Surfing does not stand alone. Pre-Pandemic, tens of thousands around the world were joining the quest for greater fitness. From Mud Runs and Triathlons to CrossFit and Climbing to Hot Yoga and Circuit Training\u2014people were expanding their fitness journeys.<\/p>\n\n\n\n

All-inclusive, or \u201cHolistic Training\u201d\u2014the pursuit of cross-training, mindfulness, recovery, and diet altogether\u2014is becoming a part of our advanced fitness era. First, pro athletes and extreme sports enthusiasts committed and leveraged the benefits. Then people who just wanted more out of life from health and fitness to longevity and mental acuity. Our individual style of training was becoming part of our personal brands.<\/p>\n\n\n\n

Now? <\/span><\/h4>\n\n\n\n

\u201cThe sky\u2019s the limit for us going forward,\u201d said 24 HOUR FITNESS CEO, Tony Ueber in December. Ueber was voicing optimism that seemed premature for a company just emerging from bankruptcy. The global pandemic turned the fitness industry on its head. An estimated 25% of gyms and fitness clubs closed, 1\/2 a million industry employees were laid off. Some trainers claim they have left the industry for good.<\/p>\n\n\n\n

At the same time, the growth of At-Home\/Digital Fitness still seems nearly unstoppable\u2014with 40% of surveyed Americans exercising at home for the first time because of the pandemic. Home fitness app downloads grew globally by 46% in the first half of 2020 alone (with US use the largest in the world). Peloton\u2019s sales reached $1.8 billion in 2020.<\/p>\n\n\n\n

At Home?<\/span><\/h4>\n\n\n\n

Recent research, and its pundits, suggest up to 40% of us will not be going back anytime soon.* I do not buy that. Instead, I feel Uerber may be right.<\/p>\n\n\n\n

As my 2nd vaccination matured; I became \u201csick\u201d of working out at home. My home gym has everything from a treadmill to a power rack. I\u2019ve trained at home for decades. I can paddleboard two blocks away.<\/p>\n\n\n\n

But for me getting all the work done at home is difficult\u2014not sustainable. I will feel the need for a piece of equipment, space, or inspiration\u2014a gym. Social-fitness-energy is very real for many of us. From relationships with trainers and workout partners to the camaraderie of classes to seeing others going for it, we need that energy.<\/p>\n\n\n\n

I do not believe the touted 40% can go it at home for long. And I am very glad I did not buy the-talking-sceeen-with-arms.<\/em><\/p>\n\n\n\n

Which Gym?<\/span><\/h4>\n\n\n\n

A new battle is beginning, for old members, members from other clubs, and all new members. In almost every community there are plenty of choices or will be soon. Oahu has more than 10 gyms and clubs. Hastings, Nebraska has at least 7. I stopped counting in the seventies for St. Petersburg, Florida. The numbers for clubs in Atlanta, Dallas, and San Diego are amazing.<\/p>\n\n\n\n

With competition so strong, one would assume clubs would be knocking themselves out to promote what makes them unique. But there is little evidence of a clear new direction or Story. We are hearing what we have heard\u2014plus, \u201cHey! Get back in to see us! We clean the equipment everyday day.\u201d <\/em>Unless you are Mr. Clean, clean is not branding. Clean is the price of entry.<\/p>\n\n\n\n

56% of Americans surveyed are exercising at least five times a week. Clubs need to catch this wave with new marketing\u2014their unique brand of fitness\u2014their Purpose.<\/p>\n\n\n\n

Connecting with the Community<\/span><\/h4>\n\n\n\n

At 24 HOUR FITNESS (24<\/em><\/strong>) a renewed customer focus includes the mantra \u201c\u2026meet customers where they are and sell to them the way they want to be sold.\u201d 24<\/em><\/strong>\u2019s Area Director on Oahu, Andrew Dewey knows that way. Working with local leaders like hydrofoil expert, Keola Sakima, (above) Dewey\u2019s team goes outside the club to share events and grow together with Oahu\u2019s surfing, health, and fitness community.<\/p>\n\n\n\n

The controlled power displayed by Keola in the image above is very real. To stay fit for hydrofoil, surfing, and teaching others, Keola trains daily at 24<\/em><\/strong>. He also does Brazilian Jujitsu and Judo. The final pieces of the puzzle are in his careful eating regimen. All together his training program is truly holistic.<\/p>\n\n\n\n

Convergence and Unique Opportunity<\/span><\/h4>\n\n\n\n

There is a wonderful convergence of trends taking place\u2014with complimentary forces to leverage. <\/p>\n\n\n\n

A. Enthusiasts were beginning to understand the value of all-inclusive training before COVID-19 hit.
B. The pandemic reminded millions that fitness and nutrition support a healthy immune system and resiliency\u2014powerful defenses against disease.<\/p>\n\n\n\n

Holistic training to accomplish a better life is the flip side of holistic training to accomplish superior outcomes in a sport. They should become synonymous.<\/p>\n\n\n\n

There is a Category PlayTM<\/sup>* that can be made in this fitness moment. A new go-to-market strategy built on audience analysis, a singular offering, and clear positioning. New marketing authentically engineered to prove whose brand is unique\u2014”the Only”. <\/p>\n\n\n\n

Smart clubs will grab the ring. They will commit to due diligence and come out way ahead.<\/p>\n\n\n\n

LANGSTON <\/span><\/h4>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Like a superhero from the movies this Hydrofoiler\u2019s energy and agility appear otherworldly. The image is one of thousands in an inventory chronicling sports around the world, images that have us saying \u201cWow\u2014Look at that! Maybe I can get there.\u201d  The conditioning required for serious \u201cFoiling\u201d and Surfing does not stand alone. Pre-Pandemic, tens of thousands around the world were … <\/p>\n

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