When millennials (those roughly born between 1980 and 1997) want honest, authentic advice about a product or service, they turn to friends, families and experts. The same is true in the growing fitness industry – millennials turn to an influential group we call the Fitness Champs: fitness professionals and fanatics. To them, fitness is about more than a healthy diet or losing weight; it’s a 24/7 mindset. And two thirds of them are also millennials. In other words, if you’re a fitness-focused brand, you should be paying attention to them and understanding what makes them tick.
As an independent branding, digital and experiential marketing agency known for studying millennials, we conducted some research to further understand the Fitness Champs. Here are four key takeaways:
Fitness Champs stick to proven workout techniques
- More than 70% of them spend 3+ hours a week working out, and they use a combination of weight lifting, running and walking/hiking as primary activities. This means your brand should focus on bringing unique content that builds upon the workouts they’re already doing – not just the latest workout fads or diets.
Fitness Champs care about long-term health
- Contrary to popular belief, Fitness Champs are less focused on the immediate benefits of looking good, losing weight and building muscle, and they are more focused on the long-term benefits of their fitness lifestyle, particularly living longer. Try segmenting your brand’s messaging to different “fitness personalities” incorporating lifestyle elements that look at the long-term.
Fitness Champs get their answers online
- With half of Fitness Champs using the internet to browse fitness and nutrition sites, and another quarter of them engaging with social media, it is critical to not just advertise but to become part of the fitness and nutrition conversation. Facebook and Instagram are good places to start as they are the hotspots for sharing progress photos and recipes.
Fitness Champs aren’t the most loyal
- Brand loyalty is relatively low in the sports nutrition category, particularly among protein powders. So if you can use marketing strategies to create relevance and engagement for your brand among those already using these products, you’ll have a good chance of capturing a greater share of their purchases.
In a nutshell
As overall awareness and interest in living longer, healthier lives continues to grow, especially among millennials, the fitness and sports nutrition industries are well positioned to continue the growth rates they have enjoyed the last few years. But for brands to win big, they have to close the gap between their current target and those moving the category forward.
Interested in learning more about the influential Fitness Champs? Let us know <link to contact page> and we’ll take you through the complete study.
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