Explains fitness industry consolidation trend. from @tatumbrandt
The creator explains the concept of 'the great consolidation' occurring in the fitness industry, arguing that the market is becoming smaller and more competitive. She cites an expert panel with executives from Barry's and Lifetime to support her analysis that brands are merging and customer loyalty is decreasing. She concludes by advising fitness brands that survival depends on becoming highly specific and intentional with their target audience, rather than trying to appeal to everyone.
Creator: @tatumbrandt on Instagram
Transcript
We are in what strategists are calling the great consolidation era for fitness brands. Welcome to my series where I guide you through where fitness is headed in culture, commerce, and design. And today, I wanna talk about how the category once flooded with boutique studios, wearables, apps, supplements, and at home gear is getting smaller, tighter, more competitive. Some call it, like, a post pandemic correction. Others say this is just reality setting in. I sat in on a panel in New York this pa
Topics: Brand Strategy, Marketing, Fitness, Business
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