marcoRecorder

Disruptiveness matters


I spent an awesome day at FIBO 2016 in Köln, the biggest fitness fair in the world.  FIBO is an incredible opportunity to get the latest info, news, products, marketing tips in the fitness industry. This fair is huuuuuuuuge. One day is just enough to get a little gist of the massive effort the organizers have put into this beautiful event.

Here are a few things I bring back from this amazing day that I got to spend with some new fantastic friends:

  • Style matters. We got to see 4 or 5 pavilions during the day. You know, in fitness, bodybuilding or lifting, there hasn’t been huge innovation in terms of training machines. If you watch some of Arnold’s videos from the 70s you’ll see that the machines in those videos are quite the same as you see in a regular gym now. But now people want style. We entered the machines and weights pavilion (can’t remember the official name) and I noticed how most people gathered around an Italian brand with super cool and flashy weights, bars, dumbells etc…I hardly believe lifting green, cherry or flashy pink disques instead of the regular black ones will affect your gains. Nevertheless, I admit that entering a colourful gym gives you a different taste, a different feeling. It might have something to do with cromotherapy but now, gyms and providers have to face this challenge. People want to be surrounded by beauty and style. Especially in that place where we look for peace, tranquillity and the possibility to toss a tough day at the office behind.
  • There’s always a new kid on the block…Goodness me. In 12 years of lifting I maybe used 3-4 supplement brands believing that kind of covered the whole market. Well, I was sooooo wrong. There’s a thousand brands out there, all endorsed by famous athletes and fitness figures. Even major brands can’t rest on their lorrels both in terms of product quality and marketing. I think it is positive to experiment with different brands and competition among brands is beneficial for the final user. To fitness enthusiasts my advice is to keep studying. Look at the different composition of each supplement brand and see the effect on you.
  • Fitness communication is mostly about lifestyle. As I discussed in previous posts, fitness is very much a matter of lifestyle rather than sports and health. This has always been the case inside bodybuilding for instance, but it is now that the spotlight is more about the way you conduct your life. Phil Heath said more than once “you can’t be a rockstar and a bodybuilder.”Fitness businesses are booming and standing out among competitors is tough. “Consumers” are now aligning themselves with sports and health brands that they feel share a like-minded perspective. See for instance the great work of Gymshark towards this strategy.

Next year I will definitely be back and hopefully I’ll manage to go to more fitness fairs. Stay tuned on my social media for updates.

marcoRecorder_FIBO
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