Sports Innovation Lab partners with ATN to launch ‘Fitness Communities’, a new way to analyze consumer spending data in health, fitness and wellness
The fitness industry is changing rapidly. Many brands are embracing new technologies to retain member loyalty and increase incremental revenue, while expansions, mergers and bankruptcy filings are changing the face of gyms and studios across the country. One of the trends driving industry transformation is the growing interest in new health and wellness solutions. This isn’t just limited to supplements, but includes everything from GLP-1 weight loss pills to the latest recovery products.
In this context, Athletech News and Sports Innovation Labis an insights, analytics and data company that works with the largest brands in sports, media and entertainment to provide fitness industry stakeholders with critical data about their consumers and the industry as a whole.
Through this partnership, Sports Innovation Lab and ATN will develop in-depth consumer profiles of fitness and health enthusiasts. Dubbed “Fitness Communities,” these profiles will provide brands with a deeper understanding of their current and potential customers.
“Fitness enthusiasts are not all the same,” said Sports Innovation Labs co-founder and CEO Josh Walker, who oversees the company’s proprietary market intelligence platform. “Partnering with Athletech News and gaining access to their ongoing expertise with this demographic will enhance our understanding of ‘fluent fan’ behavior, which will benefit our customer base through better data and targetable marketing audiences. Brands have A new and powerful tool to enter this market.”
Fitness communities based on observed spending data
The fitness industry is constantly changing, but dominant consumer behavior will always inform marketers on how to attract the right customers. Some consumers like to take classes and need group fitness to motivate them to exercise; families and high-income fitness consumers often want the benefits of an all-inclusive fitness center.
Fitness community profiles are based on consumer spending patterns and are designed to help brands target the right customers.
Class Curator
These active fitness enthusiasts are spending Boutique fitness classes For example, F45 Training, SoulCycle, Orangetheory Fitness, Rumble Boxing and The Class can also subscribe to Class Pass. The class curators are:
- 9 times more likely to own a wearable device than the general population
- 7 times more likely to go skiing
- 6 times more likely to attend a concert
Deluxe weightlifting machine
For the luxury lifter, it’s all about Premium health club experience. They spend money at luxury fitness facilities such as Equinox, Life Time and Chelsea Piers Fitness, and/or purchase premium subscriptions for additional services. Deluxe weightlifting machines include:
- Generation X or Baby Boomers are more likely to earn more than $200,000 a year
- Spends more on sports tickets and live events than any other community
- Spend money at book retailers such as Barnes & Noble and independent bookstores (30% of population)
fitness enthusiast
As traditional sports enthusiasts, gym regulars prefer simple exercises. traditional gym Give them a more classic workout. They buy memberships from big brands like Gold’s Gym or local gyms. People who go to the gym include:
- More likely to be male and have no children at home
- Frequently shop on social media such as Instagram and Facebook
- 3x more likely to spend money at a “sports and entertainment” venue like Topgolf or Chicken N Pickle
Offer-driven fitness enthusiast
most common in High Value, Low Price (HVLP) Gymthese consumers usually arrive in the New Year, their fitness purchases are seasonal, and they often seek deals. They may exercise as part of their daily routine, but throughout the year they are constantly purchasing new and different fitness/wellness products and subscriptions – especially when there are deals on them. Offer-oriented fitness enthusiasts include:
- 3x more likely to buy hydration drinks
- Customers who frequent QSR spend at Taco Bell, McDonald’s and Chipotle
- More likely to have teenagers/teenagers in the home
Game-changing data for fitness brands
In the coming weeks and months, Sports Innovation Lab and ATN will roll out critical insights into the consumer behavior of these fitness communities, creating an actionable new data source for fitness and wellness marketers, executives and entrepreneurs.
These insights will leverage Sports Innovation Lab’s Sports Data Cloud, which spans hundreds of health and fitness brands, allowing us to create custom audiences for every category including exercise classes, home fitness, luxury and high-end health clubs, subscription workouts , athleisure apparel, equipment and more.
More information on how to exploit Sports Innovation Lab Data To create a custom audience to meet your brand’s marketing goals for New Year’s Day and beyond, please email (email protected).
