Recently, I had the opportunity to share thoughts with FashionMonitor.com on a panel interview at the Marketing Festival, where I sat down to discuss trends in the fitness industry. The interview made me think a lot about a number of challenging topics that were presented to me. FashionMonitor provided a gently refined version of the interview HERE, but for those who want to explore the more complete answers I've criticized, click MORE below to get my full thoughts on current and next year's industry-shaping trends with the surrounding insights of the influencer marketing world.
1. What trends have you seen in fitness over the last few years?
I started working in the industry over a decade ago as a PT in the Esport Commercial Gym (which has been acquired by Virgin Active for a long time) and there have been many trends that have come and gone over the years. But to mention 5 broader changes I see would be
- i) PT as the Agency has gained mass popularity – Social media has transformed and anchored working in fitness.
- ii) Gender Exchange – Women train more than men and men train more than women.
- iii) Due to the mass popularity in social media and healthcare, there has been some "information overload",
- (iv) It has triggered the growth and development of flavors in many different sports.
- and finally v) Athletic Fashion & # 39; Athleisurewear & # 39; has been completely invented.
i) PT ten years ago did not carry the same cache that the occupation now enjoys. Working, which was definitely male-dominated work, was considered a bit more unusual. It was not as glamorous as it is now – Instagram as a fitness marketing tool for one did not exist. Nowadays, being a PT is associated with beach training, raw juice pressed from the tap, and gorgeous bodies clad in expensive sportswear, not to mention crisp designer sneakers. For some lucky people, this may be the case, but in most cases it can't be longer than I have written about in my blog. It's hard to train to build a sustainable sports company as a personal trainer!
ii) Gender exchange may be a generalization, but in my experience, women mostly did cardiovascular training and men did weight training. As a PT, it was not easy to persuade a woman to force her into the male-dominated free-weight range. There was an eternal fear of "bulking up". I remember walking clearly into the weighing range and asking me one pretty stacked guy if I was lost. I think that encouraging women to do weight training has given them strength, women feel badly in the front, and that has certainly led to more fun, diverse and effective workouts. For men, I see a change that is more acceptable and "normal" to focus on awareness, yoga, meditation, etc. So in general, men and women are united somewhere in the middle.
iii) "Information overload" – With the explosion of fitness, yoga, and fitness studios, etc., people are becoming more aware through osmosis than before. There is a real thirst for knowledge. People ask not only what they should train, but also why. This is something that rarely happened a few years ago. This has also led to misinformation; the ubiquitous nature of advice is a potential threat to those who are unaware of the risks, and unqualified "counselors" can easily be raised in a new social media world that introduces additional risk factors to people's well-being and training regimes.
iv) Today, you can find sports clubs everywhere and brands recognize that power. For example, if you walk into LuluLemon's shop today, you are not just buying leggings, you have become part of a very large community. Not only will you receive newsletters related to promoting new products, you will also find inspirational interviews, healthy recipes, invitations to free yoga classes, workshops, and more.
(v) Sportswear and casual wear – Sportswear has exploded on the market. Big brands like Nike and Adidas are pioneering, but I have several start-up fitness brands who get in touch every week, if not every day, and ask if I would be interested in their leggings.
2. What brands do you think are the main annoyances at the moment?
My answer would be to "define the annoyer". No fitness brand deals with the fitness that Uber carried on demand, or what Amazon has done for the retail of bricks and mortar. However, they use the trends I describe above; social media, community, innovation, the development of gender stereotypes in fitness.
- bespoke tailoring is a thing. Adidas custom body scans, a speed factory that scans your foot, and 3D prints a shoe that fits in an hour while you wait.
- Conscious sustainable production. Creating small batches with ethical values, such as Adidas Parley for Ocean Cooperation.
There has been a wave of new brands on the market in recent years, but Adidas and Nike are still dominant players – it's hard to see this model being disrupted, but rather advanced …
3. How do you see future developments in social media?
This is an interesting question.
- On the one hand, people have begun to understand how they use social media, perhaps more selective and time-sensitive (setting reminders, etc.) to tune out stressful content,
- On the other hand, brands spend more money working with influencers than ever before and find new and innovative ways to promote themselves. Constant trends are coming and going. At the moment, I feel the brand is very passionate about something – be it climate action, following in the footsteps of Greta Thunberg, or "conscious consumer", gender equality or other migration.
- Not only have * brands * invested in social media, but are increasingly becoming a platform for activists, politicians and influencers alike. This is a way to irritate and roll communities.
- Platforms are growing as the young social media user base develops and grows. New platforms are emerging like TikTok for new users, but the basic platforms that are the basis of social media have now been created.
- The way we interact with them changes. People engage in longer form content, but the attention is also very short. This is an environment of considerable controversy.
4. For what reasons are you most passionate?
Mainly welfare and health and sport. Returning to my previous point (above), there is now a real trend on the internet to be environmentally, feminism, migration, etc., or it is considered very passionate, but my platform is and will only continue to be health. It is completely politically neutral. I grew up in Sweden, I have cared for nature and the environment since birth, but for me, they are generally private on my platforms.
5. How do you promote engagement on Instagram?
You need to post consistent, new, relevant and engaging content, browse for new formats and layouts, explore stories, optimize your mobile for the first creation (vertical, audio in, key message within the first 3 seconds, fun stickers, etc.) – it's there!
6. What is the key to a healthy, balanced diet?
The longer I have worked in this field, the more I have realized that everyone is different and react differently to different foods. To enjoy and follow a healthy diet, you need to find something that you like and that is realistic. Anyone can adhere to a perfect diet if they are committed enough. At the end of the day, the question is what else do you want… ice cream or six packs. For me, I like to think as long as I am healthy most of the time, or 80% of my "best" if I really want to play the game before the holidays or something I have only kept to increase my intensity / dedication to 20% – makes perfect sense and realistic. I would say it's about controlling your portions, eating quality food (not the macronutrients in the regimen – removing fat, protein, carbohydrates) and scheduling to eat small amounts regularly throughout the day. The best is fresh, locally sourced produce.
7. What influencers, celebrities or activists do you currently admire?
I follow a bunch of different people for different reasons. I'm Adrienne's every big yoga fan, I also love interior design and Sophie Paterson is a definite fave. I enjoy Sheerlux in fashion and chatting.
8. What do you think is the modern definition of well-being
I think wellbeing is timeless in the sense that it is still the product of its main ingredients – nutrition, movement / movement and awareness (to recover, sleep, etc.). The optimal blend of these ingredients, in my opinion, varies from person to person depending on their metabolism, human makeup, and so on.
Perhaps today's definition is more based on what is realistic, given the time constraints and little movement in most people's daily lives. For many who sit 10 hours a day, walking 40 minutes to work may be the most mobile of the day. It involves as much welfare as possible in the most realistic and achievable way possible.
Additional dynamics may include automatic recognition and normalization of stress and mental stress; well-being does not only mean * physical * well-being. We all face some kind of psychological struggle, and today's narrative is much more accepting of it, which in turn contributes to well-being.
9. Where is the best place you have ever traveled and what did you love about it?
I have no words for conveying the miracle of the Maldives – it's like a step on a postcard, a photoshopped existence where saturation is maximized. Turquoise water is impossible, the temperature is delicious, the terrain is so gentle and shallow, the sand is like a meal under your feet, and you wake up every morning with fear of how beautiful the world can truly be. I come back from the Maldives as if I were somewhat reborn. After the first trip, everywhere else after that, it's just not quite the Maldives.
10. Do you think there is a greater caution to be taken by the audience when dealing with well-being?
Yes, this is the reason why many of my blog posts have always moved toward reading a biomechanics guide rather than a minute. I have been, and always have been, very careful about what I recommend, what I choose to advertise, and how I post my health related blogs. It is very different whether it is said that there is a delicious salad recipe and this salad recipe cures cancer and makes you skinny. Someone who is not qualified to train online can encourage anyone to get off the couch that day – but on the other hand, this person may be injured because the advice given is not necessarily safe or, accordingly, professional beating practice. It is hard. Are we going to regulate sites?
11. What object can you leave home?
Four critical things; keys, phone, wallet, airbags.
12. What makes you angry?
Distrust and unreliability…. People who shoot you or lie or try to fool you.
13. Do you consider that it is the responsibility of the trademark or influencers to ensure authenticity and transparency?
I think that is the responsibility of both sides. When you share something on your platform, you hope it's authentic – whether you love the product, have used it for a year, or tried it and can vouch for it. But there are occasions when a brand needs to bring out certain details that may not be known to the influencer. It's the capitalist world out there, and advertising blends in with it wholeheartedly; people try to sell things. But if content is blatant advertising, you know – and consumers are too smart for that !!
14. Which email address position would immediately turn you off?
15. Who takes your pictures?
Although not his full-time job, my husband is a professional photographer and always takes my pictures whenever possible. This is quite useful if you have your own production buildings in the house, because you can move as fast as you want!
16. What do you miss most about Sweden?
Mostly proximity to nature – a fresh, invigorating scent outdoors, actually a chance to see the horizon, but also proximity to the ocean. I also miss the food, especially all the fresh fish and of course cinnamon buns! It's all about balance.
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