Fitness Fads: The Branding Behind the Consumer Craze

Photo by @soulcycle

I love fitness classes; as a somewhat easily influenced consumer, I love the idea that every time I go to a fitness class, I might be (probably not) getting one step closer to looking (and feeling?) like one of those ultra successful fitness bloggers/Instagrammers. After about 50 minutes of non-stop cardio and/or weight lifting, nothing feels quite as good as the exhaustion and sweat-drenched euphoria that comes with taking a fitness class.

That being said, trying a new fitness class always gives me a little anxiety. Why did I wear this ratty t-shirt to class, and why does everyone else in this studio look like a seasoned personal trainer? I opt to sit in the back of the class, in efforts to not look like a total moron when trying to complete each carefully crafted muscle movement. Why does everyone else look like they know what they’re doing? Am I seriously the only newbie here?

Where a lot of these questions come from social anxiety, it doesn’t negate the fact that fitness classes and brands are rapidly gaining a cult-like following, which can be seen from any fitness class participant. Through branding strategy, these consumer lifestyle brands are on the rise in popularity and are gaining a pack of fit and loyal followers in major cities around the country.

photo by @pure_barre

The first brand that comes to mind is Soul Cycle, a consumer fitness brand I see all over Washington, D.C. I have always been a little nervous to try cycling, but this type of fitness class has been praised by my trendiest fitness-loving friends as a great way to feel sweaty and challenged. I have seen Soul Cycle photos and posts all over my Instagram, even by friends who aren’t super athletic. What is it about their brand strategy that makes them have such a big following? I am sure the actual class has a little something to do with it, however, Soul Cycle’s social media handles establish a brand fit for fitness lovers and aspiring athletes alike. Their accounts are sprinkled with inspirational quotes, inclusive messaging and, of course, beautiful cyclers. It seems to me that in order to gain a following among fitness fanatics, brands must be ultra inspiring as well as ultra-inclusive. It is not enough to perpetuate an image of what their followers wish to be, they must show their followers/perspective followers that they are included in the community even if they don’t fit the cycling goddess image. Posts across social media are much less model-focused, and much more teamwork, community, and goal focused.

Another key element in gaining a loyal follower base has been the possibility of physical — and sometimes spiritual — transformation. Yoga is a perfect example of how westernized culture has turned a physical religious ritual into a fitness practice that promises change to your body and your mind. Yoga offers the opportunity to change the way you look, feel and think – it offers a chance to change your lifestyle. Brands like Soul Cycle and Pure Barre promise something similar: taking a physical journey to change your body and your way of thinking for a more healthy and positive lifestyle. How does a consumer lifestyle brand do this? By going beyond just social media to carry this ideology to their website, and of course through their practice in class. On top of being inclusive, branding strategy needs to show that it can effectively inspire and change the audience member by taking this class. They can’t just talk the talk, they need to walk the walk (or pedal the stationary bike).

photo by @theblastlife

The last similarity I see across branding strategy for fitness classes is that every fitness brand starts with a story meant to inspire and find common ground with its audiences/prospective class-goers. Pure Barre, BLAST and Soul Cycle all have some sort of “about” section that explains why you should take the class or how the fitness brand came to be. These stories usually consist of a struggle with an unhealthy lifestyle, how these brands have changed their founders and how these classes can change your life too. As I have addressed in a previous blog post, storytelling in establishing a brand is a huge starting point for gaining loyal consumers. By telling a story, brands can connect with prospective consumers’ emotions in a way that other consumer brands cannot. By establishing a story, fitness brands create an incentive for customers to try their class, showing that something as small as a fitness routine can spark something a huge lifestyle change. A fitness brand storyline establishes the tone and voice for the brand, and is key to incentivizing potential consumers.

All things considered, maybe these consumer lifestyle brands are so popular just because the class is that good. I have put my fair share to the test: some classes talk a big game but end up deterring newcomers like me because new consumers can’t get on board with the cliquey band of fabulous fitness followers. Others, however, kick my butt and keep me crawling back for more – yes, literally crawling…those classes are seriously hard! One thing is for sure, however: fitness fads are on the rise and are not disappearing anytime soon. Just wear something a little nicer than an old high school t-shirt to class – you’ll thank me later when you fit in with the rest of the trendy fitness class attendees.