2013 Trend Report Spotlight: Label-Conscious Fitness
You’ve seen the names, and most likely, they’ve sparked a curiosity: P90X™. The Skinny Jeans Workout™. SoulCycle®. Madonna’s Hard Candy® (say what?). “Name-brand” fitness has been around for decades, but today the label-ization of programs like these is expanding as quickly as, well, some would say the world’s waistlines, as fitness corporations use savvy marketing to distinguish products and programs in an oversaturated market. According to our SpaFinder® Wellness 2013 Trend Report, “Today being fit is the new luxury…millions chase the ‘insider elite,’ giving the fitness world a distinct fashion world vibe where consumers shop for the latest fitness craze just as they search for the newest designer purse.” We’ve shopped around to find you a few “label-conscious” fitness examples.
TRX is the creator of Suspension Training® and Rip™ Training Equipment; founded by former Navy SEAL Randy Hetrick, TRX has become a great success, reporting revenues of US$32 million in 2012.
Image courtesy of TRX Training
Hard Candy Fitness® by Madonna
The Material Girl herself, along with New Evolution Ventures, founded Hard Candy Fitness just a couple years ago and already opened locations in Mexico, Moscow, Santiago, and Sydney, with more on the way. The global luxury brand, themed around Madonna’s career, is designed to provide entertainment and fitness simultaneously.
Image courtesy of Hard Candy Fitness
During this intense (and fun!) full-body workout—a combination of inspirational coaching and indoor cycling set to high-energy music—SoulCycle fans can wear apparel branded with SoulCycle’s yellow wheel.
Image courtesy of SoulCycle
Exhale® spas’ original Core Fusion classes have grown into new versions like Core Fusion Boot Camp, Core Fusion Cardio, Core Fusion Sport, Core Fusion Yoga…the list goes on and on.
Our trend report dubbed Juliu Horvath as the possible “heir apparent to Joseph Pilates,” thanks to his Gyrotonic® and Gyrokinesis® system of exercises and joint articulation—but one main difference between the two is that Horvath’s brand is protected, thanks to registered trademark symbols.
Created by Swedish dancer and celeb trainer Viveca Jensen, the Piloxing® workout fuses the characteristics of boxing and Pilates, complete with dance moves. The brand has expanded into DVDs, exercise apparel, workout gear, and more.
Image courtesy of Piloxing
Spas & Hotels Get Branded, Too
Arizona Biltmore’s fitness menu includes Power Fit, Cardio Kickboxing, Yoga Booty Ballet, Hydro Fit, Punch & Crunch, and more, while The Orlando Hotel in L.A. hosts Yoga Booty Ballet. Golden Door Spa brought in Dancing with the Stars’ champion Karina Smirnoff to teach her branded DanceFIT program.
Image courtesy of Karina Smirnoff, karinasmirnoff.com
SURFSET™Fitness & Others
Here are just a few more we have to share: SURFSET™ Fitness (where you work out on indoor “surfboard” platforms!), LaBlast, Yoga Tuneup®, Insanity™, plus the never-ending programs endorsed by celebrities and personal trainers, i.e., Jillian Michaels, Victoria’s Secret model Lindsay Ellingson, Carmen Electra, and more…we can’t wait to see what’s next!
Image courtesy of SURFSET Fitness