Broader retail trends, and how they impact your DTC fitness brand
Posted: Mon Dec 23, 2024 9:17 am
A wall in a store with various sports shoes on display.
Unsplash
In 2024, global commerce trends continue to set the path for brands across all sectors. If you're a DTC fitness brand, it's key to analyze these changes and adapt to take advantage of the opportunities they present. Here are some key points:
Social selling is on the rise
In fact, they are exploding. By 2025, this figure is expected to reach $2.9 trillion, which would indicate a growth of more than 140% compared to 2023 .
Fitness brands can capitalize on this trend by incorporating livestreams to demonstrate equipment in action, creating interactive and shoppable videos on platforms like Instagram or TikTok, and implementing augmented reality tools or 3D models that allow customers to visualize how gym equipment would look in their own spaces.
Brooklyn Bicycle Co. was ahead of the curve, using interactive and virtual solutions to replicate the customer experience in its New York showroom. This move allowed it to personalize the shopping experience, reach shoppers across North America, and increase conversions.
Acquiring new customers will continue to be more expensive than ever
In a landscape where customer acquisition costs continue to rise, the most successful DTC fitness brands are those that prioritize retention . Personalized strategies —like rewards-based customer accounts, 1:1 virtual assistants, and subscription models—help keep users engaged and loyal to your brand.
The biggest challenge for any fitness brand is keeping its canada whatsapp number list customers engaged beyond the initial enthusiasm. Who hasn’t been there? We buy a piece of gym equipment that ends up collecting dust or we subscribe to a service that we abandon after the first few weeks.
“It’s very easy to get people excited about something for a short period of time,” says Alexa Collins, a former salesperson for fitness brand Tonal. “We’ve all gone on a fitness program and then put the weights down and never picked them up again. How do you keep them interested? How do you keep them interested in your product?”
An effective solution to this challenge is to offer additional content that accompanies the product. For example, the Future brand has built its entire business model around personalized virtual workouts, combining technology with human support to keep users motivated. In addition, including free content between purchases, such as routines, health tips or weekly challenges, can be a powerful tool to foster loyalty.
Supply chain problems persist
For DTC fitness brands, supply chain issues are nothing new. Alexa reminds us of the complications. “With big outfits like Tonal or Peloton, shipping is almost always dependent on third-party logistics partners,” she says.
This can create tensions when the brand has little control once the product leaves the warehouse. Brands like Peloton have attempted to address this by developing in-house shipping systems. However, this level of control remains out of reach for most companies.
What can brands do? One effective strategy is to manage customer expectations from the start. This can include including shipping costs in the price of the product or adopting design models that reduce package size, thereby reducing transport costs.
Consumers care about sustainability (this time, they do)
Sustainability is no longer just a buzzword. In the past year, 44% of customers chose brands with clear commitments towards more responsible practices. This marks a tangible shift in consumer behavior, closing the gap between intention and action.
This is where smaller brands have a big opportunity to stand out. Emily, for example, chose to manufacture locally, a decision that resonates deeply with her customers who are looking for more sustainable options. “I would say ‘Made in the USA’ is a big thing for my customers,” she shares.
Plus, her size gives her an advantage: the ability to quickly adapt to market demands. “I’m in the sportswear industry,” Emily explains, “it has to be synthetic and have stretch. But I’m constantly looking for ways to reduce my footprint.”
In response to this concern, she launched a sustainable collection of leggings and tops made from a biodegradable polyamide, proving that sustainability and performance can go hand in hand.
Unsplash
In 2024, global commerce trends continue to set the path for brands across all sectors. If you're a DTC fitness brand, it's key to analyze these changes and adapt to take advantage of the opportunities they present. Here are some key points:
Social selling is on the rise
In fact, they are exploding. By 2025, this figure is expected to reach $2.9 trillion, which would indicate a growth of more than 140% compared to 2023 .
Fitness brands can capitalize on this trend by incorporating livestreams to demonstrate equipment in action, creating interactive and shoppable videos on platforms like Instagram or TikTok, and implementing augmented reality tools or 3D models that allow customers to visualize how gym equipment would look in their own spaces.
Brooklyn Bicycle Co. was ahead of the curve, using interactive and virtual solutions to replicate the customer experience in its New York showroom. This move allowed it to personalize the shopping experience, reach shoppers across North America, and increase conversions.
Acquiring new customers will continue to be more expensive than ever
In a landscape where customer acquisition costs continue to rise, the most successful DTC fitness brands are those that prioritize retention . Personalized strategies —like rewards-based customer accounts, 1:1 virtual assistants, and subscription models—help keep users engaged and loyal to your brand.
The biggest challenge for any fitness brand is keeping its canada whatsapp number list customers engaged beyond the initial enthusiasm. Who hasn’t been there? We buy a piece of gym equipment that ends up collecting dust or we subscribe to a service that we abandon after the first few weeks.
“It’s very easy to get people excited about something for a short period of time,” says Alexa Collins, a former salesperson for fitness brand Tonal. “We’ve all gone on a fitness program and then put the weights down and never picked them up again. How do you keep them interested? How do you keep them interested in your product?”
An effective solution to this challenge is to offer additional content that accompanies the product. For example, the Future brand has built its entire business model around personalized virtual workouts, combining technology with human support to keep users motivated. In addition, including free content between purchases, such as routines, health tips or weekly challenges, can be a powerful tool to foster loyalty.
Supply chain problems persist
For DTC fitness brands, supply chain issues are nothing new. Alexa reminds us of the complications. “With big outfits like Tonal or Peloton, shipping is almost always dependent on third-party logistics partners,” she says.
This can create tensions when the brand has little control once the product leaves the warehouse. Brands like Peloton have attempted to address this by developing in-house shipping systems. However, this level of control remains out of reach for most companies.
What can brands do? One effective strategy is to manage customer expectations from the start. This can include including shipping costs in the price of the product or adopting design models that reduce package size, thereby reducing transport costs.
Consumers care about sustainability (this time, they do)
Sustainability is no longer just a buzzword. In the past year, 44% of customers chose brands with clear commitments towards more responsible practices. This marks a tangible shift in consumer behavior, closing the gap between intention and action.
This is where smaller brands have a big opportunity to stand out. Emily, for example, chose to manufacture locally, a decision that resonates deeply with her customers who are looking for more sustainable options. “I would say ‘Made in the USA’ is a big thing for my customers,” she shares.
Plus, her size gives her an advantage: the ability to quickly adapt to market demands. “I’m in the sportswear industry,” Emily explains, “it has to be synthetic and have stretch. But I’m constantly looking for ways to reduce my footprint.”
In response to this concern, she launched a sustainable collection of leggings and tops made from a biodegradable polyamide, proving that sustainability and performance can go hand in hand.