DUBLIN, Ireland, Aug 17, 2020 (GLOBE NEWSWIRE) – Design Partners, an award-winning product design and innovation agency focused on increasing human potential, today released its New World of Home Fitness research report. The report was produced in collaboration with The Shopper Agency, a digital agency for buyers. It reveals new insights into people’s behavior and attitudes toward home exercise, and provides a comprehensive look at how brands and retailers are adapting to the new world of home fitness.
With gym closings, people being confined to their homes, and health threatened by COVID-19, people’s habits and attitudes toward fitness and exercise have changed dramatically. The survey, conducted in June 2020, asked approximately 1,000 UK citizens ages 18 to 74 about their relationship with home fitness, the gym, and the devices and technology they use or plan to use before and during COVID-19. The report highlights new insights for consumers that brands, retailers and innovators can use to optimize and transform their product offerings or to better connect with their audiences.
“The COVID lockdowns in 2020 have forced every participant in the fitness and fitness area to change and adapt very quickly. This includes consumers, gym owners, fitness brands, and retailers. For many of us, going to the gym or club is not an option, which has caused a massive explosion in the home fitness market, ”said Cormac Ó Conaire, Creative Director at Design Partners. “This study reveals new and interesting trends that are unfolding right before us. It highlights the innovation potential for home fitness brands and technology companies. By adapting their strategies and product directions to these changing attitudes and behaviors, they can stay relevant and thrive. “
Important results are:
- Traditional fitness models are dead
- Mental health is a new main motivator
- People want technology that offers personalization and community
- People crave fun in their home fitness experience
Key findings and areas of study in the report include:
- 90% of people want home exercise equipment to be compact – 70% want them to look great at home
- 87% of Gen Z surveyed are looking for brands that are part of a community
- 87% do not train happily at home because of the obstacles
- Less than 19% of people miss the gym, but over 60% of people want to repeat a gym-like experience at home
- Over 50% of people want devices that come with an app, while 55% want something that coaching offers
- 75% of people have been the same or more motivated to exercise to improve their mental health since lockdown
- 74% of people were more motivated to sleep better since being locked out
“Technology and self-reliance are accelerating the younger generations to spending faster than expected, so it is imperative that retailers understand their behavior,” said Martin Fawcett, director and founder of The Shopper Agency. “Brands and products should focus on the ability to promote social sharing and connectivity with others while taking advantage of new, convenience-focused customer journeys.”
For more information on this report, please visit: https://www.designpartners.com/projects/future-of-home-fitness/
About design partner:
Design Partners is a product design and innovation agency based in Dublin, Ireland. Our mission is to increase human potential. We work with the world’s most innovative brands to create future product experiences that empower and inspire people. From first responders to video players and medical specialists to craftsmen. Our design, UX and engineering experts bring ideas to life that improve skills, performance and wellbeing. Backed by strategic research and advanced prototyping capabilities, our hands-on approach enables faster decision-making, simplifies complex interactions for end users, and enables people to achieve incredible things.
About the Shopper Agency:
The Shopper Agency was founded in 2012 by Martin Fawcett. By bringing together experts in behavior, strategy, brand and retail, the agency helps businesses put the customer’s experience first. Services include behavioral research to provide insights into consumer motivations and behaviors. Shopper Marketing to drive purchases, create an occasion, or increase category penetration; and retail design, from full store design to pop-up shops to smaller campaigns. Customers include Philips, Lucus Bols, Microsoft, PlayStation, Levi’s, Karndean and SHS Drinks. The agency works with clients around the world and is headquartered in Leeds, but also has offices in Miami and London thanks to a strategic partnership with the Outform agency, which is a major shareholder in the business.
Cormac Ó Conaire
The purchasing agency:
+44 (0) 7714 953919
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