Driven by the proliferation of fitness devices, celebrity ‘fitspiration’ and government campaigns, there is a new wave of women who increasingly view fitness and wellbeing as a lifestyle choice beyond the confines of the gym. This report examines how brands can benefit from the explosion in female fitness.

When auditing the women’s fitness apparel market for Nike, Ear to the Ground found that the landscape has become more competitive driven by new entrants looking to gain their share of the lucrative market. Competition from the high street has forced classic sport brands to think differently about how they appeal to the growing fashion savvy, athleisure audience.

“Women are looking for fitness experiences that engages them in communities.”

The momentum in the fitness market has changed women’s attitudes towards exercise, resulting in an increased appetite for female-orientated events such as Poppy Log Mud Run and Be:Fit London. These mass participation workouts act as communities for likeminded women to collectively achieve fitness goals in fun, social environments.

Brands need to engage with women as fans not consumers. Whilst consumers are rational, value driven and disconnected, fans are passionate, loyal and content hungry, sharing messages more effectively than any other social group. It’s passion that drives fan’s purchasing power.

Read the report, How brands can benefit from the explosion in female fitness, here.