What Is Connected Fitness and How Has It Become so Famous?

Could Your Business Go Viral Like Peloton?

Connected fitness is taking the world by storm. It is propelling small fitness businesses to the realms of greatness. Industry players such as Hydrow, Echelon Fitness, SoulCycle, ICON Health & Fitness, and others have become household names for fitness fanatics.

However, growth doesn’t just happen. It all starts with marketing. This must be strategized, executed, monitored, measured, and evolved. 

Of course, fitness social media plays a huge part in your potential growth. Get your fitness social media campaigns right, and you could have customers around the entire globe.

Many connected fitness companies have focused on advertising and promoting their services and products through content creation on social media. But creating content isn’t enough on its own. There is a much more effective strategy behind content marketing success, which the largest and most successful companies – like Peloton, for example – use incredibly well.

What is connected fitness?

Connected fitness is a type of fitness app that monitors your activity levels and encourages you to exercise more. The app tracks and records your activity levels, so that you can see if you have been active or not. 

The most advanced connected fitness apps can consider your lifestyle habits, stress levels, mental health, and sleep patterns. It provides daily feedback on how close you are to your goal of physical activity each day or week. It also offers a way to connect with other people in the same situation as you are.

Why is connected fitness so popular?

This trend for connected fitness has been fueled by many factors. Of course, among these is the increasing realization that health and fitness matter. 

Not only does a healthy body and mind help you face your daily challenges, but it will also help you to live a longer and more fulfilled life. With life expectancy stretching (the average age of death is now around 79 years old, as against 70 in 1970), people want to enjoy their later years. Other reasons for the popularity of connected fitness include:

  • Technological advances in healthcare and fitness that are now widely available to consumers

  • It is easy to integrate data between devices

  • Real-time tracking of progress motivates people in their personal fitness plans

  • Shareability – the ability to share achievements with friends

The COVID-19 pandemic has also played a part. When gyms and fitness clubs were forced to close, many people turned to connected fitness apps to help maintain their personal health. 

However, the move to more connected health had already begun. The pandemic simply introduced millions of more people around the world to the possibility of maintaining fitness at home, rather than going to the gym.

The hook of connected fitness social media campaigns

So, now we come to marketing: something that the best-connected fitness companies understand well. Take Peloton as an example. The strategy they use is simple to explain:

Step #1: Attract new clients with social media content

The cycling community is one of the most active and vocal. It has many people who are willing to try new brands and become engaged in discussions about cycling. It doesn't matter if you are a professional or an amateur, the cycling community will always welcome you with open arms.

Peloton uses this to its advantage by posting original, informative, and entertaining content on social media that will attract new people to its fitness social media accounts.

Step #2: Engage people and get them to buy the product

Peloton has a clear goal and strategy for its social media marketing campaign: to get people to buy the product. It may give incentives to purchase, such as discounts for immediate purchase, or first-time subscriber discounts. 

It also uses a little psychology here. A Peloton is an expensive investment in health, and it has been shown that this investment encourages people to continue to use their Peloton – and that’s important for the next step.

Step #3: Encourage people to share their success to attract more clients

Peloton found that if it can get people to engage on social media by answering questions, giving expert advice, posting videos, or sharing their personal success stories, it attracts more new users and customers. The process then loops round to step one.

When content goes viral, growth explodes

At the heart of Peloton’s fitness social media campaigns is the concept of viral growth loops. 

We used to think about content marketing along the customer journey, seeking to attract customers at different stages of a customer funnel with dedicated content that drove a lead to a purchase.

Now, we use growth loops to deliver viral content that is recycled by users – a campaign that keeps on giving.

The results can be astounding. Peloton currently has around 4.5 million members on its platform. Not bad for a company that launched in 2014, and had 100,000 subscribers in 2017. CEO John Foley believes the future is exponential growth.

“There are close to 200 million gym-goers in the world,” he said at a company meeting in September 2020. “That’s 200 million people paying hard money, month after month, to access what we believe to be inferior fitness equipment in an inferior location.

Foley’s target? 100 million subscribers.

Would you benefit from marketing expertise for your fitness business? Book a free call with Level 5 Mentors today, and learn how we help our clients to 10x their growth.

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