Most of the premium goods or services in America are sold to increase our "quality of life." In fact, lifestyle has become an industry in-and-of itself. Hotel chains are now selling their goods online, in a successful effort to have "resort style living" at home. Internationally, brands are extending their core offerings to consumers in an effort to increase both recognition and market share.
The fitness industry seems a bit lost in this regard. We have watched for years other brands miss key opportunities to tap into the lucrative consumer goods market. One of the key differences with elements?, is that we are developing a complete lifestyle brand, not simple a health club chain. This approach is more complete, and translates into a more robust consumer experience. It is very difficult to include the “lifestyle” after-the-fact, it must be engineered into the core of the brand. This explains why so few players in the fitness industry are able to execute this approach.
Consumers can relate to “elements living” and our balanced approach to a healthy lifestyle, regardless of locale. With a premium health club network, combined with fast-growing online portals, elements living is becoming a way of life for more and more American women.
When brand extensions make sense, they add value for all. We are frequently approached with licensing and branding deals, and are quick to decline if we feel they do not fit with the core mission or growth objectives.
Sometimes, however, co-branding deals make great sense for both groups, and a winning strategy can be created to help achieve fast market penetration, leveraging the strength of the two brands. We have been approached, and have had several meetings with a large Caribbean resort group, with the idea of creating a lifestyle fitness DVD series, and branded fitness amenities and offerings at the resorts. Such a relationship is great exposure for elements, and also adds to our credibility as a leading US fitness brand. With our All Star Fitness Advisory Board, we are able to combine branded personalities and expert knowledge to the programming. The resort chain adds value to their guest by delivering a branded amenity with higher service levels, and elements? benefits from the exposure to millions of present and future prospective guests…. a win/win.
Tags: fitness
