Home fitness brand

Is there any chance to be a home fitness brand now? The answer is yes, but brands that can run through the profit model and retain users are never players that follow the logic of gyms to sell equipment and courses. They either take a lightweight route to minimize the threshold for action, or they stick to the exclusive needs of vertical groups. There is never a universal formula.

To be honest, in the past two years, I helped my friends in the consumer field conduct in-depth interviews with more than a dozen groups of home fitness users, and also went through the entire cold start process of three new brands. What surprised me the most was the small-sized arch training pad that became popular last year - just a little wider than A4 paper, and thin enough to be rolled into a computer bag. The unit price is 39 yuan, and 120,000 pieces were sold in 3 months after it was launched. Do you think it is a fitness equipment? It doesn’t even require you to change into sports shoes. You can step on them while standing at work, stand for 5 minutes after taking a walk after eating, and even put them under your feet when watching a TV show. Even the accompanying tutorial is only 15 seconds long, telling everyone “Just step on them, no special movements are required.”

This matter had been quarreling in the industry group for almost a week, with the two schools of thought at odds with each other. One group is an old player who started out by making smart fitness hardware. They say that this is an "IQ tax on traffic". It has no training capacity and no data tracking. It is not a serious fitness product at all. The end result of home fitness is to rely on professional content to retain users, otherwise it will be a one-time deal. But the other group of content players are dissatisfied, saying that these hardware makers don’t understand the home life of ordinary people: If you ask a person who works all day and just wants to slump on the sofa to change into sportswear, lay down a 1.8-meter yoga mat, and dance with the mirror for 45 minutes, it is anti-human in itself. What users buy is not "professional" but the relaxation of "I can move without any effort."

Don't tell me, it's not a professional route. I came into contact with a small brand of home strength equipment last month. It specializes in male users who have more than one year of fitness experience but can't find time to go to the gym three times a week. It sells punch-free pull-up bars that can be attached to door beams and folding dumbbell benches that can be stuffed under the sofa. The supporting content is all 15-20 The minute-by-minute part-part training plan is clearly marked with the number of times for each group and the duration of intervals between groups. The average customer price is more than 800, and the repurchase rate can reach 27%. This user has a training habit. What he wants is to save half an hour on the road to the gym and not have to fight for equipment. If you tell him "you can lose weight by stepping on the mat," he will just think you are kidding him.

In fact, you will understand if you compare it with your own life. In the past two years, I followed the trend and bought more than 2,000 fitness rings and more than 3,000 smart skipping ropes. Now the fitness rings are collecting dust under the TV cabinet, and the batteries of the skipping rope handles are leaking. Instead, the resistance belt I bought for 9.9 yuan is placed on the armrest of the sofa every day. When I am on the phone, I can easily pull two sets of shoulders. When watching TV dramas, I can do two sets of back exercises while sitting. After a year, my shoulder and neck pain has really improved a lot. Are you saying I don’t pursue professionalism? I also want to develop my vest line, but most of the time, I just want to move without having to take a shower, change clothes, or feel any psychological burden.

Now the entire track is still being reshuffled, and no one dares to say which path is definitely the right one, but one thing is recognized by the entire industry: the previous method of cutting leeks by "selling body anxiety" and "selling the beautiful illusion that I want to be fit" is no longer feasible. After all, everyone’s money is not brought by strong winds. Have you really thought about the troubles he will encounter when moving at home from the user’s perspective, or do you just want him to pay for his laziness and guilt? After the user buys it and uses it twice, he will understand.

To put it bluntly, the core of home fitness has never been "fitness", but "home".