Today’s fitness enthusiast is addicted to gadgetry and luxury more than ever and will (it seems) spend any amount of money to get the latest and greatest technology to make exercise more pleasurable, safe and efficient. They are hungry for information, downloading fitness apps and using technology to plan smarter workouts…all with the desire to look good doing it. Brands like Lululemon, Athleta, and Running Funky are prospering in this so-called recession. I can remember when Bear Stearns and Lehman Brothers began the tumble: my clients were being furloughed one-by-one. Instead of reigning in their spending, these clients remained optimistic, using the extra time during their lay-off period to get in better shape, spending more money on their fitness and buying more sessions than they had while employed!
Back in the day, only a few brands like Nike, Adidas and Puma reigned supreme. Runners wore knee-high striped socks, gray sweat pants and white t-shirts. Watch a triathlon today and you’ll twitch from all the blinding colors crossing the finish line: today’s athlete screams for color, wants to stand out from the crowd and be more aerodynamic than ever. It’s an exciting time to be in this business: keeping up with everything is a full-time job, but a challenge that I am always up for. Staying on top of the latest trends is an essential component to my job: as is sifting out the nonsense. Some trends are simply wacky and ‘out there’ (Sketchers Shape-Ups), while others have years’ worth of research packed into a streamlined product (Specialized bicycles).
What product do you swear by? What’s the lamest piece of equipment on the market today?