There are many popular trends in the health and fitness industry. Part of this is due to the increasing obesity rates in America, among all age groups but most alarmingly in children. Over the past 30 years childhood obesity has tripled in the United States. America now has some of the highest obesity rates in the world.
Different forms of physical activity have become increasingly popular; America is shifting from the cardio mentality to a more strength and functional exercise approach. For example, instead of recommending that you spend hours on an exercise machine trying to burn calories at the gym, it is now recommended that people vary their exercise routines to burn fat and build muscle by doing cardio, strength and flexibility exercises.
The nutritional side of health is a growing area of interest for Americans as well. We have seen an increase in dietary concerns and available information in the past ten years. There are many different types of dietary trends like gluten-free, paleo, Mediterranean, vegetarian, etc. The term ‘diet’ in itself is becoming a thing of the past as people look to make more permanent lifestyle changes. Dieticians and health enthusiasts constantly preach balance, moderation and consistency in dietary choices.
There are many influencers in the health and fitness industry who are passionate and inspiring health advocates. Some of my favorite influencers are people and companies who don’t judge or force their lifestyles onto the general public, stick to the facts, and promote healthy lifestyles in a positive way.
I read Runner’s World magazine and follow them on twitter; they promote running and health for all talent and interest levels. This is a great approach because it doesn’t intimidate people who are new to running, and it still gives great, motivational information for veteran runners.
Jillian Michael’s is a trainer for NBC’s Biggest Loser. While some find her tactics brash or annoying, I appreciate her tough but caring approach. I have Michaels’ workout DVDs, and I have read her book and many articles where she addresses health concerns and I love what she brings to the health industry in a number of fields. She promotes healthy eating, emphasizes strong over skinny, and has tools for all age groups looking to get healthy and stay there.
One of the most frustrating things I find in the health and fitness industry is influencers who are condescending to the general public. I choose to read articles and books, and follow social media accounts where motivation is the primary focus. A girl who I knew for a short time in college struggled with weight and exercise issues and once she got on the path to self-discovery, moderation and weight lifting she completely changed her health mentality. I follow Elle_bfitbody on Instagram who posts inspirational health and fitness tips daily. What began as one girl’s journey to bettering her life and hoping to inspire her friends, turned into 25 thousand followers and a fitness company that she runs with her mother.
Influencers in the health and fitness industry target people of all ages who are looking to get healthy, make changes in their life, find their passion, stay motivated, try new food and fitness trends, and achieve lifelong health and happiness. Most of the people targeted are women, and while the target market ages can range, the audience is intended to be women aged 20-45. Some of the target market characteristics are: college education level, income above $40,000, and 67% of consumers are single.