3 fitness brands creating cracking content right now
When it comes to content that gives consumers added value, projects a positive and knowledgable brand image and keeps people coming back for more, these fitness brands have got it nailed.
Strava: It’s all about dem stats
Strava, the social network for runners and cyclists, knows its audience is intrigued by stats and data. After all, that’s the main advantage of tracking activity on Strava – the ability to analyse your numbers.
Other benefits include being part of a community and the capacity to compare yourself to other athletes (and your mates, come on we all do it). Tapping into all these trends and using the data it has to hand, Strava make fun content like this blog post, which shows just how well it knows its audience.
Not only does the post about what Strava users eat during a week of training contain stats, it also bolsters that feeling of belonging to a Strava community and allows readers to compare themselves to other athletes and countries.
The beauty of this kind of content is that it can easily be repurposed – Strava sent a press release of the data to journalists as a press release, although if we were them we’d take it further. Those infographic stills they’ve already created and a short video would work really well on social media as they’re so shareable. Sending these to press and bloggers alongside the release would mean they have easy content ready to go, plus it’s Strava-branded. Winner.
PS In case you’re wondering, yes, us Brits did drink the most beer.
Peloton: Keeping it fast and fresh
US fitness firm Peloton understands the power of fresh and regular content – so much so it’s made it a huge part of its business model.
The brand sells home exercise bikes and treadmills with built-in sweat-proof touchscreen. On these screens – or via the app if you can’t afford the exercise equipment – viewers can live-stream indoor cycling and treadmill classes direct from a New York city studio or choose from a bank of more than 4,000 on-demand classes. With more than 14 live classes a day, the content is constantly refreshing and the bank keeps on building.
This slew of dynamic new content implies to users that Peloton is a brand that’s getting there first, creating trends and leading the way in fitness. And it’s not just the workouts that are on point.
Peloton creates a lot of social content around its instructors – usually well-known influencers in the fitness world with big social followings of their own. By posting fitness tips and behind-the-scenes videos from these influencer instructors, Peloton is providing informative, useful and entertaining content for its followers, creating a sense of community and simultaneously tapping into the instructor’s existing audiences and showing it can attract the best in the industry. Clever.
And then there’s the blog. With member stories under the heading Community, News about Peloton happenings, informative fitness articles, Q&As with instructors, details of cool wellness trends and the latest tech, you could immerse yourself in Peloton content all week. And then you can buy the T-shirt. Literally.
SHAPE: Sharing knowledge
SHAPE, a brand making next-gen weighing scales with 3D body scanning and a fitness tracker, is using content to show it knows exactly what’s going on in the tech market – as well as providing useful, interesting info for its audience.
Blog posts, such as this one about how augmented reality is changing the way we run, combines one of its audience’s big passions – fitness – with another – tech – and shows that these are passions of the brand’s too. By introducing users to new concepts and products they’ll find interesting, blog posts like this show SHAPE has its finger on the industry pulse – and is probably tracking it with an in-built heart-rate monitor.
Added benefits of non-sales blog posts are that people are grateful for the info, think of you as an expert and keep coming back for more. Through targeted distribution you can attract new audiences – such as those who are interested in fitness and tech but may never have thought of buying new scales – and ultimately, you’ll gain brand awareness and trust if you’re not constantly ramming product down your audience’s throat. We love regular content series at BlueJam – editorial ‘franchises’, we call them – and SHAPE’s 20-Minute Fitness podcast is a brilliant example of this.
3 key things to take away about creating fantastic fitness brand content
- Observe your audience carefully, and learn what content they’d share and interact with regularly, so that they turn into a community and look forward to what you’ll post next
- Involve the best fitness influencers in your content, in ways that incentivise them to share it too, and make sure what you’re providing is fresh, exciting and very attractive so that your fans will be enthused to associate themselves with it
- Put real passion into the content you create, really teach your customers something new that inspires them, and keep doing this on a regular basis around named content series so that reading/watching/listening to them becomes a habit