JWTIntelligence, a market forecasting firm known for its insights into cultural shifts and trends, released its annual report outlining trends that are likely to shape our commerce and marketing in 2014. To no one’s surprise, technology and mobile were high on the list. In addition, JWT believes that a growing impatience of the consumer will become more of a factor for marketers.
Within the fitness marketplace, they believe the trend continues toward action and interest-based activities such as sight-running and fitness mashups.
Sight-running is part of an overall escalation in the interest people have toward adventure fitness. Sight-running, for instance, refers to vacations designed for runners who want to see the sights as they travel. While the Rock ‘n’ Roll Marathon franchise has had a handle on this for years, the field continues to expand. Consider the growth of activities and apps such as Go! Running Tours in Barcelona and Puma Run Navi, an app that helps you create the best running routes in cities.
Another example of adventure fitness is the growth in extreme hiking tours. During 2013, Thomson Safaris delighted readers through a series of well-written, helpful emails outlining hiking ideas, tips and preparation as part of the company’s promotion for Mount Kilimanjaro tours. By mid-year, the 2014 tours were near the sell-out level.
Fitness mashups have been growing for the past few years, and look as if they will continue to expand in 2014. In Silicon Valley, more than one Groupon offering promoted activities such as Aerial Yoga.
JWT pointed to the endurance of trends that started a few years back, such as “Flo-yo” (standup paddleboarding combined with yoga which they first reported in the 2012 list of Things to Watch), and newer mashups such as footballgolf, played with a soccer ball on a golf course and ski-surfing, a still-niche endeavor in which a wave becomes a moving slope.
JWT says to, “look for more of these mashups as consumers seek increasingly unique recreational experiences.”
In other fitness trends, Juniper Research sent out a whitepaper on December 2, 2013 upwardly revising forecasts of the adaptation of wearable mobile devices which is now on pace to hit 130 million by 2018. This, says the research firm, indicates that mobile fitness wearable devices will begin to diversity into new mHealth areas. The complimentary whitepaper, ‘Smart Wearable Devices: Fitness, Healthcare, Entertainment & Enterprise: 2013-2018’, is now available to download from the Juniper website together with further details of the full report.