Brand Loyalty in the Fitness Industry

In the Fitness Industry, there are many brands, both old and new. One of the greatest appeals of the Fitness Industry is its willingness to embrace change and receive new products. One brand that has been producing fitness-related products for decades is Nike. Although Nike didn’t spawn from the social media age of the Fitness Industry, it has managed to stay just as relevant through its high customer satisfaction and unique customer experience. Nike is the veteran of the industry with revenue totaling that of Alphalete and Gymshark combined and some. One of the reasons for this success is their ability to use storytelling, innovation, and emotion to drive consumer loyalty. Purchasing fitness products is no longer just for the purpose of working out. These large fitness brands are focusing on creating a lifestyle and they are using social media to do it.

Two newer brands to the fitness scene that are beginning to rival Nike are Gymshark and Alphalete. These two brands have a huge social media presence with follower counts in the millions along with sponsored athletes/influencers to spread even more brand awareness. These brands are engaging their fans using videos and user-generated content to not only sell product but motivate and inspire people to partake in the fitness lifestyle.

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When there are so many different fitness brands popping up on social media every day, how is it that brand loyalty is so high? One way that Alphalete and Gymshark are encouraging brand loyalty is building a community around their buyers. This brand loyalty is focused on making the consumer feel like they belong to something. After a drop, if a customer posts a story on their Instagram including the new clothes they purchased, Alphalete will shout them out on their story. Even something as simple as an Instagram shout out or a liked post can make the difference in a customer building that relationship with a brand and trying something else. When these brands post to their social media pages with their sponsored athletes, they are also selling the lifestyle that comes with it. When thinking about brand loyalty, we must think about the needs of our target market and how we, as a brand, are fulfilling those needs.