Why Big Brands (Like Athleta) Are Prioritizing the Consumer Experience

With a new year inherently comes new strategies. Marketing, sales, awareness, engagement—brands are shifting and re-prioritizing how they resonate with consumers in 2024. It doesn’t sound shocking, right? Big brands and well-known companies within the fitness and wellness sector, like Athleta, have faced challenges (to the tune of consecutive drops in revenue year-over-year), so they are working to “reengage its core consumer through better product and right marketing.” But what is really changing? The need for brands to stay relevant due to increased competition, the influence of digital and social media, evolving consumer values, and a shift towards purpose-driven marketing.

For Athleta, they are focusing on experiential fitness events and product drops. The brand launched its "Move with Athleta" series in New York City, featuring private fitness classes for influencers, public displays, and live music—which will expand to cities like Los Angeles, Boston, and Miami in 2024. Athleta also plans to have monthly limited-edition product drops on its website and in popular stores as it aims to reengage its core consumers through better products, marketing, and activations. Hello time-sensitive FOMO!

So what do the evolving strategies of a brand like Athleta in 2024 mean for your fitness studio and consumer (aka your client) expectations? And how can your studio adapt your sales and marketing strategies in response?

1. Prioritize experiential fitness experiences

Incorporate multifaceted events: Athleta's "Move with Athleta" series combines private fitness classes, public displays, and live music. Your fitness studio can emulate this approach by organizing multifaceted events catering to different community preferences. Consider and start scheduling and promoting themed fitness parties, outdoor workouts, or wellness workshops to create a diverse and engaging experience that stands out to your clients (and they will want to share via social media and word-of-mouth marketing.
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2. Continue your studio’s community building

Strengthen online and offline communities: Athleta's focus on community engagement highlights the importance of fostering connections. Your studio can further strengthen both online and offline communities by creating dedicated social media groups, hosting virtual meetups, and organizing member-exclusive events. Encourage clients to share their fitness journeys and accomplishments, creating a sense of camaraderie as you lean on your students to help share the love.

3. Product offerings and drops

Curate exclusive fitness merchandise: Athleta's monthly limited-edition product drops suggest a consumer appetite for exclusivity. This is where you need to up your merch and swag game! Explore collaborations with local designers or fitness brands to create exclusive merchandise. Offering branded activewear, accessories, or even nutritional products can provide an additional revenue stream while reinforcing the studio's identity.

4. Technology integration for ultimate flexibility

Enhance virtual fitness experiences: Athleta's use of technology for product drops signals the importance of a seamless digital experience. Fitness studios can invest in user-friendly apps or platforms for virtual classes—like Walla’s seamless Zoom integration—online class and appointment booking, and exclusive content that expands your thought leadership and expertise. Implementing technology not only improves accessibility but also allows for personalized engagement with clients.

5. Data-driven personalization

Tailor classes and promotions: Athleta's move towards more frequent product releases underscores the value of personalization. Your studio can leverage data analytics to understand client preferences. Tailor class schedules, promotions, and even personalized workout plans based on individual goals, creating a more customized and engaging experience.

6. Strategic and unique marketing collaborations

Partner with local influencers and brands: Athleta's collaborations with influencers and ambassadors can inspire your fitness studio to tap into local influencers or experts. Collaborate on marketing campaigns, co-host events, or have influencers lead special classes, enhancing credibility, expanding reach, and attracting a diverse clientele.

7. Scarcity model for buzz

Create FOMO with limited-time offers: Athleta's scarcity model creates anticipation and buzz. Fitness studios can implement limited-time offers, exclusive class packages, or early access to new programs. Creating a sense of urgency can drive engagement, encourage sign-ups, and generate client excitement.

8. Retail components

Curate a boutique experience clients won’t forget: Emulating Athleta's retail component, consider setting up a boutique experience within your space. This could feature carefully curated athleisure products, wellness items, or collaborations with local brands. The retail component provides an additional revenue stream and enhances the overall studio atmosphere, making your studio space much more than just a visit to take a class.

9. Transparent brand storytelling

Craft compelling narratives: Now, this might be last, but this is your north star! Athleta's acknowledgment of the need for straightforward brand storytelling highlights the importance of transparent communication. Your fitness studio can invest in crafting compelling narratives that go beyond the workout. Share stories about the studio's mission, community impact, and commitment to holistic well-being. This narrative can resonate with clients, building a deeper connection and loyalty.

Recognizing the importance of authenticity, transparency, and personalized experiences, brands like your fitness studio aim to build stronger connections with customers to foster loyalty in a consumer-centric marketplace. By incorporating elements inspired by Athleta's strategies, your studio can elevate your offerings, create a stronger sense of community, and adapt to evolving consumer expectations in 2024. The key is to be agile, responsive to client needs, and innovative in designing experiences that go beyond traditional fitness classes.