Fitness trends: DVDs and their spinoffs -- where is the fitness industry going
Recent trends in the fitness industry
Recently, the fitness industry has seen an explosion of interest in home workouts. People can get fit in the privacy of their own home, without judgment, on their own schedules. Convenience, it is hoped, will lead to greater fitness. "An estimated 311 million Americans have health club memberships -- bringing in about $2.6 billion annually. The only problem is, according to varying estimates, between 8 and 67% actually go to the gym. Many people feel they don't have the time or have the money to spend on gym memberships to get or stay in shape" (Massey). The concept of what it means to 'work out' has radically changed in recent years with the intensification of home workout programs and their diversification.
Traditionally, the format of delivery for most at-home fitness programs has been DVDs. A number of successful workouts have emerged delivered through this format including Insanity and P90X. However, as fewer consumers are consuming entertainment media through DVDs, new methods of delivery for home workouts have emerged, including streaming (Kaczanowska 1). However, "although electronic publication is forecast to expand rapidly in the next five years" most industry analysts believe "that most fitness videos will continue to be purchased in physical format" (Kaczanowska 1).
Recent major trends have emerged: one, the shift to more intense workouts as 'brands' such as Insanity; a shift to more interactive, ever-changing workout formats as embodied by the fitness yoga website streaming YogaGlo; and also an expansion of the types of workouts offered, including those targeted to a specialized audience like children and older Americans. In general, although interest in streaming has increased, sales of DVDs are likely to still remain strong and a 'combined' approach of selling DVDs and streaming is suggested for companies wishing to enter this marketplace.
Insanity and its cousins
The desire for fast results has led to an explosion of high-intensity workouts that promise fast results. "The names say it all: Insanity, Extreme, Get Ripped in 30. The workouts aren't for the faint at heart. Today's consumer wants the maximum amount of exertion in the shortest amount of time" (Perez & Tressel). And for those who stick with the program, they often work, resulting in weight loss as much as 25 lbs. In 60 days according to one consumer. The ability to buy 'the next level' in many of these workout series also adds to the attraction. However, as well as the weight loss, there has also been publicity regarding the rise in injuries associated with these programs, all of which require "explosive jumping, squatting and lunging" (Perez & Tressel). Still, the idea of 'quicker is better' is a common attraction for consumers.
And there is some credible scientific evidence to back up such a contention. "A growing body of evidence demonstrates that high-intensity interval training (HIT) can serve as an effective alternate to traditional endurance-based training, inducing similar or even superior physiological adaptations in healthy individuals and diseased populations, at least when compared on a matched-work basis" (Gibala et al.). In other words, working out for shorter periods of time at higher intensity can promote significant fitness gains: Insanity, for example, offers 45 minute workouts which are extremely intense. The DVD format of these intense workouts encourages consumers to progress through the program in a linear fashion, building upon their skills and despite the use of this 'older' format, these programs have become one of the most talked-about trends in the industry today.
Streaming
Although the DVD market remains strong, streaming content is growing in popularity. "GaiamTV.com is testing the waters but their site is cluttered and the majority of their content is recycled titles. Lion's Gate has a Youtube channel called BeFit that's free, but neither company is taking full advantage of the true power of streaming" (Bendewald). New...
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