Adjusting To Marketing's New Normal

If there’s one thing that COVID-19 has taught us, it’s this: yesterday’s “normal” may not be today’s or tomorrow’s “normal.” This pandemic has forced us to step outside of our comfort zones and reject the themes we once relied upon to convey the tenets of the fitness industry. We’ve had to rethink messaging that celebrates close-quarters camaraderie and competition, re-define support, and rebrand the typical gym workout to one that can be done at home. 

Gone are the days (for now) of ads showcasing members high five-ing, working out together, or getting one-on-one help from a personal trainer—and for good reason. We’re living in a time when everyone is urged to stay six feet from each other, and we’re seeing the idea of social distancing manifest itself into advertising.

Sneeze It’s artificial intelligence found that imagery of people hugging, holding hands, or kissing has dropped off 30% since the pandemic took hold. We have predicted that this new trend would likely continue for some time.

The reality is this: what worked yesterday will not work today. Marketing should still remain on-brand, but must take into account the current mindset of the intended audience and react accordingly. Please feel free to contact [email protected] or [email protected]  to discuss these new trends further, and how we can utilize them to your business’ advantage.