How Are Your Health and Fitness Goals Going?

“Companies in the health and fitness industry that are attuned to customer motivation, and can find a way to foster consistency, will have a greater impact.”

Staying on track with health goals when the new year arrives is always challenging, and in some cases, short-lived. With the prevailing theme for New Year’s Resolutions being getting fit and healthy, we spoke with the public in Manchester as the first month of the year came to a close, to see if they had set any health goals for 2024, and how their commitment was going as momentum from the start of the year had waned.

The public stated that they wanted to start a fitness routine and lose weight, but said that as January progressed, consistency was their main obstacle to achieving their health goals.

“My goal was to establish a consistent routine with fitness, but now that we’re well into January, it’s not going the best,” said one participant. Another was that she makes goals every year and finds that they go “pear-shaped” by the end of January.

Companies in the health and fitness industry that are attuned to customer motivation, and can find a way to foster consistency, will have a greater impact. In this case, when the public is struggling to stay motivated throughout the whole month, incentive programmes such as end-of-month sales, monthly challenges, or personalised notifications can be used to engage with customers and keep motivation up.

Moreover, content marketing can be an effective means of connecting with the public too, being another way to foster consistency and motivation to customers. In the age of digital information, businesses are adapting to the influence of social media which is beneficial, as when asked where the public got their fitness and health tips, social media was overwhelmingly popular. Traditional media outlets like magazines and newspapers were also quoted, but Instagram and TikTok emerged the clear winners.

From a marketing perspective, tapping into these sources, and using them as a means of communication with your consumers is an excellent way to have the public associate your company with getting fit and healthy. If you produce content consistently, it can serve as a motivator for customers as they develop a connection with your brand and achieve their goals for the year. This extends beyond workout routines as well, as one member of the public uses TikTok for food inspiration and meal planning.

Our final question concerned supplements which the public used, as well as vitamins. One member of the public was unconvinced they make much of an impact, while others quoted multivitamins, Vitamin C + D and Omega-3. Knowing what the right vitamin to take is difficult for consumers, as their information varies from general knowledge, to family and friends. Social media may also be a source of information for vitamins, as Athletic Greens, a multivitamin powder, that has a strong presence on social media was also quoted.

To conclude, as consumers set their health and fitness goals, companies who research and take on what consumers on the street are saying are better able to adjust their product and strategies towards it. By knowing motivation and consumer habits for example, it can affect how a business pitches themselves or displays themselves on social media. As the year carries through, businesses should find ways to keep up momentum and transform individuals resolutions into lasting lifestyle changes.