Hungry

fitness

Bowflex Energizes Its Targeting To Reach New Audiences Hungry For Home Fitness

Becky Alseth, VP of marketing and direct at Nautilus

When gyms closed during the lockdowns, demand for at-home exercise equipment increased.

Nautilus, which owns a portfolio of home gym brands, including Bowflex and Schwinn Fitness, experienced a nearly 94% increase in net sales in Q2.

“It was one of our best quarters ever,” said Becky Alseth, VP of marketing and direct at Nautilus.

In August, the company launched a new bike called the Bowflex VeloCore which includes a leaning mode option that simulates the feeling of cycling outside. Built into the experience is a membership-only workout app called JRNY that creates personalized workouts based on a cyclist’s preferences, fitness level and even mood.

“We’ve started to pivot from a physical equipment company only into a hardware and software company,” Alseth said.

The launch campaign to promote the VeloCore featured ad spots shot in New Jersey with instructions shared remotely live over Zoom by Bowflex’s creative director from his home office in Vancouver, Washington.

AdExchanger spoke with Alseth, whose exercise routine includes a three-mile walk at 6 am around her neighborhood in Montana.

AdExchanger: What’s your targeting strategy for Bowflex?

BECKY ALSETH: Bowflex has been in home fitness for more than 30 years, and for the past 10 or so we’ve been very focused on people who are just starting out on their fitness journey, whether that’s to deal with a health problem, for example, or because they simply haven’t been very active in the past.

Although we’re going to stick with our current customers, we also recently did a segmentation study to learn about a new type of customer, which is people who already love working out.

What did you learn during the study?

The segmentation that we’ve done is attitudinal as opposed to demographic. People usually want to go to the gym or take fitness classes away from home for multiple reasons. Maybe they don’t have the space, they don’t have the motivation or they want to exercise with friends and be with a community.

We’re finding that people of all ages and demographics go to the gym, but when COVID happened, more and more people began seeking out home fitness as an alternative.

What are the main ingredients in your marketing mix?

Historically, we spent a lot of money on direct response TV. Over the past couple of years, though, we’ve been shifting to a more balanced mix. We still do TV for brand awareness, but now we also do a lot of search, social and digital, including video and pre-roll, and we especially focus on PR and product reviews.

Home fitness is a fairly complicated category to shop and people often don’t know what a good piece of equipment should cost or what they’re getting for their money. That’s why we’re really getting into reviews, because we want to stay in the consumer’s consideration set as they make their decision. It could be a 60-day cycle between when someone decides to buy home fitness equipment and when they actually make the purchase.

How do you approach

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health

54 million Americans are going hungry. Here’s how you can make sure you eat

The economic fallout of the Covid-19 pandemic is driving up food insecurity across America.



a store inside of a box: The Abrons Arts Center has been designated as one of the Henry Street Settlement hubs for grocery distribution to families in need throughout the Lower East Side on October 06, 2020 in New York City. Food donation and delivery has surged since the start of the pandemic.


© Michael Loccisano/Getty Images
The Abrons Arts Center has been designated as one of the Henry Street Settlement hubs for grocery distribution to families in need throughout the Lower East Side on October 06, 2020 in New York City. Food donation and delivery has surged since the start of the pandemic.

“What we’ve seen, has been, unfortunately, a steady level of greatly, significantly increased need, since the pandemic started,” said Katie Fitzgerald, Chief Operating Officer of Feeding America.

Feeding America, the nation’s largest hunger-relief organization, says more than 54 million people in the country could soon face food insecurity. That is 17 million more than before the coronavirus outbreak. The non-profit has seen a 60 percent increase in food assistance needs since March.

“About 40 percent of the people who are showing up for food distributions have never before had to rely on charitable food assistance,” Fitzgerald told CNN.

“People are really trying to figure out how they can access help with feeding themselves and their family,” she added. “It is a basic need that every human being has to be able to know when you wake up in the morning that you’re going to be able to eat.”

This food-access crisis is threatening to exacerbate the already glaring health disparities for vulnerable people including low-income families, children, and older adults.

Here is how you can get help if you are facing food insecurity today.

USDA

The US Department of Agriculture (USDA) runs a National Hunger Hotline to connect people to local food resources such as meal sites, food banks, and other social services. You can reach them by calling their toll-free number 1-866-3-HUNGRY or 1-877-8-HAMBRE (Spanish) to speak with a representative. You can also text 97779 with a question that contains a keyword such as “food” or “meals,” and the automated response will provide resources located near your address or zip code.

The USDA also operates an interactive map called Meals for Kids Site Finder to help children and parents easily find meal sites near them. The web-based application allows users to enter an address, city, state, or zip code to find up to 50 nearby locations along with hours of operation.

Non-profits with food distribution initiatives

Feeding America has a network of 200 food banks and 60,000 food pantries and meal programs in every county in the United States including Puerto Rico and Washington, DC. In light of the pandemic, the non-profit and its affiliates have various low or no-contact options available in many areas. Those include seniors-only hours, drive-through pantries, and expanded home delivery services. Type in your zip code or state in the food bank finder to find a location near you.



a box of food: Dry and can foods inside a box during a food giveaway in New York City in early October.


© Michael M. Santiago/Getty Images
Dry and can foods inside a box during a food giveaway in New York City in early October.

FoodFinder is a mobile and web app that helps food-insecure children and their families find free

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fitness

Orangetheory Fitness Aids Tampa Bay’s Hungry

TAMPA, FL — Orangetheory Fitness was proud to stand with Feeding Tampa Bay during Hunger Action Month in September.

“We know a lot of individuals have been hit especially hard during this pandemic” said owner Jim Potesta. “We are honored to have a partner like Feeding Tampa Bay to help raise funds and awareness.

“At Orangetheory, we believe in addressing the important issues that affect the health of millions throughout the Tampa Bay area,” Potesta said. “We know that more meals helps deliver better health for those in need. To date, we have raised $12,500 which in turn provides 125,000 meals to those who struggle with food insecurity.”

Launching in 2010, Orangetheory Fitness franchisees have opened more than 1,200 studios in 50 U.S. states and 22 countries.

As one of the nation’s top hunger relief organizations, Feeding Tampa Bay is ending hunger by fueling human potential in every family, child and senior across the 10-county region.

By leveraging the daily connection around a meal, the organization is evolving its partnerships, programs and services with a goal to break down barriers and create long-term health and capability in the lives of the individuals they serve.

In response to the 2020 coronavirus pandemic, Feeding Tampa Bay has evolved its services by almost tripling its reach to serve the nearly 1.7 million facing increased need during the crisis. The nonprofit anticipates it will serve more than 100 million meals this year.

See related stories:

Thank you for nominating someone who makes your neighborhood a better place. Read about other heroes from across Florida here.

This article originally appeared on the Tampa Patch

Source Article

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fitness

Local Hero: Orangetheory Fitness Aids Tampa Bay’s Hungry

TAMPA, FL — Orangetheory Fitness was proud to stand with Feeding Tampa Bay during Hunger Action Month in September.

“We know a lot of individuals have been hit especially hard during this pandemic” said owner Jim Potesta. “We are honored to have a partner like Feeding Tampa Bay to help raise funds and awareness.

“At Orangetheory, we believe in addressing the important issues that affect the health of millions throughout the Tampa Bay area,” Potesta said. “We know that more meals helps deliver better health for those in need. To date, we have raised $12,500 which in turn provides 125,000 meals to those who struggle with food insecurity.”

Launching in 2010, Orangetheory Fitness franchisees have opened more than 1,200 studios in 50 U.S. states and 22 countries.

As one of the nation’s top hunger relief organizations, Feeding Tampa Bay is ending hunger by fueling human potential in every family, child and senior across the 10-county region.

By leveraging the daily connection around a meal, the organization is evolving its partnerships, programs and services with a goal to break down barriers and create long-term health and capability in the lives of the individuals they serve.

In response to the 2020 coronavirus pandemic, Feeding Tampa Bay has evolved its services by almost tripling its reach to serve the nearly 1.7 million facing increased need during the crisis. The nonprofit anticipates it will serve more than 100 million meals this year.

Source Article

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