Fitness brands struggle to find right pitch to keep their flock together

As the business of fitness crumbles over a prolonged lockdown, a once thriving set of brands is struggling to stay in the race

It has not been an easy few months for brands across categories but for fitness labels that have built their identity around an active and outdoorsy life, the period has brought down an existential crisis. Specialty retailers such as Decathlon and a burgeoning set of start-up labels around health and fitness (Curefit, Healthifyme, FitMeIn and others) are staring a period of long and deep hibernation and struggling to find the right tone and pitch to keep their flock together.

Conventional offline sports and fitness retail and centres have been forced to innovate with online engagements and social media activations. And