From GOQii to HealthifyMe, brands slog it out on the fitness track

By tweaking the product and finding a famous face to endorse it, brands are ratcheting up the numbers

From fad diets to wearable fitness trackers, health and fitness are on everyone’s mind. And brands promising to help allay the universal and growing concerns over one’s mind and body are crowding the alleyways, be it at local supermarkets or online marketplaces. 

While some have appointed celebrity endorsers to add more punch to their promises, others are combing through the data pouring into their apps to create a custom-fit or offering an aggregated service pack. But in the alphabet soup of trackers, apps and advisories, foods and other gadgets, how do brands differentiate their promise and more importantly, find the