Why Pop-Up Fitness Is Becoming So Popular
Pop-ups from brands in a variety of industries are tapping into wellness and fitness to appeal to and enhance customers' lifestyles
More brands are using experiential marketing and innovative activations to create customer-focused pop-up fitness and wellness events.
PSFK researchers have been exploring how companies are utilizing pop-ups to extend their experiences and enhance customers’ daily lives. In addition to temporary stores and entertainment activations, brands are experimenting with programs centered around fitness and well-being, even if their primary business falls in another industry.
Among the brands launching pop-up wellness experiences are:
WeWork offers fitness classes including spinning, yoga, meditation, dance and kickboxing at several of its New York City locations. Classes take place alongside WeWork’s office services, in common areas, on rooftop decks and in other spaces that the brand has turned into pop-up fitness studios. WeWork members and non-members can sign up for classes in these studios using the website, online ticket service Eventbrite, the fitness subscription service ClassPass or an iPhone app. The WeWork Wellness app includes an option to buy massages, and the website includes a section for “club sports.”
Auto manufacturer Volvo opened a pop-up studio to provide people with a calm, relaxing space to escape the rigors of city life. The Scandinavian sanctuary retreat offers members of the public a selection of complimentary, relaxing 30-minute sessions, including yoga, Swedish massage, meditation, art classes and guided run clubs. For those who want to explore the city beyond their everyday routes, Volvo will also be providing free-of-charge cycle hire throughout each event.
Nordstrom is partnering with Goop, the online lifestyle brand founded by Gwyneth Paltrow, to open a series of wellness-themed pop-ups, called goop-in@Nordstrom, in eight Nordstrom stores across the country. The Goop pop-up will feature a mix of wellness-focused merchandise—curated by the Goop team—across apparel, accessories, beauty and home. Products include Goop’s lines of luxury skincare, wellness, apparel and fragrance, as well as hand-picked items from the brand’s digital shop. The shop is being presented as an “enclosed living space” with furniture and design by 1stDibs and custom Chinoiserie wall coverings by Fromental.
Outdoor retailer REI is setting up shop in a fast-growing gym niche. REI and Momentum TM Indoor Climbing are launching REI Co-op Climb, which will serve as a hub for climbing gear, programming and events at each of Momentum’s new climbing gyms. Expert instructors from REI’s Outdoor School will help Momentum members and guests gain skills and confidence through classes ranging from beginner to advanced levels. REI members who participate in the Learn to Climb program will receive two weeks of free climbing at Momentum.
An increasing number of businesses are partnering with related brands to create experiences that reflect their understanding of customers and also finding ways to enhance lifestyles in ways that align with their core values. For more insights, check out our recent research paper, Building Pop-Up Fitness Experiences.
Lead Image: WeWork