Why Pop-Up Fitness Is Becoming So Popular

Why Pop-Up Fitness Is Becoming So Popular
Brand Activation & Immersion

Pop-ups from brands in a variety of industries are tapping into wellness and fitness to appeal to and enhance customers' lifestyles

  • 16 february 2018

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

+Brand Immersion
+Brand Introduction
+chat a researcher
+experiential marketing
+fitness / sport
+Market Research
+pop up
+sport & fitness

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.