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Special Report: What Consumers Need to See, Hear, and Learn From Home Fitness Equipment Advertising

From the beginning of the pandemic, Phoenix has documented a greater desire among consumers for brands to communicate empathy with how the pandemic has impacted their lives. Other important expectations include fair treatment of employees and assurance of their safety, availability of products, and fair pricing during times of limited inventory.

With many gyms and health clubs continuing to remain closed due to COVID-19, some consumers have turned to the growing number of home fitness equipment options to stay fit, healthy, and (let’s be honest) sane.

The rationale behind this research brief was to understand how the pandemic has changed consumers’ work out plans, their situation today regarding purchasing home fitness equipment, plus benefits sought and resources used to find out about available equipment. Also, to identify messaging consumers need to see, hear, and learn from home fitness equipment advertising.

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