Social Media and Fitness
In 1960 Theodore Levitt wrote the article Marketing Myopia and was it was published in the Harvard Business Review journal. The largest theme of this paper was that industries often are too short sighted in what they provide to their customers to understand that they need to offer ever changing services that their customer desires (Levitt, T., 1960). A modern example of this can be seen with Blockbuster’s failing. They saw themselves as a company based solely on brick and mortar rental of dvd media to consumers. The company did not view itself as a provider of entertainment as a whole. They failed to adopt the mail-in subscription based model that Netflix started as and similarly failed to join the wave of streaming platforms.Â
My professional title would be collegiate sports performance coach. The fitness industry as a whole is ever changing, and to be an engaged participant it is important not to lose sight of the changes going on around me. Social media fitness influencer’s are a dime a dozen, but that does not mean that they do not help to drive trends in the industry and attract attention to brands that use them as a way to reach a broader audience. Over the next few weeks I plan to look discuss further trends and fads in the industry and how that could be applied to effectively engage with an audience and provide them what THEY want as opposed to what we think they would want.