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« Where Is Bally Total Fitness Headed ? CBI Offers Clues | Main | Marketing and Social Commerce »
Wednesday
Oct272010

The Health Club Consumer Market - Increasing Impact of Women

I've visited the consumer trend topic before as it pertains to the fitness industry and wellness space, but wanted to share further content about it. Watch video of Michael Silverstein's discussion around the consumer marketplace - particulary the influence of women as consumers. Michael describes some interesting drivers behind consumer behaviors that have big implications. His books, which he has co-authored, include Trading Up the New American Economy, Treasure Hunt - Inside the Mind of the New Consumer, and Women Want More - How to Capture Your Share of the World's Largest, Fastest Growing Market, among other work. Good reads, which I highly recommend, that touch upon important consumer concepts affecting all industries. Bi-furcation is an important concept you should understand and particularly the growing impact of women on the purchasing decisions.

Competitors in all businesses and in particular the fitness industry and wellness businesses, should have Michael's concepts at the center of their brand strategies. Watch it and tell me, Bryan O'Rourke, what do you think about Michael's concepts ? Are they at the center of your brand strategies ?

 

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