Retailers Promote Activewear to Help Consumers Keep Resolutions

BY Rachel Cagle
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Trunk Club conducted a survey outlining some of the surprising reasons people skip the gym in the New Year. According to the new research, Americans miss over a third of their planned workouts. One main reason identified through the poll was that Americans miss a ton of workouts because they have trouble finding activewear they actually like.

Having trendy and functional activewear is a big factor for active Americans, as 69% worry that others will judge them for not dressing fashionably when exercising.

Unfortunately, 67% of respondents feel their current activewear is lacking big time, and 32% say it's a big reason they stay home on gym day.

The study conducted by OnePoll on behalf of Trunk Club looked at the workout excuses among 2,000 Americans and found 71% don't even make an effort to prioritize exercising when the temperature begins to dip.

Excuses for not making it to the gym are all too common. 36% of those studied said they've blamed the inclement weather as a reason for missing out on an exercise class.

Half of those studied make the excuse of lacking warm workout gear to wear while a further 71% say that if they had better workout clothing, they would exercise more frequently.

In an attempt to maintain their new, healthy exercise resolutions, 54% of those surveyed bought new workout clothes and sneakers to encourage themselves to keep their exercise routine even as the weather takes a cold turn.

Fitness Club/​Gym Members want athletic clothing that helps them feel comfortable and attractive. Visual advertisements can help communicate those aspects. Last year, these consumers took action after seeing TV commercials, email ads, ads in newspapers and outdoor ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on athletic footwear/​apparel stores and sporting goods stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.