Brands Embrace Natural Fitness
With increasing consumer interest in natural exercise programmes, brands are responding by introducing back-to-basics health and fitness offerings.
British gym operator David Lloyd Leisure has unveiled a new menu inspired by the Paleo and 40:30:30 healthy eating philosophies (See Stylus report Stone-Age Nutrition: Paleo Diet for more on this dieting phenomenon). DLicious: Fast Fitness Food is the first menu of its kind to launch in the UK, and will offer a range of Paleo-inspired healthy dishes at the gym’s cafes.
“We pride ourselves on listening to our members and in their highly valued feedback they asked us for healthier choices, supporting market predictions that healthy eating concepts will be the fastest-growing cuisine trend over the next three to five years,” said Andy Lowe, head of food and beverage at David Lloyd Leisure.
Meanwhile, global sportswear brand Reebok, lead sponsor of the CrossFit movement (read more in Stylus’ report The Power of CrossFit), has developed a Spotify app that lets people create personalised music playlists for their workouts. FitList incorporates the user’s favourite artists by the intensity, activity and time frame of their workout, and also features playlists created by Reebok-sponsored athletes and artists.
To support the launch of the app, Reebok has created 100 shoe boxes with integrated speakers and reactive LED lights. The FitList Boxes can store a pair of Reebok’s RealFlex Transition 2.0 shoes. Users can play their FitList tracks by plugging their music players into the boxes.