Brand-Community Fit
A Shared Mission, where Brand and Community Collaborate for Aspirations and Growth
(Reading Time: 4 minutes)
Community Padawans,
Francisco here! (Cue the High Fives! 🙌)
I am again back to talk about community with the mission to connect one more dot and, together with brands, redefine the game.
When I write, I avoid sounding like a fortune teller. No tarot cards or crystal balls here; just real examples.
So, what's community, and why the pursuit of Brand-Community Fit?
For those who have researched a bit about the benefits of community as a business strategy, you should already be familiar with this phrase:
They come for the content, stay for the community.
Adapting this to sports and well-being would be as follows:
First things first. Here, I agree with my friend Brian Oblinger, that more important than the definition is the execution of this strategy. Still, I believe it is important to present a definition:
A group of people with similar interests, challenges, and needs coming together in a shared experience, often in pursuit of bettering themselves and other - Brian Oblinger
Warning: do not confuse "audience" with community. It's a wrong approach. Community is not about reach and likes. With a community, you are looking for deeper engagement. Connection. Communication. With your customer.
With this definition in mind, and again, with a well-thought-out and executed plan, the community can present itself as a competitive advantage.
Unveiling the Competitive Edge
In this era of wellness evolution, brands are showcasing distinct strategies to excel in a bustling environment. The competitive edge lies not just in the quality of equipment or the latest workout trends but in fostering a sense of community. It's about transforming a fitness routine into a shared journey, a collective pursuit of healthier lifestyles.
Beyond the Buzz of Social Media
While social media platforms echo the noise of fitness influencers and fleeting trends, brands are realizing that customers crave more than just virtual applause. The demand is not just for a workout routine; it's for a tribe, a niche where they belong.
Elevating the Experience
As customers seek an experience that goes beyond the conventional, brands are called to raise the bar. Looks like there is a new "top-of-the-funnel" for brands. The Brand Community-Fit(ness) is not just a marketing strategy; it's a commitment to understanding and aligning with the heartbeat of the community. It's about crafting an environment where members feel not only seen but understood, and where every milestone is celebrated collectively.
Building Bridges, Not Walls: a new social wellness experience
And, when discussing the environment, we can't limit ourselves to the digital and social networks alone. As much as we may feel connected behind a screen, the best of sports will (also) be in physical connections. And this reality brought some changes.
See the growth in the creation of new boutique studios or new gyms that have group training and the promotion of community spirit in their DNA: SoulCycle Inc. and BHOUT).
Contrary to traditional marketing tactics, building a fitness community is not a closed-door affair. Bailey Richardson rightly argues:
Community is not just built for the customer but with the customer.
It's an ongoing collaboration, an ever-evolving dialogue that shapes the brand's trajectory alongside the aspirations of its community. A shared mission.
Before I go, here are standout brands committed to brand-community:
Running Clubs
Cycling Clubs
| Rapha
Digital Workouts
| Zwift |
Boutique Studios
| BHOUT
Brands
| Gymshark
| Bandit
| NNormal
And the list can keep growing! If you know of a project that deserves a spot, share it in the comments below.
Community. Purpose. Belonging. A new social wellness experience.
In the landscape of sports and fitness brands, the evolution goes beyond the gear and workout routines—it's a narrative of community, shared victories, and a commitment to growth.
Explore the power of building a community that aligns with your brand.
And, just like that, we connect a few more dots. As always, I would like to know your opinion on this topic. Is there any information you would like to know?
Thanks for the support. Stay tuned for more on community, purpose-driven brands in sports, fitness, and wellness.
📣 For more, tell me how I can help you by leaving a comment or following me.
If you like the newsletter and/or think that others can benefit from it, help me by sharing and subscribing. Share the word! Let’s build this together.