My latest assignment: create a new retail brand category that addresses the unique fitness needs of an ever-growing consumer set. And, to recruit and motivate retail partners who are desperately seeking high-quality and innovative products to stock in-store and online that will serve these loyal customer groups.
The product line is fitness equipment for low-impact, high-result, in-home workouts for dedicated athletes in the “fit and 50s” upward into the “silver sneaker” sets… now that’s a fun challenge. Fun, because retail channel partners get to hear a compelling story of how these active folks want to sustain a healthy lifestyle… and up until now, haven’t been able to find simple, durable and affordable products in stores. And, the gym experience can be off-putting for these groups… particularly women. Hence the appeal of a compact, in-home solution.
The company’s product already sells quite well through TV advertising, and has terrific global play, too. As with any successful channel formation endeavor, in addition to the mainstream retailers – Sears and BestBuy (yes, they’re selling fitness gear now…) — smaller, niche retail channels exist. For instance, did you know Camping World sells a whole line of “add-on” products to RV owners, that enrich their on-the-move lifestyle? Well, who says Snowbirds can’t remain physically fit as they bask in the Sunbelt winters?
When recruiting retail channel partners, we also rate in-store staff and their ability to inform and educate older shoppers; and the ambiance of the store. A super-charged, gym-like show floor pumping techno-beats and stocked with high-performance and bulky equipment can be intimidating to an older shopper. Online transactions can’t be counted on to carry the bulk of sales volume, either, yet — at least for the next few years.
Learn more about the Resistance Chair line by VQ ActionCare.