One positive result of the COVID-19 age: fitness is on the upswing.

Beset by pandemic-era challenges to normalcy, mental health obstacles and the immune-boosting benefits of exercise, physical fitness emerged as a prioritized endeavor for many in 2020.

According to UnitedHealthcare’s 2020 Wellness Checkup Survey released last summer, the pandemic spurred 36% of Americans to increase their physical activity. That tracks with other quantifiable data from sources like fitness tracking apps and consumer purchases noting an intensifying focus on physical health since COVID-19 infiltrated American life a year ago.

“In addition to the lockdown providing a greater incentive for people to exercise at home or be active in the open air, I believe this illness has also motivated people to adopt healthier habits,” NPD senior sports industry adviser analyst Matt Powell observed in a June 2020 report.

And from the rapid ascent of virtual fitness and at-home exercise to the rise of solitary activities and a turbocharged athleisure apparel market, an assortment of new fitness trends have nudged those who play in the fitness market, including promotional products companies, to view this evolving landscape with fresh eyes.

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At-Home Fitness

With gyms largely closed during much of the pandemic and some people leery of heading outside, many Americans transitioned fitness activities into their homes. According to Yelp, interest in home fitness equipment like treadmills, stationary bikes and rowing machines jumped more than 300%. And even as many gyms and fitness studios resumed operations, consumer unease about returning to such venues persists alongside capacity limits, suggesting that at-home fitness could be here to stay.

Top 40 supplier Polyconcept North America (PCNA, asi/78897) reports an uptick in its home category, including stronger demand for things like cooling towels and fitness belts. Water bottles, Bluetooth-connected speakers, movement-friendly earbuds and moisture-wicking technical apparel (especially pieces with elevated features like an antimicrobial finish) are also relevant. The increase in at-home fitness has also positioned distributors to promote physical therapy and strength-building aids such as personal massage tools and stretching bands.

This new light-up fitness belt (1631-65) from Leed’s (asi/78897) has three settings (solid light, slow flashes and fast flashes) and is also rechargeable.

“Distributors can frame these products as ways to keep a brand top of mind during a truly unprecedented time,” says Chip Canner, global category director at PCNA. “And it’s also an opportunity to connect with end-users at their homes, away from traditional settings like trade shows and conferences.”

Johanna Gottlieb, vice president of Midwest sales for Axis Promotions Powered by HALO (asi/356000), has packaged some of these trending items into custom-curated kits, which recipients have taken to “unboxing” on social media. One such box for a wellness client featured resistance bands and sweat towels. “It doesn’t have to be something ultra sexy or expensive,” Gottlieb says. “In fact, functional, safe and practical will do the trick.”

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Solitary Fitness Activities

To curb the stresses of the pandemic, participation in solo outdoor recreation surged. Seven out of 10 respondents to UnitedHealthcare’s 2020 Wellness Checkup Survey tabbed walking as their preferred form of exercise amid COVID-19. The New York Times, meanwhile, labeled running “the perfect sport for a pandemic,” while interest in hiking climbed 116%, according to Yelp, and bike shops reported record levels of business.

With activities such as walking, running and hiking, equipment needs are minimal, yet certain gear enhances one’s experience. Consider performance outerwear such as moisture-wicking base layers or lightweight packable jackets, handheld water bottles, or visibility gear such as headlamps and reflective snap bands.

Canner calls fitness gifts a great way to help people maintain their work-life balance and provide stress relief. Yet, distributors must be proactive to capitalize on opportunities.

“It can be nice and impactful to share functional product with a company name that helps keep people moving,” says Rob Charlton, president of The Next Trend Designs (asi/283375), a Toronto area-based distributor that specializes in fitness, “but this requires rolling up your sleeves and digging in with clients.”

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Tech-Fueled Fitness

In the pre-COVID world, virtual fitness classes and races existed, but largely as fringe offerings. Now, such virtual activities are a necessary solution as tech and fitness become increasingly intertwined.

Before the pandemic, nearly half of respondents to a survey by aSweatLife said they did not use any form of digital fitness. During the pandemic, the number soared to 86%, as people pivoted to virtual exercise classes (which ASI also offers), flocked to online fitness challenges or embraced digital fitness apps. Exercise tracking app Strava, for example, welcomed a record 3.4 million users last May, a nearly 180% jump from January 2020.

The rise of digital classes brought an unexpected opportunity to distributors like Brooke Duvall of Maryland-based What’s Up Promotions, which is affiliated with Top 40 distributor AIA Corporation (asi/109480). She offered gyms and fitness studios retractable and step-and-repeat banners that could sit behind an instructor and deliver a more professional, polished look. “I never would’ve pitched this to a gym before, but it’s an economical, professional solution now,” Duvall says.

Shoutout to the Flying Pig Marathon team for a killer swag bag even for a virtual race. Can’t wait to earn that medal. pic.twitter.com/7BUkIffd9Y

— Megan Van Almsick (@TheMeganV) October 16, 2020

As virtual races became commonplace, organizers and sponsors alike investigated mail-friendly promotional goods for the “swag bag,” including functional items such as clip-on LED lights as well as items participants could enjoy during a virtual raffle or other post-race celebration. “Maybe a pint glass or wine glass, so people can do a virtual ‘Cheers,’” Gottlieb says.

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Athleisure Apparel

Fitness and athleisure apparel sales have boomed of late – a result of increasing exercise, yes, but also attributed to relaxed stylings of the remote work crowd. According to a study from Cotton Inc., nearly two-thirds of shoppers are wearing more casual apparel and activewear, as yoga pants and quarter-zip tops have replaced khakis, button-down shirts and blouses. In addition, according to data from Bank of America, athletic footwear and apparel spending was up 19.5% year over year for the week ending 3/13 versus 13.2% the previous week – a result of stimulus checks hitting people’s bank accounts.

Leggings and other activewear are still hot this year, and #promo suppliers are releasing high-end apparel lines to help you take advantage of the trend. #activewear #leggings https://t.co/jRvPTpln7E

— Theresa Hegel (@TheresaHegel) March 19, 2021

The bottom line: people want cozy, versatile apparel they can sport throughout the day – from morning yoga in the living room to mid-day Zoom calls to late-night Netflix binges. Gottlieb says suppliers have responded to athleisure’s rise with an assortment of new athletic styles favoring soft, flexible materials. Charlton shares the same observation, though he foresees a shift toward higher-quality products carrying a more intense focus on fit, feel and function. This includes items such as cozy fleece pullovers and fleece-lined zip-ups, relaxed-fit joggers made of plush, four-way stretch fabrics, lightweight tops constructed with breathable, odor-stopping fabrics, and even warm, antimicrobial merino wool socks. “This is a new horizon and a new opportunity for apparel,” Charlton says.

Another particularly interesting trend taking root on the apparel front: while the chest logo remains popular, some are requesting logos closer to the shoulder to ensure visibility on virtual calls.

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Fitness Experimentation

While many leaned on their tried-and-true fitness activities during the pandemic, others pursued new activities and providers. Three-quarters of respondents to the survey from aSweatLife said they tried a new workout during the global pandemic, while 58% discovered a new studio, gym, fitness platform or fitness professional.

The upshot of that? New fitness activities stir interest in different apparel and hardgoods. The boom in cycling, for example, opens the door for promo companies to pitch more niche products like cycling tops, which have rich branding opportunity.

As cycling has taken off during the pandemic, niche products like cycling jerseys represent new opportunities for sales. This short-sleeve custom cycling jersey (FONDO) from Jakroo (asi/63104) is perfect for clubs and charity groups.

“This is more exciting performance wear than another basic, moisture-wicking tee,” says Patrice Spyrka of Pleasanton, CA-based Jakroo (asi/63104), a supplier of performance cycling, running and triathlon apparel. Spyrka adds that distributors can pitch clients on incentive-laden wellness campaigns or challenges revolving around trending fitness activities.

“People went crazy for online gym stores because they were hungering for community and a way to feel connected.” Brooke Duvall, What’s Up Promotions

Some gyms and fitness studios, meanwhile, have approached this open-mindedness with more attractive referral incentives. Duvall cites one gym that switched from offering T-shirts to premium hoodies for successful referrals. She adds: “They made that investment to incentivize their troops and invite more people into the fold.

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New Platforms, Products & Opportunities

Amid the pandemic’s stay-at-home orders, apparel sales at gyms and fitness studios tanked. Some pivoted by launching online stores. “And people went crazy for them because they were hungering for community and a way to feel connected,” says Duvall, who created a few such web stores for gym clients.

And though many gyms have reopened and live fitness events like road races have returned, it’s not business as usual. The trek toward normalcy arrives with an assortment of new protocols, including reduced capacities, social distancing measures, outdoor exercise and mask mandates – and that’s created intriguing opportunities for promotional products pros.

Duvall, for instance, points to an MMA gym that uses branded, color-coated wristbands to delineate the amount of grappling a member will do, as well as logoed yoga mats to accommodate outside activities. “Who wants to do crunches on concrete?” Duvall asks.

But masks, especially performance-oriented, ultra-breathable options, might be the biggest winner. Sensing the opportunity, The Next Trend Designs created the Super Air Mask, an adjustable mask made with an antibacterial outer layer and sweat-absorbent inner layer. A functional, cost-effective product, Charlton says the Super Air Mask boosted his company’s numbers during the pandemic. “People have to wear a mask in a way they don’t have to wear a T-shirt or baseball cap,” Charlton notes. “With a logo front and center, it’s the single biggest advertising opportunity of the century.”

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