Sport’s branding vs general fitness branding promotion and industry positioning: A myth, a misnomer, or a reality yet to come

Abstract

Background:The objective of this study was to establish an Interface between sports-persons, fitness enthusiasts, general fitness equipment manufacturing industry and marketability of general sports brands & products for mass appeal.This study gains importance as there is a need of awareness of general fitness lifestyle (and products thereon) among the genre for reduction of medical exposure achievable through higher fitness levels and access to good quality products with an aim to develop the reach of general fitness equipment manufacturer through proper penetration into developing markets like India. Methods: The sample consisted of 80 individuals from a diverse age group ranging from 18 years to above 50 years who practice fitness and look at it as a way of healthy living. A questionnaire in the form of a google form was used to collect data. Conclusion:The results indicated that a huge potential exists for general fitness equipment industry in developing countries like India. With a greater involvement of the Indian working class contributing to most of the corporates worldwide, they also tend to be exposed to stress and start understanding the meaning of keeping fit in these taxing times. Also, with money to “spare” they are constantly seeking fitness gears which are suitable to their pockets hence the market opens up for general fitness equipment as suggested in this paper.