Health and fitness apps create an opportunity for Sportswear brands to develop loyal customers, as Millennials are using them at twice the rate of other age groups. More than a quarter of all U.S. internet users have some type of health and fitness app. More than half of Sportswear brands offer an app, but only a third of those offer fitness gamification and a quarter offer training maps.
Even though wearables are the most heavily publicized of Sportswear apps, they are not the only option. Nike Move, for example, transforms the user’s phone into a wearable device. Asics offers personalized training regimens for runners looking to improve times in races ranging from 5K to a marathon and claims to have a 90% success rate. The North Face’s TracKING app tracks hikes and run routes, and offers voice updates on distance achieved.
Though it was initially thought Google and Apple would dominate the wearable tech market (projected to reach $50 billion by 2018), Sportswear brands are ahead. While Google Glass is in beta and Apple is still developing a wearable tech strategy, users are making sports and movement tracking apps part of their daily routines. Part of Sportswear wearables’ success rides on how useful movement tracking is to runners, cyclists, or those striving to make those activities a habit. Unless Google, Apple or Samsung tap athletes or a similar niche, we can expect to see Sportswear brands continue to dominate the wearable tech market.