What is FitTech?

FitTech is a crossover industry of Fitness and Technology, including many smart fitness products such as wearable tech and smart fitness bikes . FitTech encompasses the wide variety of technological products used in measuring, improving, and accompanying fitness and exercise. Many FitTech products can also be categorised as HealthTech products due to their flexibility of use. Wearable tech is often used in measuring fitness performance. It’s also used in HealthTech to measure blood pressure, heart rate, and other health related data.

What marketing strategies do FitTech brands use?

For many gym-goers, they will follow a routine that is built by a personal trainer, or a guide they found online, or some YouTube videos. So, very simply, the fitness industry is highly influenced, making influencer marketing and social media marketing key tools in every FitTech marketing strategy.

When we ran a FitTech marketing campaign for The Conqueror we focused on influencers that would be able to show their audience the app. They would also run through the challenges, and an unboxing of the rewards. The USP for The Conqueror is the reward medals that you get from the challenges, so we wanted to display the real life reactions to unboxing these impressive awards.

Where there are influencers, there is word of mouth marketing and reviews. Reviews are great for building your FitTech brand, gaining consumer trust and bringing real insight into your product. Working with the press in the same way as influencers, getting them to try out the product, gives valuable views and insight that the audiences find helpful. PR is an important tool to the health and fitness tech industries

How to promote your smart fitness products and wearable tech

As said in the previous section, FitTech and smart fitness products are well received when real users give their opinions and insight on them. Influencers and magazines have very tailored audiences and devout followers who trust their opinions. Getting great reviews in press magazines can really help a smart fitness product stand out in the highly competitive market. Utilising influencers to encourage user reviews is also a great social media marketing strategy for health anf fitness products. 

Smart fitness products can be more broad in your targeting, depending on the nature of the product. However, more often than not smart fitness products and wearable tech will be marketed towards avid gym goers and those looking to monitor their health data.

It’s crucial that you consider splitting your audience based on the data that you have available to you. This can simply be through different age demographics, with older audiences being more likely to want to monitor their health and younger audiences generally more likely to use wearable tech for fitness reasons. The quality and depth of your data can really steer how in-depth the audience targeting can be. Data was a key driver in our marketing strategy for Forth. We wanted to target users who would be interested in hormone mapping, so wanted to narrow down the audience demographic and split the audience into age groups in order to use different messaging.

Getting started with your health marketing campaign

The smart fitness and wearable tech industry has a potential audience of 6.5 million consumers in the UK. A lot of that audience already owns some form of FitTech, so potentially have a preferred brand. The number of established brands within the smart fitness and health technology sectors means that marketing campaigns must be well thought out. A marketing strategy should consider each target audience and the best marketing tools to reach them.

FitTech, smart fitness, and health tech are all big interests to us at OggaDoon. We are a marketing agency that loves tech and are passionate about positively impacting lives. The HealthTech and FitTech brands that we have worked with continue to grow and we are proud to see their progress. If you’d like a hand getting started with your marketing strategy then please get in touch. We can also help developing your marketing campaign, or launching your product to a wider audience. Our expertise in digital marketing, PR, SEO, and social media means that we can cover all angles and ensure that your brand is seen amongst the crowd.