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Welcome to the @bpnsupps backyard ultramarathon This is a last-man-standing-style race where racers run a 4.2 mile loop every hour, on the hour out at the founder’s ranch in Texas. And it was BRUTAL. 132 runners started, and the race was only called at loop 57 with two runners remaining due to intense storms, the incredible last men standing were @kim.gottwald and @kendallpfx Everyone else got a horseshoe medal with “DNF” Every lap is a mental game. Can you go one more? That’s the whole point, the ethos of Nick Bare and BPN - it’s not always you have a brand tagline that is as deeply authentic as this one, and to host an event that so literally embodies the motto is pure genius. They livestreamed the race and at times had over 17k viewers tuning in just to see if the runners would go one more lap. Huge congrats to all the runners and to the INCREDIBLE crew and team at BPN running cameras, taking care of folks, and putting on what will go down in history as the race of a lifetime for many. Brands, take notes. This one was something special. #bpn #g1multra #g1m #ultramarathon #fitnessbrand #brandmarketing #brandstrategy #marketingstrategy #goonemore
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tatumbrandt
Welcome to the @bpnsupps backyard ultramarathon This is a last-man-standing-style race where racers run a 4.2 mile loop every hour, on the hour out at the founder’s ranch in Texas. And it was BRUTAL. 132 runners started, and the race was only called at loop 57 with two runners remaining due to intense storms, the incredible last men standing were @kim.gottwald and @kendallpfx Everyone else got a horseshoe medal with “DNF” Every lap is a mental game. Can you go one more? That’s the whole point, the ethos of Nick Bare and BPN - it’s not always you have a brand tagline that is as deeply authentic as this one, and to host an event that so literally embodies the motto is pure genius. They livestreamed the race and at times had over 17k viewers tuning in just to see if the runners would go one more lap. Huge congrats to all the runners and to the INCREDIBLE crew and team at BPN running cameras, taking care of folks, and putting on what will go down in history as the race of a lifetime for many. Brands, take notes. This one was something special. #bpn #g1multra #g1m #ultramarathon #fitnessbrand #brandmarketing #brandstrategy #marketingstrategy #goonemore
Have you noticed the “Soho House effect” take over in gyms lately? Welcome to part 4 (?) of my series where I guide you through where fitness and wellness is headed in culture, commerce, and design And TODAY I want to talk about the shift toward gyms becoming the new country club? I’m talking Equinox Hotels and $3K/month longevity memberships, LifeTime’s “Athletic Country Clubs”, and even as niche as Pickleball Clubs This is the rise of the “wellness fourth space” - not home, not office, not a gym… but somewhere in between? We’re in an age where fitness and wellness is no longer just one facet of our lives and identity, but our *entire* life and identity. And spaces are catering to that. As my brand studio has worked with gyms, often the focus is on the experience they’re providing more than the equipment. And to other gyms and studios hitting the scene I’d say the same thing - design and market around experience first. What do you think of this shift? #fitnessbrand #marketingstrategy #brandstrategy #wellnessbrand #thirdspace #gymbrand #brandidentity
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tatumbrandt
Have you noticed the “Soho House effect” take over in gyms lately? Welcome to part 4 (?) of my series where I guide you through where fitness and wellness is headed in culture, commerce, and design And TODAY I want to talk about the shift toward gyms becoming the new country club? I’m talking Equinox Hotels and $3K/month longevity memberships, LifeTime’s “Athletic Country Clubs”, and even as niche as Pickleball Clubs This is the rise of the “wellness fourth space” - not home, not office, not a gym… but somewhere in between? We’re in an age where fitness and wellness is no longer just one facet of our lives and identity, but our *entire* life and identity. And spaces are catering to that. As my brand studio has worked with gyms, often the focus is on the experience they’re providing more than the equipment. And to other gyms and studios hitting the scene I’d say the same thing - design and market around experience first. What do you think of this shift? #fitnessbrand #marketingstrategy #brandstrategy #wellnessbrand #thirdspace #gymbrand #brandidentity
We gotta talk about how people are taking vacations to go workout. We’re talking about how gen z and millenials are now choosing to travel for the experience of a marathon, Hyrox, or a fitness event - making up a portion of the $300 billion participatory sports tourism market. Over the last five years there’s been a boom of “identity tourism”, where people are traveling to for experiences AND achievement more than just relaxation. Now here’s the thing, marathon runners have been doing this for YEARS - but we’re seeing a sharp increase in this “fitness tourism” as Hyrox and adjacent events have hit the scene within the last few years. The interesting thing is that we’re seeing this carry beyond just events and races but brands are building places for people to come to all year long - like, resorts - centered around fitness. Because what we’re after is more than a medal, right? We’re looking for content and a story, and ultimately, connection. And the economic impact of this fitness and wellness tourism play is something cities are all too excited to adopt. The London Marathon alone brought in over £150 million this year. The city of Miami has gone so far as to brand itself as a Wellness destination and invest heavily in participatory sports tourism. Wellness has jumped on board with global destinations like @recenterlife created to help you achieve a greater wellness goal like finding your center post burnout So yes, fitness and wellness travel might sound niche But they’re actually rising to be a primary motivator for travel Because in 2025 fitness isn’t something we’re squeezing in between life anymore. It is life. Brand credits: @recenterlife @rapha @thewronggym @hokabrasil @hyroxtours_dse @destinationsportexperiences @marathontours @shareaura Creator credits: @therealsunnyside on tiktok @unofficialrunclub #fitnessbrand #wellnesstourism #trendreport
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tatumbrandt
We gotta talk about how people are taking vacations to go workout. We’re talking about how gen z and millenials are now choosing to travel for the experience of a marathon, Hyrox, or a fitness event - making up a portion of the $300 billion participatory sports tourism market. Over the last five years there’s been a boom of “identity tourism”, where people are traveling to for experiences AND achievement more than just relaxation. Now here’s the thing, marathon runners have been doing this for YEARS - but we’re seeing a sharp increase in this “fitness tourism” as Hyrox and adjacent events have hit the scene within the last few years. The interesting thing is that we’re seeing this carry beyond just events and races but brands are building places for people to come to all year long - like, resorts - centered around fitness. Because what we’re after is more than a medal, right? We’re looking for content and a story, and ultimately, connection. And the economic impact of this fitness and wellness tourism play is something cities are all too excited to adopt. The London Marathon alone brought in over £150 million this year. The city of Miami has gone so far as to brand itself as a Wellness destination and invest heavily in participatory sports tourism. Wellness has jumped on board with global destinations like @recenterlife created to help you achieve a greater wellness goal like finding your center post burnout So yes, fitness and wellness travel might sound niche But they’re actually rising to be a primary motivator for travel Because in 2025 fitness isn’t something we’re squeezing in between life anymore. It is life. Brand credits: @recenterlife @rapha @thewronggym @hokabrasil @hyroxtours_dse @destinationsportexperiences @marathontours @shareaura Creator credits: @therealsunnyside on tiktok @unofficialrunclub #fitnessbrand #wellnesstourism #trendreport
Meet the “CatRace” by @distanceathletics x @strava Where you didn’t walk the catwalk… You *ran* it. And honestly? It might be one of the most fun brand activations I’ve seen all year. On June 25th, during Paris Fashion Week, Strava and Distance shut down a narrow street in Paris And turned it into a public, urban elimination footrace. Each lap, the slowest runner was eliminated until the last runner was left Fast, chaotic, visually addictive. Their invite said it all: You’ve got two options- Run the runway in your best fit… or be a *spectator critic.* And people *showed up.* We’re talking Satisfy shorts, Oakley shades, designer techwear. There was exclusive merch. An afterparty. And real debate over who had the fit of the night. props to Distance. This concept was *fresh*, strategic, and fun. #marketingstrategy #parisfashionweek #runclub #brandstrategy #fitnessbrand
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tatumbrandt
Meet the “CatRace” by @distanceathletics x @strava Where you didn’t walk the catwalk… You *ran* it. And honestly? It might be one of the most fun brand activations I’ve seen all year. On June 25th, during Paris Fashion Week, Strava and Distance shut down a narrow street in Paris And turned it into a public, urban elimination footrace. Each lap, the slowest runner was eliminated until the last runner was left Fast, chaotic, visually addictive. Their invite said it all: You’ve got two options- Run the runway in your best fit… or be a *spectator critic.* And people *showed up.* We’re talking Satisfy shorts, Oakley shades, designer techwear. There was exclusive merch. An afterparty. And real debate over who had the fit of the night. props to Distance. This concept was *fresh*, strategic, and fun. #marketingstrategy #parisfashionweek #runclub #brandstrategy #fitnessbrand
Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Part 1 of my series where I guide you through where fitness and wellness is headed in culture, commerce, and design. I sat in on a panel in New York this past month with @athletechnews and execs from Xponential, Barry’s, and Life Time and they said plainly that The fitness industry is consolidating - fast. Brands are merging. Consumer loyalty is thinning. Now listen this isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight - The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. This is part one of many. 🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
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tatumbrandt
Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Part 1 of my series where I guide you through where fitness and wellness is headed in culture, commerce, and design. I sat in on a panel in New York this past month with @athletechnews and execs from Xponential, Barry’s, and Life Time and they said plainly that The fitness industry is consolidating - fast. Brands are merging. Consumer loyalty is thinning. Now listen this isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight - The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. This is part one of many. 🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
Let’s talk about the complicated world of aging and longevity 👇 For decades, beauty and wellness sold us “anti-aging.” Now the playbook has flipped: in a world where maximalist aesthetic work can be seen as low-status, aging well is the new luxury. We’re talking about a market worth $58 billion today and projected to hit $181 billion by 2034 Now the ironic thing here is that in celebrating old age the longevity industry is still celebrating aspects of youth in order to profit off an older generation, but so it goes in a capitalist economy folks. I digress. Longevity has become the cultural currency of 2025 (is that buzzwordy enough for you?) You have likely already noticed this in the world of fashion Where luxury houses like Loewe and Burberry casting women in their 80s as campaign stars, not as token gestures but as signals of heritage, resilience, enduring status. NOW in the world of wellness tech - Ōura markets its ring with the slogan “Give us the finger” casting real people over the age of 50 as the faces of modern health. We’ve gone from an era where health means “don’t get sick”, to meaning “upgrade yourself” in the era of longevity. In many ways, it’s the antithesis of the cosmetic wellness boom that defined the last several decades. There’s an excellent substack that speaks to this by Studio Koto - it’s “OFF.Brand” and the title is “Branding Longevity: the next health frontier” - def worth the read. But my point here is that we’re shifting from youth aesthetics as the status symbol (because this can be bought more easily today) to TIME. And having time, it seems, has never been more expensive. #wellnessbrand #brandstrategy #longevity #wellnesstech #marketingstrategy
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tatumbrandt
Let’s talk about the complicated world of aging and longevity 👇 For decades, beauty and wellness sold us “anti-aging.” Now the playbook has flipped: in a world where maximalist aesthetic work can be seen as low-status, aging well is the new luxury. We’re talking about a market worth $58 billion today and projected to hit $181 billion by 2034 Now the ironic thing here is that in celebrating old age the longevity industry is still celebrating aspects of youth in order to profit off an older generation, but so it goes in a capitalist economy folks. I digress. Longevity has become the cultural currency of 2025 (is that buzzwordy enough for you?) You have likely already noticed this in the world of fashion Where luxury houses like Loewe and Burberry casting women in their 80s as campaign stars, not as token gestures but as signals of heritage, resilience, enduring status. NOW in the world of wellness tech - Ōura markets its ring with the slogan “Give us the finger” casting real people over the age of 50 as the faces of modern health. We’ve gone from an era where health means “don’t get sick”, to meaning “upgrade yourself” in the era of longevity. In many ways, it’s the antithesis of the cosmetic wellness boom that defined the last several decades. There’s an excellent substack that speaks to this by Studio Koto - it’s “OFF.Brand” and the title is “Branding Longevity: the next health frontier” - def worth the read. But my point here is that we’re shifting from youth aesthetics as the status symbol (because this can be bought more easily today) to TIME. And having time, it seems, has never been more expensive. #wellnessbrand #brandstrategy #longevity #wellnesstech #marketingstrategy
We gotta talk about “fitness vacations” 🙂‍↕️ The sports tourism market is $1.4 trillion And one of the fastest-growing segments of sports tourism? Race-cations. Here’s what’s happening: Post-pandemic, we started traveling for *experiences*. Not just beach chairs. Not just sightseeing. But movement. Challenge. Community. Running a race in a new city? It’s a bucket list item *and* a wellness goal. And this is wrapped up under what I would label as identity tourism — and it’s sticky. You don’t just get a medal — you get the content, the story, the connection. I honestly think this is an emerging opportunity for a LOT of brands to tap into - athliesure, supplements, wearables — they all get to insert themselves into your suitcase, your selfie, and your post-race recovery plan. #fitnessvacation #brandstrategy #marketingstrategy #wellnessbrand #fitnessbrand #marathon
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tatumbrandt
We gotta talk about “fitness vacations” 🙂‍↕️ The sports tourism market is $1.4 trillion And one of the fastest-growing segments of sports tourism? Race-cations. Here’s what’s happening: Post-pandemic, we started traveling for *experiences*. Not just beach chairs. Not just sightseeing. But movement. Challenge. Community. Running a race in a new city? It’s a bucket list item *and* a wellness goal. And this is wrapped up under what I would label as identity tourism — and it’s sticky. You don’t just get a medal — you get the content, the story, the connection. I honestly think this is an emerging opportunity for a LOT of brands to tap into - athliesure, supplements, wearables — they all get to insert themselves into your suitcase, your selfie, and your post-race recovery plan. #fitnessvacation #brandstrategy #marketingstrategy #wellnessbrand #fitnessbrand #marathon
The creative coming from these running brands should be studied 😮‍💨 Welcome to Day 2 of ✨25 Fitness Trends that Shaped 2025 ✨ And today, we’re talking about the rise of indie running brands. Like any other industry, as fitness and wellness has exploded and became hyper-accessible, you see brands pivoting to be more, lack of a better term, inaccessible and luxury. We’ve seen sportwear and fitness brands roll out campaigns that mirror those from the world of high-end fashion, and position themselves not everyone but toward cult communities. And it’s working. This new wave of running brands is opting for to stand out in the saturated landscape through the exceptional rather than accessible - and this is the world where running brands are now seen at Paris Fashion Week and races mocked up to look like a catwalk. 2025 has shown us that the next generation of running isn’t dominated by giants but rather by cult communities and hyper-curated players. What do you think we should expect to see in 2026? Brand credits: @banditrunning @currentlyrunning @nike @satisfyrunning @theyardgym @strava @distanceathletics @believeintherun @houdinisportswear @unna.world @shareaura Creator credits: @jordanrogers @tyler.m.webb on tiktok ken on tiktok Art backdrop shown under “wellness as status” by Marites Algones @kevooon on tiktok @zacpogrob #trendreport #runculture #brandstrategy #marketingtrends
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The creative coming from these running brands should be studied 😮‍💨 Welcome to Day 2 of ✨25 Fitness Trends that Shaped 2025 ✨ And today, we’re talking about the rise of indie running brands. Like any other industry, as fitness and wellness has exploded and became hyper-accessible, you see brands pivoting to be more, lack of a better term, inaccessible and luxury. We’ve seen sportwear and fitness brands roll out campaigns that mirror those from the world of high-end fashion, and position themselves not everyone but toward cult communities. And it’s working. This new wave of running brands is opting for to stand out in the saturated landscape through the exceptional rather than accessible - and this is the world where running brands are now seen at Paris Fashion Week and races mocked up to look like a catwalk. 2025 has shown us that the next generation of running isn’t dominated by giants but rather by cult communities and hyper-curated players. What do you think we should expect to see in 2026? Brand credits: @banditrunning @currentlyrunning @nike @satisfyrunning @theyardgym @strava @distanceathletics @believeintherun @houdinisportswear @unna.world @shareaura Creator credits: @jordanrogers @tyler.m.webb on tiktok ken on tiktok Art backdrop shown under “wellness as status” by Marites Algones @kevooon on tiktok @zacpogrob #trendreport #runculture #brandstrategy #marketingtrends
Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Welcome to part 15 of 25 trends that defined fitness and wellness in 2025 and TODAY we gotta talk about how the fitness industry is consolidating - fast. Listen I sat in on a panel with @athletechnews and execs from Xponential, Barry’s, and Life Time back in July where they broke this down. I made a video of it six months ago but it’s one of the most defining trends of this year so we gotta touch on it again in this series. On the panel, they said plainly that brand are merging while consumer loyalty is thinning. This isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight: The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. We have 10 more trends to go.🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
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tatumbrandt
Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Welcome to part 15 of 25 trends that defined fitness and wellness in 2025 and TODAY we gotta talk about how the fitness industry is consolidating - fast. Listen I sat in on a panel with @athletechnews and execs from Xponential, Barry’s, and Life Time back in July where they broke this down. I made a video of it six months ago but it’s one of the most defining trends of this year so we gotta touch on it again in this series. On the panel, they said plainly that brand are merging while consumer loyalty is thinning. This isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight: The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. We have 10 more trends to go.🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
We are officially exiting the era of wellness optimism and entering the age of wellness overwhelm. After a surge of run clubs, fit-fluencers, brand races and activations - consumers are growing tired. Overwhelmed by the wellness that promised to save them. We’re seeing wellness overwhelm seep in everywhere. People are ditching wearables because they feel over‑optimized. Longevity culture is starting to feel like it’s stealing from actual life. Now listen this actually *isn’t* a sign that the fitness and wellness space is slowing down, it’s actually quite the opposite. Wellness is saturating. And when a category saturates, consumers get tired. The new marketing playbook in the saturated world of wellness where consumers are exhuasted by trends is now sustainability of effort. Quiet consistency. Process over spectacle. AKA - Less performative wellness. The brands that win next won’t promise transformation but instead double down on process. Glorify the unsexy work, and demand credibility - that’s the way to win the next era of wellness. credits: @momentous @bpnsupps @tyrsport @rodrigocalderonm on tiktok @cartergen on tiktok @theaeternumcompany on tiktok @mariahbriele on tiktok @fonzian on tiktok @elds.etc on tiktok article headline screenshots: national geographic washington post les mills inside hook mcgill cnn #fitnessbrand #wellnessbrand #brandstrategy
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We are officially exiting the era of wellness optimism and entering the age of wellness overwhelm. After a surge of run clubs, fit-fluencers, brand races and activations - consumers are growing tired. Overwhelmed by the wellness that promised to save them. We’re seeing wellness overwhelm seep in everywhere. People are ditching wearables because they feel over‑optimized. Longevity culture is starting to feel like it’s stealing from actual life. Now listen this actually *isn’t* a sign that the fitness and wellness space is slowing down, it’s actually quite the opposite. Wellness is saturating. And when a category saturates, consumers get tired. The new marketing playbook in the saturated world of wellness where consumers are exhuasted by trends is now sustainability of effort. Quiet consistency. Process over spectacle. AKA - Less performative wellness. The brands that win next won’t promise transformation but instead double down on process. Glorify the unsexy work, and demand credibility - that’s the way to win the next era of wellness. credits: @momentous @bpnsupps @tyrsport @rodrigocalderonm on tiktok @cartergen on tiktok @theaeternumcompany on tiktok @mariahbriele on tiktok @fonzian on tiktok @elds.etc on tiktok article headline screenshots: national geographic washington post les mills inside hook mcgill cnn #fitnessbrand #wellnessbrand #brandstrategy
Comment “2026” and we’ll send the full episode we did covering all brand predictions to build a cult like following in 2026. #brandmarketing #growthmarketing #contentmarketingstrategy
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Comment “2026” and we’ll send the full episode we did covering all brand predictions to build a cult like following in 2026. #brandmarketing #growthmarketing #contentmarketingstrategy
Ok but @gymshark went off with this one 🧼 Last weekend Gymshark hosted a popup across the street from HYROX in what they called rhe “Londrette” - London meets Laundrette. Super fun for an IG carousel, but let’s talk about what I actually loved about this 👇🏼 They formatted the popup as a place to get a free hoodie that you could then get your HYROX finisher patch *stitched on the sleeve* A fun way to ingrain your brand with the experience a racer has at the event. The really interesting thing here is that the large part of HYROX racers aren’t even in it for the medal - 55% say they’re out there for community. So brands that lean into that stat = win. What do you think? Did Gymshark effectively scratch that community itch? #brandstrategy #marketingstrategy #hyrox #gymshark #fitnessbrand
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Ok but @gymshark went off with this one 🧼 Last weekend Gymshark hosted a popup across the street from HYROX in what they called rhe “Londrette” - London meets Laundrette. Super fun for an IG carousel, but let’s talk about what I actually loved about this 👇🏼 They formatted the popup as a place to get a free hoodie that you could then get your HYROX finisher patch *stitched on the sleeve* A fun way to ingrain your brand with the experience a racer has at the event. The really interesting thing here is that the large part of HYROX racers aren’t even in it for the medal - 55% say they’re out there for community. So brands that lean into that stat = win. What do you think? Did Gymshark effectively scratch that community itch? #brandstrategy #marketingstrategy #hyrox #gymshark #fitnessbrand
Everyone’s building the same gym. It’s that soho-house style gym with holistic wellness amenities like saunas, cold plunges, and therabody recovery tools. Over the last few years we’ve seen brands market off the back of these amenities as their primary differentiators in the market, which used to work when they were novel. Today, however, HVLP (high value, low price) brands have been integrating these same amenities all while consumer’s cost consciousness plummeted. AKA - consumers have come to expect the perks without the price. According to Zenoti’s 2025 Benchmark Report, long-time loyal clients are starting to leave wellness clubs, citing rising prices and diminishing perceived value. The data ALSO shows that 42% of repeat guests are driving 80% of sales, now choosing based on cost, not cold plunges. They’re referring to this as the “wellness loyalty gap” And brand loyalty is fragile. The next wave of fitness and wellness consumers is entering the market with cost consciousness and experience expectations. If you’re a wellness brand right now? Brand positioning, REAL brand positioning, is going to matter more than ever this next era of fitness consumers. If you’re not telling people who you are beyond “good vibes and a cold plunge” You’re gonna get priced out by brands who are. Memberships are up. Consumer trust is down. The wellness loyalty gap is growing. Report referenced: @gozenot 2025 Beauty & Wellness Benchmark Report Brand credits: @equinox @theyardgym @lifetime.life @padel.haus @athletechnews @fitt.insider @heimat @o2fitness @palma_tennis @camberplaces @brandtcreative.co Creator credits: @nicolekramer_ on tiktok @carmen.solomons on tiktok @s.fitmuse on tiktok @doublescfit on tiktok @katarinaviioilet on tiktok @anthonyrichpark on tiktok @kwabbie.k on tiktok @whoseehaelyyy on tiktok @oyindiafitness on tiktok @caylept on tiktok @j.ro__ on tiktok #fitnessbusiness #brandstrategy #fitnessbrand #wellnessbrand
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4mo ago
tatumbrandt
Everyone’s building the same gym. It’s that soho-house style gym with holistic wellness amenities like saunas, cold plunges, and therabody recovery tools. Over the last few years we’ve seen brands market off the back of these amenities as their primary differentiators in the market, which used to work when they were novel. Today, however, HVLP (high value, low price) brands have been integrating these same amenities all while consumer’s cost consciousness plummeted. AKA - consumers have come to expect the perks without the price. According to Zenoti’s 2025 Benchmark Report, long-time loyal clients are starting to leave wellness clubs, citing rising prices and diminishing perceived value. The data ALSO shows that 42% of repeat guests are driving 80% of sales, now choosing based on cost, not cold plunges. They’re referring to this as the “wellness loyalty gap” And brand loyalty is fragile. The next wave of fitness and wellness consumers is entering the market with cost consciousness and experience expectations. If you’re a wellness brand right now? Brand positioning, REAL brand positioning, is going to matter more than ever this next era of fitness consumers. If you’re not telling people who you are beyond “good vibes and a cold plunge” You’re gonna get priced out by brands who are. Memberships are up. Consumer trust is down. The wellness loyalty gap is growing. Report referenced: @gozenot 2025 Beauty & Wellness Benchmark Report Brand credits: @equinox @theyardgym @lifetime.life @padel.haus @athletechnews @fitt.insider @heimat @o2fitness @palma_tennis @camberplaces @brandtcreative.co Creator credits: @nicolekramer_ on tiktok @carmen.solomons on tiktok @s.fitmuse on tiktok @doublescfit on tiktok @katarinaviioilet on tiktok @anthonyrichpark on tiktok @kwabbie.k on tiktok @whoseehaelyyy on tiktok @oyindiafitness on tiktok @caylept on tiktok @j.ro__ on tiktok #fitnessbusiness #brandstrategy #fitnessbrand #wellnessbrand
Happy Black Friday season to all who celebrate 🫡 It feels timely to talk about consumer’s new experience with commerce as we’re no longer lining up outside of Best Buy or circling items in catalogues. Nearly half of consumers now keep a perpetual mental shopping list And For Gen Z and Millennials, shopping is education, exploration, and identity. Like you’ve heard of vibe-coding, and this is sort of vibe-shopping? For the younger generations, the smartphone pulls us into “accidental shopping” - where identity, culture, and commerce blur. And that’s the new competitive arena, shaped by the kind of work coming out of places like @darkroomagency , helping brands navigate a world where commerce evolves into identity and brands become part of culture itself. Because commerce isn’t brand-controlled anymore. It’s not confined to websites or storefronts. It happens anywhere, anytime, in the moments we don’t even realize we’re shopping. So the real question isn’t *what you’re buying.* It’s: What does your shopping say about your identity? #marketingstrategy #brandstrategy #trendreport #darkroompartner
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tatumbrandt
Happy Black Friday season to all who celebrate 🫡 It feels timely to talk about consumer’s new experience with commerce as we’re no longer lining up outside of Best Buy or circling items in catalogues. Nearly half of consumers now keep a perpetual mental shopping list And For Gen Z and Millennials, shopping is education, exploration, and identity. Like you’ve heard of vibe-coding, and this is sort of vibe-shopping? For the younger generations, the smartphone pulls us into “accidental shopping” - where identity, culture, and commerce blur. And that’s the new competitive arena, shaped by the kind of work coming out of places like @darkroomagency , helping brands navigate a world where commerce evolves into identity and brands become part of culture itself. Because commerce isn’t brand-controlled anymore. It’s not confined to websites or storefronts. It happens anywhere, anytime, in the moments we don’t even realize we’re shopping. So the real question isn’t *what you’re buying.* It’s: What does your shopping say about your identity? #marketingstrategy #brandstrategy #trendreport #darkroompartner
Tech branding is shifting - FINALLY 🙂‍↕️👇 While I’d argue a lot of Al brands look similar (the dreaded balloon knot logo of tech brands that seems to persist 😂 if you know, you know) - I’ve started to clock a new trend in tech on the rise: nature integrated in tech. The brand Maiella - designed by Multiverse - is a great example of this. And unlink a lot of new shiny design trends, I actually think this one is rooted in something very literal and psychological. We, as consumers, are equally craving analog experiences while demanding the hyper-personalization that comes from tech-forward moves. This brand aesthetic answers to that. It feels like a respite of something real in a world of “Al slop” while remaining cutting edge. What do you think? Have you clocked this trend too? #brandstrategy #brandidentity #graphicdesign #designtheory #uidesign
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10mo ago
tatumbrandt
Tech branding is shifting - FINALLY 🙂‍↕️👇 While I’d argue a lot of Al brands look similar (the dreaded balloon knot logo of tech brands that seems to persist 😂 if you know, you know) - I’ve started to clock a new trend in tech on the rise: nature integrated in tech. The brand Maiella - designed by Multiverse - is a great example of this. And unlink a lot of new shiny design trends, I actually think this one is rooted in something very literal and psychological. We, as consumers, are equally craving analog experiences while demanding the hyper-personalization that comes from tech-forward moves. This brand aesthetic answers to that. It feels like a respite of something real in a world of “Al slop” while remaining cutting edge. What do you think? Have you clocked this trend too? #brandstrategy #brandidentity #graphicdesign #designtheory #uidesign
Buckle up and hold the right side of your screen because we’re diving into the electrolyte gold rush folks 🧂🧂🧂 Welcome to part 19 of 25 trends that defined fitness and wellness in 2025 and TODAY we’re breaking down the different categories of electrolyte brands and what you can expect to see in 2026. My prediction is that electrolytes aren’t slowing down, they’re just getting more targeted. With sweat tracking becoming a real metric thanks to new wearables, hydration will move from “one stick fits all” to personalized formulas based on activity, climate, and biology. At the same time, expect cleaner, more functional blends. Think electrolytes paired with collagen, adaptogens, anti‑bloat claims- science‑backed or not. The gold rush phase is over. Now we’re entering the era of differentiation. Credits: @drinkunwell @sult @liquidiv @gatorade @lmnt @cadence @drinkprime @waterboycan @thebeautychef @wellworthy @sweatisdata @momentous @puresport @theabsorptionco @cure #fitnessbrand #cpg #wellnessbrand #rapidhydration #trendreport
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tatumbrandt
Buckle up and hold the right side of your screen because we’re diving into the electrolyte gold rush folks 🧂🧂🧂 Welcome to part 19 of 25 trends that defined fitness and wellness in 2025 and TODAY we’re breaking down the different categories of electrolyte brands and what you can expect to see in 2026. My prediction is that electrolytes aren’t slowing down, they’re just getting more targeted. With sweat tracking becoming a real metric thanks to new wearables, hydration will move from “one stick fits all” to personalized formulas based on activity, climate, and biology. At the same time, expect cleaner, more functional blends. Think electrolytes paired with collagen, adaptogens, anti‑bloat claims- science‑backed or not. The gold rush phase is over. Now we’re entering the era of differentiation. Credits: @drinkunwell @sult @liquidiv @gatorade @lmnt @cadence @drinkprime @waterboycan @thebeautychef @wellworthy @sweatisdata @momentous @puresport @theabsorptionco @cure #fitnessbrand #cpg #wellnessbrand #rapidhydration #trendreport
What’s cool this week? LONDON EDITION 🇬🇧🔍🛠️ Rounding up a moodboard to inspire you to build better creative this week - no matter how big your brand is. Marathons and events are especially saturated with brand pop-ups that it can be easy to get lost. Here are the brands that I think stood out👇 @247represent stunning marathon kits @newbalancerunning opened a townhouse that is SPECTACULARLY designed to house marathon pop-up community events. @puresport won best marketing moment with their petrol-station-looking electrolyte fueling booth. Unbelievably cool. @puresport AGAIN with their hotel room-service for runners campaign. They actually delivered this kit to people’s doors - a great way to deliver a brand experience outside the noise of all the pop-ups in town. @banditrunning x @runlimited.ldn dropped a London capsule that was everything you expect out of these brands and more. Chefs kiss. Swipe to the end to see my takeaways for brands 🤙 Stay creative this week friends 🫡 #londonmarathon #marketingstrategy #graphicdesign #fitnessbrand #brandstrategy #branddesign
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11mo ago
tatumbrandt
What’s cool this week? LONDON EDITION 🇬🇧🔍🛠️ Rounding up a moodboard to inspire you to build better creative this week - no matter how big your brand is. Marathons and events are especially saturated with brand pop-ups that it can be easy to get lost. Here are the brands that I think stood out👇 @247represent stunning marathon kits @newbalancerunning opened a townhouse that is SPECTACULARLY designed to house marathon pop-up community events. @puresport won best marketing moment with their petrol-station-looking electrolyte fueling booth. Unbelievably cool. @puresport AGAIN with their hotel room-service for runners campaign. They actually delivered this kit to people’s doors - a great way to deliver a brand experience outside the noise of all the pop-ups in town. @banditrunning x @runlimited.ldn dropped a London capsule that was everything you expect out of these brands and more. Chefs kiss. Swipe to the end to see my takeaways for brands 🤙 Stay creative this week friends 🫡 #londonmarathon #marketingstrategy #graphicdesign #fitnessbrand #brandstrategy #branddesign
Less tech, more texture = 2025’s biggest wellness marketing trend. 👇🏼 Let’s talk about the rise of “analog wellness” - a term that surfaced at the beginning of this year in the Global Wellness Summit’s report on the future of Wellness. As we’re moving away from the pandemic-era of chronically-online connection, it’s becoming increasingly clear that consumers are leaning toward offline experiences. We saw the rise of run clubs last year and even watched as they took the place of dating apps for many. But now we’re observing a new rise of this desire for the “fourth space.” (Bear with me) The “fourth space” is a concept that sits separate from the classic individualistic experience of third spaces - coffee shops, coworking, etc. “Fourth spaces” are rooted in intentional community gathering. What’s interesting is that 84% of Gen Y and Zers are reporting that they’re forming friendships through interest-based events. They also cite that belonging, identity, and personal growth as key motivators for joining communities. What I’m observing here are two things: 1. Brands are entering the market to serve this need for analog wellness *specifically* - @othership being a prime example. I’ve also seen some brands launch spin-offs or sub-brands to cater more specifically to this desire. 2. Brands are leaning into this trend for marketing campaigns and launches with pop-ups, events, and branded experiences. Think branded run clubs, fitness training camps/guided fitness, and workshops. This is essentially making the virtual fitness training that brands like Alo Yoga provide with Alo Moves and making it IRL. @321podium did something like this with a mini training camp they ran last week. And then of course there’s the numerous Nike Run Clubs, popups, and events like Nike After Dark races. Swipe to slide 8 to see my takeaways for how brands can further lean into the analog wellness boom. If you want more, comment “BTB” and I’ll send you a link to my newsletter on branding in the fitness industry: Branding the Barbell. ✌🏼 #wellnessbrand #marketingstrategy #brandstrategy #runclub #fitnessbrand
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11mo ago
tatumbrandt
Less tech, more texture = 2025’s biggest wellness marketing trend. 👇🏼 Let’s talk about the rise of “analog wellness” - a term that surfaced at the beginning of this year in the Global Wellness Summit’s report on the future of Wellness. As we’re moving away from the pandemic-era of chronically-online connection, it’s becoming increasingly clear that consumers are leaning toward offline experiences. We saw the rise of run clubs last year and even watched as they took the place of dating apps for many. But now we’re observing a new rise of this desire for the “fourth space.” (Bear with me) The “fourth space” is a concept that sits separate from the classic individualistic experience of third spaces - coffee shops, coworking, etc. “Fourth spaces” are rooted in intentional community gathering. What’s interesting is that 84% of Gen Y and Zers are reporting that they’re forming friendships through interest-based events. They also cite that belonging, identity, and personal growth as key motivators for joining communities. What I’m observing here are two things: 1. Brands are entering the market to serve this need for analog wellness *specifically* - @othership being a prime example. I’ve also seen some brands launch spin-offs or sub-brands to cater more specifically to this desire. 2. Brands are leaning into this trend for marketing campaigns and launches with pop-ups, events, and branded experiences. Think branded run clubs, fitness training camps/guided fitness, and workshops. This is essentially making the virtual fitness training that brands like Alo Yoga provide with Alo Moves and making it IRL. @321podium did something like this with a mini training camp they ran last week. And then of course there’s the numerous Nike Run Clubs, popups, and events like Nike After Dark races. Swipe to slide 8 to see my takeaways for how brands can further lean into the analog wellness boom. If you want more, comment “BTB” and I’ll send you a link to my newsletter on branding in the fitness industry: Branding the Barbell. ✌🏼 #wellnessbrand #marketingstrategy #brandstrategy #runclub #fitnessbrand
Ok have you seen this weighted vest trend in fitness this year? Traditionally, weighted vests were a largely male-dominated fitness trend due to their origins in rucking within the military, but now middle-aged women are using weighted vests as a way to increase bone density and fight osteoperosis and promote longevity - and I wanted to dive deeper because this is one of the first major trends I’m seeing explode online that is speaking directly to menopausal and mid-aged women, a demographic historically ignored in fitness and research. And when your demographic gets attention in a capitalist society - brands take notice We’re seeing a surge of boutique, custom brands enter the category of “weighted vest” and more broadly catering to the needs of perimenopausal women And although, yes, the prices are increasing to correspond (we love the pink tax here in the wellness industry, don’t we?) My glass half full spin on the trend is that it’ll actually attract funding to further research because, well, now investors see that we can profit off of you AND my prediction is that we’re about to see a SURGE of brands rise in response with research and product built to address the unique needs of middle-aged women And that’s something I’m personally excited to see, What do you think? I’m excited to see this category expand. Brand credits: @yvowarrior @goruck ‘s spyruck @thecarry.co @ruckraceleague @omorpho Creator credits: modernfarmhouse_ohio on tiktok malky_malk on tiktok __samcollins on tiktok claireeruth on tiktok jooeunie on tiktok kellybstory on tiktok rrukstr.com on tiktok absjuuuulko on tiktok jaabbex on tiktok theholdernessfamily on tiktok lacefrost on tiktok shotabsprunger on tiktok
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4mo ago
tatumbrandt
Ok have you seen this weighted vest trend in fitness this year? Traditionally, weighted vests were a largely male-dominated fitness trend due to their origins in rucking within the military, but now middle-aged women are using weighted vests as a way to increase bone density and fight osteoperosis and promote longevity - and I wanted to dive deeper because this is one of the first major trends I’m seeing explode online that is speaking directly to menopausal and mid-aged women, a demographic historically ignored in fitness and research. And when your demographic gets attention in a capitalist society - brands take notice We’re seeing a surge of boutique, custom brands enter the category of “weighted vest” and more broadly catering to the needs of perimenopausal women And although, yes, the prices are increasing to correspond (we love the pink tax here in the wellness industry, don’t we?) My glass half full spin on the trend is that it’ll actually attract funding to further research because, well, now investors see that we can profit off of you AND my prediction is that we’re about to see a SURGE of brands rise in response with research and product built to address the unique needs of middle-aged women And that’s something I’m personally excited to see, What do you think? I’m excited to see this category expand. Brand credits: @yvowarrior @goruck ‘s spyruck @thecarry.co @ruckraceleague @omorpho Creator credits: modernfarmhouse_ohio on tiktok malky_malk on tiktok __samcollins on tiktok claireeruth on tiktok jooeunie on tiktok kellybstory on tiktok rrukstr.com on tiktok absjuuuulko on tiktok jaabbex on tiktok theholdernessfamily on tiktok lacefrost on tiktok shotabsprunger on tiktok
The stigma once widely held around dr*g use is dissolving in the wellness industry… largely because the framing has. Substances that were once framed as an escape are now framed as optimization, recovery, and regulation. You’re looking at an industry where substances like psychedelics are being venture-backed and integrated into wellness protocols. Now, it would be easy to blankety say that what’s driving this shift is rebellion against the wellness wave that has swept up this generation but, of course, it’s much more nuanced than that - I get into it in this video. Like the peptide boom, this is a cultural shift driven by obsession with performance, self betterment, distrust in traditional healthcare systems, and overall the need to take care into our own hands and search for alternatives to the tried and true solutions proposed to us for wellbeing. The tension here is of course, when everything is positioned as therapeutic, who decides what’s harm and what’s “personal optimization”? And that’s exactly why it deserves scrutiny. Now to be clear, my personal takeaway isn’t moral panic or blanket adoption - but what IS clear is that the future of dr*gs won’t look like the past. What do you think? Credits: mindbloom sesh joerogan huberman dazedbeauty shan.fitnesss codecameraman kieranrgs pouchjpeg bodybuildingmotivationofficial justin._trippy andrew.loucks morganmac.bodybuilding therapy_to_the_point noah.boatwright onjaemalyszka heidistevens liamrmcintyre
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1mo ago
tatumbrandt
The stigma once widely held around dr*g use is dissolving in the wellness industry… largely because the framing has. Substances that were once framed as an escape are now framed as optimization, recovery, and regulation. You’re looking at an industry where substances like psychedelics are being venture-backed and integrated into wellness protocols. Now, it would be easy to blankety say that what’s driving this shift is rebellion against the wellness wave that has swept up this generation but, of course, it’s much more nuanced than that - I get into it in this video. Like the peptide boom, this is a cultural shift driven by obsession with performance, self betterment, distrust in traditional healthcare systems, and overall the need to take care into our own hands and search for alternatives to the tried and true solutions proposed to us for wellbeing. The tension here is of course, when everything is positioned as therapeutic, who decides what’s harm and what’s “personal optimization”? And that’s exactly why it deserves scrutiny. Now to be clear, my personal takeaway isn’t moral panic or blanket adoption - but what IS clear is that the future of dr*gs won’t look like the past. What do you think? Credits: mindbloom sesh joerogan huberman dazedbeauty shan.fitnesss codecameraman kieranrgs pouchjpeg bodybuildingmotivationofficial justin._trippy andrew.loucks morganmac.bodybuilding therapy_to_the_point noah.boatwright onjaemalyszka heidistevens liamrmcintyre

Tatum Woosley Brandt (@tatumbrandt) Instagram Stats & Analytics

Tatum Woosley Brandt (@tatumbrandt) has 106K Instagram followers with a 3.88% engagement rate over the past 12 months. Across 96.0 posts, Tatum Woosley Brandt received 314K total likes and 7.50M impressions, averaging 3.27K likes per post. This page tracks Tatum Woosley Brandt's performance metrics, top content, and engagement trends — updated daily.

Tatum Woosley Brandt (@tatumbrandt) Instagram Analytics FAQ

How many Instagram followers does Tatum Woosley Brandt have?+
Tatum Woosley Brandt (@tatumbrandt) has 106K Instagram followers as of April 2026.
What is Tatum Woosley Brandt's Instagram engagement rate?+
Tatum Woosley Brandt's Instagram engagement rate is 3.88% over the last 12 months, based on 96.0 posts.
How many likes does Tatum Woosley Brandt get on Instagram?+
Tatum Woosley Brandt received 314K total likes across 96.0 posts in the last 12 months, averaging 3.27K likes per post.
How many Instagram impressions does Tatum Woosley Brandt get?+
Tatum Woosley Brandt's Instagram content generated 7.50M total impressions over the last 12 months.