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From running triathlons to lifting weights, the post-lockdown fitness boom is in full swing. After working out at home for up to two years, consumers are returning to gyms and taking on all kinds of tough sporting challenges outdoors.
What is emerging is a community of everyday athletes who are pushing their bodies to new limits. That presents a niche opportunity for sportswear and sports tech startups to provide specialized recovery support, from garments that use compression to wearable devices with data sensors.
“Today’s fitness consumers are insatiable with how they can achieve optimal performance and wellness in their everyday lives,” says Lottie Whyte, founder and CEO of UK-based recovery company Myomaster. She launched her company in 2019 after identifying a blank space for recovery-focused tech and apparel.
The global sportswear market was worth an estimated $364 billion in 2021, according to Euromonitor International data seen by Vogue Business. Within that, performance apparel accounts for $96 billion. However, the biggest brands have not prioritized recovery. “If you look at Nike and Adidas, they just haven’t addressed recovery in any meaningful way across apparel, tools or footwear,” Whyte says. “I think that’s one of the reasons why it’s a really exciting space for us. Behind the engagement of athletic fans, sports recovery is the fastest growing segment in sports.”
Responding to the fitness boom
The pandemic saw a surge in online fitness activities and communities, ranging from high-intensity workouts at home to running and cycling, tracked using apps like Strava or an Apple Watch. That momentum is continuing as lockdowns and pandemic restrictions have been eased, though at-home activity has naturally slowed as gyms have reopened. “There’s a growing group of people who are committed to their fitness in a way the industry hasn’t seen before, pushing their bodies in ways we couldn’t have dreamed of,” says Whyte.
Myomaster secured £350,000 in seed funding in 2021 and is preparing to launch a recovery-focused clothing collection this fall. “One of the biggest barriers to people recovering adequately is time,” says Whyte. “We thought, if we could put [recovery tech] in people’s bodies for them to finish training and use it, they don’t even have to think about it, that seems like a no-brainer to us. It makes it super accessible.”
Source: www.voguebusiness.com