Women enjoy spending money on fitness apparel, but feel that finding comfortable clothing is challenging. Finding their comfort zone is all about balancing these 6 features.
“I want clothing that's going to serve its purpose. If I’m wearing leggings that leave all these sweat marks and aren’t comfortable, or they pill when I run, then it’s not a useful clothing item.”
“I want it to be cute. I want it to look good on me.”
“Oh this is cute, so I’ll buy it.”
“The pants literally feel like butter on your legs. They feel like you have nothing on, so it’s easy to work out in, and they feel really nice.”
“They need to be able to stay up and stay in place while I’m working out, because I like those high-intensity workouts, so I definitely don’t want it slipping off my shoulder.”
“I need it to do what it says that it’s going to do. If it’s breathable, I need it to be breathable. If it’s moisture-wicking, I need it to actually be moisture-wicking. A headband needs to stay tight and actually keep my hair back. I wouldn’t want to buy something and have it end up failing after a few uses. I want it to literally perform the job that it says it’s going to perform.”
“In my mind, I’m kind of like ‘oh you can’t be wearing these cute clothes and not do well in the class’ so I think it pushes me to work out a little harder.”
1 Mini Commitments | Use it or lose it financial commitments.
2 Additional Apparel Purchases | New gear that women want to wear and need to use.
3 Reminders & Measurements | Little nudges (trackers, apps, etc.) that reinforce good behavior.
4 Peer Pressure | A social gathering structured around fitness activity that keeps women accountable.
5 Variety | Keeping things changing to have fun and avoid boredom.