Beach Body"s Marketing Options For Current Workouts in Light of RushFit"s Success
As hard as it might be to believe, even the top selling company in home fitness programs Beach Body, is facing difficult challenges. In a way, business is just like that no matter the era.
These days if you are in the business of selling home workout programs in an information sharing format, you have to not only defeat competition, but you have to fend off the procession of pirates. So much digital information is shared online that to be unique beyond what people can get for free is a never-ending war.
For BeachBody, the most recent challenge in a competitive context is being posed by the GSP RushFit program. RushFit has gotten off to a hot start with review sites like Amazon.com. It currently has a perfect average over the course of nearly 40 reviews. That's a very good start as far as great word of mouth potential. Thinking back, it was that same satisfaction and word of mouth that propelled P90X to amazing sales numbers over the last 5 years.
What RushFit brings that is threatening to BeachBody is an element they don't have in the current product line. RushFit finds a mid-point between the cardio-based Insanity program and P90X. While Insanity gets you lean, it tends to sacrifice muscular development in the arms because you don't use weights. While P90X gets you ripped, it takes 90 days. RushFit only takes 8 weeks with shorter daily time commitments required.
The other large factor in potential concern for Beach Body is that RushFit has a lower price point than both workouts by about $50. While the resources that Beach Body has to plow into research and development of new products is without question, the issue is what is the best approach in this case?
Is there any possibility you will see a blitz of marketing for any particular Beach Body product to try and capitalize on the interest in RushFit? My guess is there is a possibility you will see the emergence of the Insanity Deluxe package which uses weights within the structure of high intensity interval cardio. The program is most like RushFit. The downside there is the Insanity Deluxe price is over double what you pay for RushFit.
My guess is a new product will be on the way that borrows from the new kid on the block and seeks to improve upon it. Such as the flow of things in this ever-changing market.
These days if you are in the business of selling home workout programs in an information sharing format, you have to not only defeat competition, but you have to fend off the procession of pirates. So much digital information is shared online that to be unique beyond what people can get for free is a never-ending war.
For BeachBody, the most recent challenge in a competitive context is being posed by the GSP RushFit program. RushFit has gotten off to a hot start with review sites like Amazon.com. It currently has a perfect average over the course of nearly 40 reviews. That's a very good start as far as great word of mouth potential. Thinking back, it was that same satisfaction and word of mouth that propelled P90X to amazing sales numbers over the last 5 years.
What RushFit brings that is threatening to BeachBody is an element they don't have in the current product line. RushFit finds a mid-point between the cardio-based Insanity program and P90X. While Insanity gets you lean, it tends to sacrifice muscular development in the arms because you don't use weights. While P90X gets you ripped, it takes 90 days. RushFit only takes 8 weeks with shorter daily time commitments required.
The other large factor in potential concern for Beach Body is that RushFit has a lower price point than both workouts by about $50. While the resources that Beach Body has to plow into research and development of new products is without question, the issue is what is the best approach in this case?
Is there any possibility you will see a blitz of marketing for any particular Beach Body product to try and capitalize on the interest in RushFit? My guess is there is a possibility you will see the emergence of the Insanity Deluxe package which uses weights within the structure of high intensity interval cardio. The program is most like RushFit. The downside there is the Insanity Deluxe price is over double what you pay for RushFit.
My guess is a new product will be on the way that borrows from the new kid on the block and seeks to improve upon it. Such as the flow of things in this ever-changing market.
Source...