The muscles are not to be overlooked. The bright blue state of a protein shake manufacturer Sophia Thiel tenses proud of their biceps – as a large wall figure, because the Influencerin with 1.3 million Instagram followers, is sick and not on site.
At the neighboring stand at the Cologne fitness fair Fibo pink the products of the competition, there are a few Internet stars cavort in the flesh.
Florian Buchholz alias “flow_bu”, so be Instagram-shortcuts, and lots of Shirt showing in the sleeves of his strong upper arms. Buchholz, Thiel and all the other Influencers that are still to be seen until Sunday at the fair, have one thing in common: they are mainly young people and be for the Marketing becoming more and more important.
In your video clips on the net Influencers give tips on nutrition, or the right Training – it will be explained how the sports bag is best Packed and like women also when you sweat and look good wearing makeup. And above all: The Influencer reports enthusiastic about the sports and the products that you are applying for, in addition to the Fitness products that are also cosmetics, razors, or sports clothes. With this advertising, you contribute to the boom in the fitness industry – how big it is, but it is controversial.
only one thing is Clear is booming: The Fitness industry. 11.1 million people in Germany are members in a Studio, every year there are about half a Million more. The annual turnover of investments increased by 2018 to 2.5 percent to 5.3 billion euros as an industry investigation. The reason for the increase, the experts agree, life is more conscious of the Trend to health. In addition, the sector is due to high investment better positioned than in the past.
From the higher demand for not only operators such as McFit, clever fit, Holmes Place, Fitness First and Just Fit benefit. Also manufacturers of food products there are to buy in the Studios and in the retail trade, with swimming on this wave of success.
A young audience, the focus shifts to, especially Teenagers. You are internetaffin and Orient themselves to Influencers. The see is in the network when you sweat, it could be an impulse to leave the couch and to the Sport to go out – whether in the Park or in a Studio, so the logic. Overall, the industry is moving clearly in the direction of the young target group, says Ingo Froböse of the German sport University Cologne. “Training or Fitness there’s a status icon, Instagram plays the role of a Giant.”
Joost van Treeck of the Fresenius University of applied Sciences attests to the Influencers to their followers a higher credibility than traditional advertising figures, if you staged on Instagram or Youtube, “a kind of Live Soap”. “The Follower seems to be the life of the Influencers part of how the life of a friend.” This allows you to be receptive to the advertising messages than usual.
If an Influencer says so from a product, there is a high probability that his Followers take this stance – he would do it, would be cognitive tensions and mental distance to the Influencer, says the business psychologist. A distance wanted to avoid the trailer. Influencers are now a fixture in the Marketing Mix.
the Figures are Reliable to the question of how strong the fitness boom of the network is known to be driven fixes. “Even before the appearance of the Influencer […] numbers of members in German Fitness Studios has increased,” says Alexander Wulf from the employers Association of German Fitness and health equipment (DSSV). Influencer had only a limited impact, but: “they encourage the desire to do something for their own health and appearance.”
it is a fact that chains work closely with the Internet-known celebrities – times the money is flowing, at other times you may use free of charge the facility for their shots. On the Internet contact with Influencers, you can get the Codes, which a club membership is cheaper. Figures it would be so, in order to demonstrate the direct effect of the cooperation. However, the details remain vague.
You’ve gained some new customers this way, says a spokeswoman for the Cologne-based Studio chain Just Fit. With around 20 Influencers in the company. Also Fitness First sees the collaboration with the network stars positive: “The topic of recommendation marketing can be to a whole new way of living.”
What is meant by this, as the Influencer-and-sister couple, Alina and Alexandra Schulte im Hoff at the fitness fair Fibo to the photo shoot with Fans downloads. The crowd is enthusiastic, the snake for cell phone photos, no end in sight. The 27-year-old Rebecca, who arrive every year, from Hanover, said: “Alina is so authentic.”