Since the onset of the COVID-19 pandemic, many retailers saw the opportunity to capitalise on the growing home fitness segment to greater or lesser extents. Massmart believes there will be continued growth and competition in this sector despite the loosening of lockdown restrictions and people venturing back into public spaces. Much like health and fitness, results don’t come quickly and need to be built up over time with a clear goal and strategy in mind.
“The home-fitness trend is here to stay and is being driven by a number of factors,” explains Clyde Hill, Group Private Brand Vice President at Massmart. “Primarily, it comes down to convenience and cost. Massmart’s private label brand Trojan has been a leading player in the health and fitness category for the last 40 years. We’ve managed to maintain and grow our market share because of our deep understanding of what customers want when it comes to home fitness, coupled with the brand’s deep heritage.”
While the odd yoga mat and exercise ball may be stocked at other retailers, Massmart’s differentiator in this space is its larger-scale fitness equipment. Trojan’s range of treadmills have historically been a top seller and have continued to show tremendous growth throughout the pandemic. Another top seller has been Trojan’s weight plates, where demand outstripped supply in 2020 / 2021. This category has subsequently been identified as a localisation opportunity, as the group aims to further increase volumes from the 230 tons of weights produced last year.
The advantage of Massmart having a private label brand in this category means it can source and develop tailored products for its customers, depending on their current needs. Space, for example, is a key consideration. Not every consumer has a spare bedroom or area that can be dedicated to fitness. Trojan’s latest adjustable dumbbells and kettlebells are a great space saver for customers, eliminating the need to purchase multiple weights. The brand is also exploring ways to provide a more immersive in-store experience for customers looking to build or expand their home gym.
Another way Trojan is meeting customers’ demands is through a fitness app that will be connected to the full range of treadmills allowing users to set fitness goals, track them and share their progress with friends and the broader Trojan community.
The brand has something for fitness enthusiasts of all levels, from skipping ropes for R29 to a fully equipped multi-functional Trojan smith machine, retailing for R44,000 and catering for over 85 different exercises. “Considering a gym membership can cost around R8 400 per annum, and you may not even get to use the equipment you want to use, the cost saving of investing in home fitness equipment speaks for itself,” Hill added.
To further benefit customers, the brand has prioritised after-sales service and building long-lasting relationships with its customers. To this end, Trojan has a toll-free national call centre, a nationwide service & repair centre and offers a white glove product assembly service for customers who would like their large health equipment set up in their homes.
Looking ahead, our aim is to leverage more product innovation in collaboration with our product experts and continue our legacy as the leading Health & Fitness brand in SA,” Hill concluded.
