Othership coming to NYC, Gymshark's brilliant "We do gym" campaign, and Offfield launches new gummies...
Here’s what we got this week in the business world of health, fitness, & wellness:
🗞️ The Story - Othership coming to NYC
📈 The Strategy - Gymshark’s brilliant “We do gym” campaign
🛍️ The Product - Offfield launches high performance energy gummies
Othership, the social sauna and ice bath studio based in Canada, is opening its first US location in New York City.
Which comes after landing $8M in recent funding.
It features a 7,000 square foot space, the largest of their locations yet, and has a custom designed sauna that can fit 100 people.
Here’s my take on this news:
There a lot of of spas nowadays that feature saunas, cold plunges, & recovery offerings.
So what makes Othership different?
Well to me, it’s a combo of their branding & community push.
Other studios that are spa focused seem to have more of an “athletic” image to them.
The branding is a little more fierce, motivational, and bold.
It feels more outcome based - come in, do your recovery process, and get on with your day.
Which is fine, but that just caters to a different crowd, which is less communal.
Othership, on the other hand, has more of a spiritual, down to earth, aesthetic branding to it.
And when you’re talking about saunas, ice baths, meditation, spiritual rejuvenation, & community - that type of branding fits perfectly.
It caters to more of the “yogi” crowd that is very focused on spiritual health & community based connection.
And in Othership’s case, that is exactly what they are selling.
Many of their classes are guided sauna sessions with sound immersion, aromatherapy, & human connection.
The main learning from this (and what I’ve been studying a lot recently), is how much the look of your brand can alter how your company is perceived and the customer you attract - ultimately dictating a lot of your success.
Gymshark revealed a new marketing campaign that features the tagline, “We Do Gym”.
The campaign includes photos and text such as:
Anyone who has gotten into the gym, knows these are spot on.
They’re incredible, humorous, and really capture the niche nuances of gym culture.
Which is exactly what Gymshark is going for.
This campaign is a clear statement from Gymshark that they are a gym focused activewear brand.
They aren’t trying to be a lounge athleisure brand like Lululemon & Alo.
Or a sports brand like Nike & Adidas.
They are a gym brand. For the gym bro and gym girl.
I love this campaign. It speaks to Gymshark’s crowd perfectly and the niche position they want to be in.
Offfield recently launched new CBD & THC high performance energy gummies for runners.
They are based on a scientific formula to mimic the benefits of the well known, “Runner’s High”.
Containing amino acids for recovery & endurance, carbs to fuel your workout, electrolytes for hydration, & their secret sauce of a THC, CBD, & CBG blend to give you that runner’s high.
I love what Offfield has been doing and here’s why:
I made a video (here), a while back talking about Offfield’s branding and their strategy of making a product for the trendy intersection of running and CBD supplements.
I had only good things to say - which is still the case.
I think they have nailed the design, marketing, and brand image for themselves.
And the product is trendy + niche enough that it can own their specific market.
But with this new gummy product, it makes me even more bullish on them.
There’s extreme popularity with gummy supplements these days, like creatine gummies made by Create.
And Offfield clearly has noticed this trend and decided to join the party with their own niche CBD gummies for runners.
