Fitness brands expand market reach through new products and digital ecosystems

Fitness and wellness brands are expanding their market presence through product diversification and digital ecosystems. Actvitta has launched its ‘Life & Run’ collection, which focuses on the ‘pro-aging’ and ‘slow fitness’ trends, integrating technology and fashion to cater to evolving consumer lifestyles.

Track&Field is also implementing a strategy to increase customer ‘share of wallet’ by expanding into new categories. The company launched ‘Essential’, its second model of training sneakers, to compete in segments currently dominated by international brands. Additionally, the TFSports app has evolved into a marketplace for sports accessories, now hosting 36 brands. This digital expansion has contributed to a 36% increase in app users over the past year.

Track&Field reported strong second-quarter financial results, with net revenue rising 15.5% to R$ 279.7 million and adjusted EBITDA growing 16% to R$ 65.6 million.