Workout wars

One nice benefit of jet lag whenever I fly to Amsterdam is waking up at 4am. I have never been good at falling asleep early and I’ve never been a morning person. The jet lag makes me a morning person and gives me an extra 3+ hours in my day.

I woke up fresh at 4am, watched the Husky basketball game, made breakfast, meditated, and then headed to a workout class at 6:30am. I am writing this at 8:30am and I’ve already had a very productive day. If only this could last!

Onwards…

I bought a 5 pack of workout classes at Saints and Stars here in Amsterdam. This is the Dutch copy of Barry’s Bootcamp and they have since added another class with treadmills and boxing to mimic Rumble. The cultish workout craze does not seem to be as popular as it is back in the states, but it’s starting to catch on here in Amsterdam.

The luxury boutique workout scene has been growing strong in cities such as NY, SF, and LA. Despite the high price, $20-$40 per class, there seems to be more and more studios opening up every month.

The trend of people paying more and more for their health and wellness has been going strong. Whether it’s workout classes or diets such as juice cleanses and smoothies, consumers are all in and there seems to be no end in sight.

I am interested in the products and services that come along with this craze. I wrote about the business of sleep and similarly I am growing more and more interested in the business of health.

Friends have splurged and paid hundreds for massage guns and other tools to loosen your muscles. CBD muscle cream is gaining a lot of traction. If I could, I would buy a sports massage once a day.

As someone with tight muscles, I am personally interested in seeing this market grow. Of course, like any health business you must be careful of temporary fads. I want to see high end products with sticking power. If I am going to pay $300 for a massage gun, I want to not be able to live without it on a daily basis.

The tailwinds in the industry are trending and we’re going to start seeing an onslaught of high end workout products. I can’t wait.