Success story of a young fitness brand : Social media influence as an indicator of success in the fitness industry

Abstract

The subject of this thesis is the upswing of a select number of brands in the fitness industry that focus their marketing strategy almost solely on the ambassadorship of professional athletes on social media profiles, such as Instagram and Facebook. The thesis tries to find out whether their success is solely due to their social media and marketing activity, or due to the quality of their products.

The thesis places these brands against the background of the fitness industry, there by analysing the industry’s history, current developments and future outlook. Placing the business model of these brands against this background allows us to understand their method of doing business and why they have achieved such succes [...]