As a new year kicks off, many people take this as a time to set personal health goals and hit the gym. But for many women, especially millennials and new moms, getting back to their fitness routines can be intimidating. Today we explore how one company is emboldening women to be more confident and comfortable in achieving their wellness ambitions.
Stitch Fix and Venus Williams are on a mission to overcome fear of getting back in the gym with their new “Goodbye Gymtimidation” campaign. The conceptualization of this effort stems from the clothing brand’s own research that found that over 70 percent of women said they’ve abandoned a workout because they didn’t have workout gear that they felt comfortable in. So, Stitch Fix teamed up with Williams, who has outwardly spoken about her struggles with workout anxiety, to provide tips to find clothes that fit and make customers feel good. Because the feeling of intimidation isn’t just about what’s on the outside, Stitch Fix also partnered with Happier – an app that offers concrete, actionable steps to help build a happier life – and is giving away 1,000 free six-month trials. Williams hopes this initiative “creates awareness of this issue and inspires women to stay confident in themselves throughout their wellness journey.”
There are myriad issues in society today that need addressing, but here, we see how one brand chose an issue it can directly impact. Stitch Fix leveraged its resources, along with the partnerships with Venus and Happier, to be part of the solution and tackle the problem from all sides. The success of this program shows how the private sector must continue to anticipate stakeholder needs beyond products and services and get creative to solve broader societal issues.