@tatumbrandt
Instagram · Greenscreen Talking Head
@tatumbrandt We gotta talk about how people are taking vacations to go workout. \n\nWe’re talking about how gen z and millenials are now choosing to travel for the experience of a marathon, Hyrox, or a fitness event - making up a portion of the $300 billion participatory sports tourism market.\n\nOver the last five years there’s been a boom of “identity tourism”, where people are traveling to for experiences AND achievement more than just relaxation. \n\nNow here’s the thing, marathon runners have been doing this for YEARS - but we’re seeing a sharp increase in this “fitness tourism” as Hyrox and adjacent events have hit the scene within the last few years. \n\nThe interesting thing is that we’re seeing this carry beyond just events and races but brands are building places for people to come to all year long - like, resorts - centered around fitness. \n\nBecause what we’re after is more than a medal, right? We’re looking for content and a story, and ultimately, connection.\n\nAnd the economic impact of this fitness and wellness tourism play is something cities are all too excited to adopt.\n\nThe London Marathon alone brought in over £150 million this year.\n\nThe city of Miami has gone so far as to brand itself as a Wellness destination and invest heavily in participatory sports tourism.\n\nWellness has jumped on board with global destinations like @recenterlife created to help you achieve a greater wellness goal like finding your center post burnout\n\nSo yes, fitness and wellness travel might sound niche\nBut they’re actually rising to be a primary motivator for travel\n\nBecause in 2025 fitness isn’t something we’re squeezing in between life anymore.\n\nIt is life.\n\nBrand credits:\n@recenterlife\n@rapha\n@thewronggym\n@hokabrasil\n@hyroxtours_dse\n@destinationsportexperiences @marathontours\n@shareaura\n\nCreator credits:\n@therealsunnyside on tiktok\n@unofficialrunclub \n\n#fitnessbrand #wellnesstourism #trendreport
