At the recent IWF Fitness Expo in Shanghai, Decathlon’s sports nutrition section stood out prominently. Known primarily for its sportswear and equipment, Decathlon’s push into the sports nutrition market is a clear signal of its strategic expansion. This move follows similar initiatives by other brands, such as Alo Yoga’s launch of its Alo Wellness health and nutrition line, and the merger of American sports brand Nobull with TB12, a sports supplement brand co-founded by renowned football player Tom Brady, to develop its own sports nutrition products.
But it’s not just sportswear brands entering the supplement market; supplement brands are also crossing over into sportswear. For instance, UK-based supplement brand Myprotein features two sportswear items among its top five best-selling products on its official website. Established protein powder brands like Optimum Nutrition and 1st Phorm, which have long dominated the sports nutrition space, have also introduced their own lines of sportswear.
The lines between sportswear and sports supplements are becoming increasingly blurred in the fitness industry. Beyond these categories, sports brands are expanding into broader health and lifestyle offerings.
For example, both Lululemon and Adidas have developed independent personal care product lines, while Therabody, originally focused on recovery devices, has recently expanded its product range to include skincare and beauty items.
At first glance, these categories may seem unrelated, but sports and fitness brands are seamlessly bridging the gaps between them. If we were to group these diverse offerings under one umbrella, it would be the “health and wellness lifestyle” sector—a market that is significantly larger and more expansive.
The key driver behind sportswear brands entering markets like supplements lies in the shared fitness and health needs of their customers. This is the unique characteristic of the “fitness and wellness industry” and a major trend shaping its future growth. Fitness is increasingly becoming a lifestyle, and as brands expand their product lines to meet the demands of this lifestyle, new categories and products will continue to emerge. The market is steadily growing, and the future of the fitness industry lies in the broader realm of health and wellness lifestyles.
