A variety of factors are contributing to the health and fitness boom in the US including health insurance costs, wearables, budget-friendly gym options and streaming services. This $30 billion industry has grown 3-4% every year in the last decade, and the growing number of fitness options and services means this progress will most likely continue. (1)

The growth of this vertical market is good news for promotional distributors. Especially because the fitness industry has traditionally been a popular target market for branded products. More than 55 million Americans hold memberships at health clubs, but people are also spending more time outdoors and subscribing to a growing library of streaming programs. (2) As the sector diversifies, the opportunity to secure more sales to the fitness vertical market can only continue to grow.

Hitting the Gym

Despite there being more at-home workout options than ever, paid memberships at health clubs and gyms are on the rise. Also, the number of health clubs in the US has also increased by 21% since 2011. Members of both all-purpose gyms and boutique studios are proud to hit their fitness goals and are keen to show off their allegiance to the place that helped them get there. On-trend promotional items backed by a retail name or with retail-inspired design will measure up to gym members’ favorite brands. (3)



  • #45067 KOOZIE® Collapsible Bottle Kooler – Insulated chilled water bottles while keeping them conveniently onto your gym back with this handy bottle kooler. Fits 16 to 20 oz. water bottles with aluminum carabiner clip and no-tear binding.
  • #32128 Jam® Live True Bluetooth® Earbuds – These earbuds are truly wireless so they won’t get in the way of your workout. Delivering up to 3 hours of play time with a single charge, the case also doubles as a power bank for other devices.
  • #55920 Souvenir® Story Pen – This sleek plunger pen features curved lines and a stylized “S” on the grip to match the vivid barrel hue. The chrome Souvenir® emblem and bold write-out offer an elevated writing experience to elevate your brand.

The Great Outdoors

According to the Outdoor Industry Association, outdoor recreation is a $646 billion industry that supports 6.1 million jobs in the US. The world is our playground, and more people are turning to outdoor rec companies, running groups, cycling clubs and more to help capitalize on the health benefits of getting fit outside. (4) Promo items that are useful for workouts en plein air can help these companies and organizations promote their services while building their brand.


  • #16070 Osprey® Daylite Plus – The Osprey® brand is designed specifically for outdoor enthusiasts, whether hitting the trails or heading out on an urban hike. This lightweight pack is functional, durable and comfortable to carry. Plus all Osprey® packs are backed by their All Might Guarantee.*
  • #21252 KOOZIE® 2-in-1 Carabiner – Always know where you’re headed when you carry this this KOOZIE® Carabiner with built in compass and bottle opener. Made of sturdy zinc alloy with laser engrave imprint.
  • #40943 LED Running Wrist Band – Whether you’re working out at night or just want to stand out in a crowd, this light-up brand improves visibility in low light situations.
  • #46247 Tervis® Classic Sport Bottle – 24 oz. – This classic Tervis® drinkware has double-wall insulation with screw-on, spill-resistant lid to keep hot drinks hotter and cold drinks colder, longer.

Working Out at Home

Home gyms and fitness have been on the rise for the last few years as equipment and streaming services have become more accessible. Alternative approaches like online health coaching, wearable trackers and online fitness platforms make home workouts effective and convenient. As this segment grows, the number of end users choosing to workout at home is sure to increase as well. Promotional items can help these companies stand out from the crowd while providing items to enhance at home workouts. (5)


  • #41050 Jump Rope – This 10-foot rope has soft, EVA handles for comfortable use. An inexpensive yet effective promo and workout tool.
  • #45341 Exercise Mat – Great for yoga or Pilates, this mat has a textured non-slip surface and comes with a stylish coordinating bag.
  • #41093 HoMedics® Thera-P Total Body Massager – Great for everyday aches and pains, this massager has three custom massage heads for targeted relief of sore muscles.
  • #41048 Exercise Resistance Bands Set – Three durable and sweat-resistant bands provide varying resistance to work muscles throughout the whole body progressively. Imprinted carry pouch included for easy storage and transport.

A Case Study for Health and Fitness

A weight loss center was launching a marketing campaign around a new variation on their popular nutrition program. The packet included personal tips for success from a celebrity spokesperson and a “getting started” packet. The #P4A6A25 BIC® Sticky Note™ Notepads were included for clients to stick their meal prep plan directly on their refrigerator to help stay on track throughout the week. The sheets were printed with 5 alternating quotes and tips from the celebrity spokesperson for added motivation.


Find more great products perfect for the Fitness Vertical Market at bicgraphic.com.

* Imprinted products may be eligible for the Osprey AMG, however, Osprey will replace any un-repairable pack with an in-line equivalent, un-embroidered pack.
KOOZIE® is a registered trademark of BIC Graphic NA. © 2019 BIC Graphic NA, Clearwater, FL 33760

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