Energise sales with functional products

According to Leisure DB data, gym membership is higher than ever, with one in four now saying that health and wellbeing is their number one concern. With 80% of gym members visiting the gym at least twice a week, this poses a huge opportunity to engage each customer with additional sales opportunities

When at the gym, 71% claim to buy food and drink, and energy drinks are a key choice when there. In fact, energy drinks are the #2 most bought product at gyms, behind water. Find out more about why functional products are key to increased sales revenue for gyms.

Functional sells

Increasingly, consumers are looking for products with added benefits to help them maintain a healthy, active lifestyle. So, it’s no surprise that ‘functional products’ are a fast-growing category, now worth £4bn, with sales up 23% in the last 12 months.

Despite the emergence of other functional beverages and supplements, sports and energy drinks continue to drive 63% of functional growth, so it is the most important category to get right.

Delivering both a physical and mental boost, energy drinks provide essential fuel for many throughout their workout journey.

However, with most energy drink sales taking place before gym-goers step foot in their local workout venue, either as part of the weekly shop or on their way, this presents a huge opportunity to generate sales and drive incremental revenue during their visit.

Giving members a boost

Granted, this isn’t news, and many gyms already provide a range of energy products on-site. However, current gym ranges are not meeting consumer demand, and many venues devote too much space to less profitable brands. As the number 1 energy drink, Red Bull holds double the market share of the combined brands stocked in this space, so dedicating more of the chiller to recognisable brands, will help drive additional sales. Red Bull is the first brand consumers think of when it comes to energy, as well as being the most relevant and often used caffeinated brand for sports and fitness, so people expect to be able to find it.

Functional products are a fast-growing category, now worth £4bn, with sales up +23% in the last 12 months

The perfect serve

Getting the caffeine level right for exercise is key, with 88% of gym-goers stating that caffeine content is important to them and the majority (58%) wanting under 100mg for fitness. with many ‘fitness’ Energy Drinks containing almost double this amount, brands that offer under 100mg are more appealing to gym-goers.

For more information about Red Bull and driving Energy sales in your venue, please contact [gympartners.smb@redbull.com](mailto:gympartners.smb@redbull.com)

% Gym-goers that consume caffeinated energy drinks for exercise

23%

PRE WORKOUT

18%

DURING WORKOUT

19%

POST WORKOUT