Nutrition: a holistic offer for fitness Florence Cultier, founder of PepsWork, a communication and marketing consultancy in the field of health and sport, has been observing the evolution of markets and companies in the sports sector for many years. And particularly from the point of view of nutrition. Actif’s Mag: The number of sports halls or fitness be an evolution in sports nutrition. The players in this market clubs has been growing for many years. could be interested in these applications and seek to become How do you view this development? partners or sponsors. There is nothing to prevent pushing this Florence Cultier: Consumers’ motivations for taking up sport or that fat burner or this or that protein for mass gain in the or physical activity are not the same as they were a few years proposed food programme or in the user’s mobile news feed. In ago. Even if they still constitute a hard core, loyal customers, fact, brands could consider ultra-targeted promotions of their weight-lifters are no longer the only ones to frequent gyms. It products. Or even by personalising their offer. is not innocent that these gyms prefer to be called fitness clubs. The members of these clubs are in search of general well-being, Actif’s Mag: How can this be done? almost holistic. To meet such life style expectations, fitness Florence Cultier: For example, by developing gendered pro- has adapted itself through programmes addressed to different ducts - for women and for men. The challenge for a brand types of clientele. From fitness to more demanding activities will be to position the product in the right way, using the right such as cross-fit, this clientele can and must find in a club the tone. Because some brands are caricatures. Pink packaging practice that suits them. is not enough to position the product in the female sphere. Communication must also adapt its discourse. For a Actif’s Mag: Couldthis encourage fitness to woman, it will be a question of being benevolent become more involved in nutrition? and encouraging. A man will be concerned by Florence Cultier: The clubs must inte- the notion of challenge. grate nutrition. Because it is a service and There are also many opportunities in vegan a source of direct added value. Some clubs sports nutrition to meet the new expec- distribute nutritional guides to their clients tations and motivation of vegetarian ath- when they join. Others go further by ins- letes. Sports nutrition has to look beyond its talling corners to sell sports nutrition pro- comfort zone. Formulas are becoming more ducts, or have opened shops next to their sophisticated and exploring new horizons, gym. With our organisation PepsFormation, such as mental performance and concentra- we offer e-learning training sessions for coaches tion with nootropics, joint and nerve recovery. who can give advice and tips to members. By sticking to the holistic approach of fitness, which But with the Covid crisis, which led to the closure of gyms, is expanding its range of services, sports nutrition thus has this model has been profoundly modified. And e-fitness has a very strong development potential. • become a real business model. Comments collected by Philippe Millet Actif’s Mag: What are the possible consequences for the sports nutrition sector? Florence Cultier: Sports nutrition can only benefit from the development of digital technology. Because the sports coaches « The clubs must integrate nutrition. and fitgrils who influence the web on YouTube and social networks are increasingly integrating a nutritional approach - if Because it is a service and a source only by giving advice on nutrition or presenting the products of direct added value » they use in their routine or diet. Tibo InShape, a young French youtuber with several million subscribers on the networks, has Florence Cultier launched his own line of sports nutrition InShape Nutrition Founder of PepsWork referenced at Fitness Boutique. This launch is very indicative of what we are seeing today. And it foreshadows what could #75 - 71 -GAM s’fitcA