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An analysis of the present and future of fitness commerce in Brazil — why the era of generic supplement retail is giving way to the model based on trust, curation and community led by professionals.
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Direct answer: Generic supplement retail — large marketplaces, sporting goods stores, non-niche e-commerces — has scale efficiency, but lacks the single element that most influences the purchasing decision of committed f
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The Brazilian supplements market is one of the largest in the world in terms of volume, but it has a specific characteristic: the Brazilian buyer is highly influenced by the recommendation of a trusted person.
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The traditional supplement distribution model has many intermediaries:
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Consumers are increasingly resistant to digital advertising. Click-through rates on supplement ads have fallen in recent years while the cost per click has risen.
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The brands that will thrive in the future of fitness commerce are those that understand that the fitness professional is a strategic partner, not just a sales channel.
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Some trends that are already consolidating:
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The Future of Fitness Commerce: How Trainers Are Monetizing Their Communities
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