Over the past few weeks, I’ve noticed several commercials from leading athletic performance companies (Nike, Under Armour, Reebok, Adidas etc) that all target the same market. All of these companies are targeting the in-shape, fit athletes. And, to be honest, it makes sense. They manufacture performance apparel, they are endorsed by professional athletes, and they have a fairly large market with amateur athletics like high school sports, trainers etc. But I think they are missing the boat on a larger audience and market.

What if these companies researched and created products for people trying to lose weight and get into shape? That is a huge market that they aren’t currently promoting to. Even if overweight people (like myself) buy performance products, they aren’t made for me. Being overweight and trying to get fit, I require products developed for that use. I don’t, currently, have a need for ultra-performance athletes. For example, I won’t wear a tight dri-fit shirt to the gym. I’d love to have the functionality of a dri-fit, but there is no way I’m wearing something form-fitting in public. We need the performance and functionality, but we need to use it differently from athletes.

I’d love to see one (or all) of these companies develop gear for people who are overweight but are currently exercising and trying to lose weight….if any product reps read this, I’d love to help develop those products!!