Gymwear companies are offering free yoga classes, cheap workouts, outdoor boot camps and free fitness videos to court consumers in a bid to broaden their advertising by offering a cheaper alternative to gym memberships.
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Indeed, one of the most popular events at the Sydney Festival isn't an opera, theatre show or dance performance; it's the free outdoor yoga classes held in Hyde Park by activewear brand Lululemon Athletica.
Up to 200 people have been attending each one of the classes, which are held four times a week and taught by some of the city's most high-profile yoga instructors as part of the company's partnership with Sydney Festival.
"Yoga and fitness is at the heart of everything we do, so hosting yoga at Sydney Festival is our way of sharing that passion with Sydney," said Kate Russell, Lululemon Athletica regional community manager for Northern Australia and New Zealand.
They are even offering yoga classes and daily activities at a heath and well-being festival on Cockatoo Island in February and creating their own collection of apparel to sell at the event as part of a strategy of grassroots engagement.
Lululemon has had to defend its brand integrity in the past after a fatal factory collapse in Bangladesh in 2013 sparked outrage about global companies using cheap labour. The company's factories were not those involved but it was asked to explain its company ethics.
Activewear is the fastest-growing category in apparel, so it's no wonder companies like Lululemon are falling over themselves to offer free classes and other perks to potential new customers.
The Running Company store in Bondi hosts a free running club and the Bodyism activewear brand has created a free workout video on Net-a-Porter featuring Bodyism founder James Duigan putting Dutch supermodel Lara Stone through her paces.
Lorna Jane holds $5 fitness classes in its Active Living Room spaces around the country, which offer a one-stop shop for customers to take a cardio or strength class, refuel in the on-site Nourish cafe, and then look at the latest fitness styles in the Lorna Jane boutique.
"Today, our customers are looking for more than the traditional shopping experience and our Active Living Rooms allow women to experience my active living philosophy in one location," Lorna Jane Clarkson said.
The company also holds an annual Active Nation Day offering free fitness classes in Sydney, Melbourne, Brisbane, Adelaide and Perth, and in February will launch a 12-week fitness challenge comprising meal plans, fitness programs and tips for a healthier lifestyle.
"By giving customers more than just a physical product, you create a brand that really means something," Clarkson said. "This promotes brand awareness and, ultimately, sales."
