Exercise lecture videos by Isul Coach provided through the official 'Dewit' YouTube channel (channel name: Dewit dewit_official)
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As one of the keywords representing the V-nomics era triggered by COVID-19, this phenomenon can be seen as caused by a complex set of factors: the generational characteristics of the MZ generation (Millennials + Generation Z) who are dedicated to self-care not only for health improvement and immune enhancement, the tendency to seek a sense of accomplishment through exercise in an era of identity, and the growth of related devices and platform markets.
In the post-COVID era, exercise has become a daily routine for the MZ generation. The keyword representing their exercise is home training (home training) with an online coach. The MZ generation, who are more familiar with searching and shopping on YouTube, enjoy their private exercise time by indulging in exercise lecture content through YouTube rather than just using exercise equipment alone.
In response to this trend, the domestic and international home training markets are rapidly evolving. Peloton, known as the Netflix of home training, and Apple Fitness+ are representative examples, offering content-integrated exercise devices or platforms and gaining tremendous popularity among the MZ generation.
In Korea, attempts at content-integrated home training models are also ongoing. Previously, exercise-related YouTube content and exercise equipment were separate and fought independently, but now ‘content-integrated home training’ that combines these has emerged as a new business model in the home training market.
The most notable brand recently is ‘Dewit’. It is a home fitness specialized brand in collaboration with ‘Coach Lee Seul’, a Pilates professional instructor and a home training culture evangelist known through YouTube and Instagram. Last month, they launched four types of home fitness products, newly presenting a content-integrated home training model.
The popularity of Dewit can be attributed mainly to two reasons: a branding strategy targeting the MZ generation and actively communicating by integrating reliable content from a professional Pilates instructor into the products. Unlike typical brands that focus on detailed product specifications, Dewit builds Customer Relationship (CR) through multifaceted communication focusing on how to use the products and their effectiveness.
They provide exercise lecture videos using the newly released ankle bands, hip bands, mats, and mat straps for free on Dewit’s official YouTube channel (channel name: Dewit dewit_official), encouraging user participation and forming fandom around the brand. Additionally, they continuously run participatory campaigns such as the ‘Determined 21-Day Challenge’, quickly attracting the highly self-efficacious MZ generation.
Moreover, Dewit clearly appeals to the sensibilities of the MZ generation, who value visual images and brand values. Dewit’s motto, ‘True well-being is living happily by eating well and exercising healthily,’ resonates with the MZ generation’s emphasis on the value of their own happy daily lives. Also, by implementing stylish designs and sophisticated colors like mint and violet, Dewit satisfies the MZ generation’s desire to express all their possessions as their own style items.
The most popular products are the ankle bands and hip bands. Both products are highly portable and versatile small tools that can be used not only for lower body strength training but also for shoulder, arm, and full-body stretching exercises, clearly tapping into the practical tendencies of the capitalist generation. Additionally, the adjustable intensity allows anyone from beginners to advanced users to use them comfortably and widely. Another noteworthy item is the home training essential ‘mat’, which features an optimal thickness of 13mm for excellent cushioning.
An industry insider said, “The main consumers of home training products and content are the MZ generation, and how well their needs are met and branding experiences are executed will determine the major success or failure in the market going forward,” adding, “In the overheated home training market due to COVID-19, the content-integrated home fitness business model is expected to gain a significant competitive advantage.”
Meanwhile, Dewit products are sold through their own online store as well as major online shopping malls such as Gmarket and Lotte ON. Detailed information can be found on Dewit’s official website and official SNS channels.
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