People who exercise to get fit existed long before Crossfit came along.
Crossfit just chose to lead them.
People who do yoga existed long before Lulu Lemon came along.
Lulu Lemon just chose to lead them.
People who exercise for endurance existed long before Ironman came along.
Ironman just chose to lead them.
But who’s them?
On the surface you could say that all the people above simply like to exercise but below the surface they have very different reasons for why they exercise.
Brands don’t invent a new world view, they simply identify one.
The key is to identify the common “why” within a group and provide them with a way to identify and communicate amongst themselves.
Now, where’s your tribe hiding?
Also published on Medium.