How to stay fit without spending thousands on expensive fitness tracker devices?
It’s been a frustrating year for the Fit Girl brand, which has struggled to keep up with the growing number of fitness trackings.
The company recently announced it would stop selling its first Fit Girl product, the Planet Fitness tracker.
In a press release, Fit Girl said it would focus its efforts on building a range of products that would better meet the needs of consumers in a world of digital health.
The product launch comes just days after the company said it had taken a “huge step forward” in its efforts to stay competitive in the fitness tracking space.
It said it was closing its first retail store in Australia in October and it was planning to open another store in the United States by early next year.
“We are confident that we can continue to offer the highest quality products and our customers will love them,” the company’s CEO and founder, Shannon Fagan, said in the press release.
“I’m looking forward to our future with our company and the future of fitness.”
The company said its next store would be in Sydney.
“Our aim is to open our second retail store by the end of 2018,” it said.
“We will focus our energies on building and supporting our online community.”
But the company has struggled with high sales in recent years and it has struggled since the launch of its first fitness tracker in 2012.
In 2016, Fit Girls lost more than $2 million in its first six months.
In September, it said it expected sales to fall to about $800,000 from $2.3 million in 2016.
The Australian Fitness Council’s CEO, Dr Peter Daley, said Fit Girl was not an ideal fit for the fitness market and the company was being outspent by more than 30 per cent in its online competition.
“Fit Girl’s success has been due to its unique design, which allows the user to see exactly how their fitness track runs and the data it generates, without having to buy an expensive fitness tracking device,” Dr Daley said.
“While the Fit girl’s track has been great for consumers, it’s not a good fit for fitness tracking.”
Dr Daley warned the Fit Girls model was becoming less popular with people, who are buying fitness trackees at a higher price.
“The Fit Girl has been a great product for many people, but many have moved away from it because they’re tired of buying a bunch of useless equipment,” he said.
The Fit Girls’ founder said the company would not have the luxury of a store in Sydney because it was “just too big”.
“It’s a little bit of a shame because Sydney has a good population of people who are very fit and we have people who don’t have a lot of money to spend on anything,” she said.