Fitness EM strives to empower women with solutions that educate, motivate, and inspire them to lead an active, healthy lifestyle.
Founded in 2001, Fitness EM designs, engineers, markets, and distributes personal training and wellness products exclusively for women. We hold multiple patents in an innovative line of over 100 products. We are a leader and innovator of fitness and wellness products and services for women and are experts at marketing to this demographic. Our products are marketplace innovations and yield consistently high turn rates at point of sale.
We create products that are simple and elegant. Our products and accompanying workouts make exercise realistic, accessible and fun for women. Since Fitness EM began we have created hundreds of products and exercise programs exclusively for this demographic.
Our current product line spans key fitness categories including strength training, toning, core training, walking, cardio, yoga, Pilates, and stress relief. Products come with a complete exercise program to encourage product use, and direct users to our highly interactive empowerfitness.com for additional workouts as well as fitness, wellness, and nutritional expertise.
Along with creating innovative and functional products for women, we also take pride in developing compelling female friendly packaging to engage women at point of sale. We hold several patents for the design and innovation of our products and packaging.
Before placing a product on the retail shelf we conduct both scientific and consumer research to ensure it produces results at point of sale and beyond. We enhance our products both aesthetically and functionally by incorporating consumer feedback. Our lab testing is done in collaboration with The Auburn University Exercise Lab to ensure our products meet the performance standards and results we promise our consumers.
The Woman Consumer
Focus on women
Fitness EM knows women. Developing and marketing women’s products for nearly 20 years has allowed us to gain a comprehensive understanding of the woman consumer, her fitness preferences, and her purchasing habits. Ongoing market and consumer research has allowed Fitness EM to develop products, programming, and marketing support women find engaging and effective.
Women exercise for different reasons than men.
Women have different fitness need and goals than their male counterparts. Women are also more likely to work out at home than men. Fitness EM develops products that are ergonomically designed for a woman’s body, attractive, and compact. We develop time-efficient programming that is designed for women to gain strength and endurance without gaining bulk.
The woman is the primary shopper of most US households.
She controls over 85% of all consumer purchasing. She is the primary purchaser of small fitness equipment & accessories (NSGA).