Adidas has unveiled a partnership with online dating and networking application Bumble to tackle so-called “gymtimidation,” or intimidation felt at the gym, which can become a barrier to training for athletes at all levels. A new Adidas interest badge, called “Gym buddy,” can now be added to profiles via Bumble, the Bumble For Friends mode or Bumble For Friends app, to allow members to identify other gym enthusiasts in the network. Members can start conversations about their respective training goals and explore the potential of a meet in real life to work toward those goals together.
According to an international study commissioned by Adidas, nearly one in three have avoided the gym completely as a result of intimidation in the gym. The main factors include fear of being judged (nearly one in five), not being confident in how machinery works (one in three), uncertainty on how to push to the next level (over a quarter), and no one to work with (one in three). Having a gym partner has been mentioned as a way to overcome discomfort and intimidation (seven in ten), to be more motivated (six in ten), and to go to the gym more often (half).
The study was conducted by Focal data on a sample of 4,868 people (18- to 25-year-olds) interested in health and fitness across France, Germany, the UK, the US, Mexico, Brazil, Japan, South Korea, China, and UAE, national representative of gender (+/-2 percent).
