Due to the growing popularity of physical fitness and thus the increased number of visits to fitness centers, the value of this channel has also grown for producers.
It is a huge challenge, especially for well-known “mass market” brands, because fitness clubs are anatural space for specialist brands which offer profiled products. Usually being a niche product or brand works to their advantage. That's why a proper product exposition strengthened with the use of special forms of communication is so important in such places.
The picture shows Danone’s special countertop stand. Its key features are its transparent plexiglass lightweight construction, as well as the well-chosen light blue color which stands out against other products and at the same time brings to mind the idea of "water". Additionally, the slogan "Take water to training"; perfectly suits both the place where the stand functions and the needs of people who go there.
