5.
Fitness
Still Looking for a Holistic Solution
Women want to be thin, but healthy; fit, but not necessarily buff. There are three main approaches to a better body: fitness without bodybuilding; a network of support; and packaged diets and total food replacement. Women in the vast middle market require a special lens: low cost, easy solutions, broad access. Twice as many women think they are overweight as actually are. Women constantly struggle with their health, weight, and fitness and are eager for a better way. They represent an untapped opportunity.
WEIGHT AND FITNESS
You can never be too rich or too thin” is a statement variously attributed; but whoever first said it, the sentiment has resonated in women’s minds for decades. Still, ...
