Theragun

Part
01
of three
Part
01

Percussive Therapy Overview

Percussive therapy uses repeated quick pulses to access deep tissues and provide multiple health benefits. There are limited risks to the therapy and its use is growing.

Percussive Therapy

  • Percussive therapy is a type of massage that uses repeated quick pulses that penetrate deep into tissues. The result is increased blood flow to the area being treated which can reduce pain and speed healing.
  • Percussive massage can be done by a massage therapist, but it is more common to use handheld devices and do self-treatment.
  • The handheld devices are often known as massage guns and have a foam ball that moves back and forth at a very rapid rate. The continued stimulation of the muscle cause it to relax, which allows access to the tissues below.

Risks

  • Extensive research found general agreement there is little to no risk associated with using percussive therapy. Multiple sources were examined including Tech Times, Sports Illustrated, and My Fitness Pal.
  • One warning for using specifically the percussive massagers was to follow the directions and avoid using the device on major arteries and internal organs.
  • The only other possible risk mentioned was "excessive activation of muscle." There was no indication that this could cause harm.
  • There were, however, conditions where percussive therapy is not recommended, including lumbar injuries, pregnancy, advanced diabetes, and when taking blood thinners.

Benefits

Multiple sources listed multiple benefits of percussive massage including:

Current Uses

  • Percussive massage is used for post-surgery treatment. Its ability to reduce scar tissue and increase circulation can reduce healing time.
  • The treatment is becoming more pervasive in the sports arena. Trainers use the treatment on athletes to reduce pain, treat cramps, and loosen up stiff joints and muscles before a competition.
  • When people have medical issues that do not allow them to participate in physical therapy, percussive massage can be used as part of the rehabilitation process. For patients with full or partial paralysis, the therapy can help prevent muscle atrophy.

Consumer Opinions

  • To determine what people think of percussive massagers, we utilized the Amazon website. This allowed for examination of a wide range of products and gave an overall view of whether these devices are popular and how customers review them.
  • A search for percussive massagers on the Amazon site provided over 500 results, with 48 on the first page. Thousands of people had reviewed the various massagers.
  • The number of reviews show that the devices are popular and people are buying them. Additionally, none of the products on the first page had less than a 4 star rating, which indicates that people are overwhelmingly happy with their purchases.
  • The creator of the Theragun stated that over 100 professional sports teams and athletes are using Theragun products. This seems to be further proof that people believe the devices are effective and worthwhile.

Percussive Therapy Brands

  • TimTam produces a variety of percussive massagers that are used by professional athletes as well as everyday people.
  • Hyperice is another brand that offers a variety of massage products, including percussive massagers. Their product line also has rollers with vibration technology, and massagers for specific body parts such as the knee, back, or upper arm.
  • Achedaway only offers a single product, the Percussion and Vibration Massager.
  • Sportneer is a fitness, sports and outdoors company that has a wider product line. They do offer a percussive massage gun at a lower price point than many other companies although they don't appear to specialize in the technology like the other companies mentioned do.
Part
02
of three
Part
02

CBD Oil Insights

A recent Gallup poll found that most people using CBD products are doing so for some type of wellness purpose, with treatment of pain, anxiety, or insomnia being most prevalent. Some target markets for CBD oil within the overall wellness market include women, millennials, beauty consumers, and medical consumers.

General Insights

  • The CBD oil market is growing quickly and many claims are being made about what it can do.
  • According to an article published in Harvard Health Publishing, the most promising use for CBD based on scientific studies so far is for the treatment of seizures.
  • However, there have been other studies showing potential benefits in the areas of anxiety, sleep, and pain management, but more data is still needed.
  • The Farm Bill that became law in the U.S. at the end of 2018, allows for the cultivation of hemp, which can be used to produce CBD oil. However, states still have the ability to set laws surrounding the use of hemp and hemp-derived products, which means the legal status is, at best, murky.

Women

  • In 2017, women were worth about $4 trillion dollars to the global wellness industry. Since wellness is the primary reason American consumers are purchasing CBD products, that makes women a primary target for CBD oil manufacturers.
  • In 2018, the number of female CBD users doubled. So although surveys show that men (48%) use CBD more often than women (28%), the female demographic is growing and provides an opportunity for brands.
  • Brands that are specifically targeting women with CBD oil products include RadRitual, Kana Skincare, and Foria.

Millennials

  • While 28% of Americans use CBD products, this increases to 56% for millennials. The two most common uses for CBD for millennials are to treat anxiety (31%) and for general wellness (30%).
  • On eBay alone, millennials searched for CBD oil and supplements 284,000 times and made 39,000 related purchases.
  • A study analyzing the social media posts related to CBD oil from January 2018 to January 2019 found that 41% of the posts were generated by millennials. Interestingly, baby boomers also generated 41% of posts which means that Gen X may be the generation with the most room for growth in the industry as they are less engaged than the generations bookmarking them.
  • Populum is a brand targeting millennials.

Beauty Consumers

  • The number of beauty consumers indicating they were using products with CBD oil went from 20% in January 2019 to about 40% in May 2019. This is a huge jump in a very short amount of time.
  • Also, interest in beauty products containing CBD oil jumped from about 30% to 50% in the same time period.
  • The global CBD skincare market is projected to grow by 32.9% per year through 2025, to a total market size of $1.7 billion. Although data on the U.S. market size was not available in this report, it did indicate that North America currently has the largest share of the market and is expected to have the fastest growth in the upcoming years.
  • Examples of brands/products in the CBD beauty space include Heretic's Dirty Grass fragrance, Sagely Naturals sleep products, Kush Queen bath bombs, and Farmacy moisturizer.

Medical Consumers

  • The New Hope study on social media posts referenced above found that out of 1.3 million posts related to CBD, 280,000 referenced pain management, and 250,000 referenced anxiety and depression. The next most often mentioned use for CBD was health & beauty at 140,000. This indicates that medical conditions appears to be the most common reason people are using, or researching, CBD.
  • A Gallup poll confirms that using CBD for medical conditions is prominent. Surveyed consumers stated the top five reasons for using CBD oil were pain management (40%), anxiety (20%), insomnia (11%), arthritis (8%), and migraines.headaches (5%).
  • Some top CBD oil products for pain relief, anxiety, and insomnia include Sabaidee Relief Rub, CBDistillery's CBDol Topical CBD Salve, and CBD Hemp Cream from CBDfx.
Part
03
of three
Part
03

US Wellness/Fitness Trends

Four tech trends in the wellness/fitness space are wearable technology, personalized nutrition, mobility tech, and high tech at-home workouts. Details of each trend, with examples of products in the space, are provided below.

Wearable Technology

  • Wearable technology includes devices that can track heart rate, sleep, steps and more, and include fitness trackers, GPS devices, and smart watches. This was the number one trend according to the American College of Sports Medicine Health and Wellness Journal annual survey, after being number three in 2018.
  • The market is projected to continue to grow and there will be 233 million unit sales globally in 2022.
  • Wearable tech is expected to evolve from being mainly fitness related to being able to monitor a person's health and provide warnings when there are possible issues. Additionally, advances being made in the types of sensors used also allow for tech that can help athletes monitor their performance and help them improve.
  • Examples of products that are developing tech to take advantage of this trend are the Stifit band, which can measure blood oxygen levels, heart rate, BMI, fatigue and more, and Catapult's units which can measure movement, turn rates, and orientation, in addition to typical wearable data.

Personalized Nutrition

  • Personalized nutrition goes beyond creating food that is meant for specific groups of people, and focuses on using information on a person's genetics, lifestyle, and environment to create customized food or vitamins that meet the specific needs of the individual.
  • Home DNA kits and 3D printing are two of the technologies being leveraged to help propel the trend forward.
  • Blueprint Fit uses a blood test to determine biomarkers. This information is then uploaded to an app the makes food suggestions based on biomarkers and goals.
  • Muhdo uses a saliva test to conduct DNA testing and create a genetic profile. A personal fitness and nutrition plan is created based on the results, which focuses on nutrients that are lacking and making sure the user knows how their body may react to various activities and foods.

Mobility Tech

  • The ability to stay mobile is something that is desired by all ages, from young to old. Technology that is able to assess how well people move, and determine changes that can be made to improve mobility is a trend in the fitness space. Additionally, technology that can ease muscle tension and increase circulation also contributes to mobility and is another facet of this trend.
  • Theragun Percussion Massagers are an example of this trend. The massagers are specifically calibrated to provide optimum relief of muscle pain and improved range of motion.
  • FIGUR8 created a platform designed to measure body movements. While the initial focus of the platform is to help improve athlete performance, the company believes the technology may also be capable of helping patients with Parkinson's disease.

Growth of At Home On Demand Fitness.

  • While there will likely always be a market for gyms and fitness, many people are interested in at home workouts. The growth of smart fitness equipment makes this easier for consumers as they can do advanced workouts, often led by professionals, but not have to travel to get to a class.
  • With high tech equipment, everyone can have access to the best coaches and trainers. People like that location does not have to limit workout choices.
  • The Mirror is a device that becomes a fitness studio by displaying live or on-demand workouts. Since it can be set up anywhere, it is perfectly positioned to take advantage of the home workout trend.
  • The JaxJox Kettlebell Connect takes a traditional piece of workout equipment and takes it to the next level. Instead of needing a variety of kettle bells of different weights, the JaxJox allows the weight to be changed instantly, and can also connect to an app to track workouts and progress.

Research Strategy

To identify tech trends in the wellness and fitness industries, we utilized reports published by experts in those fields, as well as research market reports. This included a report on tech trends in fitness published by Club OS, a company that offers software for gyms and studios; a report on wellness trends by CB Insights; results of a survey published by the American College of Sports Medicine Health and Wellness Journal; and a Club Industry publication with articles from a variety of fitness experts. All trends were pulled from these sources, with a focus on those that were mentioned in multiple reports and had other data supporting their inclusion as a trend.
Sources
Sources

From Part 01
Quotes
  • "Percussive massage can expedite the rehabilitation process of muscles that have been injured due to trauma, surgery or disease. The contractions caused by percussive massage help to strengthen muscles of individuals who may not be able to participate in physical therapy."
Quotes
  • "Powered by a 2,000-rpm motor, the TheraGun moves a dense foam ball attachment back and forth in a woodpecker-like motion at a rate of 33-40 times per second. When the vibrations and jabbing movements of the dense foam ball attachment combine and strike the muscle, it relaxes, allowing you to get into deeper layers of the tissue."
From Part 02
Quotes
  • "However, with the recent changes to federal law, and the legalization of hemp nationwide, CBD products are beginning to assume a powerful position in modern mainstream American culture. It’s an industry that’s growing faster than any other in the U.S., broadening its reach to include newcomers of all ages."
Quotes
  • "Older Americans are less familiar with CBD products and less likely to be using them now. As the FDA begins to regulate CBD products and if they become more mainstream, older Americans may stand to benefit the most from them for the treatment of the aches and pains that come with age."
  • "Although CBD was legalized federally last December, the FDA is still researching it, and some states are still restricting it. While 14% of U.S. adults are using CBD products, Gallup's June 19-July 12 polling found that 50% do not use them and 35% are not at all familiar with them."
Quotes
  • "Marijuana-derived CBD is not legal across the US, but CBD from hemp is. Although hemp and marijuana are similar, the biggest difference is the CBD:THC ratio. Marijuana has a lower percentage of CBD and a higher concentration of THC than hemp. "
  • "Gone are the days of stigma associated with marijuana use. Today’s CBD consumers are estimated to be around 40 and to have a higher education degree. They are also more likely to have a full-time job than people who don’t consume CBD."
Quotes
  • "Pain, mental health and general wellness are key reasons for usage, with specific health ailments varying from generation to generation. Millennials most commonly use CBD for anxiety (31 percent) and general wellness (30 percent), while Gen X and Boomers use CBD products to help with joint pain (31 percent and 36 percent, respectively) and muscle pain (both 23 percent)."
  • "Since cannabidiol (CBD) was legalized by the Farm Bill in 2018, CBD products have become one of the biggest trends in retail, with many consumers turning to CBD for help with various health ailments and their general well-being."
Quotes
  • "However, the company’s stats around CBD-related online searches and sales not only speak to a more recent, growing movement to tackle so-called “digital wellbeing” in different ways, they also speak to the quietly growing CBD market. According to the Brightfield Group, a cannabis analytics firm, the CBD market is expected to grow from just $591 million in overall sales this year to a staggering $22 billion by 2022."
Quotes
  • "It’s clear from looking at all tracked conversations for this period—regardless of age grouping—people are actively sourcing recommendations and opinions about CBD oil online."
  • "Millennials are already advocates. With $10 trillion in lifetime buying power, millennials have amplified the market for all manner of health, wellness and lifestyle products described as natural, clean label and organic. It’s no surprise they are advocates for CBD oil and share what they think on social media, blogs and forums—the communication platforms their generation invented."
Quotes
  • "The study also indicated that the top five beauty brands that are resonating with consumers include Herbivore, Hempz, Milk Makeup, Cannuka, and Kiehl’s."
Quotes
  • "CBD is considered safe and effective for all skin types, but is particularly useful for people who struggle with sensitivity, inflammatory conditions, acne, and dryness related to skin. Owing to these strong inflammatory properties, CBD helps in skin's natural healing process, lowering the life span of breakouts and eczema flare-ups."
From Part 03
Quotes
  • "As the fitness industry continues to enjoy a yearover-year pattern of growth, with a combined profit of 82.7 billion in 2017 alone according to IHRSA, the race to develop the next advancement in fitness technology has only grown more heated."
Quotes
  • "The 2019 survey results (Table 2), as in previous years, reveal trends and not fads as defined in the survey. It is not unusual for a potential trend to drop out of the top 20 and be labeled as a fad. New to the top 20 trends identified for 2019 were employing certified fitness professionals (#6 and new to the survey), #15 worksite health promotion and workplace well-being programs (#23 in 2018), #16 outcome measurements (#21 in 2018), and #20 postrehabilitation programs (#27 in 2018)."
Quotes
  • "But it won’t just be about sensing the air in your home or direct vicinity. To make data about the air more meaningful, this information could become cloud-based. That way upcoming hazards, including pollen or smog, could be crowd-sourced and then relied upon for real-time updates."
Quotes
  • "The Georgia Institute of Technology, for example, designed a mouth wearable that monitors salt intake. The sensor can wirelessly report salt consumption to an app, helping users manage the amount of sodium in their diets. Similarly, Tufts University researchers developed a tooth-mounted sensor that detects glucose, salt, and alcohol intake. "
Quotes
  • "While 2019 will likely see gyms, boutique fitness, and on-demand and at-home fitness co-exist (because there’s still a need for an in-person fitness community), the real success stories of the industry this year will likely be the latter two."
Quotes
  • "So what happens when an exercise-crazed segment of society starts a season of parenthood? Expect to see an uptick in home gym equipment, streamed fitness content, and on-demand workouts. It makes sense: The less flexible your schedule becomes, the more you'll be relying on fitness to come to you, versus trekking all over town to chase down your favorite studio instructor."