The era when workouts were confined to a specific time and place is over. From business trips and travel destinations to city walking trails, the place where you are becomes your own gym. This lifestyle, known as Nomad Fitness, is rapidly spreading among the MZ generation.
As the boundaries between exercise, daily life, and travel blur, a new form of sports culture is emerging. Nomad Fitness stems from people’s desire to enjoy workouts without the constraints of time or space. It seamlessly integrates exercise into everyday life in various ways, such as lunchtime runs, after-work walks, rooftop yoga sessions at business hotels, and weekend trail runs.
This trend highlights the growing importance of sports items that provide convenient hydration and energy replenishment.
Coca-Cola’s sports drink POWERADE contains niacin (vitamin B3), which is essential for energy production in the body, helping users stay hydrated and energized during various activities.
Its product portfolio also allows for choices based on workout intensity and situation. For high-intensity runs or sports, there is POWERADE Mountain Blast; for a lighter option, POWERADE Zero; and for a refreshing experience while traveling, POWERADE Zero Lime Flavor—allowing consumers to enjoy according to lifestyle and preference.
Recently, the brand also revamped its packaging to emphasize the signature colors of each product. This stylish packaging aligns with social media photo trends, transforming POWERADE from a simple beverage into an icon of the “active lifestyle”for those who enjoy sports.
The “Run + Trip” trend, where people go running while traveling, is also a major part of Nomad Fitness.
According to data released by the global travel platform Skyscanner, 55% of Korean runners are willing to travel for the purpose of running, and 22% expressed interest in overseas run trips.
Travel agencies are also responding quickly to this trend. HanaTour has introduced activity-based travel products such as running, cycling, and diving, including an Osaka Marathon package. They are differentiating the customer experience with expert-led classes and themed travel packages.
Modetour is expanding sports tour programs such as live attendance at Major League Baseball (MLB)and NBAgames. As Nomad Fitness spreads, brands that help people enjoy exercise more easily and flexibly in daily life are becoming increasingly active.
The athleisure brand Andar proposes a new lifestyle through a variety of class programs. From familiar activities like Pilates and yoga to unique options such as horseback riding, ballet, and American football, these classes help consumers enjoy flexible workouts in various everyday spaces.
The Korean delivery service Baemin (Baedal Minjok) launched an event called “Grocery Open Run,”combining running with grocery shopping. Participants run 5 km carrying a shopping basket and, upon completion, take home the items they’ve collected—a unique program that has gained great popularity.
In this way, exercise no longer only takes place in prepared spaces. At this very moment, the movements you make wherever you are become your workout.
JULIE KIM
US ASIA JOURNAL
