What Happened
Sports drink maker Gatorade is pushing into digital fitness with a smart-cap bottle and a chip-embedded sweat patch. The smart-cap bottle can monitor fluid intake and share real-time hydration data with the Gatorade app, and the sweat patch can work with an app to analyze sweat and identify a user’s sweat level, as well as their electrolyte and additional fluid-intake needs. Combining these real-time data, Gatorade can inform users when and how much they should drink during workouts and recommend one of its twelve drink formulas that fits their sweat type.
What Brands Need To Do
As Gatorade taps into biometric data and adds extra value to its products, it provides a great example for brands looking to use customer data to optimize their products and services. As more consumers embrace fitness wearables, it is important for fitness, healthcare, and lifestyle brands to keep up with shifting consumer behavior and find a way to integrate all the fitness data available into their products and services.
Source: Digiday
