Success at the Swedish Fitness Festival 2012

Last week, the number one event for the Scandinavian fitness market, the “Swedish Fitness Festival 2012” (Fitnessfestivalen), took place in the Swedish city of Gothenburg. About 20.000 people gathered at the 3 day event, among them club owners, personal trainers and active people from all over the Scandinavian countries. Twingly was there, too!

As in most sectors, even the Fitness market is affected by the changes caused by the Internet and social media. For all businesses in the fitness sector, from studios to retailers for equipment and food, new ways of interacting and communicating with their target group create lots of potential to grow, to improve and to understand the customers’ needs.

Twingly CEO Peter Bláha, himself a big and active fan of sports and fitness, and Twingly CMO Anton Johansson, introduced the audience during a presentation to what social media can do for their fitness-related business. They explained the differences between Facebook fans – which often already are customers – and Twitter followers as well as blog readers who might act as great multiplicators, give feedback, discuss issues and could become potential customers in the future. And of course they highlighted how Twingly’s eTrade and Blogwatch solution are a great tools to connect fitness-related businesses and websites to the blogosphere.

Peter FF tal3And since we released our Twingly Report Fitness right in time for the festival, Peter and Anton had proof enough to show how big the fitness blogosphere in Sweden actually is, and how much impact it can have on brands and companies. The two brought about 50 printed reports to their presentation, which didn’t last long since apparently everybody in the audience wanted to get hold of a copy.

Speaking about the report: It got some great response from many fitness bloggers. Here is a list of posts from the past days referring to it:

http://erdoderdo.com/2012/12/07/mest-lankade-fitnessbloggarna-enligt-twingly-report-och-jag-ar-med
http://blogg.loppi.se/linda/2012/12/07/pa-24-e-plats
http://emliscious.blogspot.se/2012/12/en-av-sveriges-25-maktigaste.html
http://sparkibaken.se/tag/twingly
http://trendotraning.se/2012/12/07/1777846
http://www.finest.se/userBlog/entry.php?uid=31205&beid=2300384
http://blogg.piggelina.se/2012/12/sveriges-mktigaste-trningsbloggar
http://uppochhoppa.se/2012/12/07/sveriges-maktigaste-traningsbloggar
http://blogg.veckorevyn.com/ptfia/2012/12/07/stolthet
http://fitnessochhalsa.blogspot.se/2012/12/lankkarlek.html

It’s great to see so many bloggers and fitness-oriented people engaging with our report, both online and at the Fitness Festival in Gothenburg.

In case you haven’t seen the report yet, you can get it here as bilingual PDF. And if you wonder anything about how Twingly can help your business to become more engaged with bloggers from around the web, drop us a line. We love to hear from you: info@twingly.com.

Twingly Report Fitness: Insights into the world of fitness bloggers in Sweden

Since we know a bit about what’s trending in the blogosphere at any second of the day, we have started to publish occasional reports to give you some insights into the latest trends from the world of blogs. After our report on books and the one on TV/radio, today we proudly present our latest creation: The Twingly Report Fitness (with a focus on Sweden).

Maybe you didn’t know it, but there is a huge number of people out there who blog about their passion to stay fit and healthy. For the report we took a look at the Swedish fitness blogosphere and provide you with some interesting details about who those persons are that blog about fitness, which gym chains they write about, which online stores they visit for equipment, tools and the right nutrition, as well as which fitness brands their favour.

You can find the full bilingual report (Swedish/English) here as a free PDF download  twingly.com/reports. If you just want to get a very quick overview, keep on reading.

One of our main findings when analyzing the fitness blogosphere was that girls seem to be much more successful with running popular fitness blogs. On our top list with the blogs that get most incoming links, four out of five bloggers are girls. We noticed that many of the people blogging about fitness do also work in that field, for instance as gym instructors or personal trainers.

The five Swedish fitness blogs with the most incoming links are:

1 www.sparkibaken.se
2 blogg.mama.nu/olgas-blogg
3 www.traningsgladje.se
4 www.fiafit.se
5 blogg.alltforforaldrar.se/lofsa

Furthermore, we analyzed which of the major Swedish gym chains are being linked to most from fitness blogs. The diagram shows the result:

Gyms
Gyms with most links

Everybody who takes fitness seriously needs the right equipment and nutrition, thus it’s no surprise that fitness bloggers link a lot to online shops where they buy everything they need to fulfill their goals. Here is the ranking – the first diagram shows stores for dietary supplements, the second shops for sports clothing and other equipment.

shops
Online shops

In clothes graph you can se that Stadium, that uses Twingly to engage bloggers to write about their products, have over 8 times more links than one of their main rivals and equal in size – Intersport.

Check out the report if you are interested in all the details. As of today, all our previous and future reports will be presented on the dedicated website twingly.com/reports.