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86 - Minimalist Premium Dumbbells

Is there really a market for $1,000 dumbbells?

Author

Bryan Roberts
August 01, 2023

Let’s talk about premium dumbbell brands. Our tips:

  • Align yourself with an environment (i.e. yachting, supercars, high-end fashion)

  • You can’t just do dumbbells, you need to project a lifestyle

  • Make it feel wonderful in the hand

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OUR FUTURE STAR: KENKO

kenko develops sports and regeneration equipment for daily use at home in a minimalist and natural interpretation to existing fitness equipment. The approach of kenko convinces with its reduced design and convincing function.

High-quality, natural materials such as wood and cork serve as the basis for the geometric shapes of the kenko range. The sports and regeneration items fit perfectly into any living area and blend with the interior.

They are not just pure sports equipment, the products also become sculptural objects in your own four walls.

Learn more here 👈🧠👀

GOT POTENTIAL: SOLO

Universal Colours challenges current conventions through progressive design and considerately sourced materials. As a forward-thinking brand, we are working with our partners to develop sustainable practices and create garments with a focus on originality, durability and responsibility. This is our mission: to bring cyclists some of the finest, considerately sourced performance apparel our industry has seen.

Learn more here 👈🧠👀

ON THE BENCH: DIOR

An ode to self-care and wellness, Dior Maison unveils a unique set of two dumbbells* adorned with the Christian Dior signature. Reflecting the art of detail so dear to the House, this object of desire is embellished with gold-finish details for an ultimate touch of refinement.

An athletic interlude, a symbol of joy, boldness and freedom.

Learn more here 👈🧠👀

COACH CORNER: OUR THOUGHTS

Is there really a market for $1,000 dumb(?)bells?

It’s a hard question to answer. I suppose it depends on how big you want your brand to be. Can revenue reach $1M, of course, $100M on premium dumbbells alone? Never

Can it be the centrepiece of of your premium brand? Of course.

Kenko are smashing it! Take a look at their website. It makes you want to buy into their lifestyle. They are particular successful at craftmanship and creating new and innovative designs. Have a look at their massage range (https://www.kenkostores.com/shop?Collection=Massagers)

Solo, are interesting. They have created a lifestyle, their designs are good, and I want to work out in their spaces, but I feel they need a few more designs to make me go wow! Their Solo signature storage bench is neat, but their dumbbells? No different than anyone else.

Dior. What a waste of an opportunity. Louis Vuitton created a stir with their $3,750 dumbbells, but Dior slapped a high price tag on an average design. Don’t get me started on their “Throwing pins game” (and the price tag). If you are going to tackle a new market, do it with flair.

How should you tackle a premium dumbbell brand?

  • Align yourself with an environment (i.e. yachting, supercars, high-end fashion - see image above)

  • You can’t just do dumbbells, you need to project a lifestyle

  • Make it feel wonderful in the hand

The third tip is what’s often missed. Premium extends further than the eye. If you are designing dumbbells, make it feel wonderful in the hand.

OTHER BRANDS TO LOOK AT:

Learn more about us

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PLAYBOOK

  • FUTURE STAR - Start-ups or innovators knocking it out of the park

  • GOT POTENTIAL - Good idea. Just needs few improvements to make it to the big leagues

  • ON THE BENCH - Back to the drawing board

  • COACH CORNER - Our views based on 20 years at the cutting edge of sport