Traditional Diet Programs Out, New Interactive Fitness Products In

December 29th, 2009

The New Year always seems to bring hope of better things to come and a long list of resolutions, from gaining financial freedom to getting in shape. A recent study from Chadwick Martin Bailey (CMB), a Honomichl Top 50 market research and consulting firm in Boston MA, shows this year is no different with 59% of Americans already contemplating making a resolution to lose weight. The difference this year is their approach.

While the majority (41%) plan to lace up their running shoes and pound the pavement, there is a growing trend of consumers turning to interactive fitness products to shed those extra pounds, all without leaving the comfort of their home. In fact, more Americans said they plan to use an interactive fitness solution like EA SPORTS Active™ or Wii Fit (13%) rather than purchasing traditional fitness equipment (6%) or joining a traditional diet program like Weight Watchers, Jenny Craig or NutriSystem (5%).

“We’re seeing consumer technology creep into areas that can both enrich or replace past experiences and better fit into our busy lives,” says Brant Cruz, vice president of Retail and e-commerce at Chadwick Martin Bailey.  “The success of interactive fitness products like EA SPORTS Active and Wii Fit reflect an increase in general consumer comfort with technology far beyond gamers and provide a more fun, private, and cost effective option than gym membership.”

EA SPORTS Active is a fun and effective way to stay motivated in the new year and to keep your resolutions on track,” says Gerard Recio, associate producer of EA SPORTS Active. “It’s a personal trainer in a box, making it a great way to incorporate fitness into your everyday life when you can’t get outside or you only have a short amount of time at home.”

About the Study
Data was collected from 1,554 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey between October 22, 2009 and October 25, 2009.  Quotas are set to ensure reliable and accurate representation of the total U.S. population over ages 18 and older.

About Chadwick Martin Bailey: Chadwick Martin Bailey is a Honomichl Top 50 ranked custom market research and consulting firm working with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base.  Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.  (

Media Contact: Kristen Garvey
Phone: 617.986.7478