- Gatorade is all set to launch its first wearable device, the Gx Sweat Patch.
- This single patch will measure your fitness and hydration levels.
- Gatorade dominates the sports drink with almost 71% market share.
Sports drink maker Gatorade is launching its first-ever wearable device, the Gx Sweat Patch which will measure your sweat and hydration.
This Gx sweat patch is a one-time-use wearable that will analyze sweat to provide athletes with insights into their performance and hydration levels. It’s Gatorade’s latest product at a time when the sports drink marketplace is increasingly crowded. The Gatorade patch will sell for $24.99 and will be available online and at Dick’s Sporting Goods stores beginning on Monday.
The patch should be worn on your left inner arm during a single workout. It will fill up with sweat as the athlete exercises. Once the workout is finished, the user can scan their patch using Gatorade’s app to reveal their sweat profile. The sweat profile is based on sweat levels, sodium will losses in the forearm, body weight, and workout type or intensity. The result provides you the hydration strategies to maximize performance and avoid cramping or dehydration. The result will tell you everything from fluid and sodium loss to the rate you sweat and compare it with other workouts.
“The Gx System represents the evolution of how we’re serving athletes. By offering intelligence to help them make choices about everything from their fueling plan to training to recovery, we’re supporting athletes like never before,” said Gatorade executive Brett O’Brien.
According to Duane Stanford, editor, and publisher of Beverage Digest, the smart patch will be smart business for PepsiCo, Gatorade’s parent company. He said this taps into one of the big trends the industry is seeing, the rise of personalization and customization.
“When you’re able to personalize and customize, often you can do that at a premium price. It’s the kind of thing that can enhance your margins,” he said.
Stanford said this also helps Gatorade to maintain its brand credibility and market dominance when the category is more crowded than ever before.
The Gatorade U.S. sports drink, dominates the sports drink with almost 71% market share of retail sales, according to Euromonitor. Coke’s Powerade falls in a distant second, with a share of 16%.
Another benefit Stanford sees in this Gatorade is tapping into its sports science that it has long touted and differentiates itself from other competitors. The brand will use insights exercise data from fitness app that include Apple Health, Strava, Garmin, as well as its data from Gatorade Sports Science Institute. The Gatorade will provide batter recommendations on training, recovery, and nutrition, Stanford said.
“Ultimately our goal is to bring the advanced science and services we provide elite athletes to anyone who’s looking to improve their performance,” said O’Brien
He says democratizing lab-based sweat testing allows everyday athletes to get one step closer to the pros.
“This is just another example of them not just resting on their lead, they’re going to defend their turf,” said Stanford.
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