Gatorade Gx scan patch
Source: Gatorade
Sports drink maker Gatorade launches its first portable device, the Gx Sweat Patch.
The patch is a single-use portable device that analyzes sweat to provide athletes with information about their athletic performance and hydration levels. It is Gatorade’s latest product at a time when the sports drinks market is getting more and more crowded.
The patch will sell for $ 24.99 and will be available online and at Dick’s sporting goods stores starting Monday.
Gatorade says the patch should be worn on the left inner arm during a single workout. It will be filled with sweat while the athlete is exercising. After finishing the workout, users can scan their patch using the Gatorade app, Gx, to reveal their unique sweat profile.
The sweat profile is based on sweat levels, sodium losses in the forearm, body weight, and the type or intensity of training. The results provide hydration strategies to maximize performance and prevent cramps or dehydration. The results can tell you from fluid and sodium loss to sweat rate and compare it to other workouts.
“The Gx system represents the evolution of how we are serving athletes. By providing intelligence to help them make decisions about everything from their diet plan to training to recovery, we support athletes like never before, ”said Brett O, Gatorade Brien executive.
According to Duane Stanford, editor and editor of Beverage Digest, the smart patch is a smart deal for PepsiCo, the parent company of Gatorade. He said this refers to one of the big trends the industry is seeing, the rise of personalization and personalization.
“When you can customize and personalize, you can often do it at a higher price. It’s the kind of thing that can improve your margins,” he said.
Stanford said this also helps Gatorade maintain its brand credibility and market dominance when the category is busier than ever.
Gatorade dominates the category of American sports drinks, with a market share of 72% in retail sales, according to Euromonitor. Coke’s Powerade falls in a distant second, with a 16% share. BodyArmor has started participating and has shown that the market is no longer a two-horse race.
Another benefit Stanford sees is that Gatorade is taking advantage of its sports science that it has long promoted and differentiated itself from competitors. The brand will use aggregate statistics and exercise data from fitness apps that include Apple Health, Strava, Garmin, as well as its own data from the Gatorade Sports Science Institute. This will allow Gatorade to provide better recommendations to athletes on training, recovery and nutrition, Stanford said.
“Ultimately, our goal is to provide the science and advanced services we provide to elite athletes to anyone who wants to improve their performance,” O’Brien said.
He says the democratization of lab-based sweat tests allows everyday athletes to get one step closer to professionals.
“This is one more example of them, who will not only rest on their leadership, but they will defend their turf,” Stanford said.