Private Brand is prioritized as a Massmart strategic growth vector, which has during the past four years benefited from increased investment, including the creation of a dedicated private brand capability comprising specialist private brand category managers, professional marketers and a specialized in-house creative team.
Following a third-party survey last year which identified gym memberships as the number one cost of living expense that consumers were cutting from their budgets the Trojan team has extended the brand’s offering to include a greater variety of small home-gym equipment that offers our customers affordable fitness solutions.
Maughin Lord, category manager for Trojan says that the brand focuses on providing convenient and affordable solutions to customers at any stage of their fitness journey. “Trojan is for everybody, and every body type. Whether you like to move fast, go far, stretch deeply or lift heavy things, Trojan has everything your home gym needs. Many people don’t have the means or the time to commit to a traditional gym membership, or to train during conventional gym operating hours. Some need the flexibility to be able to sneak in a quick workout while dinner is in the oven or while children are doing their homework so whatever a customer’s fitness needs are, we want to have a Trojan solution to match.”
From small gym equipment which now also includes soft touch kettlebells, slam balls, and speed ropes; to large gym equipment like treadmills, ellipticals and spinning bikes, Trojan has over 200 products for customers to choose from, for their home workouts. For less than R500, you can get a great at home body work out courtesy of Trojan, by using a skipping rope, an anti-burst ball, a core performer and a yoga mat.
In addition to the recent launches, the brand intends to expand its offering even further in the coming months. “We’re working on some new products that we believe will definitely pack a punch with our customers. Watch this space,” Lord concluded.
