Gatorade Gx scan patch
Source: Gatorade
Sports drink maker Gatorade is launching its first wearable device, the Gx sweat patch.
The patch is a single-use wearable that analyzes sweat to provide athletes with insight into their athletic performance and hydration levels. It is Gatorade’s latest product at a time when the sports drink market is becoming increasingly crowded.
The patch will sell for $ 24.99 and will be available online and at Dick’s Sporting Goods stores starting on Monday.
Gatorade says the patch should be worn on the inside of his left arm during a single workout. He fills with sweat while the athlete exercises. 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 type or intensity of training. The results provide hydration strategies to maximize performance and prevent cramping or dehydration. The results can say everything from the loss of fluids and sodium to the sweat rate and compare it with other exercises.
“The Gx System represents the evolution of how we are serving athletes. By offering intelligence to help them make choices about everything from the supply plan to training and recovery, we are supporting athletes like never before,” said the Gatorade executive, Brett O ‘Brien.
According to Duane Stanford, editor and editor of Beverage Digest, the smart patch is a smart deal for PepsiCo, Gatorade’s parent company. He said that this fits into one of the big trends that the industry is seeing, the increase in personalization and customization.
“When you can personalize and customize, you can usually do that for a premium price. It’s the kind of thing that can increase your margins, ”he said.
Stanford said it also helps Gatorade maintain its brand credibility and market dominance when the category is more crowded than ever.
Gatorade dominates the United States sports drinks category, with 72% of the retail sales market, according to Euromonitor. Coca’s Powerade is in a distant second place, with a 16% share. BodyArmor started to gain participation and showed that the market is no longer a two-horse race.
Another benefit that Stanford sees is that Gatorade is exploring its sports science, which has long touted and differentiated itself from competitors. The brand will use insights and exercise data aggregated 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, said Stanford.
“Ultimately, our goal is to bring the advanced science and services we offer elite athletes to anyone who wants to improve their performance,” said O’Brien.
He says that democratizing sweat tests in the laboratory allows ordinary athletes to move a step closer to professionals.
“This is just another example that they are not just resting on the leadership, but are going to defend their territory,” said Stanford.