One of the more recent phenomena to sweep the sports world is the rise of the ‘super-athlete’. Professional sports teams are becoming increasingly aware of the advantages that supplements and performance enhancers can bring to their players, and are looking to enhance their games with the help of banned substances and advanced technology.
Why Are Men’s Sports Increasingly Seeking Outwards-Progress?
It seems that men are finally willing to accept their bodies’ natural limitations. In the past, the typical ‘fitness’ or ‘sports’ enthusiast would be a man who engaged in physical activity for health benefits. However, as society has become more accepting of – and educated about – gender differences, men are now coming to realize that there are many benefits to being active and fit, including improving mental health and well-being.
This new-found interest in men’s health has led to an explosion in the demand for dietary supplements, gym memberships, and sportswear amongst men. The sports industry has also seen a boom in the male half of the population, and professional sports teams and leagues are keen to cash in on this by introducing more games and competitions.
The Growth of the ‘Super Athlete’
No longer content with being the ‘little engine that could’, people are now looking to maximize their potential. Not only has technology advanced to the point where everyone has the ability to play at an elite level, but the sports world has also taken note of the fact that certain physical capacities are increasing year after year. For example, there are now 5’9″ ‘super-athletes’ – people who are both exceptionally tall and talented.
Which Sports Are They Playing?
The most popular sport amongst these ‘super-athletes’ is undoubtedly basketball, due mainly to the fact that it is widely practiced and played throughout the world. However, as more people are getting into fitness and health-related sports, other popular choices include track and field, mountain climbing, weightlifting, and bodybuilding.
How Is The Sportswearing Industry Responding?
The sports industry is taking note of the fact that men are seeking outwards-progress, and are responding by creating performance-enhancing garments and equipment. In particular, brands such as Nike and Under Armour are producing sportswear for basketball, football, and baseball, amongst others. These brands are also designing shoes, bags, and other essential accessories that help their wearers to perform at their best.
Additionally, there are now businesses specialising in creating designer sports bras for women, providing support where it’s needed most.
Where Do These ‘Super Athletes’ Eat?
The ‘super-athletes’ are becoming an important part of the sports world, and restaurants and cafes are starting to adapt their menus to suit the needs of physically-active individuals. For example, there are now ‘power meals’ that contain a combination of proteins, carbs, and fats that help fuel the athletes’ muscles as they work hard on the field or court. Similarly, many restaurants and eateries offer high-quality proteins and healthier alternatives, such as grilled chicken, fish, or shrimp.
How Is The Food Industry Responding?
The food industry is also responding to the needs of physically-active individuals by creating healthier alternatives and removing processed foods with additives from their menus. For example, the growth in popularity of vegetarianism amongst people who follow a vegan diet means that restaurants and cafes have had to expand their meat-free options, as well as offering more veggie-friendly dishes and greater variety overall.
Restaurants and eateries that cater to these individuals are also using technology to their advantage, designing apps and websites that allow them to look up the nutritional value of the foods they consume, as well as keeping track of everything they’ve ordered. This makes it easier for them to follow dietary restrictions and avoid consuming foods with high calories, fat, or sodium content.
Being fit and healthy is becoming a status symbol amongst young people. Whether it’s achieving the perfect beach body or wanting to look like a futuristic superhero, people are turning to technology to help them make their bodies look the same as those in the advertisements.
The popularity of male athletes will continue to grow, meaning that more opportunities will arise for people in the fitness and sports industries. Brands and businesses that provide the equipment and clothing needed for these individuals to perform at their best will be able to cash in and maintain their lead over the coming years.