Fit to Serve: The Brands Active Duty Depend on to Fuel Their Fitness

Fit to Serve: The Brands Active Duty Depend on to Fuel Their Fitness

October 10, 2017

Fitness “boot camp” classes seem to have invaded nearly every corner of the earth. (You know it’s popular when the former first lady is hosting her own classes).

active duty fitness

But there’s a reason the term, and workout style, stems from the military. For Army specifically, the physical requirements to join the Armed Forces are no joke. To pass the Army Physical Fitness Test (APFT), soldiers must demonstrate competence in three events: the push-up, sit-up, and a two-mile timed run. A score ranging from 0 to 100 points in each event determines whether they pass, and they must take the test at least once a year in active duty.

For certain soldiers, even tougher physical tests must be performed. And for some, these tests may be a walk in the park compared to the physical demands they encounter during their daily routines. This lifestyle makes active duty soldiers super consumers when it comes to athletic gear and sports/caffeine drinks.

What role does brand loyalty play in their decision to choose one brand over another? According to Refuel Agency’s 2017 Military Explorer™ research study, a pretty significant one. Deciding which brands will help them stay in peak shape for performance on the battlefield is anything but trivial.

Here’s a list of the brands they rely on most to underpin successful workouts, and get the energy they need to refuel in between — according to the opinions of active duty soldiers, sailors, airmen and marines.

Athletic Apparel

  1. Nike
  2. Adidas
  3. Under Armour
  4. New Balance
  5. Puma


  1. Monster
  2. Red Bull
  3. Coke
  4. Gatorade
  5. Starbucks


Active duty are loyal buyers, whether they’re purchasing military lifestyle products or athletic gear. These are the brands winning that loyalty when it comes to helping the military get — and stay — fit to serve.

To find out how your brand can utilize our proprietary insights, multi-platform solutions (including Refuel’s out-of-home military fitness network), and build a relationship with this valuable audience, please reach out to us.

Fit to Serve
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Fit to Serve
A description of the enormous spending power of our military members worldwide and the brands they depend on to fuel their fitness.
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