Creating new products. I often thought that weightlifting was an industry that wouldn't get much new equipment invented in my lifetime. Weight lifting for the longest time was a piece of iron with a handle on it for grip. Now that marketers have targets other than massive muscle building we have bountiful more pieces of equipment that no one would have thought of if we only targeted traditional weight lifters. Like the shake-weight... ( I had a gif but couldn't stop laughing)

also the Total Gym... just 30 minutes a day will get you Chuck Norris ripped. 

Then of course the BowFlex

All of these would appeal to the Lou Ferrigno's of the world but after finding different groups adopting different styles of exercise. These brands have grown to be kind of a big deal.