Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
- Top takeaways
- The issues
- Routine hang-ups challenge consistent exercise
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- Figure 2: Reasons for exercising less in the past 12 months, January 2020
- Infrequent exercise is on the rise
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- Figure 3: Exercise frequency, September 2018 and January 2020
- The opportunities
- Cross-functional benefits can differentiate fitness products/services
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- Figure 4: Motivations to exercise, January 2020
- Digital workout platforms meet the needs of at-home exercisers
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- Figure 5: Attitudes toward exercising, by exercise locations, January 2020
- Small wins to achieve large goals
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- Figure 6: Select health and wellness 2020 goals to start doing, November 2019
- What it means/what’s next
The Market – What You Need to Know
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- Exercise commitment sustains market success
- Lack of motivation deters adults
- Fitness routines must adapt to convenience culture
- Prevalence of obese adults necessitates tailored fitness solutions
- The health of the economy mirrors the health of consumers
Market Size and Forecast
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- Health and fitness market sustains consistent growth
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- Figure 7: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
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- Figure 8: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
The Exercise Consumer
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- US adults are committed to their fitness routines…
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- Figure 9: Exercise frequency, September 2018 and January 2020
- …but motivation has deterred exercise consistency
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- Figure 10: Barriers to exercising, September 2018 and January 2020
- Young men give fitness the time of day
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- Figure 11: Exercise frequency, September 2018 and January 2020
- Higher earning households prioritize exercise
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- Figure 12: Exercise frequency, by household income, January 2020
- Location impacts fitness frequency
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- Figure 13: Exercise frequency, by area, January 2020
Market Perspective
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- At-home workouts sustain popularity; gyms must work to stand out
- Keeping up is easier said than done
Market Factors
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- Obesity prevalence necessitates fitness and nutrition solutions
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- Figure 14: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
- Physical health benefits motivate the aging population
- Economic health boosts the fitness market
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- Figure 15: Median household income, in inflation-adjusted dollars, 2007-18
Key Players – What You Need to Know
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- Low impact has a significant impact
- Follow, like and subscribe for more
- Budget friendly fitness facilities still have a place
- Unattainable wellness fads are on the way out
- One-stop shop for wellness is on the horizon
- Using data to connect with consumers
What’s in?
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- Low impact, high energy
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- Figure 16: Instagram post, board30 fitness class, December 2019
- Influential voices in the fitness community
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- Figure 17: Instagram post, Melissa Wood Health, January 2019
- What’s still in: high-volume, low-priced fitness facilities
- The road to recovery
What’s out?
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- The unattainable wellness industry
- Fitness without the fun
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- Figure 18: Instagram post, the sculpt society
What to Watch
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- One-stop shop for physical health needs
- Digital fitness challenges boutique classes
- What’s in it for me?
The Consumer – What You Need to Know
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- The low impact life is the life for me
- Let’s get physical…and emotional
- Outdoor enthusiasts and homebodies
- Fitness efforts are boosted by making time for a routine
- Not all workouts are built the same
- Positioning exercise as a moment for self-care
Types of Exercise
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- Low impact fitness has a high following
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- Figure 19: Types of exercise, January 2020
- Frequency of exercise impacts fitness preference
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- Figure 20: Exercise frequency, by types of exercise, January 2020
- Fitness solutions for the aging population
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- Figure 21: Types of exercise, by age, January 2020
- Men focus on a variety of exercises; women prefer lower intensity
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- Figure 22: Types of exercise, by gender, January 2020
Motivations to Exercise
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- Physical health and emotional wellbeing motivate people to exercise
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- Figure 23: Motivations to exercise, January 2020
- Boutique fitness classes foster a sense of community
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- Figure 24: Exercise location, by motivations to exercise, January 2020
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- Figure 25: SoulCycle Instagram post, January 2020
- Occasional exercisers need small wins to improve dedication
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- Figure 26: Exercise commitment, by motivations to exercise, January 2020
- The look good, feel good mentality appeals to young women
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- Figure 27: Motivations to exercise, by gender and age, January 2020
Exercise Locations
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- From outside the window to inside the walls
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- Figure 28: Exercise locations, January 2020
- The era of WOFH: work out from home
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- Figure 29: Most frequent exercise location, January 2020
- Age and gender differentiate exercise locations
- Older adults seek the great outdoors
- Middle agers look for balance and self-care
- Young women make space within the home for exercise
- Young men rely on dedicated fitness areas
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- Figure 30: Exercise locations, by gender and age, January 2020
- Gym-goers exercise at a higher intensity
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- Figure 31: Exercise types, by select exercise locations, January 2020
Changes in Exercise Routines
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- More adults are increasing their frequency of exercise
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- Figure 32: Changes in exercise routines in the past 12 months, January 2020
- Finding the time to establish a fitness routine
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- Figure 33: Reasons for exercising more in the past 12 months, January 2020
- Young men are exercising more, thanks to fitness facility membership
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- Figure 34: Reasons for exercising more in the past 12 months, by gender and age, January 2020
- Lack of time, motivation and consistency limit exercise frequency
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- Figure 35: Reasons for exercising less in the past 12 months, January 2020
Attitudes Toward Types of Exercise
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- Different workouts carry different expectations
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- Figure 36: Correspondence Analysis – Symmetrical map – Workout associations, January 2020
- Correspondence analysis methodology
- Low impact workout: holistic and happy
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- Figure 37: Attitudes toward low impact exercises, January 2020
- Endurance workout: feel the burn
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- Figure 38: Attitudes toward endurance exercises, January 2020
- HIIT workout: for the fitness fanatic
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- Figure 39: Attitudes toward high intensity interval exercises, January 2020
- Strength workout: builds muscle and results
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- Figure 40: Attitudes toward strength exercises, January 2020
- Flexibility workout: the deeper the stretch, the deeper the Zen
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- Figure 41: Attitudes toward flexibility exercises, January 2020
Attitudes Toward Exercising
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- Exercising alone should not limit variety or personalization
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- Figure 42: Attitudes toward exercising, January 2020
- Women aged 18-34 are all about variety
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- Figure 43: Attitudes toward exercising, by gender and age, January 2020
- Digital workouts cater to the in-home environment
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- Figure 44: Attitudes toward exercising, by exercise locations, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 45: Total US revenues and forecast of health and fitness clubs, at inflation-adjusted prices, 2014-24
- Figure 46: Number of US health and fitness clubs and memberships, 2013-18
- Figure 47: Number of US health and fitness club memberships, by region, 2016 and 2018
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Appendix – The Consumer
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- Figure 48: Correspondence Analysis – Symmetrical map – Workout associations, January 2020
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