Table of Contents
Executive Summary
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- Impact of COVID-19 on the health and fitness sector
- Short, medium and long-term impact on the industry
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- Figure 1: Expected impact of COVID-19 on the health and fitness sector, short, medium and long term, 12 July 2020
- Market background
- Activity levels on steady incline
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- Figure 2: Levels of activity in England, November 2015-November 2019
- COVID-19 severely restricted exercise options…
- …before venues were allowed to reopen
- Private health and fitness club membership jumped prior to COVID-19
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- Figure 3: Membership of private health and fitness club prior to COVID-19 outbreak, June 2020
- Leisure centre membership lags behind
- Companies and brands
- Fitness clubs pivot to digital
- Connected fitness brands hot property
- Peloton expands digital presence
- ‘Mental health gym’ concept launched in Manchester
- Joe Wicks launches daily PE With Joe
- Third Space launches kids’ club
- Sport Climbing set to make Tokyo Olympics debut
- The consumer
- Seven in 10 Brits exercised regularly prior to lockdown
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- Figure 4: Exercise frequency – NET, 2-13 March 2020
- Opportunity to push daily exercise
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- Figure 5: Exercise frequency, 2-13 March 2020
- Exercise frequency increased during lockdown
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- Figure 6: Days done 30 minutes or more physical activity in last week, 3 April-22 June 2020
- Walking most common exercise
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- Figure 7: Exercise type, 2-13 March 2020
- Multiple exercise types mean more regular exercise
- Mental benefits of exercise now play a crucial role
- Corporate wellness services more crucial during homeworking age
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- Figure 8: Exercise motivations – NET, 2-13 March 2020
- COVID-19 will only strengthen preference for outdoor exercise
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- Figure 9: Exercise locations, 2-13 March 2020
- Consumers adapt to new locations
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- Figure 10: Attitudes towards attending a gym, June-July 2020
- Growing opportunities to link mental health and exercise
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- Figure 11: Attitudes towards mental health and exercise, 2-13 March 2020
- Exercise events provide more than just a challenge
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- Figure 12: Participation and interest in exercise challenges and events, 2-13 March 2020
- Social needs can make fitness more enjoyable for over-55s
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- Figure 13: Exercise barriers, 2-13 March 2020
- What we think
The Impact of COVID-19 on the Health and Fitness Sector
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- The market
- COVID-19 severely restricted exercise options…
- …before venues were allowed to reopen
- Equipment manufacturers face supply issues
- The consumer
- Consumers adapt to new locations
- COVID-19 will only strengthen preference for outdoor exercise
- Price will be critical for younger consumers upon reopening of venues
- Opportunity to boost walking and cycling in the ‘active travel’ revolution
- Equipment-less fitness back in vogue…
- …but lockdown presents opportunity for equipment rental
- Mental benefits of exercise now play a crucial role
- Social fitness can provide an antidote from lockdown isolation
- Companies and brands
- Fitness venues pivot to digital
- Existing content platforms grab new partnerships
- Connected fitness equipment market heats up
- COVID-19: Market context
Issues and Insights
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- COVID-19 accelerates demand for connected fitness
- The facts
- The implications
- Remote working era needs new approaches to corporate wellness
- The facts
- The implications
The Market – What You Need to Know
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- Obesity epidemic major health problem
- Activity levels on steady incline
- COVID-19 severely restricts exercise options
- Consumers adapt to new locations
- Exercise frequency increased during lockdown
- Private health and fitness club membership jumped prior to COVID-19
- Leisure centre membership lags behind
- Individual exercise more popular than group sports
Market Background
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- Over-55s population continues to grow
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- Figure 14: Life expectancy at attained age (years), by gender, England, 2001-19
- Obesity epidemic major health problem
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- Figure 15: Adult (over 16 years old) body mass index, by weight category, England, 1993-2018
- Activity levels on steady incline
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- Figure 16: Levels of activity in England, November 2015-November 2019
- Interest in exercise on seasonal cycle
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- Figure 17: UK trends in Google searches for ‘exercise’, January 2010-20
- Private health and fitness club membership jumped prior to COVID-19
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- Figure 18: Membership of private health and fitness club prior to COVID-19 outbreak, June 2020
- Leisure centre membership lags behind
- Sports participation broadly stable
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- Figure 19: Total sport played, July 2017-July 2019
- Individual exercise more popular than group sports
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- Figure 20: Types of sport played, July 2017 and July 2019
Market Drivers
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- COVID-19 severely restricts exercise options
- Fitness venues forced to shut
- Lockdown enforces exercise restrictions
- Facilities given reopening date
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- Figure 21: Attitudes towards attending a gym, June-July 2020
- Consumers and brands adapt to new locations
- Home
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- Figure 22: Participation in home workouts since COVID-19 outbreak, 26 March-16 April 2020
- Outdoors
- Wellbeing higher on the priority list
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- Figure 23: Changes in lifestyle priorities since COVID-19 outbreak, 7-14 May 2020
- Exercise frequency increased during lockdown
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- Figure 24: Days done 30 minutes or more physical activity in last week, 3 April-22 June 2020
- Growing spotlight on mental health
- Financial situation linked with activity levels
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- Figure 25: Exercise activity, by financial situation, March 2020
Companies and Brands – What You Need to Know
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- Fitness clubs pivot to digital
- Connected fitness brands hot property
- Peloton expands digital presence
- ‘Mental health gym’ concept launched in Manchester
- Joe Wicks launches daily PE With Joe
- Third Space launches kids’ club
- Sport Climbing set to make Tokyo Olympics debut
Launch Activity and Innovation
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- Fitness clubs pivot to digital
- Les Mills grabs a suite of content partnerships
- David Lloyd launches Clubs@Home
- London boutique 1Rebel unveils digital class offer
- Home gyms get re-invented
- Peloton expands digital content presence
- Connected fitness brand Mirror bought by retailer Lululemon
- FORME Life launches to pre-order
- Holistic wellbeing trend goes mainstream
- ‘Mental health gym’ launched in Manchester
- David Lloyd opens wellbeing-focused pop-up restaurant
- Digme Fitness streams virtual series for Mental Health Awareness Week
- Fitness for the whole family
- Joe Wicks launches daily PE With Joe
- Third Space launches kids’ club
- Unconventional exercise offers novel alternatives
- Tough Mudder brand acquired by Spartan
- Ninja Warrior rapidly expands obstacle sites across the UK
- Sport Climbing set to make Tokyo Olympics debut
- Corporate wellness gets another look
- Hussle launches corporate fitness service
The Consumer – What You Need to Know
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- Seven in 10 exercised regularly prior to lockdown
- Opportunity to push daily exercise
- Walking most common exercise
- Multiple exercise types mean more regular exercise
- Mental benefits of exercise now play a crucial role
- Corporate wellness services more crucial during homeworking age
- COVID-19 will only strengthen preference for outdoor exercise
- Growing opportunities to link mental health and exercise
- Exercise events provide more than just a challenge
- Social needs can make fitness more enjoyable for over-55s
Exercise Frequency
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- Exercise frequency boosted by lockdown
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- Figure 26: Exercise frequency – NET, 2-13 March 2020
- Opportunity to push daily exercise
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- Figure 27: Exercise frequency, 2-13 March 2020
Exercise Types
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- Opportunity to boost walking and cycling in the ‘active travel’ revolution
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- Figure 28: Exercise type, 2-13 March 2020
- Race to turn lockdown joggers into lifetime runners
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- Figure 29: Future intentions to use fitness technologies, by usage of fitness technologies, 4-18 June 2020
- Multiple exercise types mean more regular exercise…
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- Figure 30: Exercise frequency, by repertoire analysis of exercise types – NET, 2-13 March 2020
- …leading to popular cross-training combinations
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- Figure 31: Exercise type, by exercise type, 2-13 March 2020
- Younger consumers prefer more intense workouts
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- Figure 32: Exercise type, by age, 2-13 March 2020
Exercise Motivations
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- Mental benefits of exercise now play a crucial role
- Fat loss key motivator for a third
- Prompts shift from ‘fitness brand’ to ‘wellness brand’
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- Figure 33: Exercise motivations – NET, 2-13 March 2020
- Appearance paramount for younger Brits…
- …but it’s time to change the message
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- Figure 34: Exercise motivations – NET, by age, 2-13 March 2020
- Corporate wellness partnerships will appeal to stressed out professionals
- COVID-19 shines spotlight on fitness of older adults
- Exercises chosen according to motivations
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- Figure 35: Motivations to exercise, by exercise types, 2-13 March 2020
Exercise Locations
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- Lockdown surge for home exercise options
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- Figure 36: Exercise locations, 2-13 March 2020
- Urban living needs smart solutions
- Opportunity to utilise exercise equipment in more homes
- Brands show flexibility to get in the door
- Tech solutions bring the in-person experience home
- Pressure to sustain virtual exercise habits past lockdown
- Safety critical for indoor venues
Attitudes towards Mental Health and Exercise
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- Nearly seven in 10 care more about mental health than in the past
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- Figure 37: Attitudes towards mental health, 2-13 March 2020
- Growing opportunities to link mental health with exercise
- Holistic exercise concepts appeal to over half of Brits
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- Figure 38: Attitudes towards exercise and mental health, 2-13 March 2020
Participation and Interest in Exercise Challenges and Groups
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- Exercise clubs and challenges tap into ‘social fitness’ trend
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- Figure 39: Participation in exercise challenge/group – NET, by Mintel identity trends driver statement, 2-13 March 2020
- Nearly a third would tackle obstacle course in the future
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- Figure 40: Participation and interest in exercise challenges and events, 2-13 March 2020
Barriers to Exercise
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- Social needs can make fitness more enjoyable for over-55s
- Time barrier eased through lockdown
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- Figure 41: Exercise barriers, 2-13 March 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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