Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on the exercise industry
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- Figure 1: Short-, medium- and long- term impact of COVID-19 on exercise industry, July 2021
- Opportunities and challenges
- Pandemic fitness solutions upend consumer expectations around cost
- Consumer exercise data presents opportunity for innovation
- Cater to expanding population of mature exercisers
- Exercisers seek low-pressure, inclusive fitness
The Market – What You Need to Know
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- At-home workouts become pandemic pastime
- In-person fitness poised for renewed success
- At-risk consumers seek to improve health through exercise
The Exercise Consumer
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- US adults prioritize regular workouts
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- Figure 2: Exercise frequency, 2020 and 2021
- Enjoyment grows while motivation lags
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- Figure 3: Barriers to exercising, 2020 and 2021
- Parents use exercise as an escape
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- Figure 4: Exercise frequency, by parental status and gender, 2021
- Young men exert control through fitness
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- Figure 5: Exercise frequency, by age and gender, 2021
Market Factors
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- GYMS Act poised to provide aid to fitness businesses
- Mask-less future in sight with new CDC guidelines
- Consumer finances improve after pandemic recession
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- Figure 6: Disposable personal income, change from previous period, 2019-21
- Figure 7: Consumer Confidence Index, 2007-21
- Link between obesity and COVID-19 motivates consumer weight loss
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- Figure 8: Percent of adults aged 20+ who are overweight or obese, 2001-02 to 2017-18
- Aging population looks to improve health through fitness
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- Figure 9: COVID-19-induced priority changes, by age, 2021
Companies and Brands – Key Takeaways
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- In-person and at-home exercise go hand in hand
- Fitness influencers become fitness brands
- Digital workouts become the norm
- Holistic health motivates consumers
- Inclusive and individual offerings needed
Competitive Strategies
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- Peloton dominates at-home fitness by focusing on community
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- Figure 10: Peloton’s first team competition series
- In-person fitness evolves as a result of COVID-19 pandemic
- Big box gyms weather the COVID-19 storm
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- Figure 11: Facebook post announcing Crowd Meter, Planet Fitness
- Premium gym brands rely on partnerships to retain members
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- Figure 12: Equinox+ app
- Boutique studios cater to local customers to stay afloat
- Fitness influencers become the competition
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- Figure 13: Instagram post, Isaac Calpito
- Staying motivated with fitness apps
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- Figure 14: Top hashtags within mentions of apps and fitness/exercise, 2020-21
Market Opportunities
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- Going beyond exercise to support holistic wellbeing
- Consumers motivated to stay mentally fit
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- Figure 15: Instagram post, Liberate
- Encouraging in-person fitness with wellness programs
- Fitness for every body
- Using technology to guide choice
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- Figure 16: Instagram post, Tempo
The Consumer – Key Takeaways
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- Using fitness to spice up pandemic life
- Motivation beyond the mirror
- Convenience and consistency is key
- Exercise equipment maintains strong appeal
- Balancing digital and traditional fitness
- Technology in service of simplicity
Types of Exercise
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- Low-impact remains workout of choice for majority of consumers
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- Figure 17: Types of exercise, 2021
- Endurance and flexibility workouts grow in popularity during pandemic
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- Figure 18: Types of exercise, 2020 and 2021
- Increase in flexibility workouts fueled by men
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- Figure 19: Flexibility workouts, by gender, 2020 and 2021
- Older consumers still interested in strength workouts
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- Figure 20: Types of exercise, by age, 2021
Motivations to Exercise
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- Mental health moves to the forefront of fitness
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- Figure 21: Motivations to exercise, 2021
- A modern approach to weight management
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- Figure 22: Motivations to exercise, by gender, 2021
- Consumers recognize secondary exercise benefits amidst pandemic challenges
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- Figure 23: Motivations to exercise, by change in exercise frequency, 2021
- Consumers build confidence by building strength
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- Figure 24: Motivations to exercise, by workout types, 2021
Changes in Exercise Frequency
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- US adults take on more frequent workouts
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- Figure 25: Change in exercise frequency, 2021
- Young men thrive on at-home exercise
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- Figure 26: Change in exercise frequency, by age and gender, 2021
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- Figure 27: Reasons for exercising more, by age and gender, 2021
- Older consumers recognize mental health benefits of exercise
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- Figure 28: Motivations to exercise, by age, 2021
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- Figure 29: Reasons for exercising more, by age, 2021
- Make fitness facilities safe and appealing for all consumers
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- Figure 30: Potential reasons to exercise more often, by gender and race, 2021
Exercise Equipment Ownership
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- Regular exercisers more likely to invest in premium equipment
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- Figure 31: Exercise equipment bought during the pandemic, by exercise frequency, 2021
- Interest in internet-connected equipment remains strong
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- Figure 32: Interest in future ownership of exercise equipment, 2021
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- Figure 33: Ownership/interest in internet-connected exercise machine, by household size, 2021
- Recovery equipment’s place in post-pandemic health
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- Figure 34: Ownership/Interest in exercise recovery equipment ownership, 2021
Attitudes toward Gyms and Fitness Facilities
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- Safety still a priority as consumers return to gyms
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- Figure 35: Comfort level with exercising at an indoor gym, 2021
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- Figure 36: Attitudes toward traditional gyms, by age, 2021
- Gyms and studios hold appeal for less-frequent exercisers
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- Figure 37: Attitudes toward traditional gyms, by changes in exercise frequency, 2021
- Fitness enthusiasts seek combination of at-home and in-person exercise
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- Figure 38: Attitudes toward traditional gyms, by exercise frequency, 2021
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- Figure 39: Updated Equinox+ app
- Digital fitness platforms provide affordable yet premium experiences
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- Figure 40: Attitudes toward gym membership costs, by household income, 2021
Trial and Interest in Fitness Innovations
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- Make use of digital channels for professional fitness training
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- Figure 41: Trial of fitness innovations, by age and income, 2021
- Figure 42: Interest in fitness innovations, by age and income, 2021
- Demystify fitness routines to attract occasional exercisers
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- Figure 43: Interest in fitness innovations, by exercise frequency, 2021
- Space-saving equipment holds interest for urban consumers
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- Figure 44: Trial or interest in workout equipment/machines for multiple types of exercises, by area, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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