Table of Contents
Executive Summary
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- The market
- COVID-19 impact on exercise and fitness
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- Figure 1: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
- High obesity levels create opportunity for fitness
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- Figure 2: Obesity rates in Northern Ireland, by age, 2022
- Figure 3: Consumers’ frequency of exercise, NI and RoI, 2022
- Exercise aiding mental health
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- Figure 4: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
- Figure 5: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
- Increased price of living could impact gym memberships
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- Figure 6: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
- Innovations
- The consumer
- A third of consumers exercise multiple times a week
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- Figure 7: Frequency consumers exercise, NI and RoI, 2022
- Six in 10 consumers favour low-impact exercise
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- Figure 8: Types of exercise and fitness, NI and RoI, 2022
- Health acts as big motivator for exercise
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- Figure 9: Consumers’ motivations for exercising, NI and RoI, 2022
- Consumers didn’t purchase home exercise equipment
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- Figure 10: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
- What we think
The Market – Key Takeaways
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- High obesity levels present fitness opportunity
- COVID-19 created fitness trends
- Rise in prices could impact gym memberships
Market Drivers
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- Short-, medium- and long-term impact on the industry
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- Figure 11: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
- Lockdown:
- Re-emergence:
- Recovery:
- Obesity levels are high, opportunity for fitness
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- Figure 12: Obesity rates in Northern Ireland, by age, 2022
- Figure 13: Consumers’ frequency of exercise, NI and RoI, 2022
- Exercise aiding mental health
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- Figure 14: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
- Figure 15: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
- COVID-19 fitness trends
- Rise in prices may impact number of gym memberships
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- Figure 16: Consumers who frequently exercise at the gym related to before, during or after COVID-19, NI and RoI, 2022
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- Figure 17: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
Companies and Brands – Key Takeaways
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- A gap for fitness apps in Ireland
- Companies are making catering to all a priority
- A holistic approach to include mental wellbeing
Who’s Innovating?
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- Space for digital fitness platforms in Ireland
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- Figure 18: Consumers’ use of digital apps when exercising, NI and RoI, 2022
- Companies are ensuring inclusivity to attract consumers
- Companies are encouraged to take a holistic approach to wellness
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- Figure 19: “COVID-19/coronavirus has made me more aware of the importance of my mental wellbeing”, NI and RoI, 2022
Competitive Strategies
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- PureGym
- Key Facts
- Competitive Strategy
- Recent Developments
- Gym Co
- Key Facts
- Competitive Strategies
- Recent Developments
- Think Fit
- Key Facts
- Competitive Strategies
- Curves
- Key Facts
- Competitive Strategies
- Recent Developments
- FLYEfit
- Key Facts
- Competitive Strategies
- Recent Developments
- Ben Dunne
- Key Facts
- Competitive Strategies
- Recent Developments
- Raw Gyms
- Key Facts
- Competitive Strategy
The Consumer – Key Takeaways
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- Consumers are exercising frequently
- Low-impact exercise is favoured amongst consumers
- Health is a big motivator for exercise
Frequency of Exercise and Fitness
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- A third of consumers exercise multiple times a week
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- Figure 20: Frequency consumers exercise, NI and RoI, 2022
- Younger consumers are exercising at a high level
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- Figure 21: Comparing consumers who exercise multiple times a week vs never, by age, NI and RoI, 2022
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- Figure 22: Consumers who have shared photos/images on social networking sites in any rank, by age, NI and RoI, 2021
- Affluent consumers exercising at least once a week
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- Figure 23: Consumers who exercise at least once a week, by socio-economic status, NI and RoI, 2022
Types of Exercise and Fitness
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- Six in 10 consumers favour low-impact exercise
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- Figure 24: Types of exercise and fitness, NI and RoI, 2022
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- Figure 25: Consumers who use low-impact exercise, by age, NI and RoI, 2022
- Men prefer endurance, whilst women opt for flexibility
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- Figure 26: Consumers who use endurance training, by gender, NI and RoI, 2022
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- Figure 27: Consumers who use flexibility training, by gender, NI and RoI, 2022
Motivations to Exercise
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- Health acts as big motivator for exercise
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- Figure 28: Consumers’ motivations for exercising, NI and RoI, 2022
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- Figure 29: Consumers who exercise to prevent future health issues, by age, NI and RoI, 2022
- Figure 30: Consumers who agree the ‘helps with heart’ claim makes a spread healthy, by age, NI and RoI, 2021
- Women are motivated by fat loss
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- Figure 31: Consumers who exercise to lose fat, by gender, NI and RoI, 2022
- Younger consumers focus on building muscle/tone
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- Figure 32: Consumers who exercise to gain muscle/tone up, by age, NI and RoI, 2022
Exercise Locations
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- Outside exercise is favoured
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- Figure 33: Locations of exercise, NI and RoI, 2022
- Figure 34: Consumers exercising outside before, during and after COVID-19, NI and RoI, 2022
- Older consumers prefer outdoors, whilst younger consumers hit the gym
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- Figure 35: Consumers who prefer to exercise outside after COVID-19, by age, NI and RoI, 2022
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- Figure 36: Consumers who prefer to exercise in the gym after COVID-19, by age, NI and RoI, 2022
Attitudes towards Exercise and Fitness
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- Consumers didn’t purchase home exercise equipment
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- Figure 37: Attitudes towards exercise and fitness, NI and RoI, 2022
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- Figure 39: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
- COVID-19 puts a spotlight on health
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- Figure 38: Consumers’ attitudes towards COVID-19 and exercise and fitness, NI and RoI, 2022
- Younger consumers are more confident using technology
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- Figure 39: Consumers who agree they watch fitness/exercise videos on streaming services (eg YouTube exercise class), by age, NI and RoI, 2022
- Figure 40: Number of consumers who have used YouTube in the last three months, by age, NI and RoI, 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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