This report, which carries the tagline “Taking advantage of the desire to save time and money”, examines consumer behaviour in the in-home fitness market, primarily in terms of equipment ownership, exercise habits and attitudes towards health and fitness. It also explores the factors affecting market growth, identifies current trends and innovations, assesses how the market is changing and outlines future developments.

Developments in technology have driven the in-home fitness market in recent years, most notably the launch of the Nintendo Wii Fit, which has changed the way we exercise in the home by introducing an element of social interaction and fun but its broad appeal has encouraged those who would not normally engage in any sort of sport or exercise to get off the couch. In terms of the in-home fitness equipment sector, technological advances have brought new products in to the market that allow gamers to exercise whilst playing computer games, the inclusion of virtual trainers, exercise bikes which simulate the experience of riding outdoors and training machines that combine three different types of exercise in one piece of equipment. The celebrity culture continues to drive the fitness DVD market with the majority of leading titles endorsed by TV presenters or soap stars.

Main issues

Are time and/or cost restrictions leading consumers to exercise at home?

What impact has the Wii had on the public’s exercise habits?

What other new technology has impacted on in-home fitness?

What are the key attitudes towards healthy eating and sport and exercise?

How can more people be encouraged to exercise – is in-home fitness a good means of people taking the first step?

What is the appeal of in-home fitness vs out-of-home fitness?

What are the changes in the distribution model for fitness equipment?

How important are celebrity endorsements in promoting in-home fitness products, in particular fitness DVDs?