Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Fast track to work
- Taking it to the office
- Clean and trim
Market in Brief
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- Market faring well
- Not only time...
- ...but money
- Wii does for the time-pressed
- Walking workout...
- ...but time and motivation are key barriers
- Reasons to get active
- Healthy living campaigns...
- ...encourage positive trends
Internal Market Environment
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- Key points
- Jog on
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- Figure 1: Trends on participation in sports regularly/occasionally, 2005-09
- Earning interest
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- Figure 2: Trends on any interest in sports, 2005-09
- In the club
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- Figure 3: Trends in sports club membership, 2005-09
- Regular exercise on the up
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- Figure 4: Trends on how many days a week exercised, 2007 and 2009
- Short and sweet
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- Figure 5: Trends on how long exercised, 2007 and 2009
- Doing it in the home
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- Figure 6: Trends on ownership of sports equipment and cost, 2005-09
- The majority are looking to improve their health and fitness
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- Figure 7: Trends on maintain or improve general health and fitness, 2005-09
- Gym-goers show greatest motivation
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- Figure 8: Trends on how often do exercise, 2005-09
- Games consoles offer the time-pressed a realistic exercise solution
- Down but not out
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- Figure 9: UK private health and fitness clubs market size trends, 2004-14
- Coverage of the beautiful game
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- Figure 10: Most televised sports on UK television, 2003-08
- Running and cycling magazines on the up
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- Figure 11: Leading sports magazines, by average net circulation per issue, December 2008
Broader Market Environment
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- Key points
- Consumers looking to save money may also save time
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- Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
- Jobless but time-rich
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- Figure 13: UK unemployment rates (seasonally adjusted), 2004-09
- Overall working hours down...
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- Figure 14: UK usual weekly working hours, by employment status, 1996-2008
- ...but long-hours culture persists
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- Figure 15: Usual weekly hours of work, all in employment, 1998-2008*
- How the present climate is affecting leisure
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- Figure 16: Impact of the recession on leisure activities, April 2009
- Parent power
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- Figure 17: Trends in the age structure of the UK population, by gender, 2004-14
- ABs continue to rise
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- Figure 18: Forecast adult population trends, by socio-economic group, 2004-14
- The time-pressed third ager
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- Figure 19: Forecast adult population trends, by lifestage, 2004-14
- Exercising the social
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- Figure 20: UK household sizes, 2004-14
- Healthy living campaigns
Competitive Context
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- Key points
- Hobbies and sport on the up but TV still reigns
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- Figure 21: Working hours and leisure time, 2005-09
- Turn on, tune in and flop out
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- Figure 22: Participation in leisure activities, 2009
- Spend levels on fitness activities enjoy year-on-year growth
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- Figure 23: Consumer expenditure on selected leisure goods and activities, 2003-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Taking the gym outdoors
- It’s all on camera
- Two wheels, not four
- A different kind of TV
- Walk the walk, talk the talk
- Killing two birds...
- A NewU
- Get on your feet
Market Size and Forecast
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- Key points
- Market faring well
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- Figure 24: Consumer spending on sports equipment, sports clothing/footwear, health and fitness and participant sports, 2004-14
- Swimming enjoyed by 13 million adults
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- Figure 25: Regular and occasional participation in most popular sports, 2005, 2007 and 2009
Segment Performance
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- Key points
- Frequency splits exercise and sports
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- Figure 26: Participation in solo sports, 2005, 2007 and 2009
- Football tops team sports
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- Figure 27: Participation in team sports, 2005, 2007 and 2009
Frequency of Exercise and Sport
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- Key points
- Walking up a storm
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- Figure 28: Frequency of exercise, July 2009
- Exercise for all?
- Young guns love to dance
- Work and children – barriers to more regular exercise
- Work then play
- Sporty across the board?
- Machine users more committed
- Weights and cardio machines go hand in hand
- Running before you can walk?
- Classy dancing
Exercise and Sport – When and How Long For?
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- Key points
- A half hour here, a half hour there
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- Figure 29: When people exercise and how long for, July 2009
- A lunchtime walk
- Weights and cardio fit in around work patterns
- Evening and weekend runners
- Early morning dip for some
- Park life
Where Do Consumers Exercise?
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- Key points
- Home comforts
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- Figure 30: Where people exercise or play sports, July 2009
- Location, location
- Work hard, play hard
- Fitness on a shoestring
- Private vs public
Attitudes Towards Exercise and Sport
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- Key points
- Excuses, excuses
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- Figure 31: Attitudes towards exercise and sport, July 2009
- High-priority men
- On your bike
- Team sports help with motivation
- Don’t let sports players run out of steam
Targeting Opportunities
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- Key points
- How many sports?
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- Figure 32: Number of types of sport or exercise done regularly, July 2009
- Young, sporty and single
- Getting off the treadmill
- Exercise and sport target groups
- Sporting Chance
- Strugglers
- Enthusiastic Exercisers
Appendix – Internal Market Environment
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- Figure 33: Trends on participation in sports regularly, 2005-09
- Figure 34: Trends on participation in sports occasionally, 2005-09
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- Figure 35: Trends on sports read about in the papers, 2005-09
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Appendix – Frequency of Exercise and Sport
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- Figure 36: Most popular forms of exercise done once a week or more, by demographics, July 2009
- Figure 37: Next most popular forms of exercise done once a week or more, by demographics, July 2009
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- Figure 38: Other forms of exercise done once a week or more, by demographics, July 2009
- Figure 39: Least popular forms of exercise done once a week or more, by demographics, July 2009
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- Figure 40: Most popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
- Figure 41: Next most popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
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- Figure 42: Other forms of exercise done at least once a month but less than once a week, by demographics, July 2009
- Figure 43: Least popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
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- Figure 44: Most popular forms of exercise done at least once in the last year, by demographics, July 2009
- Figure 45: Next most popular forms of exercise done at least once in the last year, by demographics, July 2009
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- Figure 46: Other forms of exercise done at least once in the last year, by demographics, July 2009
- Figure 47: Least popular forms of exercise done at least once in the last year, by demographics, July 2009
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- Figure 48: Those who do walking (specifically for fitness), by frequency, by other sports done, July 2009
- Figure 49: Those who use cardiovascular machines, by frequency, by other sports done July 2009
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- Figure 50: Those who do weights, by frequency, by other sports done, July 2009
- Figure 51: Those who do running, by frequency, by other sports done, July 2009
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- Figure 52: Those who do swimming, by frequency, by other sports done, July 2009
- Figure 53: Those who do cycling/mountain biking, by frequency, by other sports done, July 2009
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- Figure 54: Those who play football, by frequency, by other sports done, July 2009
- Figure 55: Those who dance, by frequency, by other sports done, July 2009
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- Figure 56: Those who do aerobics, by frequency, by other sports done, July 2009
- Figure 57: Those who do yoga/Pilates, by frequency, by other sports done, July 2009
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- Figure 58: Those who play golf, by frequency, by other sports done, July 2009
- Figure 59: Those who play tennis, by frequency, by other sports done, July 2009
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- Figure 60: Those who do boxing/martial arts, by frequency, by other sports done, July 2009
- Figure 61: Those who play badminton, by frequency, by other sports done, July 2009
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- Figure 62: Those who play table tennis, by frequency, by other sports done, July 2009
- Figure 63: Those who play squash, by frequency, by other sports done, July 2009
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- Figure 64: Those who play rugby, by frequency, by other sports done, July 2009
- Figure 65: Those who play cricket, by frequency, by other sports done, July 2009
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- Figure 66: Those who play extreme sports, by frequency, by other sports done, July 2009
- Figure 67: Those who play watersports, by frequency, by other sports done, July 2009
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- Figure 68: Those who do rollerskating/blading/ice skating, by frequency, by other sports done, July 2009
- Figure 69: Those who do outdoor fitness group, by frequency, by other sports done, July 2009
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- Figure 70: Those who do other outdoor pursuits, by frequency, by other sports done, July 2009
- Figure 71: Those who do other sport/exercise, by frequency, by other sports done, July 2009
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Appendix – Exercise and Sport: When and for How Long?
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- Figure 72: When people exercise and how long for – those who do walking (specifically for fitness), July 2009
- Figure 73: When people exercise and how long for – those who use cardiovascular machines (eg treadmill, cross-trainer etc), July 2009
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- Figure 74: When people exercise and how long for – those who do weights, July 2009
- Figure 75: When people exercise and how long for – those who do running, July 2009
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- Figure 76: When people exercise and how long for – those who do swimming, July 2009
- Figure 77: When people exercise and how long for – those who do cycling/mountain biking, July 2009
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- Figure 78: When people exercise and how long for – those who play football, July 2009
- Figure 79: When people exercise and how long for – those who do dancing, July 2009
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- Figure 80: When people exercise and how long for – those who do aerobics, July 2009
- Figure 81: When people exercise and how long for – those who do yoga/Pilates, July 2009
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- Figure 82: When people exercise and how long for – those who play golf, July 2009
- Figure 83: When people exercise and how long for – those who play tennis, July 2009
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- Figure 84: When people exercise and how long for – those who do boxing/martial arts, July 2009
- Figure 85: When people exercise and how long for – those who play badminton, July 2009
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- Figure 86: When people exercise and how long for – those who play table tennis, July 2009
- Figure 87: When people exercise and how long for – those who play squash, July 2009
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- Figure 88: When people exercise and how long for – those who play rugby, July 2009
- Figure 89: When people exercise and how long for – those who play cricket, July 2009
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- Figure 90: When people exercise and how long for – those who play extreme sports, July 2009
- Figure 91: When people exercise and how long for – those who play watersports, July 2009
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- Figure 92: When people exercise and how long for – those who do rollerskating/blading/ice skating, July 2009
- Figure 93: When people exercise and how long for – those who do outdoor fitness group, July 2009
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- Figure 94: When people exercise and how long for – those who do other outdoor pursuits, July 2009
- Figure 95: When people exercise and how long for – those who do other sport/exercise, July 2009
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Appendix – Where Do Consumers Exercise?
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- Figure 96: Where people exercise or play sports, by demographics, July 2009
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- Figure 97: Those who do exercise/sport regularly or occasionally, by venue, July 2009
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- Figure 98: When people exercise and how long for – those who exercise at a private health and fitness club, July 2009
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- Figure 99: When people exercise and how long for – those who exercise at a public/local authority leisure centre, July 2009
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- Figure 100: When people exercise and how long for – those who exercise at a sports club, July 2009
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- Figure 101: When people exercise and how long for – those who exercise generally outdoors, July 2009
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- Figure 102: When people exercise and how long for – those who exercise at home, July 2009
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Appendix – Attitudes towards Exercise and Sport
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- Figure 103: Most popular attitudes towards exercise and sport, by demographics, July 2009
- Figure 104: Next most popular attitudes towards exercise and sport, by demographics, July 2009
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- Figure 105: Other attitudes towards exercise and sport, by demographics, July 2009
- Figure 106: Those who do walking (specifically for fitness), by frequency, by attitudes towards exercise, July 2009
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- Figure 107: Those who use cardiovascular machines (eg treadmill, cross-trainer etc), by frequency, by attitudes towards exercise, July 2009
- Figure 108: Those who do weights by frequency, by attitudes towards exercise, July 2009
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- Figure 109: Those who do running, by frequency, by attitudes towards exercise, July 2009
- Figure 110: Those who do swimming, by frequency, by attitudes towards exercise, July 2009
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- Figure 111: Those who do cycling/mountain biking, by frequency, by attitudes towards exercise, July 2009
- Figure 112: Those who play football, by frequency, by attitudes towards exercise, July 2009
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- Figure 113: Those who do dancing, by frequency, by attitudes towards exercise, July 2009
- Figure 114: Those who do aerobics, by frequency, by attitudes towards exercise, July 2009
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- Figure 115: Those who do yoga/Pilates, by frequency, by attitudes towards exercise, July 2009
- Figure 116: Those who play golf, by frequency, by attitudes towards exercise, July 2009
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- Figure 117: Those who play tennis, by frequency, by attitudes towards exercise, July 2009
- Figure 118: Those who do boxing/martial arts, by frequency, by attitudes towards exercise, July 2009
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- Figure 119: Those who play badminton, by frequency, by attitudes towards exercise, July 2009
- Figure 120: Those who play table tennis, by frequency, by attitudes towards exercise, July 2009
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- Figure 121: Those who play squash, by frequency, by attitudes towards exercise, July 2009
- Figure 122: Those who play rugby, by frequency, by attitudes towards exercise, July 2009
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- Figure 123: Those who play cricket, by frequency, by attitudes towards exercise, July 2009
- Figure 124: Those who play extreme sports, by frequency, by attitudes towards exercise, July 2009
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- Figure 125: Those who play watersports, by frequency, by attitudes towards exercise, July 2009
- Figure 126: Those who do rollerskating/blading/ice skating, by frequency, by attitudes towards exercise, July 2009
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- Figure 127: Those who do outdoor fitness group, by frequency, by attitudes towards exercise, July 2009
- Figure 128: Those who do other outdoor pursuits, by frequency, by attitudes towards exercise, July 2009
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- Figure 129: Those who do other sports/exercise, by frequency, by attitudes towards exercise, July 2009
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Appendix – Targeting Opportunities
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- Figure 130: Repertoire of forms of sport and exercise done regularly, by demographics, July 2009
- Figure 131: Forms of exercise done regularly, by number of forms of exercise done regularly, July 2009
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- Figure 132: Attitudes towards exercise and sport, by target groups, July 2009
- Figure 133: Any participation in sports, by target groups, July 2009
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- Figure 134: Target groups, by demographics, July 2009
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