Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Snapshot of exercise in America
- Drivers for exercise
- Threats to exercise
- Insights and opportunities
- Interest in products
- Reasons for exercising
- Popularity of exercise routines
- Attitudes towards exercise
- Challenges to exercise
- Other important attitudes
Insights and Opportunities
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- Five trends you can use
- Pump them up with technology
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- Figure 1: Use of and interest in fitness tools, February 2010
- Let’s socialize
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- Figure 2: Attitudes towards exercising, by gender, February 2010
Inspire Insights
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- Guiding Choice
- What it’s about
- Exercise is in need of a facelift
- Rebranding exercise
- Implications
- A Play on Brands
- What it’s about
- Fitness is boring
- The death of fitness and the birth of exertainment
- Implications
Exercise Overview
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- Key points
- Little change in exercise habits
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- Figure 3: Percentage of Americans participating in regular physical activity, by age, 1998, 2006 and 2007
- Popular sports
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- Figure 4: Most popular aerobic sports, 2007-09
Market Drivers
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- Key points
- Exercise is in
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- Figure 5: Growth of exercise magazines, April/May 2009-10
- Uncle Sam gets in shape
- Health clubs offer tantalizing deals to lure
Threats
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- Key points
- Still sore from the recession
- Obesity is a barrier to exercise
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- Figure 6: Obesity in America, 1988-2006
- America, the land of the couch potato
Innovation and Innovators
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- Innovative technologies
- Innovation in exercise equipment
Brands and the Advertising Landscape
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- Overview of the brand landscape
- A holistic solution at Curves
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- Figure 7: Brand analysis of Curves, 2010
- Figure 8: Curves, television ad, 2010
- A balancing act at Bally’s
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- Figure 9: Brand analysis of Bally’s, 2010
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- Figure 10: Bally’s, television ad, 2010
- The coolest kids decide to help the Biggest Loser
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- Figure 11: Brand analysis of The Biggest Loser, 2010
- Figure 12: The Biggest Loser, television ad, 2010
Exercise Habits
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- Key points
- Overestimating how much they exercise?
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- Figure 13: Number of days exercise per week, by gender, February 2010
- Exercise habits don’t change with age
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- Figure 14: Number of days exercise per week, by age, February 2010
- Affluent and exercising
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- Figure 15: Number of days exercise per week, by household income, February 2010
- More supporting evidence for challenges ahead
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- Figure 16: Length of average workout, by household income, February 2010
Popularity of Exercise Routines
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- Key points
- Workouts may be inadequate
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- Figure 17: Exercise activities and equipment used, by gender, February 2010
- Baby Boomers and the untapped potential of cardio machines
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- Figure 18: Exercise activities and equipment used, by age, February 2010
- Affluent, aerobic, and equipped
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- Figure 19: Exercise activities and equipment used, by household income, February 2010
- Single, active, and wanting to look good
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- Figure 20: Exercise activities and equipment used, by marital status, February 2010
Reasons for Exercising
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- Key points
- Women working out for self-esteem and appearance
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- Figure 21: Reasons for exercising, by gender, February 2010
- Younger Boomers are a motivated group
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- Figure 22: Reasons for exercising, by age, February 2010
- Motivated in the one-child house
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- Figure 23: Reasons for exercising, by number of children under 18 in household, February 2010
Attitudes towards Exercise
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- Key points
- Exercise is a chore
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- Figure 24: Interest in exercising, by gender, February 2010
- How to get Boomers moving
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- Figure 25: Interest in exercising, by age, February 2010
- Single and for the fun of it
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- Figure 26: Interest in exercising, by marital status, February 2010
Interest in Products
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- Key points
- Women want their privacy
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- Figure 27: Interest in fitness tools, by gender, February 2010
- Young adults want to try everything
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- Figure 28: Interest in fitness tools, by age, February 2010
- Parents looking for new ways to exercise
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- Figure 29: Interest in fitness tools, by number of children under 18 in household, February 2010
Challenges to Exercise
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- Key points
- Inspire me, please
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- Figure 30: Challenges to exercising, by gender, February 2010
- The young are the restless
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- Figure 31: Challenges to exercising, by age, February 2010
- The less affluent need more inspiration
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- Figure 32: Challenges to exercising, by household income, February 2010
Other Important Attitudes
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- Key points
- Down on gyms; up on home workouts
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- Figure 33: Attitudes towards exercising, by gender, February 2010
- Young and hungry for more of everything
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- Figure 34: Attitudes towards exercising, by age, February 2010
- Making a good living and wanting to exercise
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- Figure 35: Attitudes towards exercising, by household income, February 2010
Race and Hispanic Origin
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- Key points
- Appearance inspires Hispanics
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- Figure 36: Reasons for exercising, by race/hispanic origin, February 2010
- Blacks want to work out at home
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- Figure 37: Attitudes towards exercising, by race/hispanic origin, February 2010
- Are blacks underestimating their objections?
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- Figure 38: Challenges to exercising, by race/hispanic origin, February 2010
- Hispanics interested in online tools
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- Figure 39: Interest in fitness tools, by race/hispanic origin, February 2010
Cluster Analysis
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- Enjoyers
- Who they are
- Opportunity
- Laborers
- Who they are
- Opportunity
- Compensators
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 40: Exercise clusters, February 2010
- Figure 41: Frequency of exercise, by exercise clusters, February 2010
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- Figure 42: Interest in exercise, by exercise clusters, February 2010
- Figure 43: Challenges to exercise, by exercise clusters, February 2010
- Cluster demographics
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- Figure 44: Exercise clusters, by gender, February 2010
- Figure 45: Exercise clusters, by age, February 2010
- Figure 46: Exercise clusters, by household income, February 2010
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- Figure 47: Exercise clusters, by race/Hispanic origin, February 2010
- Cluster methodology
Custom Consumer Groups
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- Affluent males use exercise equipment
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- Figure 48: Exercise activities and equipment used, by gender and household income, February 2010
- Appearance and stress drive younger women
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- Figure 49: Reasons for exercising, by gender and age, February 2010
- The young are hungry for information about exercise
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- Figure 50: Attitudes towards exercising, by gender and age, February 2010
- Happiness and indulgence motivates young men
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- Figure 51: Interest in exercising, by gender and age, February 2010
- Young women face the greatest challenges
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- Figure 52: Challenges to exercising, by gender and age, February 2010
Appendix: Other Useful Consumer Tables
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- The young and the single work out longer
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- Figure 53: Length of average workout, by age, February 2010
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- Figure 54: Length of average workout, by marital status, February 2010
- Single and socializing
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- Figure 55: Attitudes towards exercising, by marital status, February 2010
- General health and self-esteem drive the affluent
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- Figure 56: Reasons for exercising, by household income, February 2010
Appendix: Trade Associations
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