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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- The market
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- Figure 1: Exercise frequency and Length of average workout, by exertion level, May 2012
- Market factors
- Age
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- Figure 2: Population, by generation, and exercise activity, by generation, May 2012
- Race/ethnicity
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- Figure 3: U.S. population, by race and Hispanic origin, 2012-17
- Presence of children
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- Figure 4: Exercise activity, by presence of children, May 2012
- Figure 5: Households, by presence of children, 2001-11
- Lack of health insurance
- Cost of exercise
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- Figure 6: Median household income, in inflation-adjusted dollars, 2001-11
- Obesity
- The consumer
- Popular exercises
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- Figure 7: Exercise activity, May 2012
- Motivations to exercise
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- Figure 8: Reasons for working out, by gender, May 2012
- Challenges to exercise
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- Figure 9: Challenges to exercise, by exercisers and non-exercisers, May 2012
- What we think
Issues in the Market
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- How have apps, On Demand programming, and other free fitness options challenged gyms and fitness clubs?
- How is technology helping to shape the exercise industry?
- What are companies doing to help their employees exercise?
Insights and Opportunities
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- Technology
- Location
- Incorporating wellness into fitness
Trend Applications
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- Trend: Suite Life
- Trend: Make it Mine
- 2015 Trend: Old Gold
Market Factors
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- Key points
- Population
- Seniors prime to drive exercise
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- Figure 10: Population, by generation, 2012
- Ethnicity
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- Figure 11: U.S. population, by race and Hispanic origin, 2007-17
- Impact of children
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- Figure 12: Households, by presence of children, 2001-11
- Lack of health insurance
- Median income
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- Figure 13: Median household income, in inflation-adjusted dollars, 2001-11
- Leisure time and increased sedentary levels
- Obesity rates
Competitive Context
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- Not exercising
- Managing weight through diet alone
Company Profiles
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- Flirty Girl Fitness
- About
- Strategy
- Membership/payment
- Classes
- Offerings
- Products
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- Figure 14: Flirty girl fitness, television ad, 2011-12
- Jillian Michaels
- About
- Membership
- Strategies
- Marketing
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- Figure 15: NordicTrack, television ad, 2012
- Products
Innovations and Innovators
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- Innovative equipment
- Office products
- Instructional videos
- Innovative classes/gyms
- Innovative technologies
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Equinox
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- Figure 16: Brand analysis of equinox, 2012
- Print and out-of-home
- Online initiatives
- Social networking
- Brand analysis: 24 Hour Fitness
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- Figure 17: Brand analysis of 24 hour fitness, 2012
- Online initiatives
- Social media
- TV presence
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- Figure 18: 24 hour fitness, television ad
- Figure 19: 24 hour fitness, television ad
- USA Basketball Partnership
- Brand analysis: Planet Fitness
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- Figure 20: Brand analysis of Planet Fitness, 2012
- TV presence
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- Figure 21: Planet Fitness, television ad, 2012
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- Figure 22: Planet Fitness, television ad, 2012
- Online initiatives
- Social networking
Exercise Frequency
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- Key points
- Majority of respondents exercise
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- Figure 23: Exercise frequency and exertion level, May 2012
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- Figure 24: Regular exercise program, by gender, January 2011-March 2012
- Overall, men and women demonstrate similar exercise habits
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- Figure 25: Exercise exertion level, by gender, May 2012
- Younger respondents more likely to have exercised in past week
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- Figure 26: Exercise exertion level, by age, May 2012
- Making fitness affordable
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- Figure 27: Exercise exertion level, by household income, May 2012
Workout Length
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- Key points
- Exercisers meeting CDC guidelines
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- Figure 28: Length of average workout, May 2012
- Vigorous workouts are longer
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- Figure 29: Exercise frequency and Length of average workout, by exertion level, May 2012
- Younger exercisers work out for longer
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- Figure 30: Length of average workout, by age, May 2012
Location of Exercise
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- Key points
- Most work out at home
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- Figure 31: Exercise location, January 2011-March 2012
- Older exercisers least likely to work out at home
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- Figure 32: Exercise location, by age, January 2011-March 2012
Popularity of Exercise/Sports Activities
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- Key points
- Walking/hiking most popular activity
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- Figure 33: Frequency of sports and exercise activities, May 2012
- Men more likely to play sports, women more likely to dance
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- Figure 34: Summary of participation in sports and exercise activities, by gender, May 2012
- Participation skews younger
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- Figure 35: Summary of participation in sports and exercise activities, by age, May 2012
- Targeting Baby Boomers
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- Figure 36: Summary of interest in sports and exercise activities, by generation, May 2012
- Children/Teens
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- Figure 37: Sports played in past 12 months, among kids, by gender, October 2010 - November 2011
- Figure 38: Sports played in past 12 months, among teens by gender, October 2010 - November 2011
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- Figure 39: Opinions about sports, among teens by gender, October 2010 - November 2011
Reasons for Exercising
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- Key points
- Exercisers work out for general health/wellness
- Female exercisers more concerned with appearance
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- Figure 40: Reasons for working out, by gender, May 2012
- Younger respondents want to look better, build muscle
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- Figure 41: Reasons for working out, by age, May 2012
- Parents more likely to be concerned with appearance
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- Figure 42: Reasons for working out, by presence of children in household, May 2012
Attitudes Toward Exercising
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- Key points
- Exercise is too expensive
- Target women with new opportunities
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- Figure 43: Attitudes toward exercise, by gender, May 2012
- Make exercise more enjoyable for older exercisers
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- Figure 44: Attitudes toward exercise, by age, May 2012
- Single exercisers are happy
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- Figure 45: Attitudes toward exercise, by marital status, May 2012
- Parents enjoy working out
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- Figure 46: Attitudes toward exercise, by presence of children in household, May 2012
Tools and Activities Used
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- Key points
- Consumers are interested in trying technology devices
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- Figure 47: Exercise activities and tools used, May 2012
- Women more likely to be interested in instruction, guidance
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- Figure 48: Exercise activities and tools used, by gender, May 2012
- Younger exercisers interested in most tools
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- Figure 49: Exercise activities and tools used, by age, May 2012
- Younger women most likely to be interested in exercise products
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- Figure 50: Exercise activities and tools used, by gender and age, May 2012
Challenges to Exercise
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- Key points
- Getting non-exercisers to start exercising
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- Figure 51: Challenges to exercise, by Exercisers and Non-exercisers, May 2012
- Exercise a bigger challenge for women
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- Figure 52: Challenges to exercise, by gender, May 2012
- Challenges to exercise vary by age
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- Figure 53: Challenges to exercise, by age, May 2012
- Parents face more challenges
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- Figure 54: Challenges to exercise, by presence of children in household, May 2012
- Other challenges to exercise
Race and Hispanic Origin
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- Key points
- Black and Asian respondents more likely to exercise
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- Figure 55: Regular exercise program, by race/Hispanic origin, January 2011-March 2012
- Length of average workout varies by race/ethnicity
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- Figure 56: Length of average workout, by race/Hispanic origin, May 2012
- Exercise popular with Hispanics
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- Figure 57: Summary of participation in sports and exercise activities, by race/Hispanic origin, May 2012
- Black, Hispanic, and Asian exercisers invested in working out
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- Figure 58: Attitudes toward exercise, by race/Hispanic origin, May 2012
- Technology is appealing to other ethnicities
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- Figure 59: Exercise activities and tools used, by race/Hispanic origin, May 2012
- Exercise not a challenge for black respondents
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- Figure 60: Challenges to exercise, by race/Hispanic origin, May 2012
Cluster Analysis
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- Figure 61: Target clusters, May 2012
- Cluster 1: Couch Potatoes
- Characteristics
- Opportunity
- Cluster 2: Pumped Up
- Characteristics
- Opportunity
- Cluster 3: Tried and True
- Characteristics
- Opportunity
- Cluster 4: Motivated by Me
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 62: Average length and exercise exertion level, by target clusters, May 2012
- Figure 63: Summary of participation in sports and exercise activities, by target clusters, May 2012
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- Figure 64: Reasons for working out, by target clusters, May 2012
- Figure 65: Attitudes toward exercise, by target clusters, May 2012
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- Figure 66: Exercise activities and tools used, by target clusters, May 2012
- Figure 67: Challenges to exercise, by target clusters, May 2012
- Cluster demographic tables
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- Figure 68: Target cluster demographics, May 2012
- Cluster methodology
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Custom Consumer Groups—BMI
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- Key points
- Healthy weight most likely to have exercised in past week
- Obese exercisers work out for shortest amount of time
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- Figure 69: Average length and exercise exertion level, by BMI, May 2012
- Walking/hiking appeals to overweight
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- Figure 70: Summary of participation in sports and exercise activities, by BMI, May 2012
- Exercise presents challenges for obese
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- Figure 71: Attitudes toward exercise, by BMI, May 2012
- Obese need help getting motivated
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- Figure 72: Challenges to exercise, by BMI, May 2012
Appendix—Other Useful Consumer Tables
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- Length of workout by household income
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- Figure 73: Length of average workout, by household income, May 2012
- Length of workout by household size
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- Figure 74: Length of average workout, by household size, May 2012
- Sports/exercise activities by age/gender
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- Figure 75: Summary of participation in sports and exercise activities, by gender and age, May 2012
- Sports activities by reason to exercise
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- Figure 76: Frequency of sports activities, by reasons for working out, May 2012
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- Figure 77: Frequency of sports activities, by reasons for working out, May 2012
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- Figure 78: Frequency of sports activities, by reasons for working out, May 2012
- Exercise activities by reason to exercise
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- Figure 79: Frequency of exercise activities, by reasons for working out, May 2012
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- Figure 80: Frequency of exercise activities, by reasons for working out, May 2012
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- Figure 81: Frequency of exercise activities, by reasons for working out, May 2012
- Attitudes toward exercise by age/gender
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- Figure 82: Attitudes toward exercise, by gender and age, May 2012
- Attitudes toward exercise by strenuous level
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- Figure 83: Attitudes toward exercise, by exertion level, May 2012
- Attitudes toward exercise by length of workout
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- Figure 84: Attitudes toward exercise, by length of workout, May 2012
- Singles more interested in most exercise tools
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- Figure 85: Exercise activities and tools used, by marital status, May 2012
- Parents more likely to be interested in most tools
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- Figure 86: Exercise activities and tools used, by presence of children in household, May 2012
- Those engaged in a regular exercise program are more likely to use most health monitoring devices
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- Figure 87: Health monitor device usage, by regular exercise program, August 2011-March 2012
- Challenges to exercise by length of workout
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- Figure 88: Challenges to exercise, by length of workout, May 2012
Appendix—Trade Associations
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