People are buying sporting goods. They’re also prioritizing their health to a greater degree, which means more exercising and participation in sports and fitness; this should fuel demand for sporting goods in the future. However, more often than not, people are buying sporting goods at places other than stores that specialize in this area. Specialty sporting goods retailers aren’t staying top-of-mind among shoppers in the market, signaling a need for heightened visibility that can be garnered through amplified marketing and local community involvement that could include partnering with local sports leagues, fitness studios, etc. They also need to revisit their merchandise to make sure it aligns with what consumers are buying or are interested in buying, and look for ways to sell more than just “stuff,” but rather tangible benefits and experiences.

For the purposes of this Report, Mintel has defined sporting goods retailers as those specializing in the sale of sports clothing, footwear, equipment and accessories. While the Report’s focus is on specialty retailers, other retailers that sell sporting goods but not exclusively, such as Amazon and mass merchandisers, are included as well to provide better coverage of the market.

Excluded retailers are those specializing in the sale of boats, boating and sailing products and any other vehicle for sporting use, as well as retailers specializing mainly in athletic clothing or footwear (eg Foot Locker).