Exercise Trends - US - March 2020

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
Figure 1: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
Top takeaways
The issues
Routine hang-ups challenge consistent exercise
Figure 2: Reasons for exercising less in the past 12 months, January 2020
Infrequent exercise is on the rise
Figure 3: Exercise frequency, September 2018 and January 2020
The opportunities
Cross-functional benefits can differentiate fitness products/services
Figure 4: Motivations to exercise, January 2020
Digital workout platforms meet the needs of at-home exercisers
Figure 5: Attitudes toward exercising, by exercise locations, January 2020
Small wins to achieve large goals
Figure 6: Select health and wellness 2020 goals to start doing, November 2019
What it means/what’s next
THE MARKET – WHAT YOU NEED TO KNOW
Exercise commitment sustains market success
Lack of motivation deters adults
Fitness routines must adapt to convenience culture
Prevalence of obese adults necessitates tailored fitness solutions
The health of the economy mirrors the health of consumers
MARKET SIZE AND FORECAST
Health and fitness market sustains consistent growth
Figure 7: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
Figure 8: Total US sales and fan chart forecast of health and fitness clubs, at current prices, 2014-24
THE EXERCISE CONSUMER
US adults are committed to their fitness routines…
Figure 9: Exercise frequency, September 2018 and January 2020
…but motivation has deterred exercise consistency
Figure 10: Barriers to exercising, September 2018 and January 2020
Young men give fitness the time of day
Figure 11: Exercise frequency, September 2018 and January 2020
Higher earning households prioritize exercise
Figure 12: Exercise frequency, by household income, January 2020
Location impacts fitness frequency
Figure 13: Exercise frequency, by area, January 2020
MARKET PERSPECTIVE
At-home workouts sustain popularity; gyms must work to stand out
Keeping up is easier said than done
MARKET FACTORS 
Obesity prevalence necessitates fitness and nutrition solutions
Figure 14: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
Physical health benefits motivate the aging population
Economic health boosts the fitness market
Figure 15: Median household income, in inflation-adjusted dollars, 2007-18
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Low impact has a significant impact
Follow, like and subscribe for more
Budget friendly fitness facilities still have a place
Unattainable wellness fads are on the way out
One-stop shop for wellness is on the horizon
Using data to connect with consumers
WHAT’S IN?
Low impact, high energy
Figure 16: Instagram post, board30 fitness class, December 2019
Influential voices in the fitness community
Figure 17: Instagram post, Melissa Wood Health, January 2019
What’s still in: high-volume, low-priced fitness facilities
The road to recovery
WHAT’S OUT?
The unattainable wellness industry
Fitness without the fun
Figure 18: Instagram post, the sculpt society
WHAT TO WATCH
One-stop shop for physical health needs
Digital fitness challenges boutique classes
What’s in it for me?
THE CONSUMER – WHAT YOU NEED TO KNOW 
The low impact life is the life for me
Let’s get physical…and emotional
Outdoor enthusiasts and homebodies
Fitness efforts are boosted by making time for a routine
Not all workouts are built the same
Positioning exercise as a moment for self-care
TYPES OF EXERCISE
Low impact fitness has a high following
Figure 19: Types of exercise, January 2020
Frequency of exercise impacts fitness preference
Figure 20: Exercise frequency, by types of exercise, January 2020
Fitness solutions for the aging population
Figure 21: Types of exercise, by age, January 2020
Men focus on a variety of exercises; women prefer lower intensity
Figure 22: Types of exercise, by gender, January 2020
MOTIVATIONS TO EXERCISE
Physical health and emotional wellbeing motivate people to exercise
Figure 23: Motivations to exercise, January 2020
Boutique fitness classes foster a sense of community
Figure 24: Exercise location, by motivations to exercise, January 2020
Figure 25: SoulCycle Instagram post, January 2020
Occasional exercisers need small wins to improve dedication
Figure 26: Exercise commitment, by motivations to exercise, January 2020
The look good, feel good mentality appeals to young women
Figure 27: Motivations to exercise, by gender and age, January 2020
EXERCISE LOCATIONS
From outside the window to inside the walls
Figure 28: Exercise locations, January 2020
The era of WOFH: work out from home
Figure 29: Most frequent exercise location, January 2020
Age and gender differentiate exercise locations
Older adults seek the great outdoors
Middle agers look for balance and self-care
Young women make space within the home for exercise
Young men rely on dedicated fitness areas
Figure 30: Exercise locations, by gender and age, January 2020
Gym-goers exercise at a higher intensity
Figure 31: Exercise types, by select exercise locations, January 2020
CHANGES IN EXERCISE ROUTINES
More adults are increasing their frequency of exercise
Figure 32: Changes in exercise routines in the past 12 months, January 2020
Finding the time to establish a fitness routine
Figure 33: Reasons for exercising more in the past 12 months, January 2020
Young men are exercising more, thanks to fitness facility membership
Figure 34: Reasons for exercising more in the past 12 months, by gender and age, January 2020
Lack of time, motivation and consistency limit exercise frequency
Figure 35: Reasons for exercising less in the past 12 months, January 2020
ATTITUDES TOWARD TYPES OF EXERCISE
Different workouts carry different expectations
Figure 36: Correspondence Analysis – Symmetrical map – Workout associations, January 2020
Correspondence analysis methodology
Low impact workout: holistic and happy
Figure 37: Attitudes toward low impact exercises, January 2020
Endurance workout: feel the burn
Figure 38: Attitudes toward endurance exercises, January 2020
HIIT workout: for the fitness fanatic
Figure 39: Attitudes toward high intensity interval exercises, January 2020
Strength workout: builds muscle and results
Figure 40: Attitudes toward strength exercises, January 2020
Flexibility workout: the deeper the stretch, the deeper the Zen
Figure 41: Attitudes toward flexibility exercises, January 2020
ATTITUDES TOWARD EXERCISING
Exercising alone should not limit variety or personalization
Figure 42: Attitudes toward exercising, January 2020
Women aged 18-34 are all about variety
Figure 43: Attitudes toward exercising, by gender and age, January 2020
Digital workouts cater to the in-home environment
Figure 44: Attitudes toward exercising, by exercise locations, January 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 45: Total US revenues and forecast of health and fitness clubs, at inflation-adjusted prices, 2014-24
Figure 46: Number of US health and fitness clubs and memberships, 2013-18
Figure 47: Number of US health and fitness club memberships, by region, 2016 and 2018
APPENDIX – THE CONSUMER 
Figure 48: Correspondence Analysis – Symmetrical map – Workout associations, January 2020