Exercise Trends: Inc Impact of COVID-19 - UK - July 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Covered in this Report
COVID-19: Market context
Health and fitness context
Economic and other assumptions
EXECUTIVE SUMMARY
Impact of COVID-19 on the health and fitness sector
Short, medium and long-term impact on the industry
Figure 1: Expected impact of COVID-19 on the health and fitness sector, short, medium and long term, 12 July  2020
Market background
Activity levels on steady incline
Figure 2: Levels of activity in England, November 2015-November 2019
COVID-19 severely restricted exercise options…
…before venues were allowed to reopen
Private health and fitness club membership jumped prior to COVID-19 
Figure 3: Membership of private health and fitness club prior to COVID-19 outbreak, June 2020
Leisure centre membership lags behind
Companies and brands
Fitness clubs pivot to digital
Connected fitness brands hot property
Peloton expands digital presence
‘Mental health gym’ concept launched in Manchester
Joe Wicks launches daily PE With Joe
Third Space launches kids’ club
Sport Climbing set to make Tokyo Olympics debut
The consumer 
Seven in 10 Brits exercised regularly prior to lockdown
Figure 4: Exercise frequency – NET, 2-13 March 2020
Opportunity to push daily exercise
Figure 5: Exercise frequency, 2-13 March 2020
Exercise frequency increased during lockdown
Figure 6: Days done 30 minutes or more physical activity in last week, 3 April-22 June 2020
Walking most common exercise
Figure 7: Exercise type, 2-13 March 2020
Multiple exercise types mean more regular exercise
Mental benefits of exercise now play a crucial role
Corporate wellness services more crucial during homeworking age
Figure 8: Exercise motivations – NET, 2-13 March 2020
COVID-19 will only strengthen preference for outdoor exercise
Figure 9: Exercise locations, 2-13 March 2020
Consumers adapt to new locations
Figure 10: Attitudes towards attending a gym, June-July 2020
Growing opportunities to link mental health and exercise
Figure 11: Attitudes towards mental health and exercise, 2-13 March 2020
Exercise events provide more than just a challenge
Figure 12: Participation and interest in exercise challenges and events, 2-13 March 2020
Social needs can make fitness more enjoyable for over-55s
Figure 13: Exercise barriers, 2-13 March 2020
What we think
THE IMPACT OF COVID-19 ON THE HEALTH AND FITNESS SECTOR
The market
COVID-19 severely restricted exercise options…
…before venues were allowed to reopen
Equipment manufacturers face supply issues
The consumer
Consumers adapt to new locations
COVID-19 will only strengthen preference for outdoor exercise
Price will be critical for younger consumers upon reopening of venues
Opportunity to boost walking and cycling in the ‘active travel’ revolution
Equipment-less fitness back in vogue…
…but lockdown presents opportunity for equipment rental
Mental benefits of exercise now play a crucial role
Social fitness can provide an antidote from lockdown isolation
Companies and brands
Fitness venues pivot to digital
Existing content platforms grab new partnerships
Connected fitness equipment market heats up
COVID-19: Market context
ISSUES AND INSIGHTS
COVID-19 accelerates demand for connected fitness
The facts
The implications
Remote working era needs new approaches to corporate wellness
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Obesity epidemic major health problem
Activity levels on steady incline
COVID-19 severely restricts exercise options
Consumers adapt to new locations
Exercise frequency increased during lockdown
Private health and fitness club membership jumped prior to COVID-19 
Leisure centre membership lags behind
Individual exercise more popular than group sports
MARKET BACKGROUND
Over-55s population continues to grow
Figure 14: Life expectancy at attained age (years), by gender, England, 2001-19
Obesity epidemic major health problem
Figure 15: Adult (over 16 years old) body mass index, by weight category, England, 1993-2018
Activity levels on steady incline
Figure 16: Levels of activity in England, November 2015-November 2019
Interest in exercise on seasonal cycle
Figure 17: UK trends in Google searches for ‘exercise’, January 2010-20
Private health and fitness club membership jumped prior to COVID-19 
Figure 18: Membership of private health and fitness club prior to COVID-19 outbreak, June 2020
Leisure centre membership lags behind
Sports participation broadly stable
Figure 19: Total sport played, July 2017-July 2019
Individual exercise more popular than group sports
Figure 20: Types of sport played, July 2017 and July 2019
MARKET DRIVERS 
COVID-19 severely restricts exercise options
Fitness venues forced to shut
Lockdown enforces exercise restrictions
Facilities given reopening date
Figure 21: Attitudes towards attending a gym, June-July 2020
Consumers and brands adapt to new locations
Home
Figure 22: Participation in home workouts since COVID-19 outbreak, 26 March-16 April 2020
Outdoors
Wellbeing higher on the priority list
Figure 23: Changes in lifestyle priorities since COVID-19 outbreak, 7-14 May 2020
Exercise frequency increased during lockdown
Figure 24: Days done 30 minutes or more physical activity in last week, 3 April-22 June 2020
Growing spotlight on mental health
Financial situation linked with activity levels
Figure 25: Exercise activity, by financial situation, March 2020
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Fitness clubs pivot to digital
Connected fitness brands hot property
Peloton expands digital presence
‘Mental health gym’ concept launched in Manchester
Joe Wicks launches daily PE With Joe
Third Space launches kids’ club
Sport Climbing set to make Tokyo Olympics debut
LAUNCH ACTIVITY AND INNOVATION
Fitness clubs pivot to digital
Les Mills grabs a suite of content partnerships
David Lloyd launches Clubs@Home
London boutique 1Rebel unveils digital class offer
Home gyms get re-invented
Peloton expands digital content presence
Connected fitness brand Mirror bought by retailer Lululemon
FORME Life launches to pre-order
Holistic wellbeing trend goes mainstream
‘Mental health gym’ launched in Manchester
David Lloyd opens wellbeing-focused pop-up restaurant
Digme Fitness streams virtual series for Mental Health Awareness Week
Fitness for the whole family
Joe Wicks launches daily PE With Joe
Third Space launches kids’ club
Unconventional exercise offers novel alternatives
Tough Mudder brand acquired by Spartan
Ninja Warrior rapidly expands obstacle sites across the UK
Sport Climbing set to make Tokyo Olympics debut
Corporate wellness gets another look
Hussle launches corporate fitness service
THE CONSUMER – WHAT YOU NEED TO KNOW
Seven in 10 exercised regularly prior to lockdown
Opportunity to push daily exercise
Walking most common exercise
Multiple exercise types mean more regular exercise
Mental benefits of exercise now play a crucial role
Corporate wellness services more crucial during homeworking age
COVID-19 will only strengthen preference for outdoor exercise
Growing opportunities to link mental health and exercise
Exercise events provide more than just a challenge
Social needs can make fitness more enjoyable for over-55s
EXERCISE FREQUENCY
Exercise frequency boosted by lockdown
Figure 26: Exercise frequency – NET, 2-13 March 2020
Opportunity to push daily exercise
Figure 27: Exercise frequency, 2-13 March 2020
EXERCISE TYPES
Opportunity to boost walking and cycling in the ‘active travel’ revolution
Figure 28: Exercise type, 2-13 March 2020
Race to turn lockdown joggers into lifetime runners
Figure 29: Future intentions to use fitness technologies, by usage of fitness technologies, 4-18 June 2020
Multiple exercise types mean more regular exercise…
Figure 30: Exercise frequency, by repertoire analysis of exercise types – NET, 2-13 March 2020
…leading to popular cross-training combinations
Figure 31: Exercise type, by exercise type, 2-13 March 2020
Younger consumers prefer more intense workouts
Figure 32: Exercise type, by age, 2-13 March 2020
EXERCISE MOTIVATIONS
Mental benefits of exercise now play a crucial role
Fat loss key motivator for a third
Prompts shift from ‘fitness brand’ to ‘wellness brand’
Figure 33: Exercise motivations – NET, 2-13 March 2020
Appearance paramount for younger Brits…
…but it’s time to change the message
Figure 34: Exercise motivations – NET, by age, 2-13 March 2020
Corporate wellness partnerships will appeal to stressed out professionals
COVID-19 shines spotlight on fitness of older adults
Exercises chosen according to motivations
Figure 35: Motivations to exercise, by exercise types, 2-13 March 2020
EXERCISE LOCATIONS
Lockdown surge for home exercise options
Figure 36: Exercise locations,  2-13 March 2020
Urban living needs smart solutions
Opportunity to utilise exercise equipment in more homes
Brands show flexibility to get in the door
Tech solutions bring the in-person experience home
Pressure to sustain virtual exercise habits past lockdown
Safety critical for indoor venues
ATTITUDES TOWARDS MENTAL HEALTH AND EXERCISE
Nearly seven in 10 care more about mental health than in the past
Figure 37: Attitudes towards mental health, 2-13  March 2020
Growing opportunities to link mental health with exercise
Holistic exercise concepts appeal to over half of Brits
Figure 38: Attitudes towards exercise and mental health, 2-13 March 2020
PARTICIPATION AND INTEREST IN EXERCISE CHALLENGES AND GROUPS
Exercise clubs and challenges tap into ‘social fitness’ trend
Figure 39: Participation in exercise challenge/group – NET, by Mintel identity trends driver statement, 2-13 March 2020
Nearly a third would tackle obstacle course in the future
Figure 40: Participation and interest in exercise challenges and events, 2-13 March 2020
BARRIERS TO EXERCISE
Social needs can make fitness more enjoyable for over-55s
Time barrier eased through lockdown
Figure 41: Exercise barriers, 2-13 March 2020
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology