Exercise and Fitness - Ireland - 2022

OVERVIEW
What you need to know
Key issues covered in this Report
COVID-19: Market context
EXECUTIVE SUMMARY
The market
COVID-19 impact on exercise and fitness
Figure 1: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
High obesity levels create opportunity for fitness
Figure 2: Obesity rates in Northern Ireland, by age, 2022
Figure 3: Consumers’ frequency of exercise, NI and RoI, 2022
Exercise aiding mental health
Figure 4: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
Figure 5: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
Increased price of living could impact gym memberships
Figure 6: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
Innovations
The consumer
A third of consumers exercise multiple times a week
Figure 7: Frequency consumers exercise, NI and RoI, 2022
Six in 10 consumers favour low-impact exercise
Figure 8: Types of exercise and fitness, NI and RoI, 2022
Health acts as big motivator for exercise
Figure 9: Consumers’ motivations for exercising, NI and RoI, 2022
Consumers didn’t purchase home exercise equipment
Figure 10: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
What we think
THE MARKET – KEY TAKEAWAYS
High obesity levels present fitness opportunity
COVID-19 created fitness trends
Rise in prices could impact gym memberships
MARKET DRIVERS
Short-, medium- and long-term impact on the industry
Figure 11: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
Lockdown:
Re-emergence:
Recovery:
Obesity levels are high, opportunity for fitness
Figure 12: Obesity rates in Northern Ireland, by age, 2022
Figure 13: Consumers’ frequency of exercise, NI and RoI, 2022
Exercise aiding mental health
Figure 14: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
Figure 15: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
COVID-19 fitness trends
Rise in prices may impact number of gym memberships
Figure 16: Consumers who frequently exercise at the gym related to before, during or after COVID-19, NI and RoI, 2022
Figure 17: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
COMPANIES AND BRANDS – KEY TAKEAWAYS
A gap for fitness apps in Ireland
Companies are making catering to all a priority
A holistic approach to include mental wellbeing
WHO’S INNOVATING?
Space for digital fitness platforms in Ireland
Figure 18: Consumers’ use of digital apps when exercising, NI and RoI, 2022
Companies are ensuring inclusivity to attract consumers
Companies are encouraged to take a holistic approach to wellness
Figure 19: “COVID-19/coronavirus has made me more aware of the importance of my mental wellbeing”, NI and RoI, 2022
COMPETITIVE STRATEGIES
PureGym
Key Facts
Competitive Strategy
Recent Developments
Gym Co
Key Facts
Competitive Strategies
Recent Developments
Think Fit
Key Facts
Competitive Strategies
Curves
Key Facts
Competitive Strategies
Recent Developments
FLYEfit
Key Facts
Competitive Strategies
Recent Developments
Ben Dunne
Key Facts
Competitive Strategies
Recent Developments
Raw Gyms
Key Facts
Competitive Strategy
THE CONSUMER – KEY TAKEAWAYS
Consumers are exercising frequently
Low-impact exercise is favoured amongst consumers
Health is a big motivator for exercise
FREQUENCY OF EXERCISE AND FITNESS
A third of consumers exercise multiple times a week
Figure 20: Frequency consumers exercise, NI and RoI, 2022
Younger consumers are exercising at a high level 
Figure 21: Comparing consumers who exercise multiple times a week vs never, by age, NI and RoI, 2022
Figure 22: Consumers who have shared photos/images on social networking sites in any rank, by age, NI and RoI, 2021
Affluent consumers exercising at least once a week
Figure 23: Consumers who exercise at least once a week, by socio-economic status, NI and RoI, 2022
TYPES OF EXERCISE AND FITNESS
Six in 10 consumers favour low-impact exercise
Figure 24: Types of exercise and fitness, NI and RoI, 2022
Figure 25: Consumers who use low-impact exercise, by age, NI and RoI, 2022
Men prefer endurance, whilst women opt for flexibility
Figure 26: Consumers who use endurance training, by gender, NI and RoI, 2022
Figure 27: Consumers who use flexibility training, by gender, NI and RoI, 2022
MOTIVATIONS TO EXERCISE
Health acts as big motivator for exercise
Figure 28: Consumers’ motivations for exercising, NI and RoI, 2022
Figure 29: Consumers who exercise to prevent future health issues, by age, NI and RoI, 2022
Figure 30: Consumers who agree the ‘helps with heart’ claim makes a spread healthy, by age, NI and RoI, 2021
Women are motivated by fat loss
Figure 31: Consumers who exercise to lose fat, by gender, NI and RoI, 2022
Younger consumers focus on building muscle/tone
Figure 32: Consumers who exercise to gain muscle/tone up, by age, NI and RoI, 2022
EXERCISE LOCATIONS
Outside exercise is favoured
Figure 33: Locations of exercise, NI and RoI, 2022
Figure 34: Consumers exercising outside before, during and after COVID-19, NI and RoI, 2022
Older consumers prefer outdoors, whilst younger consumers hit the gym
Figure 35: Consumers who prefer to exercise outside after COVID-19, by age, NI and RoI, 2022
Figure 36: Consumers who prefer to exercise in the gym after COVID-19, by age, NI and RoI, 2022
ATTITUDES TOWARDS EXERCISE AND FITNESS
Consumers didn’t purchase home exercise equipment 
Figure 37: Attitudes towards exercise and fitness, NI and RoI, 2022
Figure 39: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
COVID-19 puts a spotlight on health
Figure 38: Consumers’ attitudes towards COVID-19 and exercise and fitness, NI and RoI, 2022
Younger consumers are more confident using technology
Figure 39: Consumers who agree they watch fitness/exercise videos on streaming services (eg YouTube exercise class), by age, NI and RoI, 2022
Figure 40: Number of consumers who have used YouTube in the last three months, by age, NI and RoI, 2021
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations