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Exercise Trends - US - June 2010

The majority of Americans are not getting enough exercise, and that means there are numerous opportunities for companies in the exercise category to help motivate them. Some of the topics covered in this report include:

  • Motivations for exercising (and not exercising) among key demographics, and specific recommendations for leveraging these findings
  • Products and services respondents express interest in, such as online video workouts
  • Suggestions for products, services and brand positions that are likely to appeal to the sedentary
  • How companies can capitalize on the desire to socialize, find a partner, and other motivations that drive exercise
  • An analysis of exercise habits, motivations, and activities by gender, age, household income and other key characteristics, and brand positions likely to motivate these demographics

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Snapshot of exercise in America
                      • Drivers for exercise
                        • Threats to exercise
                          • Insights and opportunities
                            • Interest in products
                              • Reasons for exercising
                                • Popularity of exercise routines
                                  • Attitudes towards exercise
                                    • Challenges to exercise
                                      • Other important attitudes
                                      • Insights and Opportunities

                                        • Five trends you can use
                                          • Pump them up with technology
                                            • Figure 1: Use of and interest in fitness tools, February 2010
                                          • Let’s socialize
                                            • Figure 2: Attitudes towards exercising, by gender, February 2010
                                        • Inspire Insights

                                            • Guiding Choice
                                              • What it’s about
                                                • Exercise is in need of a facelift
                                                  • Rebranding exercise
                                                    • Implications
                                                      • A Play on Brands
                                                        • What it’s about
                                                          • Fitness is boring
                                                            • The death of fitness and the birth of exertainment
                                                              • Implications
                                                              • Exercise Overview

                                                                • Key points
                                                                  • Little change in exercise habits
                                                                    • Figure 3: Percentage of Americans participating in regular physical activity, by age, 1998, 2006 and 2007
                                                                  • Popular sports
                                                                    • Figure 4: Most popular aerobic sports, 2007-09
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Exercise is in
                                                                        • Figure 5: Growth of exercise magazines, April/May 2009-10
                                                                      • Uncle Sam gets in shape
                                                                        • Health clubs offer tantalizing deals to lure
                                                                        • Threats

                                                                          • Key points
                                                                            • Still sore from the recession
                                                                              • Obesity is a barrier to exercise
                                                                                • Figure 6: Obesity in America, 1988-2006
                                                                              • America, the land of the couch potato
                                                                              • Innovation and Innovators

                                                                                • Innovative technologies
                                                                                  • Innovation in exercise equipment
                                                                                  • Brands and the Advertising Landscape

                                                                                    • Overview of the brand landscape
                                                                                      • A holistic solution at Curves
                                                                                          • Figure 7: Brand analysis of Curves, 2010
                                                                                          • Figure 8: Curves, television ad, 2010
                                                                                        • A balancing act at Bally’s
                                                                                          • Figure 9: Brand analysis of Bally’s, 2010
                                                                                          • Figure 10: Bally’s, television ad, 2010
                                                                                        • The coolest kids decide to help the Biggest Loser
                                                                                          • Figure 11: Brand analysis of The Biggest Loser, 2010
                                                                                          • Figure 12: The Biggest Loser, television ad, 2010
                                                                                      • Exercise Habits

                                                                                        • Key points
                                                                                          • Overestimating how much they exercise?
                                                                                            • Figure 13: Number of days exercise per week, by gender, February 2010
                                                                                          • Exercise habits don’t change with age
                                                                                            • Figure 14: Number of days exercise per week, by age, February 2010
                                                                                          • Affluent and exercising
                                                                                              • Figure 15: Number of days exercise per week, by household income, February 2010
                                                                                            • More supporting evidence for challenges ahead
                                                                                              • Figure 16: Length of average workout, by household income, February 2010
                                                                                          • Popularity of Exercise Routines

                                                                                            • Key points
                                                                                              • Workouts may be inadequate
                                                                                                • Figure 17: Exercise activities and equipment used, by gender, February 2010
                                                                                              • Baby Boomers and the untapped potential of cardio machines
                                                                                                • Figure 18: Exercise activities and equipment used, by age, February 2010
                                                                                              • Affluent, aerobic, and equipped
                                                                                                • Figure 19: Exercise activities and equipment used, by household income, February 2010
                                                                                              • Single, active, and wanting to look good
                                                                                                • Figure 20: Exercise activities and equipment used, by marital status, February 2010
                                                                                            • Reasons for Exercising

                                                                                              • Key points
                                                                                                • Women working out for self-esteem and appearance
                                                                                                  • Figure 21: Reasons for exercising, by gender, February 2010
                                                                                                • Younger Boomers are a motivated group
                                                                                                    • Figure 22: Reasons for exercising, by age, February 2010
                                                                                                  • Motivated in the one-child house
                                                                                                    • Figure 23: Reasons for exercising, by number of children under 18 in household, February 2010
                                                                                                • Attitudes towards Exercise

                                                                                                  • Key points
                                                                                                    • Exercise is a chore
                                                                                                      • Figure 24: Interest in exercising, by gender, February 2010
                                                                                                    • How to get Boomers moving
                                                                                                      • Figure 25: Interest in exercising, by age, February 2010
                                                                                                    • Single and for the fun of it
                                                                                                      • Figure 26: Interest in exercising, by marital status, February 2010
                                                                                                  • Interest in Products

                                                                                                    • Key points
                                                                                                      • Women want their privacy
                                                                                                        • Figure 27: Interest in fitness tools, by gender, February 2010
                                                                                                      • Young adults want to try everything
                                                                                                        • Figure 28: Interest in fitness tools, by age, February 2010
                                                                                                      • Parents looking for new ways to exercise
                                                                                                        • Figure 29: Interest in fitness tools, by number of children under 18 in household, February 2010
                                                                                                    • Challenges to Exercise

                                                                                                      • Key points
                                                                                                        • Inspire me, please
                                                                                                          • Figure 30: Challenges to exercising, by gender, February 2010
                                                                                                        • The young are the restless
                                                                                                          • Figure 31: Challenges to exercising, by age, February 2010
                                                                                                        • The less affluent need more inspiration
                                                                                                          • Figure 32: Challenges to exercising, by household income, February 2010
                                                                                                      • Other Important Attitudes

                                                                                                        • Key points
                                                                                                          • Down on gyms; up on home workouts
                                                                                                            • Figure 33: Attitudes towards exercising, by gender, February 2010
                                                                                                          • Young and hungry for more of everything
                                                                                                            • Figure 34: Attitudes towards exercising, by age, February 2010
                                                                                                          • Making a good living and wanting to exercise
                                                                                                            • Figure 35: Attitudes towards exercising, by household income, February 2010
                                                                                                        • Race and Hispanic Origin

                                                                                                          • Key points
                                                                                                            • Appearance inspires Hispanics
                                                                                                              • Figure 36: Reasons for exercising, by race/hispanic origin, February 2010
                                                                                                            • Blacks want to work out at home
                                                                                                              • Figure 37: Attitudes towards exercising, by race/hispanic origin, February 2010
                                                                                                            • Are blacks underestimating their objections?
                                                                                                              • Figure 38: Challenges to exercising, by race/hispanic origin, February 2010
                                                                                                            • Hispanics interested in online tools
                                                                                                              • Figure 39: Interest in fitness tools, by race/hispanic origin, February 2010
                                                                                                          • Cluster Analysis

                                                                                                              • Enjoyers
                                                                                                                • Who they are
                                                                                                                  • Opportunity
                                                                                                                    • Laborers
                                                                                                                      • Who they are
                                                                                                                        • Opportunity
                                                                                                                          • Compensators
                                                                                                                            • Who they are
                                                                                                                              • Opportunity
                                                                                                                                • Cluster characteristics
                                                                                                                                  • Figure 40: Exercise clusters, February 2010
                                                                                                                                  • Figure 41: Frequency of exercise, by exercise clusters, February 2010
                                                                                                                                  • Figure 42: Interest in exercise, by exercise clusters, February 2010
                                                                                                                                  • Figure 43: Challenges to exercise, by exercise clusters, February 2010
                                                                                                                                • Cluster demographics
                                                                                                                                  • Figure 44: Exercise clusters, by gender, February 2010
                                                                                                                                  • Figure 45: Exercise clusters, by age, February 2010
                                                                                                                                  • Figure 46: Exercise clusters, by household income, February 2010
                                                                                                                                  • Figure 47: Exercise clusters, by race/Hispanic origin, February 2010
                                                                                                                                • Cluster methodology
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Affluent males use exercise equipment
                                                                                                                                    • Figure 48: Exercise activities and equipment used, by gender and household income, February 2010
                                                                                                                                  • Appearance and stress drive younger women
                                                                                                                                      • Figure 49: Reasons for exercising, by gender and age, February 2010
                                                                                                                                    • The young are hungry for information about exercise
                                                                                                                                      • Figure 50: Attitudes towards exercising, by gender and age, February 2010
                                                                                                                                    • Happiness and indulgence motivates young men
                                                                                                                                        • Figure 51: Interest in exercising, by gender and age, February 2010
                                                                                                                                      • Young women face the greatest challenges
                                                                                                                                        • Figure 52: Challenges to exercising, by gender and age, February 2010
                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                      • The young and the single work out longer
                                                                                                                                        • Figure 53: Length of average workout, by age, February 2010
                                                                                                                                        • Figure 54: Length of average workout, by marital status, February 2010
                                                                                                                                      • Single and socializing
                                                                                                                                        • Figure 55: Attitudes towards exercising, by marital status, February 2010
                                                                                                                                      • General health and self-esteem drive the affluent
                                                                                                                                        • Figure 56: Reasons for exercising, by household income, February 2010
                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                      Companies Covered

                                                                                                                                      • American Heart Association, Inc.
                                                                                                                                      • American Obesity Association
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • International Health, Racquet & Sportsclub Association (IHRSA)
                                                                                                                                      • National Institutes of Health
                                                                                                                                      • National Intramural-Recreational Sports Association
                                                                                                                                      • National Recreation and Park Association (NRPA)
                                                                                                                                      • National Sporting Goods Association
                                                                                                                                      • National Strength & Conditioning Association (NSCA)
                                                                                                                                      • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                      • Weight Watchers International Inc.

                                                                                                                                      Exercise Trends - US - June 2010

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