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Exercise Trends - US - October 2009

Only a small percentage of Americans meet the Centers for Disease Control and Prevention’s weekly recommendations for exercise—150 minutes of moderate intensity aerobic activity for healthy adults plus muscle strengthening two days per week—and this lack of compliance shows that there are significant opportunities for companies in the exercise category that can inspire the sedentary.

This report explores how companies can capitalize on this by:

  • Identifying which demographics do and do not workout
  • Uncovering reasons for exercising or not exercising by various demographic groups
  • Discussing factors driving the rise and fall in popularity of various exercises
  • Providing specific product ideas and branding recommendations for reaching various demographics and encouraging regular physical fitness

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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

                    • A sedentary nation in need of motivation
                      • Insights and opportunities
                        • Wanting new products
                          • Sometimes you can get what you want
                            • Drivers and threats to exercise
                              • Drivers
                                • Threats
                                  • Who is exercising and why
                                    • The logistics of exercise:
                                      • What
                                        • When
                                          • Where
                                            • Challenges and shunning exercise
                                            • Exercise through the Years

                                              • Key points
                                                • Exercising less
                                                    • Figure 1: Percentage of Americans participating in regular physical activity, by age, 1999/2000-2005/06
                                                  • Three types of Americans
                                                    • The evolution of exercise
                                                        • Figure 2: Popular sports, 2000 and 2008
                                                      • Age and exercise habits
                                                        • Figure 3: Top 20 sports played/participated in, by age, February 2008-March 2009
                                                    • Insights and Opportunities

                                                      • Got exercise?
                                                        • Exer-tain me!
                                                          • Figure 4: Challenges to exercise, by gender, July 2009
                                                        • Wanting to exercise at work
                                                            • Figure 5: Attitudes towards exercise locations, by gender, July 2009
                                                          • Don’t forget the over-55s
                                                              • Figure 6: Population, by age, 2004-14
                                                          • Inspire Insights

                                                              • Trend: Play Ethic
                                                                • What's it about?
                                                                  • Running away to the circus
                                                                    • Implications
                                                                      • Trend: Greenfluencers
                                                                        • What's it about?
                                                                          • Inactivity trends
                                                                            • Implications
                                                                            • Drivers and Threats

                                                                              • Key points
                                                                                • Drivers
                                                                                  • Threats
                                                                                    • Drivers
                                                                                      • The novel and the new
                                                                                        • Exercising on the cheap
                                                                                          • Figure 7: Popular sports, gains and declines in participation, 2007 and 2008
                                                                                        • Insurers push Americans to get in shape
                                                                                          • Threats
                                                                                            • Less leisure time
                                                                                              • Figure 8: Hours available for leisure per week, 1973-2008
                                                                                              • Figure 9: Households, by type, 1995-2005
                                                                                            • Suburban sprawl leads to a sedentary lifestyle
                                                                                              • Figure 10: Times spent commuting to and from work, August 2007
                                                                                            • The obesity epidemic
                                                                                              • Figure 11: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1998/94-2005/06
                                                                                            • Recessions are bad for your health
                                                                                              • The recession as double-edged sword
                                                                                              • Innovation and Innovators

                                                                                                • High-tech workouts
                                                                                                  • The next great workout craze
                                                                                                    • What’s next
                                                                                                    • Brands and the Advertising Landscape

                                                                                                      • Overview
                                                                                                        • Figure 12: Ad expenditures for exercise-related products, 2007 and 2008
                                                                                                      • Brand analysis: Nintendo’s Wii Fit
                                                                                                        • Figure 13: Wii Fit brand qualities
                                                                                                        • Figure 14: Wii Fit—clip 1, 2008
                                                                                                        • Figure 15: Wii Fit—clip 2, 2009
                                                                                                      • Brand analysis: EA SPORTS Active
                                                                                                        • Figure 16: EA SPORTS Active brand qualities
                                                                                                      • Target group: Young women
                                                                                                          • Figure 17: EA SPORTS Active—targeting women, 2009
                                                                                                        • Target group: Overweight and obese
                                                                                                          • Figure 18: EA SPORTS Active—targeting overweight/obese, 2009
                                                                                                        • The Biggest Loser
                                                                                                          • Figure 19: Biggest Loser brand qualities
                                                                                                          • Figure 20: The Biggest Loser, 2009
                                                                                                      • Exercise Habits—The 5 Ws: Who

                                                                                                        • Key points
                                                                                                          • Who’s working out: A snapshot
                                                                                                            • Figure 21: Exercise, by gender, age, HH income and race/Hispanic origin, July 2009
                                                                                                          • A social experience for women
                                                                                                            • Figure 22: Social preference for exercising, by gender, July 2009
                                                                                                        • Exercise Habits—The 5 Ws: What

                                                                                                          • Key points
                                                                                                            • Men and women exercise differently
                                                                                                              • Figure 23: Exercise activities/equipment used, by gender, July 2009
                                                                                                            • Age and exercise habits
                                                                                                              • Figure 24: Exercise activities/equipment used, by age, July 2009
                                                                                                          • Exercise Habits—The 5 Ws: When

                                                                                                            • Key points
                                                                                                              • Most exercise less than an hour
                                                                                                                • Figure 25: Length of average workout, by gender, July 2009
                                                                                                              • Older and less active
                                                                                                                • Figure 26: Length of average workout, by age, July 2009
                                                                                                              • 18-24 year olds exercising at night
                                                                                                                • Figure 27: Time of day usually participate in exercise, by age, July 2009
                                                                                                            • Exercise Habits—The 5 Ws: Where

                                                                                                              • Key points
                                                                                                                • Wanting to work out at the home and the office
                                                                                                                  • Figure 28: Attitudes towards exercise locations, by gender, July 2009
                                                                                                                • 25-44 year olds embarrassed to go to the gym
                                                                                                                  • Health club offerings
                                                                                                                    • At-home appeals
                                                                                                                      • Figure 29: Attitudes towards exercise locations, by age, July 2009
                                                                                                                  • Exercise Habits—The 5 Ws: Why

                                                                                                                    • Key points
                                                                                                                      • Health and self-esteem drive exercise
                                                                                                                        • Figure 30: Reasons for working out, by gender, July 2009
                                                                                                                      • From vanity to health with age
                                                                                                                        • Figure 31: Reasons for working out, by age, July 2009
                                                                                                                      • Saying one thing and doing another
                                                                                                                        • Figure 32: Health benefits of exercise, by gender, July 2009
                                                                                                                      • Young exercising for enjoyment and indulgence
                                                                                                                        • Figure 33: Health benefits of exercise, by age, July 2009
                                                                                                                    • Challenges and Hurdles

                                                                                                                      • Key points
                                                                                                                        • Lack of motivation, time, and boredom
                                                                                                                          • Figure 34: Challenges to exercise, by gender, July 2009
                                                                                                                        • The young and the restless
                                                                                                                          • Figure 35: Challenges to exercise, by age, July 2009
                                                                                                                      • Products and Ideas to Increase Exercise

                                                                                                                        • Key points
                                                                                                                          • New devices and exercise routines wanted
                                                                                                                              • Figure 36: Habits associated with exercise, by gender, July 2009
                                                                                                                            • 18-34 year olds most interested in new products
                                                                                                                              • Figure 37: Habits associated with exercise, by age, July 2009
                                                                                                                            • Presence of children drives interest in new products
                                                                                                                              • Figure 38: Habits associated with exercise, by presence of children in the HH, July 2009
                                                                                                                          • The Other Side of the Story

                                                                                                                            • Key points
                                                                                                                              • Women and under-55s responsive to health messages
                                                                                                                                • Figure 39: Opinions about exercise by those who do not exercise, by gender and age, July 2009
                                                                                                                              • Women and over-55s: not enough time or motivation
                                                                                                                                • Figure 40: Attitudes towards exercise by those who do not exercise, by gender and age, July 2009
                                                                                                                              • Even younger non-exercisers want to be active
                                                                                                                                • Figure 41: Attitudes towards location of exercise by those who do not exercise, by gender and age, July 2009
                                                                                                                            • Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Blacks exercise the least often
                                                                                                                                  • Figure 42: Frequency of exercise per week, by race and Hispanic origin, February 2008-March 2009
                                                                                                                                • Different sports for different ethnicities
                                                                                                                                  • Figure 43: Top 20 sports played/participated in, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                • Blacks and Hispanics want new products
                                                                                                                                  • Figure 44: Habits associated with exercise, by race/Hispanic origin, July 2009
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Elite Exercisers
                                                                                                                                    • Who they are
                                                                                                                                      • Opportunity
                                                                                                                                        • Mellow Movers
                                                                                                                                          • Who they are
                                                                                                                                            • Opportunity
                                                                                                                                              • Strugglers
                                                                                                                                                • Who they are
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Cluster characteristics
                                                                                                                                                      • Figure 45: Exercise trends clusters, July 2009
                                                                                                                                                      • Figure 46: Frequency and length of average workout, by exercise trends clusters, July 2009
                                                                                                                                                      • Figure 47: Exercise frequency compared to last year, by exercise trends clusters, July 2009
                                                                                                                                                      • Figure 48: Exercise activities/equipment used, by exercise trends clusters, July 2009
                                                                                                                                                      • Figure 49: Reasons for working out, by exercise trends clusters, July 2009
                                                                                                                                                      • Figure 50: Health benefits, attitudes towards exercise locations, challenges and habits associated with working out, by exercise trends clusters, July 2009
                                                                                                                                                    • Cluster demographics
                                                                                                                                                      • Figure 51: Exercise trends clusters, by gender, July 2009
                                                                                                                                                      • Figure 52: Exercise trends clusters, by age, July 2009
                                                                                                                                                      • Figure 53: Exercise trends clusters, by HH income, July 2009
                                                                                                                                                      • Figure 54: Exercise trends clusters, by race/Hispanic origin, July 2009
                                                                                                                                                    • Cluster methodology
                                                                                                                                                    • Custom Consumer Groups: A Look at Moms and Dads

                                                                                                                                                      • Moms more likely to participate in diverse activities
                                                                                                                                                          • Figure 55: Top 20 sports played/participated in, by females and presence of children in HH, February 2008-March 2009
                                                                                                                                                        • Despite embarrassment, moms more likely to value social aspect of exercise
                                                                                                                                                            • Figure 56: Social preferences and attitudes towards exercise locations, by gender and presence of children in HH, July 2009
                                                                                                                                                          • Parents want new products
                                                                                                                                                              • Figure 57: Habits associated with exercise, by gender and presence of children in HH, July 2009
                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                            • Age dictates fitness social preferences
                                                                                                                                                              • Figure 58: Social preference for exercising, by age, July 2009
                                                                                                                                                            • Employment and fitness trends
                                                                                                                                                              • Figure 59: Time of day usually participate in exercise, by employment status, July 2009
                                                                                                                                                              • Figure 60: Challenges to exercise, by employment status, July 2009
                                                                                                                                                              • Figure 61: Reasons for working out, by employment status, July 2009
                                                                                                                                                            • Affluent and active
                                                                                                                                                              • Figure 62: Top 20 sports played/participated in, by HH income, February 2008-March 2009
                                                                                                                                                              • Figure 63: Where exercise, by HH income, February 2008-March 2009
                                                                                                                                                            • Children and the decreasing exercise drive
                                                                                                                                                              • Figure 64: Frequency of exercise per week, by presence of children in HH, February 2008-March 2009
                                                                                                                                                              • Figure 65: Reasons for working out, by presence of children in HH, July 2009
                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Council on Exercise (ACE)
                                                                                                                                                            • American Medical Association (AMA)
                                                                                                                                                            • American Psychological Association
                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                            • Curves International, Inc.
                                                                                                                                                            • Electronic Arts, Inc
                                                                                                                                                            • Equinox Fitness Club, Inc
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Forza Fitness
                                                                                                                                                            • Gallup Organization, The
                                                                                                                                                            • General Mills Inc
                                                                                                                                                            • Greenfield Online
                                                                                                                                                            • Henry J. Kaiser Family Foundation
                                                                                                                                                            • International Health, Racquet & Sportsclub Association (IHRSA)
                                                                                                                                                            • National Football League Inc.
                                                                                                                                                            • National Intramural-Recreational Sports Association
                                                                                                                                                            • National Recreation and Park Association (NRPA)
                                                                                                                                                            • National Sporting Goods Association
                                                                                                                                                            • National Strength & Conditioning Association (NSCA)
                                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                                            • President's Council on Physical Fitness and Sports
                                                                                                                                                            • PricewaterhouseCoopers
                                                                                                                                                            • Reebok International Ltd
                                                                                                                                                            • Research In Motion (USA)
                                                                                                                                                            • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                            • Sprint Nextel Corporation
                                                                                                                                                            • The Bureau of Transportation Statistics
                                                                                                                                                            • The New York Times Company
                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                            • Verizon Wireless (Cellco)
                                                                                                                                                            • YMCA of the USA
                                                                                                                                                            • YWCA of the U.S.A.

                                                                                                                                                            Exercise Trends - US - October 2009

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