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Exercise Trends - US - October 2012

“The recession caused many Americans to reevaluate how they were spending their money. One of the things to be cut was usually gym memberships or workout plans. Consumers adopted ways to save money on fitness and have carried these practices through into recovery. Additionally, consumers continue to seek new and different ways to get their exercise in.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • How have apps, On Demand programming, and other free fitness options challenged gyms and fitness clubs?
  • How is technology helping to shape the exercise industry?
  • What are companies doing to help their employees exercise?

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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

                      • The market
                        • Figure 1: Exercise frequency and Length of average workout, by exertion level, May 2012
                      • Market factors
                        • Age
                          • Figure 2: Population, by generation, and exercise activity, by generation, May 2012
                        • Race/ethnicity
                          • Figure 3: U.S. population, by race and Hispanic origin, 2012-17
                        • Presence of children
                          • Figure 4: Exercise activity, by presence of children, May 2012
                          • Figure 5: Households, by presence of children, 2001-11
                        • Lack of health insurance
                          • Cost of exercise
                            • Figure 6: Median household income, in inflation-adjusted dollars, 2001-11
                          • Obesity
                            • The consumer
                              • Popular exercises
                                • Figure 7: Exercise activity, May 2012
                              • Motivations to exercise
                                • Figure 8: Reasons for working out, by gender, May 2012
                              • Challenges to exercise
                                • Figure 9: Challenges to exercise, by exercisers and non-exercisers, May 2012
                              • What we think
                              • Issues in the Market

                                  • How have apps, On Demand programming, and other free fitness options challenged gyms and fitness clubs?
                                    • How is technology helping to shape the exercise industry?
                                      • What are companies doing to help their employees exercise?
                                      • Insights and Opportunities

                                        • Technology
                                          • Location
                                            • Incorporating wellness into fitness
                                            • Trend Applications

                                                • Trend: Suite Life
                                                  • Trend: Make it Mine
                                                    • 2015 Trend: Old Gold
                                                    • Market Factors

                                                      • Key points
                                                        • Population
                                                          • Seniors prime to drive exercise
                                                            • Figure 10: Population, by generation, 2012
                                                          • Ethnicity
                                                            • Figure 11: U.S. population, by race and Hispanic origin, 2007-17
                                                          • Impact of children
                                                            • Figure 12: Households, by presence of children, 2001-11
                                                          • Lack of health insurance
                                                            • Median income
                                                              • Figure 13: Median household income, in inflation-adjusted dollars, 2001-11
                                                            • Leisure time and increased sedentary levels
                                                              • Obesity rates
                                                              • Competitive Context

                                                                  • Not exercising
                                                                    • Managing weight through diet alone
                                                                    • Company Profiles

                                                                        • Flirty Girl Fitness
                                                                          • About
                                                                            • Strategy
                                                                              • Membership/payment
                                                                                • Classes
                                                                                  • Offerings
                                                                                    • Products
                                                                                      • Figure 14: Flirty girl fitness, television ad, 2011-12
                                                                                    • Jillian Michaels
                                                                                      • About
                                                                                        • Membership
                                                                                          • Strategies
                                                                                            • Marketing
                                                                                              • Figure 15: NordicTrack, television ad, 2012
                                                                                            • Products
                                                                                            • Innovations and Innovators

                                                                                                • Innovative equipment
                                                                                                  • Office products
                                                                                                    • Instructional videos
                                                                                                      • Innovative classes/gyms
                                                                                                        • Innovative technologies
                                                                                                        • Marketing Strategies

                                                                                                          • Overview of the brand landscape
                                                                                                            • Brand analysis: Equinox
                                                                                                              • Figure 16: Brand analysis of equinox, 2012
                                                                                                            • Print and out-of-home
                                                                                                              • Online initiatives
                                                                                                                • Social networking
                                                                                                                  • Brand analysis: 24 Hour Fitness
                                                                                                                    • Figure 17: Brand analysis of 24 hour fitness, 2012
                                                                                                                  • Online initiatives
                                                                                                                    • Social media
                                                                                                                      • TV presence
                                                                                                                        • Figure 18: 24 hour fitness, television ad
                                                                                                                        • Figure 19: 24 hour fitness, television ad
                                                                                                                      • USA Basketball Partnership
                                                                                                                        • Brand analysis: Planet Fitness
                                                                                                                          • Figure 20: Brand analysis of Planet Fitness, 2012
                                                                                                                        • TV presence
                                                                                                                          • Figure 21: Planet Fitness, television ad, 2012
                                                                                                                          • Figure 22: Planet Fitness, television ad, 2012
                                                                                                                        • Online initiatives
                                                                                                                          • Social networking
                                                                                                                          • Exercise Frequency

                                                                                                                            • Key points
                                                                                                                              • Majority of respondents exercise
                                                                                                                                • Figure 23: Exercise frequency and exertion level, May 2012
                                                                                                                                • Figure 24: Regular exercise program, by gender, January 2011-March 2012
                                                                                                                              • Overall, men and women demonstrate similar exercise habits
                                                                                                                                • Figure 25: Exercise exertion level, by gender, May 2012
                                                                                                                              • Younger respondents more likely to have exercised in past week
                                                                                                                                • Figure 26: Exercise exertion level, by age, May 2012
                                                                                                                              • Making fitness affordable
                                                                                                                                • Figure 27: Exercise exertion level, by household income, May 2012
                                                                                                                            • Workout Length

                                                                                                                              • Key points
                                                                                                                                • Exercisers meeting CDC guidelines
                                                                                                                                  • Figure 28: Length of average workout, May 2012
                                                                                                                                • Vigorous workouts are longer
                                                                                                                                  • Figure 29: Exercise frequency and Length of average workout, by exertion level, May 2012
                                                                                                                                • Younger exercisers work out for longer
                                                                                                                                  • Figure 30: Length of average workout, by age, May 2012
                                                                                                                              • Location of Exercise

                                                                                                                                • Key points
                                                                                                                                  • Most work out at home
                                                                                                                                    • Figure 31: Exercise location, January 2011-March 2012
                                                                                                                                  • Older exercisers least likely to work out at home
                                                                                                                                    • Figure 32: Exercise location, by age, January 2011-March 2012
                                                                                                                                • Popularity of Exercise/Sports Activities

                                                                                                                                  • Key points
                                                                                                                                    • Walking/hiking most popular activity
                                                                                                                                        • Figure 33: Frequency of sports and exercise activities, May 2012
                                                                                                                                      • Men more likely to play sports, women more likely to dance
                                                                                                                                        • Figure 34: Summary of participation in sports and exercise activities, by gender, May 2012
                                                                                                                                      • Participation skews younger
                                                                                                                                        • Figure 35: Summary of participation in sports and exercise activities, by age, May 2012
                                                                                                                                      • Targeting Baby Boomers
                                                                                                                                        • Figure 36: Summary of interest in sports and exercise activities, by generation, May 2012
                                                                                                                                      • Children/Teens
                                                                                                                                          • Figure 37: Sports played in past 12 months, among kids, by gender, October 2010 - November 2011
                                                                                                                                          • Figure 38: Sports played in past 12 months, among teens by gender, October 2010 - November 2011
                                                                                                                                          • Figure 39: Opinions about sports, among teens by gender, October 2010 - November 2011
                                                                                                                                      • Reasons for Exercising

                                                                                                                                        • Key points
                                                                                                                                          • Exercisers work out for general health/wellness
                                                                                                                                            • Female exercisers more concerned with appearance
                                                                                                                                              • Figure 40: Reasons for working out, by gender, May 2012
                                                                                                                                            • Younger respondents want to look better, build muscle
                                                                                                                                                • Figure 41: Reasons for working out, by age, May 2012
                                                                                                                                              • Parents more likely to be concerned with appearance
                                                                                                                                                • Figure 42: Reasons for working out, by presence of children in household, May 2012
                                                                                                                                            • Attitudes Toward Exercising

                                                                                                                                              • Key points
                                                                                                                                                • Exercise is too expensive
                                                                                                                                                  • Target women with new opportunities
                                                                                                                                                    • Figure 43: Attitudes toward exercise, by gender, May 2012
                                                                                                                                                  • Make exercise more enjoyable for older exercisers
                                                                                                                                                    • Figure 44: Attitudes toward exercise, by age, May 2012
                                                                                                                                                  • Single exercisers are happy
                                                                                                                                                    • Figure 45: Attitudes toward exercise, by marital status, May 2012
                                                                                                                                                  • Parents enjoy working out
                                                                                                                                                    • Figure 46: Attitudes toward exercise, by presence of children in household, May 2012
                                                                                                                                                • Tools and Activities Used

                                                                                                                                                  • Key points
                                                                                                                                                    • Consumers are interested in trying technology devices
                                                                                                                                                      • Figure 47: Exercise activities and tools used, May 2012
                                                                                                                                                    • Women more likely to be interested in instruction, guidance
                                                                                                                                                      • Figure 48: Exercise activities and tools used, by gender, May 2012
                                                                                                                                                    • Younger exercisers interested in most tools
                                                                                                                                                      • Figure 49: Exercise activities and tools used, by age, May 2012
                                                                                                                                                    • Younger women most likely to be interested in exercise products
                                                                                                                                                      • Figure 50: Exercise activities and tools used, by gender and age, May 2012
                                                                                                                                                  • Challenges to Exercise

                                                                                                                                                    • Key points
                                                                                                                                                      • Getting non-exercisers to start exercising
                                                                                                                                                        • Figure 51: Challenges to exercise, by Exercisers and Non-exercisers, May 2012
                                                                                                                                                      • Exercise a bigger challenge for women
                                                                                                                                                        • Figure 52: Challenges to exercise, by gender, May 2012
                                                                                                                                                      • Challenges to exercise vary by age
                                                                                                                                                        • Figure 53: Challenges to exercise, by age, May 2012
                                                                                                                                                      • Parents face more challenges
                                                                                                                                                        • Figure 54: Challenges to exercise, by presence of children in household, May 2012
                                                                                                                                                      • Other challenges to exercise
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Black and Asian respondents more likely to exercise
                                                                                                                                                            • Figure 55: Regular exercise program, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                          • Length of average workout varies by race/ethnicity
                                                                                                                                                            • Figure 56: Length of average workout, by race/Hispanic origin, May 2012
                                                                                                                                                          • Exercise popular with Hispanics
                                                                                                                                                            • Figure 57: Summary of participation in sports and exercise activities, by race/Hispanic origin, May 2012
                                                                                                                                                          • Black, Hispanic, and Asian exercisers invested in working out
                                                                                                                                                            • Figure 58: Attitudes toward exercise, by race/Hispanic origin, May 2012
                                                                                                                                                          • Technology is appealing to other ethnicities
                                                                                                                                                            • Figure 59: Exercise activities and tools used, by race/Hispanic origin, May 2012
                                                                                                                                                          • Exercise not a challenge for black respondents
                                                                                                                                                            • Figure 60: Challenges to exercise, by race/Hispanic origin, May 2012
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Figure 61: Target clusters, May 2012
                                                                                                                                                          • Cluster 1: Couch Potatoes
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster 2: Pumped Up
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Cluster 3: Tried and True
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Cluster 4: Motivated by Me
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                    • Figure 62: Average length and exercise exertion level, by target clusters, May 2012
                                                                                                                                                                                    • Figure 63: Summary of participation in sports and exercise activities, by target clusters, May 2012
                                                                                                                                                                                    • Figure 64: Reasons for working out, by target clusters, May 2012
                                                                                                                                                                                    • Figure 65: Attitudes toward exercise, by target clusters, May 2012
                                                                                                                                                                                    • Figure 66: Exercise activities and tools used, by target clusters, May 2012
                                                                                                                                                                                    • Figure 67: Challenges to exercise, by target clusters, May 2012
                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                    • Figure 68: Target cluster demographics, May 2012
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Custom Consumer Groups—BMI

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Healthy weight most likely to have exercised in past week
                                                                                                                                                                                        • Obese exercisers work out for shortest amount of time
                                                                                                                                                                                          • Figure 69: Average length and exercise exertion level, by BMI, May 2012
                                                                                                                                                                                        • Walking/hiking appeals to overweight
                                                                                                                                                                                            • Figure 70: Summary of participation in sports and exercise activities, by BMI, May 2012
                                                                                                                                                                                          • Exercise presents challenges for obese
                                                                                                                                                                                              • Figure 71: Attitudes toward exercise, by BMI, May 2012
                                                                                                                                                                                            • Obese need help getting motivated
                                                                                                                                                                                              • Figure 72: Challenges to exercise, by BMI, May 2012
                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                            • Length of workout by household income
                                                                                                                                                                                              • Figure 73: Length of average workout, by household income, May 2012
                                                                                                                                                                                            • Length of workout by household size
                                                                                                                                                                                              • Figure 74: Length of average workout, by household size, May 2012
                                                                                                                                                                                            • Sports/exercise activities by age/gender
                                                                                                                                                                                              • Figure 75: Summary of participation in sports and exercise activities, by gender and age, May 2012
                                                                                                                                                                                            • Sports activities by reason to exercise
                                                                                                                                                                                              • Figure 76: Frequency of sports activities, by reasons for working out, May 2012
                                                                                                                                                                                              • Figure 77: Frequency of sports activities, by reasons for working out, May 2012
                                                                                                                                                                                              • Figure 78: Frequency of sports activities, by reasons for working out, May 2012
                                                                                                                                                                                            • Exercise activities by reason to exercise
                                                                                                                                                                                              • Figure 79: Frequency of exercise activities, by reasons for working out, May 2012
                                                                                                                                                                                              • Figure 80: Frequency of exercise activities, by reasons for working out, May 2012
                                                                                                                                                                                              • Figure 81: Frequency of exercise activities, by reasons for working out, May 2012
                                                                                                                                                                                            • Attitudes toward exercise by age/gender
                                                                                                                                                                                              • Figure 82: Attitudes toward exercise, by gender and age, May 2012
                                                                                                                                                                                            • Attitudes toward exercise by strenuous level
                                                                                                                                                                                              • Figure 83: Attitudes toward exercise, by exertion level, May 2012
                                                                                                                                                                                            • Attitudes toward exercise by length of workout
                                                                                                                                                                                              • Figure 84: Attitudes toward exercise, by length of workout, May 2012
                                                                                                                                                                                            • Singles more interested in most exercise tools
                                                                                                                                                                                              • Figure 85: Exercise activities and tools used, by marital status, May 2012
                                                                                                                                                                                            • Parents more likely to be interested in most tools
                                                                                                                                                                                              • Figure 86: Exercise activities and tools used, by presence of children in household, May 2012
                                                                                                                                                                                            • Those engaged in a regular exercise program are more likely to use most health monitoring devices
                                                                                                                                                                                              • Figure 87: Health monitor device usage, by regular exercise program, August 2011-March 2012
                                                                                                                                                                                            • Challenges to exercise by length of workout
                                                                                                                                                                                              • Figure 88: Challenges to exercise, by length of workout, May 2012
                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • 24 Hour Fitness Worldwide, Inc.
                                                                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                                                                            • Equinox Fitness Club, Inc
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Garmin International Inc.
                                                                                                                                                                                            • Gatorade
                                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                                            • International Health, Racquet & Sportsclub Association (IHRSA)
                                                                                                                                                                                            • National Intramural-Recreational Sports Association
                                                                                                                                                                                            • National Recreation and Park Association (NRPA)
                                                                                                                                                                                            • National Sporting Goods Association
                                                                                                                                                                                            • National Strength & Conditioning Association (NSCA)
                                                                                                                                                                                            • Nike
                                                                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                                                                            • NordicTrack
                                                                                                                                                                                            • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                            Exercise Trends - US - October 2012

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