In-home and Individual Fitness - UK - February 2015
“Wearable technologies remain an early-adopter purchase but an expansion of functionality to health metrics as well as fitness ones is broadening their appeal to women and older people.”
– David Walmsley, Senior Leisure Analyst
This report answers the following questions:
- Is wearable fitness technology a fashion or the future?
- Console fitness activities: Game over or game on?
- What do women really want?
In-home and individual fitness activities are low in cost and high on convenience, a combination that makes the products and services that cater to consumers’ needs in these areas some of the UK’s most important sport and exercise markets.
Affordability has been a central factor in sustaining the appeal of these activities during the economic downturn, but it is wider trends in demographics, technology and public health policy that now offer the key opportunities for longer term growth.
This report examines consumers’ in-home and individual fitness activity and purchasing habits, assesses their motives for participation and interest in innovative new products, and looks at how providers and brands can respond to the challenges and opportunities emerging.
This report explores the market for in-home and individual fitness activities and products.
In-home fitness activities and products are defined as those that can be participated in/used inside the home. Individual fitness activities are defined as those in which it is possible to participate on a lone basis, where participation is primarily for fitness rather than competitive purposes and is not dependent on being part of an organisation, joining a class or attending a specialist sports venue.
More specifically, for the purposes of this report, in-home fitness activities are considered to comprise:
- Use of home gym equipment such as treadmills, steppers, cross trainers and exercise bikes
- Use of fitness DVDs/downloads/streamed video for workouts in aerobics, yoga, Pilates etc
- Weight training
- Games console fitness activities and
- Static cycling
Individual fitness activities taking place outside the home are considered to comprise:
- Swimming and
- Interval training
Where it is possible to take part in activities on both an independent and organised basis, reference to formal participation may be made as a basis for comparison between the modes of play.
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