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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:

  • Walking 
  • Running/jogging 
  • Cycling 
  • 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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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure on in-home and individual fitness activities, 2009-19
            • Runners and cyclists keep market on road to growth
              • Market drivers
                • Focus on sport is fitness-led
                  • Technology enhancing performance
                    • Companies, brands and innovation
                      • Individuals crowd out home birds
                        • Figure 2: Consumer expenditure on in-home and individual fitness activities, by segment, 2014
                      • Tech giants plotting home invasion
                        • The consumer
                          • Two thirds of adults already taking part
                            • Figure 3: Participation in in-home and individual fitness activities, December 2014
                          • Doorstep sports easy to commit to
                            • Figure 4: Frequency of participation in in-home and individual fitness activities, December 2014
                          • Runners break from the pack
                            • Figure 5: Modes of participation in in-home and individual fitness activities, December 2014
                          • Older participants are generalists, not specialists
                            • Figure 6: Motivations for participation in in-home and individual fitness activities, December 2014
                          • Exercisers take the easy way in
                            • Figure 7: Determinants of choice of in-home and individual fitness activities, December 2014
                          • Purchasers stick to the essentials
                            • Figure 8: In-home and individual fitness products purchased or received as a gift in the last 12 months, December 2014
                          • Wearable technologies a high-end fashion
                            • Figure 9: Interest in in-home and individual fitness innovations, December 2014
                          • What we think
                          • Issues and Insights

                              • Is wearable fitness technology a fashion or the future?
                                • The facts
                                  • The implications
                                    • Console fitness activities: Game over or game on?
                                      • The facts
                                        • The implications
                                          • What do women really want?
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Second Skin
                                                    • Trend: Data Creators
                                                      • Trend: The Suite Life
                                                      • Market Drivers

                                                        • Key points
                                                          • Eating better is easier than working harder
                                                            • Figure 10: Changes in healthy and unhealthy habits – difference between people doing more and less of each habit, April 2014
                                                          • Pressure on living standards begins to ease
                                                            • Figure 11: Changes in Retail Prices Index and average earnings, January 2010-January 2014
                                                          • Women and older adults the potential growth demographics
                                                            • Figure 12: Projected change in age structure of UK adult population, 2014-19
                                                          • Sport participation strengthens its fitness focus
                                                            • Figure 13: Past-year and future interest in participation in sport, by type of sport, June 2014
                                                          • Budget gyms offer new source of competition
                                                            • Figure 14: Health and fitness club membership numbers, 2010-14
                                                          • DVD market still celebrity-led
                                                            • Figure 15: Top-selling fitness DVD titles, by volume and value, 2013
                                                          • Wearable technologies for trend-setters only
                                                            • Figure 16: Interest in new technology devices and products, April 2014
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • The Mario Kart of indoor cycling?
                                                              • Swapping trains for trainers
                                                                • From fitness to wellness
                                                                  • Gamification goes mobile
                                                                    • New role for consoles as home fitness hubs
                                                                      • Perfect timing for Snapchat promotion
                                                                        • The bacon stunt that says a brand knows its onions
                                                                        • Market Size and Segmentation

                                                                          • Key points
                                                                            • Higher volumes and values keep individuals out on their own
                                                                              • Figure 17: Estimates of consumer expenditure on in-home and individual fitness activities, 2009-2014
                                                                            • Forecast
                                                                              • Figure 18: Forecast of consumer expenditure on in-home and individual fitness activities, 2009-19
                                                                            • Forecast methodology
                                                                            • Companies and Products

                                                                              • Key points
                                                                                • Life Fitness
                                                                                  • Background
                                                                                    • Financial performance and strategy
                                                                                      • Figure 19: Life Fitness (UK) Limited key financials, 2012 and 2013
                                                                                    • Icon Health & Fitness
                                                                                      • Background
                                                                                        • Financial performance and strategy
                                                                                          • Figure 20: Icon Health & Fitness Limited key financials, 2012 and 2013
                                                                                        • Lions Gate UK
                                                                                          • Background
                                                                                            • Figure 21: Fitness DVD market shares, by volume sales, 2013
                                                                                          • Financial performance and strategy
                                                                                            • Figure 22: Lions Gate UK Limited key financials, 2013 and 2014
                                                                                          • Microsoft
                                                                                            • Background
                                                                                              • Financial performance and strategy
                                                                                                • Figure 23: Microsoft Corporation financial performance, 2012-2014
                                                                                              • Specialized
                                                                                                • Background
                                                                                                  • Financial performance and strategy
                                                                                                    • Figure 24: Key financial data for Specialized (UK) Ltd, 2009-13
                                                                                                  • Halfords Group plc
                                                                                                    • Background
                                                                                                      • Financial performance and strategy
                                                                                                        • Figure 25: Cycling within the Halfords sales mix, 2012/13-2013/14
                                                                                                      • Runners Need
                                                                                                        • Background
                                                                                                          • Financial performance and strategy
                                                                                                            • Figure 26: Runners Need Limited key financials, 2012 and 2013
                                                                                                          • Sports Direct International
                                                                                                            • Background
                                                                                                              • Financial performance and strategy
                                                                                                                • Figure 27: Sports Direct International plc key financials, 2013 and 2014
                                                                                                            • The Consumer – In-Home and Individual Fitness Activities

                                                                                                              • Key points
                                                                                                                • Age and affluence define the fitness divide
                                                                                                                  • Figure 28: Participation in in-home and individual fitness activities, December 2014
                                                                                                                • Can’t pay, won’t play?
                                                                                                                  • Figure 29: Repertoire of in-home and individual fitness activities, December 2014
                                                                                                                • Walkers and cyclists reluctant to take a new path
                                                                                                                  • Figure 30: Participation in other in-home and individual fitness activities, by activity participated in most often, December 2014
                                                                                                              • The Consumer – Frequency of Participation

                                                                                                                • Key points
                                                                                                                  • Fitness fanatics prepared to put in the hours
                                                                                                                    • Figure 31: Frequency of participation in in-home and individual fitness activities, December 2014
                                                                                                                  • Weight trainers and aerobics fans make time for other activities
                                                                                                                    • Figure 32: Participation in in-home and individual fitness activities, by weekly or more frequent participation in weight training or aerobics and fitness workouts, December 2014
                                                                                                                • The Consumer – Modes of Participation

                                                                                                                  • Key points
                                                                                                                    • Cost and convenience driving choice
                                                                                                                      • Figure 33: Modes of participation in in-home and individual fitness activities, December 2014
                                                                                                                      • Figure 34: Modes of participation in other in-home and individual fitness activities, December 2014
                                                                                                                    • The loneliness of the long-distance runner?
                                                                                                                      • Figure 35: Participation in in-home and individual fitness activities, by mode of participation, December 2014
                                                                                                                  • The Consumer – Motivations for Participation

                                                                                                                    • Key points
                                                                                                                      • Good intentions – but more hazy on the detail
                                                                                                                        • Figure 36: Motivations for participation in in-home and individual fitness activities, December 2014
                                                                                                                      • Health a more powerful driver for women than for men
                                                                                                                        • Figure 37: Motivations for participation in in-home and individual fitness activities, by gender, December 2014
                                                                                                                      • Tracking fitness, monitoring health
                                                                                                                        • Figure 38: Weekly or more frequent participation in in-home and individual fitness activities, by interest in observing measurable improvements in fitness, December 2014
                                                                                                                    • The Consumer – Points of Appeal

                                                                                                                      • Key points
                                                                                                                        • Easy options hold most appeal
                                                                                                                          • Figure 39: Determinants of choice of in-home and individual fitness activities, December 2014
                                                                                                                        • Self-conscious can open up behind closed doors
                                                                                                                          • Figure 40: Importance of privacy as a driver of participation in in-home and individual fitness activities, by age and gender, December 2014
                                                                                                                        • Educated choices produce more sustainable results
                                                                                                                          • Figure 41: Importance of potential to lose weight/burn fat as a driver of participation in in-home and individual fitness activities, by socio-economic status and gross annual household income, December 2014
                                                                                                                      • The Consumer – Purchasing of Fitness Products

                                                                                                                        • Key points
                                                                                                                          • Core purchases are more occasional ones
                                                                                                                            • Figure 42: In-home and individual fitness products purchased or received as a gift, December 2014
                                                                                                                        • The Consumer – Interest in Fitness Innovations

                                                                                                                          • Key points
                                                                                                                            • Women ready to wear – but devices still a high-end fashion
                                                                                                                              • Figure 43: Interest in in-home and individual fitness innovations, December 2014
                                                                                                                            • Food services reach younger women
                                                                                                                              • Figure 44: Interest in receiving fitness/exercise tips and dietary advice/healthy recipes via email, text or app, by demographics, December 2014
                                                                                                                            • Consoles the starting point for virtual reality exercise
                                                                                                                              • Figure 45: Participation in games console fitness activity as principal means of exercising, by interest in in-home and individual fitness innovations, December 2014
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                              • Figure 46: Forecast of consumer expenditure on in-home and individual fitness, 2014-2019

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          In-home and Individual Fitness - UK - February 2015

                                                                                                                          £1,995.00 (Excl.Tax)