Exercise Trends - US - October 2016
"Fitness facilities and gym memberships have increased in tandem in the last decade, showing that Americans have an increased interest in getting fit. However, even though more are reportedly exercising regularly, obesity rates continue to climb, indicating that adults haven’t been able to offset poor diets with exercise alone."
- Dana Macke, Senior Lifestyle and Leisure Analyst
This report discusses the following key topics:
- Most adults are already regular exercisers
- Low maintenance exercises have the greatest appeal
- Exercisers have an “all or nothing” attitude
Given that three out of every four Americans say they exercise regularly (at least weekly), there is little room for marketers to grow the fitness market by converting non-exercisers into exercisers. The larger opportunity for fitness brands is moving exercisers up the skill/frequency ladder – converting walkers to runners and weekly exercisers to daily exercisers – in the hopes that more advanced exercisers will have a greater interest in products and services to augment their exercise routines. One way to initiate this transition is to exploit exercisers’ desire for variety – a quarter of exercisers say they are inspired to work out by trying new types of exercise.
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