Stay ahead of the curve and future-proof your business with Mintel’s US Exercise Trends Market Report 2023. Our full report is packed with consumer-led market intelligence, US fitness industry trends and consumer behaviors affecting your business. Get a 360° view of the US exercise market, including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Topics Analyzed in this Report

  • Where exercise ranks among consumers’ current priorities.
  • Exerciser profile based on workout frequency.
  • Drivers and barriers for exercising and popular types of exercise.
  • Consumers’ attitudes toward exercise and preferred exercise locations.
  • What’s happening in the US fitness industry including attitudinal data on smart exercise equipment.

Exercise Trends: Overview

Inflation is impacting how people exercise, but not so much the level of exercise. There is less willingness to spend on expensive gym memberships, smart exercise machines or elaborate home gym setups at the current moment, so exercise that can be done for free or at a low lost is priotized. Meanwhile, health priorities, like nutrition, better sleep or boosting immunity also present opportunities for the exercise space.

  • US exercise trends: 73% of US adults exercise at least once a week, with Gen Z and millennials the most active.

US Exercise Market: Opportunities

Physical and mental benefits

A majority of exercisers stay active to manage weight, rev up energy or gain strength. But mental health benefits like stress reduction and mood-boosting are increasingly cited as motivators. A growing number of consumers are interested in mental wellness exercises such as yoga and meditation.

  • US fitness industry opportunity: 55% of consumers are interested in mental wellness-focused exercises, e.g. yoga and meditation.

The desire for personalized fitness

A majority of US consumers are interested in personalized exercise routines based on their unique biometrics. Recommendations can include type and length of workout, level of difficulty or number of reps. AI will play a major role in such curated approaches as AI-powered apps, wearables and equipment emerge onto the fitness front.

  • US exercise market opportunity: 56% of US exercisers are interested in personalized exercise routines based on their unique biology.

To learn how to connect with your audience, purchase our full US Exercise Trends Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Active Brands in the US Exercise Market

Nike, Fitbit,, Peleton, Zwift, Solelp, FiyZR, Tonal, Lululemon, Wonder Yoga.

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Expert Insights from a Retail Analyst

This report, written by Diana Smith, a leading retail analyst, delivers in-depth commentary and analysis to highlight the latest exercise trends and add expert context to the numbers.

Consumers are prioritizing their health and wellbeing more than ever, leaving endless opportunities for fitness facilitators to be personal guides along the way.

Diana Smith, Associate Director, Retail & eCommerce

Diana Smith
Associate Director – Retail & eCommerce

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Target audience by the numbers

    • Repetition and consistency pay off
    • – Graph 1: exercise frequency, 2020-23
    • – Graph 2: exercise frequency, 2023
    • Young consumers will shape what is an exercise trend versus fad
    • Exercise should be accessible to everyone
    • Affluent consumers, men and parents tend to be most frequent exercisers
    • Exercise efforts ramped up in past year
    • – Graph 3: change in exercise frequency, by gender and age; parental status, 2023
    • – Graph 4: change in exercise frequency, by HHI; area; work from home status, 2023
  3. Drivers and barriers

    • Seeing progress over time can be a very motivating indicator of success
    • – Graph 5: motivations to exercise, 2023
    • – Graph 6: motivations to exercise, by gender, 2023
    • Fitness brands can be a part of the ageing gracefully movement
    • Goals shift as consumers move through different lifestages
    • – Graph 7: motivations to exercise, by age, 2023
    • Motivation must come from within
    • – Graph 8: reasons for not exercising, 2023
  4. Types of exercise

    • Variety can keep exercisers engaged and motivated
    • – Graph 9: types of exercise, 2023
    • Women tend to wind down while men ramp up through exercise
    • Women gravitate toward low intensity activity
    • – Graph 10: types of exercise, by gender, 2023
    • – Graph 11: types of exercise, by age, 2023
    • Variety and frequency go hand in hand
    • Most consumers zero in on a couple main areas of focus, and could be missing important health benefits that way
    • – Graph 12: exercise motivations, by repertoire of exercise type preference, 2023
    • Age, and to a degree income, are key factors that influence how many types of workouts people do
  5. Exercise locations

    • Hybrid settings earning favorability
    • Easy-to-access locations are prioritized
    • – Graph 13: exercise locations, 2023
    • – Graph 14: exercise locations, by household income, 2023
    • Capitalize on the outdoors
    • – Graph 15: exercise locations – have exercised here in past 12 months, by age, 2023
    • Shop, exercise, repeat
  6. Attitudes and behaviors toward exercise

    • Physical workout begins with a mental workout
    • – Graph 16: emotionally rooted attitudes toward exercise, 2023
    • – Graph 17: interest in mental wellness exercise options – any agreement (net), by generation and gender, 2023
    • Fitness on my terms
    • – Graph 18: preference for exercising alone versus with others, by gender and age, 2023
    • Curated exercise recommendations and services set to grow
    • Deliver on desire for customized exercise experiences
    • – Graph 19: attitudes and behaviors related to customization, 2023
    • Brands lean into customization
    • Millennials first in line to learn more about integrating health data and exercise programs
    • – Graph 20: interest in personalized exercise routines, by key demographics, 2023
    • – Graph 21: fitness app usage, by generation, 2023
    • Smart exercise machines still have room to grow
    • – Graph 22: usage/interest in smart exercise machines, by gender and age, 2023
    • – Graph 23: attitudes toward smart exercise machines, by gender and age, 2023
    • Portability is a key selling point
    • Peloton dabbles with different bike colors
  7. Launch activity and innovation

    • Gamify fitness routines to add fun and competition
    • Zwift enables cyclists to power their avatar through adventurous road races
    • Quell set to launch first title in time for holidays
    • Help shape the next evolution of virtual fitness
    • FitXR brings Zumba experience to its platform via VR and mixed reality
    • Meta is adding two new fitness-related features to the Meta Quest, its VR offering
  8. Opportunities

    • Expanding access to meet consumer needs
    • Lululemon and Peloton pivot through partnerships to expand reach
    • Chris Hemsworth’s Centr digital fitness platform now available at Walmart
    • Embrace ageing well movement through preventative health positioning
    • Movement as medicine
    • Embracing the natural rhythm with cycle-based wellness
    • Time is short – mini workouts can fit most schedules
  9. The Market

    • Market Context
  10. Market Drivers

    • – Graph 24: priorities for spare time, 2023
    • – Graph 25: healthy habits and behaviors, 2022
    • Exercising for the mind
    • Obesity rates not reflective of consumers’ intentions to improve their health
    • Gen Z, Millennials will drive current and future exercise trends
    • – Graph 26: change in exercise frequency, by financial situation, 2023
    • The future looks brighter
    • Peloton, iFIT hit with import bans
  11. Key player landscape

    • Peloton reports losses in most recent quarter and fiscal year
    • lululemon Studio sees disappointing results in 2022; plans connected fitness exit strategy in 2023
    • iFIT, owner of NordicTrak, also forges ahead with new capital
    • Several in-person fitness brands are seeing promising results after going public

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms


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