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Exercise Trends - US - October 2016

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Published Date : Oct 2016

Category :

Sports Equipment

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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.

Table of Contents

What you need to know

The issues
Most adults are already regular exercisers
Figure 1: Exercise frequency, July 2016
Low maintenance exercises have the greatest appeal
Figure 2: Types of exercise – Select items, July 2016
Exercisers have an “all or nothing” attitude
Figure 3: Attitudes toward exercise – Select items, Any agree, July 2016
The opportunities
Improving health is the primary goal of exercisers
Figure 4: Exercise motivations – Select items, July 2016
Wearable fitness trackers are the greatest opportunity for new products
Figure 5: Usage of fitness products and services – Select items, July 2016
Seeing is believing
Figure 6: Exercise inspiration – Select items, July 2016
What it means

More gym facilities leads to more gym members (or the other way around)
Exercise is increasingly popular, but hasn’t helped obesity rates
Exercisers find value in gym memberships
Time spent on social media leaves little left for fitness

Gym memberships on the rise
Figure 7: Total (US) health club memberships (millions), 2005-15
Uptick in number of US health clubs to meet burgeoning demand
Figure 8: Total number of (US) health clubs, 2005-15
Figure 9: Popular US health and fitness clubs and approximate number of locations, 2016
Regular exercise becoming more common
Figure 10: Share who exercise regularly, 2004-16

Participation in traditional exercise types remains stable
Figure 11: Type of exercise participated in – Every chance I get, 2004-16
Teens may be losing fitness motivation
Figure 12: Type of exercise participated in – Every chance I get, 2006-16
High levels of obesity persist
Figure 13: Percentage of overweight and obese Americans, 2000-14
Nearly half meet standards for cardio fitness, but far fewer lift weights
Figure 14: Percentage of adults aged 18 and over who met the 2008 federal physical activity guidelines for aerobic activity and muscle strengthening activity through leisure-time activity: United States, 1997–2014

Fitness fans more likely to join a gym than stay home
Figure 15: Exercise location, 2004-16
Low-cost gyms count on low attendance
Increased screen time may reduce time allotted to exercise
Lack of physical education in schools may lead to sedentary adults
Figure 16: Percentage of schools that require students to take physical education, 2010, 2012, 2016

Popular fitness trends provide more than just a workout
Exercise that hurts so good
It’s okay to try this at home
Road races search for a new audience
New ways to wear wearables

Fitness trend? Fitness brand? Fitness cult?
Have we reached peak “30-day Challenge”?
Brands feature the best of fitness, by showing the worst
Figure 17: Bent Not Broken – Full Commercial – Rogue Fitness, July 2016
Figure 18: Under Armour | Rule Yourself | USA Women’s Gymnastics, February 2016
Figure 19: Reebok – Find Your Way – Be More Human, July 2016
Walking helps take away the pain (and the gain)
Figure 20: Sketchers Ad – GOwalk 4
Workouts that are really, really, really short
Streaming platforms bring fitness classes to the living room
Think vertical
Fitness stars on social media

The “trophy generation” moves away from competitive fitness
Figure 21: US finishers of road races, by distance, 2014-15
Figure 22: Avid runners, April 2004-June 2016
Team sports lack bench strength
Figure 23: Kids’ participation in popular sports, January 2009-December 2015

Exercise in a bottle (or pill)
The new and next in fitness tech
Figure 24: Under Armour | Connected Life, January 2016
Physical fitness for mental health
Figure 25: Introducing Headstrong, April 2016
VR takes fitness to the next dimension
Figure 26: VirZOOM Tutorial – Stampede, December 2015
Figure 27: Widerun – Kickstarter Video, April 2015
Figure 28: Goji Play Demo – How to Set Up Guilt Free Gaming & Get Fit, July 0215
Back to basics
Figure 29: #NPSUMMIT 4.0, July 2016

75% are regular exercisers
Walking is the most common form of exercise
Exercisers are mostly interesting in improving health
Most exercisers make do with little or no fitness equipment
Looking and feeling better motivates healthy habits
Fitness is a priority for more than half

Three in four exercise regularly
Figure 30: Exercise frequency, July 2016
Adults aged 25-34 are the most likely to exercise regularly
Figure 31: Exercise frequency – At least once a week, by age, July 2016
Men cite higher frequency of exercise
Figure 32: Exercise frequency, by gender, July 2016
High household income correlated with regular exercise
Figure 33: Exercise frequency– At least once a week, by household income, July 2016
Figure 34: Premature mortality rate per 100,000, by household income, 2010
Lack of motivation prevents some from staying active
Figure 35: Barriers to regular exercise, July 2016

The best exercise in life is free
Figure 36: Types of exercise, July 2016
Low impact exercise options appeal to women
Figure 37: Types of exercise, by gender, July 2016
Walking replaces running as people age
Figure 38: Types of exercise – Walking and running/jogging, by age, July 2016
Walking is the overwhelming choice for low-impact exercise
Figure 39: Types of exercise – Baby Boomers, July 2016
Team sports may be losing favor to alternative options
Figure 40: Types of exercise – Select items, by iGeneration vs Millennial, July 2016
Those with low body weight choose high impact activities
Figure 41: FabUplus magazine featuring Jessamyn Stanley cover photo, Fall, 2016
Figure 42: Types of exercise, by BMI category, July 2016

When it comes to motivation, health trumps looks
Figure 43: Exercise motivations, July 2016
Women exercise for a variety of reasons
Figure 44: Exercise motivations, by gender, July 2016
Health is a higher priority for older Americans
Figure 45: Exercise motivations – Select items, by age, July 2016
Overweight adults exercise with a purpose
Figure 46: Exercise motivations – To lose weight, by BMI category, July 2016

A minority of exercisers have plans to purchase new equipment
Figure 47: Usage of fitness products and services, July 2016
Sport-specific gyms may grow among young fitness fans
Figure 48: Interest in fitness products/services – Sport-specific gym memberships, by age, July 2016
Young generations see the appeal of the class pass
Figure 49: Interest in fitness products/services – Fitness passes, by generation, July 2016
BMI has little relationship to fitness purchases
Figure 50: Interest in fitness products/services, by BMI, July 2016

Feeling better and looking better create an exercise habit
Figure 51: Exercise inspiration, July 2016
Women seek out inspiration to stay motivated
Figure 52: Exercise inspiration, by gender, July 2016
Social support more important for younger exercisers
Figure 53: Exercise inspiration – Social, by age, July 2016
Setting targets helps with long-term fitness goals
Figure 54: Exercise inspiration, by BMI category, July 2016

Fitness is a priority, but a regular routine can be hard to maintain
Being in good shape, can mean any shape
No (financial) pain, no gain?
Figure 55: Attitudes toward exercise – Any agree, July 2016
Men seek a more intense workout
Figure 56: Attitudes toward exercise – Any agree – Select items, by gender, July 2016
Younger consumers more accepting of all shapes and sizes
Figure 57: Attitudes toward exercise – Any agree – Perception of fitness, by age, July 2016
High household income related to spending on fitness
Figure 58: Attitudes toward exercise – Any agree – Purchases, by household income, July 2016
White Americans need more exercise motivation
Figure 59: Attitudes toward exercise – Any agree – Motivational needs, by race, July 2016

Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms

Figure 60: Health club memberships (millions), 2005-15
Figure 61: Total number of (US) health clubs, 2005-15
Figure 62: Exercise location, 2004-16
Figure 63: Type of exercise participated in – Every chance I get, 2004-16
Figure 64: Share who exercise regularly, 2004-16
Figure 65: Percentage of adults aged 18 and over who met the 2008 federal physical activity guidelines for aerobic activity through leisure-time aerobic activity: United States, 1997–2014

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