Early bird
tickets
available now!
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window I've already subscribed!
Savills
Savills
Savills
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn
FITNESS, HEALTH, WELLNESS

Latest news

Changes in consumer spending on online fitness 'here to stay', says McKinsey report

New report from McKinsey looks at consumer expenditure on retail and digital fitness and sport
Report done in partnership with the World Federation Sporting Goods Industry
Gives details of winners and losers as companies pivot during pandemic
Sporting goods sales jumped to levels previously forecast for 2024

A new report shows how the pandemic is shifting consumer behaviours in fitness, sport and physical activity – and how those changes are likely to be permanent when it comes to the consumption of goods and digital services.

The Sporting Goods 2021 – The Next Normal for an Industry in Flux report, from McKinsey & Company and The World Federation Sporting Goods Industry (WFSGI), outlines how the impact of the pandemic will require strategic planning from retail companies hoping to survive in the sector.

Offering insight into how physical activity products and services are consumed, the report shows how 2020 resulted in "winners and losers", as companies strived to react quickly to the changes.

According to the report, the shift to digital and online was perhaps even bigger than at first thought – and is likely to become a permanent feature for the sector.

Online share of sporting goods sales, for example, jumped in 2020 to a level previously forecast for 2024.

Among the biggest winners of this shift was athletics wear specialist Lululemon, which was quick to expand its services during the pandemic. It acquired at-home fitness tech firm Mirror in a deal worth around US$500m (€446m, £407m) and saw its Q3 sales jump to US$1.1bn – up 22 per cent from 2019.

Meanwhile, the well-documented "pivot to digital" in fitness is perhaps best seen in the way Peloton saw its quarterly workouts more than quadruple during 2020 – from 19 million in Q1 2020 to 77 million in Q4.

The successes of Peloton and Lululemon are, according to the report, a sign of the "new normal" that will influence the retail sector for years to come.

"The impact of the pandemic goes beyond temporary performance," the report states.

"It has also accelerated changes that will have long-lasting impacts on companies throughout the sporting goods value chain.

"Indeed, COVID-19 has ushered in the next normal for the industry, defined by factors including digital commerce, rising demand for sustainable products and increasing participation in individual forms of sport and exercise.

"To win in the new environment, the industry needs to adapt both its customer proposition and its operational capabilities."

As well as presenting a review of 2020 and a preview of 2021, the report also analyses eight key themes likely to define the evolution of these markets.

The eight trends are divided into three main categories:

Consumer Shifts

Athleisure — the new default and a competitive battleground

Physical activity gap — an opportunity to put healthy lifestyles within reach of all Sustainability — the COVID-19-accelerated next normal

Digital Leap

Digital-enabled fitness and exercise communities take centre stage

Leap forward in online — an accelerating business model shift to DTC Marketing shift from assets to influencers — an opportunity to make digital pay

Industry disruption

Retail under pressure — but a critical part of the future channel mix

Supply chains —the flexibility imperative and a raised bar on agility

• To download and read the full report, click here.

Related news

Phillip Mills: Gyms are a cornerstone of global recovery from COVID-19

07 Sep 2020
Gyms and health clubs are a cornerstone of the global recovery from COVID-19 – and ...

After the pandemic: what will the European fitness sector look like?

20 Apr 2020
Club closures, a squeeze on consumer spending and facilitating social distancing within a gym environment ...
A new report shows how the pandemic is shifting consumer behaviours in fitness, sport and physical activity – and how those changes are likely to be permanent when it comes to the consumption of goods and digital services.
PTS,SAR,HAF,FIT,IND,PTS,SAM,TEC,RES
2021/THUMB347328_82727_61138.jpg
Latest News
Urban Gym Group CEO Neil Randall talks in this month’s HCM about how being passed ...
Latest News
Boxing and strength franchise UBX has taken a step closer to realising its ambitions to ...
Latest News
Fitness International has announced the acquisition of XSport Fitness, adding to its portfolio of brands, ...
Latest News
Community Leisure UK (CLUK) and The Richmond Group of Charities have joined forces to support ...
Latest News
Mental Health Swims has been awarded almost £18,000 of lottery money to extend its mission ...
Latest News
Employee wellness app GoJoe has teamed up with Les Mills for a major new content ...
Latest News
Former footballer, David Beckham, has become a strategic investor in health sciences company, Prenetics, which ...
Latest News
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to ...
HCM promotional features
Sponsored
The level of support I get from Xplor Gym is what customer service is all about
HCM promotional features
Sponsored
Adding EGYM’s easy onboarding, personalised workouts and progress-tracking is driving retention and engagement at Vivacity Premier Fitness
HCM promotional features
Sponsored
Life Fitness has reimagined cardio with the launch of its Symbio line which has been designed with advanced biomechanics and offers deep levels of customisation
HCM promotional features
Sponsored
Sustainability in the fitness industry is coming on in leaps and bounds as more operators refurbish their gym equipment to save money and the planet
HCM promotional features
Sponsored
We all know we need to stand more. Now an exciting new partnership between Physical and Teca Fitness expands this thinking into UK gyms and beyond
HCM promotional features
Sponsored
At the heart of the Sydney Swans new headquarters in Australia is an elite player-focused training facility by strength equipment specialist BLK BOX
HCM promotional features
Sponsored
A major refurbishment of Sport Ireland Fitness by Technogym has created a world-class public gym at the home of Irish sport
HCM promotional features
Sponsored
Coaching workshops from Keith Smith and Adam Daniel have been designed to empower your team and transform your service
HCM promotional features
HCM magazine
Weight loss drugs are altering consumer behaviour, disrupting sectors from food retailing (smaller portions) to apparel (less fabric needed). We need to move fast to align with this new reality
HCM magazine
HCM People

Jonny Wilkinson

Founder, One Living
When you follow things intuitively you realise you’re being guided, but I was never listening to that
HCM magazine
Disappointment about being passed over for promotion gave Neil Randall, the resilience he needed to climb the ranks. He talks to Kath Hudson about the challenges he faced early in his career and the skills he learned from them
HCM magazine
Indoor bikes may remain stationary, but the discipline is in constant motion. Innovators tell Steph Eaves how they’re keeping pace with the latest trends
HCM magazine
Charlotte Greenwood talks us through new research from Savanta, which is seeking to deliver a deeper understanding of what motivates consumers
Featured supplier news
Featured supplier news: THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession.
Featured supplier news
Featured supplier news: Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space.
Company profiles
Company profile: Parkwood Leisure
As a family-owned business built on strong family values, we take pride in offering high-quality ...
Company profiles
Company profile: EGYM UK Ltd
EGYM partners with companies to improve employee health by providing access to fitness and health ...
Supplier Showcases
Supplier showcase - Matrix: Futureproofing
Supplier Showcases
Supplier showcase - Safe Space: Delivering the vision
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Servicesport UK Limited press release: ServiceSport UK awarded Ministry of Justice contract for gym equipment maintenance in prisons
In a significant milestone, ServiceSport UK proudly announces that we have been awarded the prestigious Ministry of Justice contract for the inspection, service, and maintenance of PE equipment across 106 public prisons in England and Wales.
Featured press releases
Alliance Leisure Services (Design, Build and Fund) press release: Alliance Leisure celebrates official opening of its first Leisure Local Health Hub
This month sees the official opening of a brand new, £9 million Health Hub in Nottinghamshire. Based on Sport England’s Leisure Local model, the new community provision delivers a host of leisure facilities designed to bring new active living opportunities to the whole community.
Directory
Cryotherapy
Art of Cryo: Cryotherapy
salt therapy products
Saltability: salt therapy products
Lockers
Fitlockers: Lockers
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Property & Tenders
Jersey
Jersey War Tunnels
Property & Tenders
Chiswick, Gillingham, York and Nottingham
Savills
Property & Tenders
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
08-10 Sep 2024
Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
20-22 Sep 2024
Locations worldwide,
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
09-13 Oct 2024
Soneva Fushi, Maldives
Diary dates
10 Oct 2024
QEII Conference Centre, London,
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
04-06 Feb 2025
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
11-13 Feb 2025
Fairmont Riyadh , Saudi Arabia
Diary dates
10-13 Apr 2025
Exhibition Centre , Cologne, Germany
Diary dates
07-07 Jun 2025
Worldwide, Various,
Diary dates
28-31 Oct 2025
Koelnmesse, Cologne, Germany
Diary dates

Latest news

Changes in consumer spending on online fitness 'here to stay', says McKinsey report

New report from McKinsey looks at consumer expenditure on retail and digital fitness and sport
Report done in partnership with the World Federation Sporting Goods Industry
Gives details of winners and losers as companies pivot during pandemic
Sporting goods sales jumped to levels previously forecast for 2024

A new report shows how the pandemic is shifting consumer behaviours in fitness, sport and physical activity – and how those changes are likely to be permanent when it comes to the consumption of goods and digital services.

The Sporting Goods 2021 – The Next Normal for an Industry in Flux report, from McKinsey & Company and The World Federation Sporting Goods Industry (WFSGI), outlines how the impact of the pandemic will require strategic planning from retail companies hoping to survive in the sector.

Offering insight into how physical activity products and services are consumed, the report shows how 2020 resulted in "winners and losers", as companies strived to react quickly to the changes.

According to the report, the shift to digital and online was perhaps even bigger than at first thought – and is likely to become a permanent feature for the sector.

Online share of sporting goods sales, for example, jumped in 2020 to a level previously forecast for 2024.

Among the biggest winners of this shift was athletics wear specialist Lululemon, which was quick to expand its services during the pandemic. It acquired at-home fitness tech firm Mirror in a deal worth around US$500m (€446m, £407m) and saw its Q3 sales jump to US$1.1bn – up 22 per cent from 2019.

Meanwhile, the well-documented "pivot to digital" in fitness is perhaps best seen in the way Peloton saw its quarterly workouts more than quadruple during 2020 – from 19 million in Q1 2020 to 77 million in Q4.

The successes of Peloton and Lululemon are, according to the report, a sign of the "new normal" that will influence the retail sector for years to come.

"The impact of the pandemic goes beyond temporary performance," the report states.

"It has also accelerated changes that will have long-lasting impacts on companies throughout the sporting goods value chain.

"Indeed, COVID-19 has ushered in the next normal for the industry, defined by factors including digital commerce, rising demand for sustainable products and increasing participation in individual forms of sport and exercise.

"To win in the new environment, the industry needs to adapt both its customer proposition and its operational capabilities."

As well as presenting a review of 2020 and a preview of 2021, the report also analyses eight key themes likely to define the evolution of these markets.

The eight trends are divided into three main categories:

Consumer Shifts

Athleisure — the new default and a competitive battleground

Physical activity gap — an opportunity to put healthy lifestyles within reach of all Sustainability — the COVID-19-accelerated next normal

Digital Leap

Digital-enabled fitness and exercise communities take centre stage

Leap forward in online — an accelerating business model shift to DTC Marketing shift from assets to influencers — an opportunity to make digital pay

Industry disruption

Retail under pressure — but a critical part of the future channel mix

Supply chains —the flexibility imperative and a raised bar on agility

• To download and read the full report, click here.

Related news

Phillip Mills: Gyms are a cornerstone of global recovery from COVID-19

07 Sep 2020
Gyms and health clubs are a cornerstone of the global recovery from COVID-19 – and ...

After the pandemic: what will the European fitness sector look like?

20 Apr 2020
Club closures, a squeeze on consumer spending and facilitating social distancing within a gym environment ...
A new report shows how the pandemic is shifting consumer behaviours in fitness, sport and physical activity – and how those changes are likely to be permanent when it comes to the consumption of goods and digital services.
PTS,SAR,HAF,FIT,IND,PTS,SAM,TEC,RES
2021/THUMB347328_82727_61138.jpg

Latest news

Urban Gym Group CEO Neil Randall talks in this month’s HCM about how being passed
Boxing and strength franchise UBX has taken a step closer to realising its ambitions to
Fitness International has announced the acquisition of XSport Fitness, adding to its portfolio of brands,
Community Leisure UK (CLUK) and The Richmond Group of Charities have joined forces to support
Mental Health Swims has been awarded almost £18,000 of lottery money to extend its mission
Employee wellness app GoJoe has teamed up with Les Mills for a major new content
Alliance Leisure
Alliance Leisure
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable
Former footballer, David Beckham, has become a strategic investor in health sciences company, Prenetics, which
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to
In a bid to get girls more active, Nuffield Health has launched a campaign, Move
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through
After introducing Xponential’s reformer Pilates concept, Club Pilates, to Germany last year, Matin Seibold's LifeFit
Global Wellness Summit
Global Wellness Summit
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit
As United Fitness Brands gears up to launch its fifth Reformcore location at Battersea Power
The Gym Group has built on the positive momentum of 2023, with a strong half-year
The way fat stores are metabolised during exercise is different in males and females, according
The UK's National Sector Partners Group (NSP) has called on the new government to pledge
Boutique fitness software platform, Xplor Mariana Tek, has launched in-app gamification to help studios motivate
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Trade show and conference, Elevate, is expanding to India next year, with an event scheduled
Industry body CIMSPA, which represents workers across the physical activity sector, has created an online
Innovatise UK Ltd
Innovatise UK Ltd
1 - 20 of 12,300
HCM promotional features
Sponsored
The level of support I get from Xplor Gym is what customer service is all about
HCM promotional features
Sponsored
Adding EGYM’s easy onboarding, personalised workouts and progress-tracking is driving retention and engagement at Vivacity Premier Fitness
HCM promotional features
Sponsored
Life Fitness has reimagined cardio with the launch of its Symbio line which has been designed with advanced biomechanics and offers deep levels of customisation
HCM promotional features
Sponsored
Sustainability in the fitness industry is coming on in leaps and bounds as more operators refurbish their gym equipment to save money and the planet
HCM promotional features
Sponsored
We all know we need to stand more. Now an exciting new partnership between Physical and Teca Fitness expands this thinking into UK gyms and beyond
HCM promotional features
Sponsored
At the heart of the Sydney Swans new headquarters in Australia is an elite player-focused training facility by strength equipment specialist BLK BOX
HCM promotional features
Sponsored
A major refurbishment of Sport Ireland Fitness by Technogym has created a world-class public gym at the home of Irish sport
HCM promotional features
Sponsored
Coaching workshops from Keith Smith and Adam Daniel have been designed to empower your team and transform your service
HCM promotional features
HCM magazine
Weight loss drugs are altering consumer behaviour, disrupting sectors from food retailing (smaller portions) to apparel (less fabric needed). We need to move fast to align with this new reality
HCM magazine
HCM People

Jonny Wilkinson

Founder, One Living
When you follow things intuitively you realise you’re being guided, but I was never listening to that
HCM magazine
Disappointment about being passed over for promotion gave Neil Randall, the resilience he needed to climb the ranks. He talks to Kath Hudson about the challenges he faced early in his career and the skills he learned from them
HCM magazine
Indoor bikes may remain stationary, but the discipline is in constant motion. Innovators tell Steph Eaves how they’re keeping pace with the latest trends
HCM magazine
Charlotte Greenwood talks us through new research from Savanta, which is seeking to deliver a deeper understanding of what motivates consumers
HCM magazine
The Maybourne Group has unveiled its all-new London hotel The Emory. Megan Whitby goes behind the scenes at Surrenne, its cutting-edge health and wellness club
HCM magazine
The messaging we've got to get across now is about how it’s consistent, good practice that delivers compound results
HCM magazine
Dr Tim Anstiss is developing coachbots that are supporting positive behaviour change for operators such as Life Leisure and KA Leisure
HCM magazine
A new study has found major differences in the way males and females utilise fat during exercise, as Kath Hudson reports
HCM magazine
As the UK healthcare sector struggles with ever-increasing demand, health club operators are stepping in and offering members welcome medical support. Kath Hudson reports
HCM magazine
By the time you’ve finished your workout, your groceries for the week will be waiting for collection
HCM magazine
Featured supplier news
Featured supplier news: THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession.
Featured supplier news
Featured supplier news: Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space.
Company profiles
Company profile: Parkwood Leisure
As a family-owned business built on strong family values, we take pride in offering high-quality ...
Company profiles
Company profile: EGYM UK Ltd
EGYM partners with companies to improve employee health by providing access to fitness and health ...
Supplier Showcases
Supplier showcase - Matrix: Futureproofing
Supplier Showcases
Supplier showcase - Safe Space: Delivering the vision
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Servicesport UK Limited press release: ServiceSport UK awarded Ministry of Justice contract for gym equipment maintenance in prisons
In a significant milestone, ServiceSport UK proudly announces that we have been awarded the prestigious Ministry of Justice contract for the inspection, service, and maintenance of PE equipment across 106 public prisons in England and Wales.
Featured press releases
Alliance Leisure Services (Design, Build and Fund) press release: Alliance Leisure celebrates official opening of its first Leisure Local Health Hub
This month sees the official opening of a brand new, £9 million Health Hub in Nottinghamshire. Based on Sport England’s Leisure Local model, the new community provision delivers a host of leisure facilities designed to bring new active living opportunities to the whole community.
Directory
Cryotherapy
Art of Cryo: Cryotherapy
salt therapy products
Saltability: salt therapy products
Lockers
Fitlockers: Lockers
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Property & Tenders
Jersey
Jersey War Tunnels
Property & Tenders
Chiswick, Gillingham, York and Nottingham
Savills
Property & Tenders
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
08-10 Sep 2024
Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
20-22 Sep 2024
Locations worldwide,
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
09-13 Oct 2024
Soneva Fushi, Maldives
Diary dates
10 Oct 2024
QEII Conference Centre, London,
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
04-06 Feb 2025
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
11-13 Feb 2025
Fairmont Riyadh , Saudi Arabia
Diary dates
10-13 Apr 2025
Exhibition Centre , Cologne, Germany
Diary dates
07-07 Jun 2025
Worldwide, Various,
Diary dates
28-31 Oct 2025
Koelnmesse, Cologne, Germany
Diary dates
Search news, features & products:
Find a supplier:
Savills
Savills
Partner sites