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
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

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
Peloton and Lululemon/Mirror were major winners
Identifies eight key trends in three main categories

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.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
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 ...
Latest News
The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing ...
Latest News
Operating a further four weeks at reduced capacity will place serious pressure on English fitness ...
Latest News
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. ...
Latest News
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry ...
Latest News
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which ...
Latest News
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the ...
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Sponsored
Come join the party!
HCM Magazine
Facilities
Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely
HCM Magazine
Insight
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM Magazine
Policy
As our sector starts to recover, there will be changes in the needs of communities, consumers and the provision of opportunities. To explore this subject we hosted a virtual round table to better understand views on key workforce questions
HCM Magazine
Supplier showcase
Safe Space Lockers has extended its partnership with boutique fitness franchise TRIB3, in a new 10-site supplier agreement, following the recent installation at TRIB3 Edinburgh
HCM Magazine
Profile
Kath Hudson talks to the thought-leader and trailblazer
HCM Magazine
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Physical activity gives structure and meaning to people’s lives, according to new research
HCM magazine
HCM people

Andy McGlynn

Founder, GSquared
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Precor
Precor has been a pioneer in delivering fitness experiences for commercial customers for more than ...
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Matrix Fitness: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Uniforms
Service Sport: Uniforms
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

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
Peloton and Lululemon/Mirror were major winners
Identifies eight key trends in three main categories

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.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
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 ...

News

The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing
Operating a further four weeks at reduced capacity will place serious pressure on English fitness
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council.
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the
JP Lennard
JP Lennard
Orbit4 is the first digital ecosystem that manages and facilitates the entire commercial fitness product
The government needs to urgently set out its plans to support physical activity and fitness
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time,
A £30m luxury leisure development scheme which has been more than a decade in the
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company
FIBO Exhibition
FIBO Exhibition
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with
The number of health club members returning to gyms since lockdown has beaten all expectations,
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of
David Lloyd Clubs has enrolled former Labour Party deputy leader Tom Watson to help raise
TRIB3 has secured a franchise deal which will see it open 20 studios across Belgium,
ukactive has published new data from the National ReferAll Database (NRD) – the UK’s first
Miha Bodytec GmbH
Miha Bodytec GmbH
The US fitness industry is mobilising to support the Gym Mitigation and Survival (GYMs) Act,
Physical activity gives structure and meaning to people’s lives, according to new research. A study,
Crown Sport Lockers (UK) Ltd
Crown Sport Lockers (UK) Ltd
1 - 20 of 11,919
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Sponsored
Come join the party!
HCM Magazine
Facilities
Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely
HCM Magazine
Insight
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM Magazine
Policy
As our sector starts to recover, there will be changes in the needs of communities, consumers and the provision of opportunities. To explore this subject we hosted a virtual round table to better understand views on key workforce questions
HCM Magazine
Supplier showcase
Safe Space Lockers has extended its partnership with boutique fitness franchise TRIB3, in a new 10-site supplier agreement, following the recent installation at TRIB3 Edinburgh
HCM Magazine
Profile
Kath Hudson talks to the thought-leader and trailblazer
HCM Magazine
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Physical activity gives structure and meaning to people’s lives, according to new research
HCM magazine
HCM people

Andy McGlynn

Founder, GSquared
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space
HCM magazine
Moving Communities is our chance to demonstrate our value and develop a universal service for all, argues Martyn Allison
HCM magazine
The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
HCM magazine
CV kit has been fully connective for some time, but with the rise of the hybrid gym goer, what are strength suppliers doing to meet the demand for a fully connected offer?
HCM magazine
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
HCM magazine
Aneurin Leisure Trust used lockdown to transform and digitise its gyms, ready for reopening
HCM magazine
We’re targeting an additional 30,000 beds over the next five years, through a mix of the group’s own developments and third party projects
HCM magazine
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Precor
Precor has been a pioneer in delivering fitness experiences for commercial customers for more than ...
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Matrix Fitness: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Uniforms
Service Sport: Uniforms
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym