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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

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.
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,SAM,RES,TEC
2021/THUMB347328_82727_61138.jpg
Latest News
Indoor group exercise can recommence in England and Scotland today (17 May), as part of ...
Latest News
Thousands of health clubs, swimming pools and leisure centres are under the threat of permanent ...
Latest News
Fully vaccinated people in the US no longer need to wear a face mask whether ...
Latest News
Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
Latest News
HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
Latest News
A court has given Virgin Active the green light to erase the rent arrears it ...
Latest News
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
Latest News
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
HCM Magazine
Research
Patients with COVID-19 who were consistently inactive were more than twice as likely to be admitted to hospital as patients who exercised
HCM Magazine
Sponsored
We talk to Dave Wright, CEO of Myzone, about the world’s first interchangeable heart rate monitor that provides real-time feedback – and the impact of COVID-19
HCM Magazine
Sponsored
Hamilton’s Honour is Leicester’s newest fitness studio opening, with the latest innovation from Technogym. But this studio has a unique story, too. Owner Louis Hamilton tells us why he was determined to create such a special place
HCM Magazine
Sponsored
Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry
HCM Magazine
Supplier showcase
Switzerland’s no frills chain, NonStop Gym, has appointed Funxtion to create its member training app, as CEO Ernst De Neef explains
HCM Magazine
HCM People
We’re going after health club and spa management contracts for hotels and independent gyms and also planning to launch a You Fit franchise
HCM Magazine
Sponsored
More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back
HCM Magazine
HCM magazine
HCM People

Helena Field

Wellbeing by Rangeford Villages
The idea was to weave a wellness culture into the fabric of village life by incorporating movement, rest and relaxation, nutrition, connectedness, purpose and environment
HCM magazine
Groundbreaking research from around the world is proving the many ways exercise can support health and creating opportunities for the sector to be more valued and useful
HCM magazine
For years the health and fitness sector has aspired to be taken seriously by the health sector. Is now the time? asks Kath Hudson
Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
Featured supplier news
Featured supplier news: Engaging smart technology helps gyms and fitness professionals get their leading role back
Safety, quality of service, and member engagement are key in order to offer a unique fitness experience that will boost the re-start.
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
fibodo Limited: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
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

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.
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,SAM,RES,TEC
2021/THUMB347328_82727_61138.jpg

News

Indoor group exercise can recommence in England and Scotland today (17 May), as part of
Thousands of health clubs, swimming pools and leisure centres are under the threat of permanent
Fully vaccinated people in the US no longer need to wear a face mask whether
Anytime Fitness UK has revealed that April was its busiest month for new memberships since
HCM understands that Fitness International, which operates more than 700 health clubs under the LA
A court has given Virgin Active the green light to erase the rent arrears it
Global Wellness Summit
Global Wellness Summit
One of the world’s largest corporate wellbeing platforms Gympass has gained a new partner every
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short
A new pioneering approach looks to help cancer patients prepare for and respond to treatment
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to
Miha Bodytec GmbH
Miha Bodytec GmbH
Members are returning post-lockdown expecting a fully integrated service, meaning digital connectivity has never been
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April,
It's time to refocus on the changing needs of older adults, according to a new
In breaking news, HCM understands that David Lloyd Leisure's Glenn Earlam will move from his
Sport England has reported a drop of 710,000 in the number of people classed as
Independent gyms in the UK have fared better during the pandemic than larger corporate operators
Actor Mark Wahlberg has officially joined Power Plate as an investor in parent company, Performance
fibodo Limited
fibodo Limited
The UK has spent most of the year in lockdown but finally, clubs are beginning
Fitness and health are priority areas of expenditure for consumers in six key nations around
Taking antihistamines prior to exercise can prevent the body from getting the full benefit of
Advance Gym
Advance Gym
1 - 20 of 11,887
HCM Magazine
Research
Patients with COVID-19 who were consistently inactive were more than twice as likely to be admitted to hospital as patients who exercised
HCM Magazine
Sponsored
We talk to Dave Wright, CEO of Myzone, about the world’s first interchangeable heart rate monitor that provides real-time feedback – and the impact of COVID-19
HCM Magazine
Sponsored
Hamilton’s Honour is Leicester’s newest fitness studio opening, with the latest innovation from Technogym. But this studio has a unique story, too. Owner Louis Hamilton tells us why he was determined to create such a special place
HCM Magazine
Sponsored
Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry
HCM Magazine
Supplier showcase
Switzerland’s no frills chain, NonStop Gym, has appointed Funxtion to create its member training app, as CEO Ernst De Neef explains
HCM Magazine
HCM People
We’re going after health club and spa management contracts for hotels and independent gyms and also planning to launch a You Fit franchise
HCM Magazine
Sponsored
More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back
HCM Magazine
HCM magazine
HCM People

Helena Field

Wellbeing by Rangeford Villages
The idea was to weave a wellness culture into the fabric of village life by incorporating movement, rest and relaxation, nutrition, connectedness, purpose and environment
HCM magazine
Groundbreaking research from around the world is proving the many ways exercise can support health and creating opportunities for the sector to be more valued and useful
HCM magazine
For years the health and fitness sector has aspired to be taken seriously by the health sector. Is now the time? asks Kath Hudson
HCM magazine
Fitness, wellness and recovery are driving new investments in the hotel and resorts market, with Kerzner the latest to enter this space, as Megan Whitby reports
HCM magazine
A new report, conducted by Deloitte, analyses the growth of the Chinese fitness industry and the outlook ahead, as Kristen Walsh reports
HCM magazine
The health and fitness industry felt as though it wasn’t invited to its own party when news of the government’s Fit Miles programme broke. But what does it actually mean and is it good or bad news for the sector? Kath Hudson investigates
HCM magazine
As we adapt to a new way of living, software developers have been supporting the fitness sector with new systems and strategies. We asked operators and developers to share successes
HCM magazine
Prescribe exercise, not painkillers, to chronic pain sufferers, says the UK’s National Institute for Health and Care Excellence, as Tom Walker reports
HCM magazine
Over time, town planning has led to the creation of obesogenic environments, but Hamilton in New Zealand is taking a fresh approach to mobilising its population, by turning the city into a playground, as Kath Hudson reports
HCM magazine
Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
Featured supplier news
Featured supplier news: Engaging smart technology helps gyms and fitness professionals get their leading role back
Safety, quality of service, and member engagement are key in order to offer a unique fitness experience that will boost the re-start.
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
fibodo Limited: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
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
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Active IQ
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