Sweating for the fitness consumer

Fitness customers’ habits have evolved during the COVID-19 pandemic, offering fitness-industry providers the opportunity to reexamine their value propositions and target specific segments.

Fitness is a “Yes, and” industry. While other goods and services compete intensely for a finite number of consumer purchases, fitness consumers continue to use a widening array of services, tools, and solutions to help them look, feel, and function better.¹ Our research shows that the market for health and wellness products and services is growing by 5 to 10 percent per year, depending on the region. An even more fragmented market of complementary solutions is filling the white space around new movements, activity measurement, experiences, and more.