Sports & Fitness

Sports and fitness have a great impact not only on the health, but also on the culture and economics, of the general population. Professional sports boost the economy via broadcasting, licensing, ticket sales and everything that comes with major public sporting events. Private and amateur sports also result in the consumption of goods associated with sports such as sports drinks, foods, clothing, apparel and equipment, as well as facilitating a healthier body and mind.

With the help of surveys and official associations, which are mostly organized by governmental consortiums and clubs for specific sports such as soccer, basketball, and tennis, etc., participation rates and membership numbers can be determined to get a picture of the private sports profile of a country. As technology progresses, sports and fitness is affected by new markets, such as the digital health market, wearables such as smart watches and fitness trackers, and fitness apps.

Market size

A steadily growing market
Health club industry revenue worldwide from 2009 to 2019, by region (in billion U.S. dollars)

The market size of the global health club industry has been growing at a very steady pace, reaching roughly 97 billion U.S. dollars in 2020. New technologies such as fitness trackers and fitness apps have also added new business opportunities to this market.

However, it is yet to be determined how strong the impact of the COVID-19 pandemic will be on the market, especially since fitness clubs remained closed in many countries and many amateur sports leagues suspended their seasons.

Health & Fitness Clubs
Fitness market in Europe
Sports in the UK

Market segments

Wearables and fitness app sales continue to increase
Does you household own wearables (e.g. smart watch, health / fitness tracker)?

The sports and fitness market includes several segments such as fitness and health clubs, the membership count of which keeps increasing. The majority of these members are in North America and Europe, with 70 million and 65 million respectively.

Other segments include sport equipment sales and sports clothing, while new technologies such as wearables and apps have also opened up even more markets.

Sport brands
Sporting goods in the U.S.
Fitness trackers

Industry trends

COVID-19 pandemic shaped the industry
Number of people affected by the postponement of the Tokyo 2020 Olympics due to the coronavirus (COVID-19) pandemic as of March 2020, by category

Depending on which sports are most popular in a country and how seasonal they are can affect the sales of products as well as sports participation among the public. Globally, soccer, tennis, cricket, and basketball are among the most popular sports.

Running and jogging have also gained a lot of popularity in recent years. This growth continued during the COVID-19 pandemic as people looked for ways to keep fit and get some fresh air during periods of lockdown and gym closures.

Sports sponsorship
Sports on TV
COVID-19 impact on sports

Industry leaders

Nike is by far the most valuable sports brand worldwide
Total Nike retail stores worldwide from 2009 to 2021

When it comes to industry leaders in terms of brands, Nike is by far the most valuable sports brand, with its value coming in at approximately 35 billion U.S. dollars.

Sports teams and even single star athletes also have very considerable market values. The American football team Dallas Cowboys is the most valuable sports club worldwide at roughly 5.5 billion U.S. dollars. The most valuable athlete brands include Roger Federer, LeBron James, and Usain Bolt.

Nike
NFL
Premier League

Industry Definition

The sports and fitness industry covers trends and developments in different types of sports all around the world. This includes aspects such as sports participation, including which type of sport people take part in and how often and long they are active in it. The industry also covers trends in sports nutrition and sports clothing and equipment. The fitness and health market, which has seen a steady rise in revenues and memberships in recent years, is also covered in the sports & fitness industry.

The industry also covers global sporting events such as the Olympic Games. Figures such as attendance, sponsorship values and broadcasting revenues provide insights for business opportunities and partnerships, as well as showing the popularity of sport across the world. Data for the upcoming years will show how strongly the COVID-19 pandemic will have impacted the sports and fitness industry.

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