industry market report Targeting the right market
Women are hitting their fitness peak at the age of 28, according to new research commissioned to celebrate the launch of new active wear range Staefit. The survey polled 2,000 women nationwide who exercise with the aim of liſting the lid on their behaviours and attitudes towards fitness in 2016.
A
s they near the big 3-0, the results showed, women are exercising a minimum of three times a week
and taking their health and fitness more seriously than ever before. Looking good is top of the female agenda, with a resounding 73% of women working out to lose weight and stay in shape, to look the best they can look, and to get rid of negative energy and destress. On the subject of their bodies, it was
revealed that over half of women are dissatisfied with their stomach, naming it the least favourite part of their body. 94% of women feel good about their bottoms. The survey also found that when women start to take their health and fitness more seriously at
the average age of 28, their biggest priority becomes purchasing good quality sportswear followed by downloading more fitness apps or purchasing gym equipment for home use. Comfort was by far the most important factor for women when choosing sportswear, followed closely by value for money and technical factors such as the fabric and suitability for its purpose. The brand was not very important to women with only 10% citing it as a consideration.
#fitspo 2015 marked a healthy shift away from traditional ‘thin’ celebrity images with a move towards ‘fitspiration’, or ‘fitspo’ for short; real body trends fuelled by social media channels
such as Instagram and Tumblr. 2016 looks set to continue the evolution of the trend, with women now shunning the fitspo phenomenon because it does not take into account genetics and lifestyle factors. One in five women even consider fitspo social media to encompass bullying and shaming tactics. Instead, women are digging deep and finding inspiration from within. Almost half of women claimed they were motivated primarily by themselves, then by their friends and trained gym instructors. This refreshing shift was further reflected when women were asked which public figures they found inspiring when it comes to fitness, naming professional sports stars Jessica Ennis Hill and Rebecca Adlington.
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SGB-SPORTS.COM
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