homefitness
Busy modern lives Market research agency Mintel’s 2015 report ‘In-home and Individual Fitness’ on the UK market, agrees that a key market driver is fitness. “Affordability has been a central factor in sustaining the appeal of these activities during the economic downturn, but it is wider trends in demographics, technology and public health policy that now offer the key opportunities for longer term growth.” The report also pointed out that: “In-home and individual fitness activities are low in cost and high on convenience, a combination that makes the products and services that cater to consumers’ needs in these areas some of the UK’s most important sport and exercise markets.” Millennials in particular value convenience and flexibility in all aspects of their lives, and products that enable them to slot exercise into already busy lives are ideal. Two thirds of adults are already taking part in in-home and individual fitness activities. Both of these are easy to begin and easy to commit to – unlike gym memberships, they require no lasting contracts, and unlike team sports, they do not require other participants. Easy options hold most appeal for exercisers, according to Mintel, and purchasers stick to the essentials, so retailers should look into easy, all-in-one fitness solutions that perform multiple functions, allowing users to workout their whole body.
The report identifies women and older adults as the potential growth demographics for in-home and individual fitness. In-home fitness products are ideal for the self- conscious and/or body-conscious who don’t feel comfortable or confident enough to exercise in a public gym, allowing them to exercise in the privacy of their own home. Mintel’s findings suggest that health is a more powerful driver for women than for men, which could be a reason for their readiness to embrace in-home fitness. However, it could also be due to the limited options available for them to take part in organised team sports. Although initiatives like Sport England’s ‘This Girl Can’ campaign are working to improve the perception and uptake of women’s grassroots sport, it is still not nearly as developed as men’s. Sport participation for both women and men has strengthened its fitness focus, with traditional sports participation declining. Age and affluence define the fitness divide, and in- home fitness is an affordable way for consumers at any income level to exercise. With cost and convenience driving choice, individual and in-home fitness is a great alternative way to sustain a healthy, active lifestyle – meaning that it has the potential to be a valuable revenue source for sports retailers.
Retailer Guide to Pole Fitness
Pole fitness is becoming increasingly popular – a fact reflected by the increase in the number of schools and studios and gyms offering pole fitness classes across Europe. Between 2012 and 2014, there was a 71.3% increase in the number of schools, studios and resellers in the UK and Europe, based on sales and numbers of new studio updates. SGB takes a look at this popular new fitness trend
What’s it all about? Pole fitness has many health benefits, as well as being one of the most fun ways to exercise, lose weight, tone up and even increase confidence. It combines dance, strength training, endurance and flexibility into one workout, and uses every part of the body (including the biceps, triceps, legs, bottom, shoulders, chest, back, abdominals, core and hips), strengthening muscles and providing a full cardio workout, as well as improving coordination. Converts argue that pole fitness is more
exciting and progressive than traditional fitness, as well as being incredibly rewarding.
Whilst there are pole studios all over the country, users can also try – or continue – their pole fitness practice at home with pole sets specifically designed for use at home. These sets are sturdy, easy to install and available in a range of sizes – the X-Pole range, for example, has more than ten years’ experience in home pole fitness set design offers advanced, secure and innovative poles and stages.
How fit do you need to be start? It is a common misconception that users need to be of a certain fitness level to participate. How quickly participants are able
Providing low
impact home fitness The logistics of selling large home fitness equipment such as exercise bikes and treadmills is beyond the means of many independent sports retailers, especially those whose sole sales platform is a physical bricks-and-mortar store. However, small independents can still take advantage of consumer demand for home gym equipment by stocking smaller, more portable home fitness products • Free weights • Exercise DVDs • Skipping ropes • Yoga mats
• Resistance bands • Balance balls
to progress from beginner moves to intermediate level depends on the frequency of their usage, whether in the comfort of their own home or at a studio. The dance element deals with cardio and the tricks and holds directly addresses all muscle groups, which means it provides an entire body workout.
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