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EUROPEAN MARKET RESEARCH


Fitness on the RISE T


The European fitness market continues its strong growth, according to the European Health & Fitness Market Report 2015


he European fitness market continued to grow at an impressive rate in 2014, as the total number of health and fitness club members increased by 9 per cent to 50.1 million. While in younger fitness markets such


as Poland, Turkey and Russia an increasing percentage of the population incorporates fitness into their lives, the more developed northern and western European markets grow mainly through innovation and diversification of fitness offers. In value, the European health and fitness market grew by 4


per cent to achieve total revenues of €26.8bn in 2014. This further strengthens its position as the largest fitness market


in the world ahead of the US, which was valued by IHRSA at €16.9bn (US$22.4bn) in 2013. These are some of the main findings of the European


Health & Fitness Market Report 2015, published in April by EuropeActive in co-operation with Deloitte. “The higher membership growth compared to total revenues underlines the ongoing market trend towards broader fitness offerings, including in the discount segment,” says Karsten Hollasch, partner at Deloitte and head of the German Deloitte Sports Business Group. “For me, this is clearly a sign that the markets have matured and are reacting to their members’ various needs and demands.”


Budget boom The ongoing trend of an emerging discount segment, offering memberships for monthly fees of €30 or less, is visible in the membership ranking of European fitness providers, which is again led by German budget operator McFit. After entering the Italian and Polish market in 2014 and growing in Germany, Spain and Austria, the company had around 1.3 million members across its 223 European clubs by the end of 2014. McFit charges €19.90 a month for a membership and €9.90 for its new concept – functional training studio brand High5.


FIGURE 1 Top 10 European fitness markets by revenues in million EUR and share of the total European market (2014)


6,000 5,000 4,000 3,000 2,000 1,000 0


5,061


65% of total European market 4,700


3,121 2,368 19% 18% 11% 9% 2,134 8%


1,300 5%


1,248 5%


Source: European Health and Fitness Market Report 2015 (EuropeActive/Deloitte) 74 Read Health Club Management online at healthclubmanagement.co.uk/digital July 2015 © Cybertrek 2015


1,098 4%


860 3%


702 3%


UK DE IT FR ES RU NL TR PL SE Others 15%


Pure Gym was one of the fastest growing companies in 2014 Meanwhile Netherlands-based Leisure Group Europe


managed to surpass the one million member mark in 2014 and comes second in the rankings by member numbers. While the company also runs a premium concept (HealthCity), its growth was clearly driven by its budget brand Basic-Fit, which operated 264 clubs in Europe by the end of 2014. At the same time, UK-based companies Pure Gym and The


Gym Group were among the fastest growing companies in the EuropeActive/Deloitte membership ranking. Had their aspired merger not been thwarted in 2014 after the Competition and Markets Authority (CMA) decided to enter a second phase in the approval process, the combination of the two companies would have ranked third in Europe with 720,000 members.


Membership and market share With regards to competitive position, the Danish operator Fitness World retains by far the largest market share in any fitness market, with 450,000 members in Denmark – more than 56 per cent of the total Danish market. Overall, the 30 leading operators by members increased


their total memberships by 10.6 per cent to 10.2 million in 2014 – equalling 20 per cent of the total European market.


4,234


“A total of 19 M&A transactions were registered in 2014, more than doubling the previous year’s total of nine deals”


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