1.1 Definition and scope of the study

The fitness market involves all sports center where one can engage in physical activity related to the well-being of the body. Typically, fitness centres allow for individual exercise, group classes, personalized coaching, and relaxation through for example spa and zen rooms.

In addition to fitness clubs, the fitness market more recently includes applications offering personal coaches, outdoor fitness communities, and connected performance measurement applications and objects.

Globally, the fitness sector is expanding, driven by an increased awareness in health, together with higher disposable income which permits this expenditure.

France is experiencing the same market development; however, as the market is growing, the compeition increases, and there is price pressure. Indeed, the service offer is constantly evolving, offering more tailor-made and affordable solutions. For instance, between 2012 to 2017 the average revenue per sports club decreased from €848,000 to €595,000, which is equivalent to a decrease of 30% in 5 years. [Stadline]

In light of this, new business models have emerged, such as franchising.

1.2 Robust growth in the global market

Source: ****

In ****, the global fitness industry is expected to be valued at $*** billion. This is an increase of a CAGR of *.**% since ****. This growth in demand is mainly driven by an increased awareness of health, and in particular to combat obesity which remains a widespread issue. On top of this, increased ...

1.3 A geographically concentrated European market

Source: ****

The European market is worth mentioning due to its' size; althgouh smaller than the US market share, in **** it the European fitness market valued at €**.** billion, or around **% of the global market.

Moreover, from the graph above, we see that France was the third largest single market in Europe in ...

1.4 Domestic market signals strength

Source: ****

To estimate the market size in France we use data from INSEE, and in particular we look at the NAF code **.**Z - "Activities of fitness centres”. From **** to **** we have data; in order to obtain values for **** to **** we use INSEE's revenue index. In particular, we calculate the average ...

1.5 Les effets de la pandémie de la Covid-19 sur le marché du fitness : Un marché en baisse

Indice de chiffre d'affaires des salles de fitness France, ****-****, Base *** en **** Source: ****

On remarque, d'une part, que les salles de fitness ont évidemment souffert du *er confinement (***). D'autre part, on constate également que la reprise est assez difficile pour les centres de fitness, dans la mesure où l'indice de chiffre ...

2.1 Profile Analysis: The French Consumer

Source: ****

The graph above shows that in a survey, **% of respondents in France work out one to two times a week. The least common frequency was four times a week and more, which goes to show that only **% of respondents are entirely committed to sports. Moreover, **% answered that they work out ...

2.2 Demand Trends

Fitness interest is highly cyclical

Source: ****

The graph above represents the proportion of searches for a given term in a given region during a specified amount of time, compared to when it was the most searched (***). Thus, a value of ** means that the keyword has been used less often in the ...

2.3 La demande de compléments alimentaires pour le sport

Il est important de noter que les graphiques ci-dessous sont fondés sur une étude réalisée sur des sportifs pratiquant l'athlétisme. Or les réponses peuvent varier selon le sport pratiqué : un haltérophile n'aura pas les mêmes objectifs et besoin en compléments qu'un lanceur de ...

2.4 Les conséquences de la pandémie mondiale sur le marché des salles de fitness : vers une pratique du sport à domicile en hausse

Dans un rapport du INJEP (***) contre **% en ****.

Lieu principal d'une activité sportive France, ****/****, en % Source: ****

On constate un que le sport à domicile tend à s'ancrer dans les habitudes des Français. En effet, cela est souligné par la hausse du pourcentage de la pratique du sport à domicile qui était de **% en **** hors ...

3.1 Market Overview

The low-cost gym centres continue to have wind in the sails in France. According to Deloitte the increase in the number of memberships recorded in **** was accompanied by a decrease in monthly dues, which reflects the gain in market share of low-cost brands in the fitness market in France. A monthly ...

3.2 Distribution

Industry overview

Source: ****

According to INSEE, the sector for activities related to a sports center has become more compeititve. In ****, a mere *** companies were active on the market; in ****, this value was ****, an increase by ***%.

The number of employees in the sector has also gone up. However, when measuring employees per ...

3.3 Les acteurs : un marché très fragmenté et aucun acteur omnipotent

On peut différencier types d'acteurs : des salles très hautes de gamme qui présentent un maximum de confort sur place, des salles intermédiaires, puis des salles low cost qui ont perturbé le marché il y a une décennie (***). La démocratisation du fitness et l'exacerbation de la ...

4.1 Service Overview

Fitness clubs provide their customers with services through the provision of equipment, space, and coaching.

Pricing is a continous war, and remains a key aspect in order for firms to differentiate. In response to having a large client portfolio, where each individual has different ambitions and goals, the industry has had ...

4.2 Price Analysis

Price Index

Prices remain competitive and margins low in the French fitness market. Indeed, between **** and **** the price of an average membership decreased from €** to €** per month. [***]

The table below compares the subscriptions of several of the main players in the fitness industry in France.

Source: ****

4.3 La nutrition sportive, un levier pour les centres de fitness

Plusieurs centres ont des partenariats avec des marques de nutrition sportive, on retrouve par exemple Basic Fit et Fitness Park qui proposent tous les deux la boisson sportive Yanga dans leurs salles.

Avoir des offres en nutrition au sein des salles de sport est un moyen d’augmenter ses revenus, d'autant ...

5.1 Regulation

No diploma is theoretically required to open a gym. On the other hand, the supervising staff as well as the sports coaches must hold a state diploma in order to be able to work in the establishment. As an APS (***), it is necessary to declare the establishment before opening. [***]

Within three ...