1.1 Market definition and presentation
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 downward 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
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
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
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 ...
2.1 Profile Analysis: The French Consumer
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
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 Complementary markets
Sports nutrition and the fitness industry go hand-in-hand; indeed, it is a good proxy to measure the development of new fitness practicioners, since sports nutrition is often taken in relation to sports. From the graph above we can see that the market for sports nutrition in France has ...
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 ...
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 ...
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
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.
4.3 Supply Trends
Low-cost fitness continues to have the wind in its sails on the French market. Indeed, according to Deloitte, the increase in the number of memberships (***) was accompanied by a decrease in monthly contributions, which is evidence of the gain in market share of low-cost brands in the French fitness ...
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 ...
6.1 Segmentation of actors
- CMG Sports Club (Club Med Gym)
- Neoness (Low and Co)
- Vita Liberté
- Keep Cool
- L’Orange Bleue
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