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MARKET OVERVIEW

1.1 Definition and scope of study

Sports or fitness apps can be defined as downloadable applications on any mobile device (e.g. smartphone or tablet) which are directed at the wellness and fit of users. The sports apps market can be distinguished in different sub-segments depending on the activities and/or tools provided – e.g. tracking apps, workout apps. The sports applications market is therefore at the crossroads of the e-health market, i.e. all the technological innovations applied to healthcare, and the sports market. 

The market is relatively young since it only appeared with the emergence of the first smartphones and applications developers - it is therefore less than ten years old - but has grown exponentially since. At a global level rising mobile device usage and increasing health awareness are becoming driving forces. The market is expected to grow by almost 50% per year in the next four years. 

The Italian sports app market is following the booming evolution yet remains still fairly distant from the growth trends displayed on a global or even European level. Demand is on the rise, especially that concerning specific population clusters – e.g. Millennials, women and Generation Z, in 2019 in fact usage of sports app was detected respectively around 40%, 28% and 27%. The changing landscape in 2020 witnessed though an increase in download of sports app among women of +40%. 

Sports apps face though a considerable threat identified in their traditional alternative, or at times complement: outdoors and indoors gyms, which continue to capture the interest and subsequent market share of most “sports” Italians. The Italian landscape for mobile sports application is highly fragmented counting a number of international small players, multinationals and just recently also a growing number of national startups. 

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.