The sports coaching market - Brazil

1.1 Definition and scope of study

Coaching refers to the practice of providing personalized support to the client, who in turn must achieve a goal. Coaching has traditionally been associated with sports, although there are several areas that can be "improved", such as the personal or professional sphere.

The most common type of coaching, sports, can be associated with fitness instructors or personal trainers. Although the definition of coaching is slightly different from that of a trainer, for the scope and delimitation of market research, we will refer to all three types mentioned.

Although the sports coaching market is currently difficult to estimate globally (sports coaching networks are usually local or national), it can be noted that the market is concentrated in the richest regions of the world, i.e. Western Europe, North America and Oceania. It is also in these regions that the link between health and the practice of a sport activity is best known.

Through the emergence of new coaching apps, performance measurement technologies and new sport education method, the personal trainer business is evolving, offering more customizable offers.

In Brazil, World Health Organization data on sedentarism is alarming, with 47% of the population practicing less than 150 minutes of physical activity per week (minimum recommended amount). Although the numbers are worrying, they show an enormous potential for those who work in this market.

According to the International Fitness World Association, Brazil is the second largest gym market in number of establishments in the world, with almost 32,000 gyms and fitness centers. The country is also the fourth in number of students (8 million) moving the largest revenue in Latin America, including expenses with personal trainer.

In the country, coaching has become a complex market, gathering several other segments. In other words, personal trainers have become trademarks, with signature merchandise, dietary foods, brand deals, product placement in social network posts and lectures. Additionally, another trend is free outdoor classes in which sponsorships and partnerships end up covering the expenses, serving to promote both the brand and the instructor.