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1.1 Definition and presentation

Coaching refers to the practice of providing a personalized support for the realization of the client’s improvement aimed at achieving a goal. Coaching has been traditionally associated with sports, although there are different areas one would want to improve, such as the personal or professional spheres.

Referring to the most popular type of coaching, the sport one, it is possible to affiliate the latter with fitness instructors or personal trainers. Although the definition of coaching is slightly different from the one of trainer, for the scope and delimitation of the market study, we will refer to all three figures.

The sport coaching market in the US has shown considerable growth in the last ten years, representing one of the fastest growing industries, as a number of macro trends affecting consumers’ behaviors, lifestyle and choices have proven to be positively impactful towards the rise of the market.

1.2 US’ market outlook

The sport coaching market can be identified as facilities providing athletic training to individuals or groups. Due to its close affiliation with health and fitness clubs (***) throughout the study the two industries will be considered as one.
According to Ibis the US sport coaching market is estimated to reach USD * billion ...


2.1 Sport engagement

The sport coaching market is hard to define and synthetize, as no clear perimeter is set around the scope of the market. Indeed, throughout the demand analysis, different determining factors will be analyzed, which are belived ti have an impact on the overall fitness and wellness industry.
The number of people ...

2.2 Potential growing demand for fitness

Demand for personal training and coaching is expected to benefit from the two sides of the medal of American society. Thus, in the last ** years two phenomena have been progressively affecting Americans: on one side the obesity and overweight rates have grown and on the other exercising rates have increased. The ...

2.3 Personalization is changing American’s approach to exercise

According to latest survey Americans would spend circa USD ***,*** in their entire life time for fitness related expenses, which when decomposed on a monthly basis they highlight the increasing relevance that customized variables are having on purchasing habits and choices. Indeed circa $** would be spent in a month for dietary supplements ...


3.1 Gyms continue to grow in the US

The US gym market, which includes both health and fitness centers, is among the largest in the world, reaching in **** a figure of **,*** centers. The market is undoubtedly saturated, as it counts a considerably large number of facilities, although Euromonitor forecasts in the period ****-**** a *% CAGR.

Source: ****
Despite the high ...

3.2 Geographical distribution is consistent with “healthier states”

Number of gyms per state
Gym presence has increased considerably throughout the years, although not in a uniform matter across the entire United States. Indeed, the number of facilities varies greatly from state to state, the range goes as high as circa **** gyms in California to a little over ** in Vermont, ...


4.1 A number of structure sizes and offerings

Gyms can differ greatly based on the size, the programs offered and consequently the perceived value for the customer (***).
One can identify three major types of training facilities:
Source: ****
In addition to the layout, the services provided vary greatly, specifically in terms of number and type.
Source: ****
Workouts can indeed involve ...

4.2 Two forces transforming the traditional landscape

Traditional gym offerings as we once knew them are disappearing or rather facing increasing competition due to the boom of two alternative facilities.
Boutique fitness studios High-value, low price clubs
These two forces are believed to stand at the far opposite sides of the spectrum, targeting extremely different consumers, sparking in ...

4.3 Sport coaching platforms

A progressively more competitive fitness market is expected in the close future, not only due to the appearance of alternative “physical structures”, but also because of the considerable growth of the online channel.
The global Sports Coaching Platforms market is valued at *** million USD in **** and is expected to reach *** million ...


5.1 Fragmented regulation

It is hard to establish general guidelines and principles concerning the regulatory framework of health clubs, as it varies greatly from state to state. Thus, the first step to take is to understand the required business permit and license to open a business in a specific state. A common point would ...


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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

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Pierre Doussau

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