Sintesi

As of 2020, the global fitness market has been undergoing significant growth and transformation, largely propelled by the effects of the COVID-19 pandemic. Valued at $83.24 billion in 2022, it's expected to reach a compound annual growth rate (CAGR) of 7.67% from 2023 to 2030, with predictions to hit $125.23 billion by 2030. Amidst this expansion, different regions show varied market structures, with countries like Germany, the UK, and the US demonstrating high membership rates, while Latin America faces a shortage of fitness centers. Italy, in particular, has a market characterized by fragmentation, with 5.3 million active members, and a predominance of independent clubs and smaller studios over large franchises. The pandemic has led to a digital pivot with virtual classes and remote workouts gaining traction. Additionally, the Russian-Ukrainian conflict in 2022 has led to an average 9.6% increase in gym membership costs in Italy due to rising energy prices. Consumption habits show that running and gym-based activities are the most popular sports activities in Italy, with the market increasingly embracing connected devices like wearable tech and fitness apps. The pandemic has reinforced home-based workouts, with a surge in online fitness services and equipment sales. The Italian fitness sector is fragmented with small independent clubs dominating the landscape, and while the market has seen polarization with low-cost and premium offerings, Virgin Active Italia is the leading player based on revenue. Italian expenditure on fitness averages €2,532 per person annually, with different gyms catering to varying economic segments. Lastly, sports nutrition has become a strategic segment for fitness centers to leverage, reflecting the growing usage of dietary supplements among the Italian population..### Emerging Trends in the Italian Fitness Market The Italian fitness industry, engrained within a culture that prioritizes well-being and aesthetic appeal, exhibits unique patterns of consumption and evolving trends. Despite the fragmentation, the sector persists with more than 5 million active members and a revenue stream that substantially contributes to the GDP. The market landscape has been shaped by various factors, including technological advancements, the global pandemic, and changing consumer habits. A notable shift has been observed as Italians embrace physical activities, with between 35 and 40 million individuals participating in sports or recreational exercise. Running and jogging top the charts as the preferred mode of keeping fit, followed by indoor gym exercises, cycling, and aquatic sports like swimming. There is a clear split in participation rates between North and South, with the former showing higher engagement. The burgeoning realm of wearable technology has seen a surge in adoption, particularly among the female demographic, where the usage has spiked by approximately 44%. Devices such as smartwatches, fitness bands, and sensors integrated into sports attire have become integral to the Italian athlete’s routine, with brands like Apple and Xiaomi leading the market share. The pandemic's onset catalyzed a revolutionary move to home-based fitness regimes, as data indicated a significant increase in the use of digital platforms for exercise. The Italian market recorded a monumental 133% growth in usage of diet and fitness websites or apps, showcasing an overwhelming preference for virtual training modalities. Interest in home workout equipment soared, with specific categories like weights and exercise bikes noting a 200% uptick in online search interest. Despite the post-pandemic period somewhat normalizing, a sizable proportion of Italians, about 43%, continued to exercise from the comfort of their homes, exploring a hybrid model of fitness which incorporates both online and offline elements. In the Italian market, distinct strata of fitness centers co-exist, ranging from the opulent high-end gyms that command monthly fees upwards of 80 Euros, to the accessible low-end counterparts, pricing their services as low as 20 Euros a month. This price polarization reflects the comprehensive spectrum of services offered, from basic access to extensive wellness facilities and a plethora of fitness classes. The sports nutrition industry provides a significant push to the fitness sector, with a broad consumer base of over 30 million Italians leveraging dietary supplements. These range from proteins for recovery, branched-chain amino acids (BCAAs), to performance enhancers like creatine and mass gainers. Overall, the Italian fitness market is poised for expansion, spurred by technological integration,.### Key Market Leaders in the Fitness Industry In the fitness market, a few significant players dominate the landscape, guiding the industry's growth and offering a diverse range of services to cater to the expanding pool of health and fitness enthusiasts. Here is a closer look at some of these market leaders, each carving out its unique space within the vast fitness sector. **Virgin Active Italia**: Leading the way in the Italian market, Virgin Active Italia is a premier chain famous for its expansive clubs and comprehensive approach to fitness. With numerous locations, Virgin Active Italia boasts state-of-the-art facilities, a broad range of group classes, and cutting-edge fitness equipment. Their offerings often include luxuries such as saunas, pools, and spa services, all aimed at providing a holistic wellness experience. **RSG Group Italia S.R.L**: As a prominent name in fitness, RSG Group Italia S.R.L stands out with its diverse portfolio of gym brands. The group's influence within the fitness domain is considerable, as it tends to focus on innovative fitness solutions and often emphasizes the latest trends in workouts and physical training. **Palestre Italiane SRL**: This Italian-based company offers a more localized experience. With numerous centers peppered across the country, Palestre Italiane SRL focuses on delivering quality exercise environments and a variety of fitness programs tailored to suit their member's goals and preferences. **Mel Italia SRL**: Another important player, Mel Italia SRL operates a chain of fitness centers that often focus on the accessibility and convenience of fitness services. Their facilities are designed to cater to a broad demographic, seeking to make fitness an integral part of everyday life for many individuals. **Club Milano City S.R.L**: Club Milano City S.R.L is well-positioned within the industry, offering a vibrant fitness community and a wide array of training options for its members. Their clubs might be known for their dynamic atmospheres and a strong focus on creating a motivational setting for fitness enthusiasts of all levels. Collectively, these major players provide a snapshot of the fitness industry's landscape - from luxurious all-encompassing health resorts to specialized and convenient local gyms, they define the contours of a market that is as varied as the needs of its customers. With each brand bringing its unique flair to the world of fitness, they contribute significantly to the industry's ongoing evolution and ensure that consumer demand for health and wellness continues to be met with innovation, quality, and variety.
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  • Ultimo aggiornamento : 03/10/2023
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Riepilogo ed estratti

1 Market Summary

1.1 Definition and presentation

Generally, the term fitness refers to a state of health and well-being of the body. To achieve this state, people used to join specialized health and fitness centers that not only provide their members with workout facilities in exchange for a membership and subscription fee, but also offer their members a wide range of additional services such as personal training, group classes, and spas.

In2022, the global fitness market isworth $83.24 billion and is growing significantly, with forecasts projecting a compound annual rate (CAGR) of 7.67 percent for the period 2023-2030 .several factors are contributing to this expansion, including the gradual exit from pandemic-related confinement, the importance given to physical appearance, and the role of social networks that encourage the search for an aesthetically pleasing body [ Deloitte ]. The global market, however, is not homogeneous: on the one hand, there are countries such as Germany, the United Kingdom, and the United States that have very high membership numbers; on the other hand, in many countries, such as those in Latin America, there is a distinct lack of fitness centers.

Today, the Italian market is characterized by the presence of 5.3 million active members and high fragmentation: the vast majority of facilities dedicated to fitness in Italyare independent clubs, while as many as 28 percent are modestly sized yoga or pilates studios. These numbers, as a result, significantly reduce the presence of large franchises. The Italian regions with the largest number of sportspeople turn out to be Lombardy, Veneto, Emilia, Romagna and Lazio.

The growth of the market is certainly linked to a greater propensity of people to take care of themselves and a greater awareness of the benefits associated with fitness. The fitness market has evolved significantly in recent years through the creation of new business models and training methods. In particular, 2020 was a crucial year in this respect: the losses associated with the Covid-19 pandemic, which caused fitness clubs to close for long periods of time, were enormous. Despite this, the fitness market has shown great adaptability by taking full advantage of the potential of the digital world, offering virtual classes and workouts.

1.2 The Global Market

The global fitness market in **** is estimated at $**.** billion. Between **** and ****, it is estimated to grow at a compound annual rate of *.* percent, with an estimated value of $***.** billion in ****. Factors such as increasing per capita disposable income, growing urban population, increasing obesity, increasing fitness clubs and gyms, and a tilt ...

1.3 The Italian market

In ****, about ** million Italians exercised at sports centers, gyms and swimming pools with a total turnover of about ** billion euros. Considering the induced activity of the whole system, the turnover is around ** billion euros or *.* percent of the national GDP.(***).

Average monthly spending on recreational and sports services and sporting goods Italy, ...

1.4 The impact of the Russian-Ukrainian conflict

The outbreak of the Russian-Ukrainian conflict in February **** led to a general increase in the consumer price index, among other things. As for the fitness sector, between **** and ****, prices for gym memberships increased by an average of *.* percent. In particular, the annual membership has the highest price increase, with an average ...

2 Demand analysis

2.1 Consumption Habits

In ****, **.* million people practice physical-sporting activity in their leisure time. The practice of a sport continuously stands at **.* percent, occasional practice is on the rise, accounting for more than one in ten cases (***), while the performance of a physical activity stands at **.* percent. Moreover, in ****:

**.*% of women and **.*% of men ...

2.2 Demand trends

The graph represents the proportion of searches for a given term in a given region over a given period of time, compared to when it was most searched (***). Thus, a value of ** means that the keyword was used less often in the region, and a value of * means that there is ...

2.3 The development of connected devices

WEARABLE DEVICES

The Anglo-Saxon term "wearable" is used to define all those wearable technological devices that measure and monitor a person's sports performance. By means of sensors, connected to the athlete, they transmit a series of data that allow monitoring one's performance, state of health, fatigue, stress and performance in ...

2.4 The impact of the pandemic : the rise of domestic sports

As a result of the restrictions and lockdowns imposed, the fitness industry has had to reinvent itself. Efforts were made to reach Italians directly in their homes through apps and websites. Demonstrating the boom in digital training during the lockdown is data on the number of visits to diet or fitness ...

2.5 Online classes

As mentioned in precendeze, the rise of one-on-one workouts is becoming increasingly popular. A new development are streaming or live fitness classes that offer the convenience of having a workout available **/* via a live or prerecorded class. these are being offered by gyms, apps, and even sports equipment manufacturers themselves.

In ...

2.6 The New Gyms and Apps

news from the gym world concerns both the classes offered and the type of workouts.

BULB

Bulb, an Italian startup born in ****, in the midst of a pandemic, provides users with workout-equipped spaces on a pay-per-use basis. Just download the App and see which centers are free on that given day ...

3 Market structure

3.1 Market Structure

According to Robert Fitness is a "set of activities aimed at maintaining physical fitness by means of exercises performed with the help of equipment," however, there are different places and rooms, here is a quick overview.

All these centers and gyms have the same activities, although some prefer to specialize, but ...

3.2 Geographical Distribution

In ****, **,*** sports activities are active in Italy. Just as with demand, a territorial imbalance can also be seen in supply. In fact, **.* percent of activities are concentrated in the North (***), **.* percent in the Center, **.* percent in the South, and just *.* percent in the Islands.

3.3 A very fragmented market

Different types of players can be differentiated: very high-end gyms that present the most comfort in place, intermediate gyms, and low-cost gyms that disrupted the market a decade ago (***). The democratization of fitness and the exacerbation of competition have allowed this steady decline in subscription prices, which has been happening for ...

4 Supply analysis

4.1 Prices and Various Strategies

the clubs' offerings and the type of subscription (***) vary widely. However, only **% of clubs have more than half of their customers with an annual subscription. This makes it a financially "fragile" market. The average price for an annual subscription is about *** euros per year.

In general, Italians are the biggest spenders ...

4.2 Sports Nutrition as Leverage for Fitness Centers

Several centers have partnerships with sports nutrition brands, this is a booming market in Italy where there are more than ** million, on average, people who use sports supplements, with numbers growing all the time[***]. When it comes to sports supplements, there is a multitude of products available, not only in terms ...

4.3 Different business strategies

This part will look at the various types and business strategies of companies and how they have responded to the Covid pandemic.

LARGE FITNESS CHAINS

ITALIAN CHAINS

5 Rules and regulations

5.1 Regulation

Anyone can open a gym or fitness center, as long as they have adequate premises that comply with current workplace safety regulations and ASL health and administrative authorizations.

Specifically, the opening of a gymnasium requires the submission to the SUAP, in the municipality of residence, of a SCIA underLg ***/**** art. **, which ...

6 Positioning of actors

6.1 Segmentation

  • Abeo
  • TechnoGym
  • FITINN ITALIA SRL
  • MiaFit
  • Prime Exclusive Wellness
  • Ceresio 7
  • Virgin Active Italia SPA
  • Fitactive
  • WebFit SRL
  • Fit Express Holding SRL
  • McFit

Grafica

  • Mercato globale del fitness
  • Mercato globale delle attrezzature per il fitness
  • Fatturato mercato delle attività sportive
  • Incremento prezzi delle palestre
  • Prezzi alla produzione per la fabbricazione di articoli sportivi
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Abeo
TechnoGym
FITINN ITALIA SRL
MiaFit
Prime Exclusive Wellness
Ceresio 7
Virgin Active Italia SPA
Fitactive
WebFit SRL
Fit Express Holding SRL
McFit

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Aggiunte e aggiornamenti

  • 03/10/2023 - Lo studio è stato completamente aggiornato da un analista di Businesscoot. Oltre a questa revisione completa, sono state aggiunte informazioni sull'impatto che i recenti eventi politici ed economici hanno avuto sul mercato.
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