The online sports coaching market - Italy

1.1 Definition and scope of study

Sports coaching can be defined as the process of motivating, guiding, and training an individual in preparation for any sporting hobby, career, or event. Dealing with online sports coaching, it is easy to understand that, thanks to the digitalization of the whole economic system, such service can also be provided through online platforms. The online sports coaching market is usually segmented by type (including personalized training and recreational camps) and by geography. 

The global online sports coaching market held a size of $348.2 million in 2020 and is expected to reach $849.3 million by 2027. It is anticipated to grow at a CAGR of 13.8% over the forecasted period.

In Italy, as in many other parts of the world, the outbreak of the pandemic has literally boosted the proliferation of the online sports coaching market. During the second lockdown, the number of facilities that have started providing online activities has upsurged. Despite the fact that many of them waited for the end of the pandemic for a return to normalcy, the vast majority of fitness centers have decided to maintain their offering of classes in live and/or recorded mode. By analyzing the evolution of customer needs, it is easy to understand that they can derive enormous benefits from exercising at home, including lower costs, cut-off the time needed to go to a sports center, and fight the unwillingness of some people to attend sports facilities (for instance due to shyness, discomfort in showing their physicality and so on).

Among all the sports activities that can take place online, personal training, yoga, and Pilates are the three top-seller for the Italian market. Moreover, by purchasing an individual session, it is possible to obtain a highly personalized service, in terms of both sports coaching and time schedule. This is one of the main drivers of growth for the sports coaching market: nowadays, people are always keener on receiving personalized services that fit their personality and seem to be shaped for themselves. Therefore, even if, at the moment, there are only around 100 coaches involved in online sports activities, this number is definitely destinated to increase.