A powerful new report from The SFIA, powered by Sports Marketing Surveys (SMS), takes a deep dive into fitness trends in the USA.

The ‘Tracking the Fitness Movement’ report features information on participation levels and trends, as well as purchase behaviour and decision making. It also analyses the factors that will play a significant role in growing the fitness industry in the future, both at home and in facilities and institutions.

Specifically, the report sheds light on the demographic profiles of participants in 24 fitness activities based on SMS’ industry leading participation research. The 2020 report is based on 2019 participation data. Fitness equipment sales and health club membership figures complement the participation picture to provide additional context and value.

Keith Storey, Vice President of SMS USA commented, “The Tracking the Fitness Movement report is a great tool for businesses involved in or considering getting involved in the fitness industry. The Coronavirus pandemic is reshaping the industry, with many people finding new ways to get and keep fit. This report benchmarks the industry from a historic perspective as well as providing real, actionable insight into what the industry will look like moving forwards.”

Also included in the report is eye opening insight and interviews with key figures from the US fitness industry, including Aly Orady (CEO & founder of Tonal), Joey Shamah (CEO and co-founder at FIT for LIFE) and Helen Durkin, J.D. (Executive Vice President of Public Policy, IHRSA)

The report is available free of charge of SFIA members or at a cost of $649 to non-members. It can be purchased here. The full contents of the report are listed below:

• Research Methodology
• Executive Summary from Tom Cove, President & CEO, SFIA
• Participation in Individual Fitness Activities 6-Year Trend
• Total and Core Aggregated Fitness Activity Participation
• Casual vs. Core Participation Aggregated
• Activity Engagement 6-Year Trends
• Active Americans
• Inactive Americans
• Formerly Active Americans
• Transformation of Running and Walking Activities
• Growth of Yoga
• The Trends of Rowing
• Health Club Membership
• Fitness Equipment Sales
• Interview with Aly Orday, CEO and Founder, Tonal
• Interview with Joey Shamah, CEO & Co-Founder, FIT for LIFE
• Interview with Helen Durkin, J.D., Executive Director of Public Policy, IHRSA
• The Data Bank – Demographic Profiles of Fitness Participation.

Sports Marketing Surveys provides cutting-edge market research and insight in over 100 sports. For information on participation in individual sports, please visit the sports market research store.