Only 7% of US consumers who exercise anticipate doing all of their workouts at a gym or studio in the upcoming year. While the remaining 42% intend to exercise just at home, the remaining 42% aim to combine the two.
The transition to at-home workouts and digital fitness was driven by the epidemic, and the fad is here to stay. 83% of US consumers who stopped going to the gym during the pandemic still exercise more frequently at home. According to our forecasts, the number of US adults using interactive platforms and connected fitness equipment would increase by 41.5% in 2020. Connected fitness has also taken off.
The challenge for companies like Nike and Peloton now shifts from finding new adopters to getting a bigger share of existing customers as consumers embrace digital fitness.
