Fitness or beer? Consumers choose Fitness

Consumers’ concern for healthy habits is already an unquestionable fact. This is increasingly shown in research carried out in various fields as well as in market studies and surveys of preferences in consumption. Recently, Deloitte published a new report that suggests that UK consumers are prioritising fitness and sport ahead of drinking and eating out. So,…fitness or beer? At least in the UK, consumers choose fitness.

Consumers choose doing fitness, playing sports and attending sporting events

The Leisure Consumer Q1/2018 report by Deloitte, shows that spending on attending live sporting events, playing organized sports and going to the gym are activities expected to increase by 1 percent during the next three months.

The report shows that consumers plan to spend less on holidays (both long and short breaks), eating out, drinking in pubs or bars, culture and entertainment, betting and gaming, but more on going to the gym, playing sports and attending live sports events.

The trend is interesting because it shows that consumers are willing to reduce their spending on practically all traditional leisure options but do not want to reduce their spending on exercise. Want to go to the pub? No, thanks. How about the gym? Yes, of course.

This data shows that fitness and physical exercise have become priorities for a large portion of the population, whose life habits are oriented towards to healthy living. The study covers UK consumers, but the trend seems to be generalized in Western countries.

Consumers choose fitness; how does this affect personal trainers?

Consumers are prioritizing training and physical exercise over other leisure activities. Deloitte’s report reveals that consumers hope to increase their spending on these two activities in the future. This implies that the fitness business will be growing … and that personal trainers should be prepared to respond to increasing demand.

This increasing interest of the population in physical exercise means a greater turnout in gyms and sports clubs, as well as a greater daily dedication to these activities. The client may not be able to travel to the gym every day, but he will need to train daily and maintain constant communication with his personal trainer. For this reason, technology is the answer to the new needs of athletes and personal trainers.

The way of training is changing and becoming mixed. One can no longer make a strict distinction between face to face or virtual training as consumers demand a new system that involves both types of training. Those clubs, gyms and personal trainers that adapt to this new reality will be able to meet the new demand of customers better than those professionals who do not jump out of their comfort zone.

Consumers have chosen fitness. Now it’s up to the fitness professionals to take the next step. Are you willing to accept the challenge?

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