Digital fitness is here to stay. Here’s what it means for brands.

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Just 7% of US consumers who exercise expect to work out entirely at a gym or studio for the next year. By comparison, 42% plan to exercise only at home, while the rest anticipate using some combination of the two.

Beyond the chart: The pandemic accelerated the shift to at-home workouts and digital fitness, and the trend is here to stay. Some 83% of US consumers who pivoted away from the gym during the pandemic still work out at home more often. Connected fitness has also boomed, with the number of US adults using interactive platforms and connected equipment for exercise surging 41.5% in 2020, per our estimates.

With consumers buying in to digital fitness, the challenge for brands like Nike and Peloton goes from finding new adopters to attracting a higher share of existing users.

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