|Can home exercise expect an upsurge during the coronavirus crisis?|
In the early days of coronavirus, the signs were that this number is likely to increase even further. An additional 21% of respondents added that although they did not previously exercise at home, they are now planning to do so. This is perhaps unsurprising given the curtailing of other avenues for exercise. Many team sports for example had already seen fixtures for the weekend of the 23rd March cancelled due to Coronavirus, and plenty of people quickly realised that many other pursuits would not be compatible with rules around social distancing and touching shared surfaces and materials.
Even if the uptick in home exercise is expected, it is worth pausing to reflect on what this means for the exercise industry. An additional 21% of people exercising at home would mean nearly 11 million additional participants. These are people who may well be in the market for exercise equipment including weights, treadmills, exercise bikes, rowing machines, yoga mats, personal training programmes, online classes and many other pieces of equipment and services. Exactly how much they invest in new equipment is a topic that SMS will return to, but it is worth noting that a recent study on the running market, suggested that regular runners spend £160 per year just on activewear.** As new people take up new activities, or increase their frequency with which they take part in old ones, sports brands may well see an increase in spending on exercise equipment and apparel, at least in the short-term.