Latest News

Back to Latest News back


Pureprofile research reveals behaviours, habits and motivations behind fitness

Pureprofile research reveals behaviours, habits and motivations behind fitness
April 4, 2019

A new study by global data and insights company Pureprofile, has revealed the behaviours, habits and motivations of Australians' approach to fitness. The study looks at the reasons why Australians - across all age groups - exercise and the price of keeping fit.

The study found on average, millennials spend $1,020 per year to keep fit with five per cent investing over $3600 a year on gyms, fitness classes, smartwatches and exercise apps.

Most people, including Baby Boomers, nominate overall wellness and health, and the positive impact on mental health as the most tangible and intangible reasons they exercise, respectively.

Dr Uwana Evers, Pureprofile data scientist, said the study showed how much Australians valued their health and wellbeing, and that technology was playing a pivotal role in helping them stay fit, advising "our study has shown that most Australians will find a way to keep healthy even if they can’t make it to the gym.

“The boom in free exercise videos on YouTube and free access to elite athlete trainers in training apps go a long way to help people start and maintain their fitness journey.

“Now everyone can have a virtual personal trainer thanks to free apps that can customise individual training programs,”

Dr Evers sees that Australians are paying attention to their health and diet, and are conscious of the broad benefits of being physically active.

She added “we can see from the results that exercise is important to most people, across all generations, including older Australians.  It’s clear that people are mindful about staying fit and healthy as it impacts their longevity and quality of life."

The study's findings and more are revealed in Pureprofile’s Australian Fitness Report 2019.

Just how fit do Australians think they are?

• Extremely fit – 4%
• Moderately fit – 38%
• Not fit but not unfit – 37%
• Very unfit – 5%

Overall, the most popular exercises were walking (68%), swimming (24%), running (24 %) and weight training (20%). Being time poor was a bigger problem for women than men when it came to exercising. Among millennials, more than 51% of females said they were affected by time constraints compared with more than 35% of males.

The top three barriers to exercise across all age groups were:

• Lack of time: 41%
• Lack of motivation: 40%
• Dislike working out with others present: 19%

Overall, outdoor gym classes and martial arts were amongst the least popular activities. The study found that people who train at home compared with those in favour of gyms, fitness classes, sport, and personal training was relatively equal.

More than 70% of people who work out at home claim that overall health and wellbeing was the leading motivating factor to exercise. 44% of people who exercise at home say that their inability to stay motivated is a problem compared with 36% of those who use gyms.

10% of those who train at home say they don’t like exercising but do it anyway.

In terms of frequency of exercise:

•  48% of people work out between 30 and 60 minutes per session
•  20% of men exercise for more than 60 minutes
•  11% of women train for more than 60 minutes

According to the study, 29% of people exercise less than five times a month, while 32% said they worked out 20 times or more.

The monthly spend on fitness-related products reduces with age. These products include active outerwear, compression garments, shoes, gym equipment, protein powder, supplements, accessories and fitness apps.

The monthly spend on fitness-related products are:

• 28%: $21-$50
• 26%: up to $20
• 14%: $51-$100
• 12%: $101+

The survey revealed that 56% of people use some form of wearable technology device (eg smartwatch, activity tracker, heart monitor).While wearable tech is common among Gen X and Y, baby boomers are also quite savvy. In the 55-64 age group, 46% of women and 39% of men use wearable tech.

Click here to read the full report.

Related Articles

28th March 2019 - Fitness Australia flags FILEX 2019 highlights

29th March 2019 - New womens fitness business summit to launch in Sydney

14th March 2019 - Fitness industry growth contained by market saturation and decline in discretionary income of consumers

12th March 2019 - New marketing strategies needed to drive ongoing growth of 24/7 gyms

14th February 2019 - The Fitness Show returns to showcase the latest in exercise and wellness

22nd January 2019 - NZREPS reviews the top Exercise and Wellness Trends for 2019

15th January 2019 - Fitness Australia names new Chief Executive

3rd May 2018 - Exploring Successful Weight Loss Programs in Fitness Centres and Clubs

8th April 2018 - IBISWorld shows that 24/7 budget gyms have transformed Australian fitness

12th March 2018 - Australian fitness industry revenues to grow to $2.4 billion by 2022/23

10th March 2018 - Gyms and fitness centres among Australia’s most successful franchise operations

29th March 2017 - Study shows HIIT the best exercise for anti-ageing

22nd November 2016 - Technology to shape the fitness club of 2020

12th October 2014 - 24/7 fitness trend shows no sign of slowing

20th October 2012 - Fitness Australia findings show a healthier and fitter future

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues


HYPOXI Australia Pty Ltd

HYPOXI®  is one of Europe’s most successful health and weight loss studio concepts.  It’s the first weight loss technology to incorporate exercise with advanced vacuum and…

read more

Fitness / Technology / Wellness



Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…

read more

Billing / Finance / Fitness / Golf / Recreation



Since 1989 Elite Pool Covers have designed and manufactured an extensive range of high quality affordable manual,semi-automatic and fully-automatic pool cover systems for the harsh Australian…

read more

Aquatics / Environment / Technology / Venues



iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design


Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues


Life Fitness

Life Fitness Cardio Life Fitness Strength Hammer Strength Group Cycling Rowers Certified Refurbished Freeweights Benches & Racks Flooring Life Fitness is the global leader in the fitness…

read more

Fitness / Recreation / Technology / Wellness


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business