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Social media boosts consumer adoption of ‘active’ lifestyles
Consumers are increasingly embracing wellness trends, with a proliferation of social media fitness personalities and TV shows like The Biggest Loser advocating healthier lifestyles and boosting the fitness industry.
Fashion trends and well-known social media personalities that focus on a healthy lifestyles are inspiring young women in particular to buy fashionable sportswear, online fitness guides, personal training and electronic devices and apps like fitness trackers.
IBISWorld senior industry analyst Lauren Magner comments "social media especially Instagram is quite powerful in generating sales especially with the younger generations.
"Lots of aspiring personal trainers and also professional personal trainers will upload videos of themselves doing particular exercises on Instagram and that will also garner them a following."
Fitness and sporting apparel retailers are sponsoring the social media personalities to promote their products, boosting sales, while a growing number of the personalities are marketing online subscription services providing meals and exercise plans.
A recent example of this has seen Goodlife Health Clubs partner with online fitness phenomenon Emily Skye to introduce her popular F.I.T program introduced into its network of clubs.
Commenting on the trend, Magner says many personal trainers have amassed huge followings on social media, explaining "this has provided many younger consumers with an incentive to pay beyond the price of a regular gym membership in the hopes of achieving a similar look at fitness level."
The growing popularity of active wear, which consumers, particularly female, where while not only exercising but also on a day-to-day basis, is part of this trend.
Magner adds "sportswear is no longer confined to the gym and the sporting field.
"Consumers are increasingly wearing this fitness apparel and footwear as streetwear or casual wear. It's more acceptable now to wear this type of clothing outside of the gym."
IBISWorld predicts online sporting apparel retailers, fitness and athletic clothing stores, personal trainers and gyms will all benefit from a greater focus on fitness and healthy lifestyles over the next five years.
Magner concludes "(this will) bode well for these fitness industries that are trying to capture consumer demand for exercise, personal training, as well as the fitness and athletic clothing that goes with it."
Click here to view IBISWorld's most recent Market Research Report: Gyms and Fitness Centres in Australia.
Image courtesy of Reebok/Les Mills.
23rd February 2015 - AUSTRALIAN GYM MARKET TO REACH SATURATION WITHIN FIVE YEARS
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