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Personal Fitness Industry Guide

Key resources for researching and understanding the personal fitness industry

Consumers & Customers

 Use the resources below to find market research reports, data, demographics, psychographics, and statistics about consumers and customers in the personal fitness industry. 

  • Search Mintel for "health and fitness clubs," "wellness," "healthy lifestyles," etc. to find market research reports
  • These reports will describe consumer motivations, customer demographics, market trends, and more.

Use Simmons to find:

  • national-level demographic profiles of fitness consumers.
  • consumer attitudes about fitness, health, and wellness.
  • demographics of consumers of specific fitness brands.

Note:  For a basic demographic profile, use the Quick Reports found under "Essentials"  as shown is this video.

Tips to find Fitness & Health Information in Simmons

  • Use the Dictionary search to browse by data categories to find "physical fitness programs" or "sports-played"  as shown in the image below   
  • Note:  Simmons data is from 2016, so you won't be able to find demographics of new programs such as Peleton.  
    • You can however, find demographics of people who ride a stationary bike "every chance I get", which would be a viable substitute.
  • Video tip:  Use Simmons for finding demographics of personal fitness consumers


A screenshot demonstrating the Dictionary Search described above

Use WARC to find articles, case studies and reports that discuss how companies are marketing to fitness consumers.  

  • Suggested search terms to start include "Peleton," "Fitbit," "fitness," wellness" etc. 

Suggested searches include:

  • Wearable electronics in [insert country]
  • Sports nutrition in [insert country]