The fitness market - Italy (2024)

1.2 The Global and European Market

The size of the health and fitness club market is estimated at $**.** billion in ****. It is expected to reach $***.** billion by ****, registering a compound annual growth rate(***). Factors such as increasing per capita disposable income, growing urban population, increasing obesity, increasing fitness clubs and gyms, and a tilt toward health clubs for fitness are expected to drive the market. However, the growth of the industry will be challenged by the increase in outdoor physical activity, rising costs, and increasing demand for home equipment.

Global fitness market size World, **** - ****, in billions of USD Source: ****

The fitness equipment market is estimated at USD **.** billion in **** and is expected to reach USD **.** billion by ****, with a compound annual growth rate(***).

Global fitness equipment market value Italy, ****-****, in billions of dollars (***) Mordorintelligence

The European market

The number of members in Europe increased by about *.* million, or +*.*%, from **.* million in **** to **.* million by the end of ****, surpassing the number recorded in ****, the year before COVID. Total European revenues increased +**% to €**.* billion in ****, also surpassing the record in the pre-COVID year ****. The number of fitness centers increased slightly by +*.*% to nearly **,***.

Number of Gym Memberships Europe, ****-****, in millions Europe Active

Italians remain at the ...

1.3 The Italian market

To analyze the size of the Italian fitness market, it is essential to consider two main values: production value and business turnover. During the COVID-** pandemic, the industry experienced a significant decline, with forced closures of gyms and fitness centers for long periods, leading to a significant reduction in enrollment and revenue. Between **** and ****, the value of output of the fitness sector declined substantially, reflecting the negative impact of the restrictions. However, in ****, with facilities reopening and an increased focus on physical wellness, the sector showed signs of recovery. Production value increased **.* percent year-on-year to around ***.** million euros, demonstrating renewed consumer interest in an active lifestyle and the resumption of gym activities

Value of production - fitness sector Italy, ****-****, in millions of euros (***) Istat

Consistent with the decline in the fitness sector's production value, business turnover also declined between **** and ****, due to the prolonged closure of gyms and restrictions due to the COVID-** pandemic. This resulted in a significant reduction in enrollment and revenue. However, in ****, with the return to operational normalcy and an increased focus on physical wellness, revenue showed a strong recovery. Compared to ****, turnover in the fitness sector grew by **.* percent, marking an important recovery phase for ...

1.4 The impact of inflation

The outbreak of the Russian-Ukrainian conflict in February **** led to a general increase in the consumer price index, among other things. As for the fitness sector, between **** and ****, prices for gym memberships increased by an average of *.* percent. In particular, the annual membership has the highest price increase, with an average increase of ** percent. Prices for quarterly subscriptions, monthly subscriptions the **-entry carnet also grew, +*%, +*% and +*% respectively. Finally, the registration fee, payment of which is mandatory when taking out a subscription, also rose by*%. The main reasons for the increase in the cost of subscriptions certainly include those related to the increase in electricity prices: energy costs for sports facilities increased between +***% and +***% in **** compared to the previous year, with a particular impact for swimming pools and gyms.[***]

Price increase for gyms Italy, ****, in percent Federconsumatori

At the same time, the producer price index for sporting goods increased by **.* points between January **** and December ****. The increase is concentrated between February **** and October ****, while in the subsequent period the index value is stable. The increase in producer prices in the last year is higher than in the entire period between **** and ****, with a year-on-year price increase of **.* percent and compared to **** of ...

1.5 The impact of the pandemic: the rise of domestic sports

As a result of the restrictions and lockdowns imposed, the fitness industry has had to reinvent itself. Efforts were made to reach Italians directly in their homes through apps and websites. Demonstrating the boom in digital training during the lockdown is data on the number of visits to diet or fitness websites or apps, which increased by ** percent in France, ** percent in Germany, ** percent in Spain, and ** percent in the United Kingdom and *** percent in Italy. Research in the United States then showed that fitness and health app downloads increased by **% in the second quarter of **** and that many streaming services saw a dramatic increase in demand. Indeed, while in **** only * percent of users surveyed had used fitness streaming services on a weekly basis, by April **** that percentage had grown to more than ** percent. To cite one example, online workout video library Daily Burn saw a ***% increase in signups as the pandemic took hold in the U.S. while Aaptiv, an audio-based workout app supported by Insight Partners, saw organic traffic double between March and April ****[***].

"What You Use to Workout at Home." Italy, ****, in percent Source: ****

A variety of activities were practiced by citizens and, according to Garmin data, ...

2.1 Demand in Italy

To construct the size of the demand for sporting goods in Italy, one can consider monthly household spending, classified according to the ATECO code for these products. In **** and ****, due to restrictions related to the COVID-** pandemic, there was a significant decline in spending on sporting goods due to the closure of gyms and the limited possibility of outdoor physical activity. However, from **** to ****, spending on these items experienced a remarkable recovery, growing by **.* percent. This increase is linked to the upswing in sports activities and the increasing focus on physical well-being, which has prompted Italian households to invest again in sports equipment and fitness apparel.

Spending item on sporting goods Italy, ****-****, in current euros Istat

Italians are among the largest spenders in Europe on health and fitness, with an average annual expenditure of *,*** euros. Over a lifetime, this equates to more than ***,*** euros. A significant portion of this spending is on supplements, with an average of *,*** euros per year, or about *.** euros per day. The "supplements" category includes protein shakes, high-protein snacks, vitamins, minerals, and slimming supplements. Protein shakes account for the largest share, with an average annual expenditure of *** euros.[***]

Annual spending on health and fitness Italy, ****, in ...

2.2 Demand drivers

In ****, **.** million people engage in physical/sporting activity in their leisure time. Continuous practice of a sport stands at **.* percent, occasional practice of a sport at*.* percent, while the performance of a physical activity stands at **.* percent. In addition:

**.*% of women and **.*% of men engage in sports continuously or occasionally; **% of people say they do not engage in any physical-sporting activity.[***]

How often do you engage in physical activity? Italy, ****, % Istat

In Italy, the practice of sports is widespread and varies according to individual preferences. Running and jogging are the most popular activities, practiced by ** percent of Italian athletes, representing an accessible and widespread option for maintaining physical fitness. In second place are exercises in the gym or at home, chosen by ** percent of sportsmen and women, a sign of the growing importance of indoor fitness, also boosted by the use of apps and video tutorials. Cycling, a beloved activity especially in regions with ample outdoor space, is practiced by ** percent of sportsmen and women. Swimming involves ** percent of the sports population, while soccer, the most popular sport nationwide, is practiced by ** percent, signaling a more specific preference than other fitness activities. Finally, Indian disciplines such as yoga and meditation ...

2.3 Geographical distribution of sports facilities

For the analysis of the distribution of demand in the sports sector, a table highlighting the distribution of sports facilities in Italy can be presented. A sports facility is defined as a facility designed and equipped for the performance of physical or sports activities, such as gyms, swimming pools, sports fields, and multipurpose centers. Analysis of these facilities provides insight into the supply capacity of different regions and the level of population access to these facilities, highlighting regional disparities and potential areas for growth.

Analysis of the distribution of sports facilities in Italy shows significant disparities between regions.Emilia-Romagna (***) also show limited supply capacity, suggesting the need for sports infrastructure upgrading.[***]

2.4 The new trends

News from the gym world concerns both the classes offered and the type of workouts.

BULB

Bulb, an Italian startup born in ****, in the midst of a pandemic, provides users with workout-equipped spaces on a pay-per-use basis. Just download the App and see which centers are free on that given day and preferred time. Bulb has opened * hubs in Milan, with the goal of reaching ** nationwide by ****. Bulb was created to make it easier for professionals and enthusiasts to access the world of fitness. Users can access fitness without necessarily tying themselves to a gym membership, and the trainer is taken out of the business risk, giving him the opportunity to train his clients within the HUBs. The app also allows people to tie up through franschising to open their own HUB space[***].

BLACK BOX VR

One of the problems with exercise is the repetitiveness of movements, which can lead to boredom.For this reason, screens that project engaging videos to entertain the person who is working out have popped up inside gyms in recent years. Black Box VR, on the other hand, uses a very unique technology that allows people to exercise while wearing a VR visor (***) and simultaneously playing ...

3.1 Market Structure

In the fitness sector, businesses have maintained a relatively stable trend in recent years, with a slight decline of *.* percent from **** to ****. This stability has been aided by several factors. First, the impact of the pandemic accelerated the adoption of digital and hybrid solutions, such as online training and fitness apps, which helped gyms maintain some continuity despite restrictions and temporary closures. Another key factor has been the growing interest in health and wellness among the population, especially young people and millennials, who see fitness as central to their lifestyle.[***]

Active businesses - Fitness facilities Italy, ****-****, in numbers Istat

In the fitness sector, active enterprises take different legal forms, reflecting the variety of sizes and modes of operation in the sector. **.* percent of enterprises are sole proprietors, typical of small gyms or personal training studios. General partnerships account for *.* percent, while limited partnerships make up *.* percent. However, the most common legal form is the limited liability company, comprising as many as **.* percent of businesses. This prevalence of the S.r.l. is explained by the need to limit the personal liability of entrepreneurs, making it an advantageous choice for medium- and large-sized businesses operating in the fitness sector.

Legal form ...

3.2 Value Chain

Fitness is a "set of activities aimed at maintaining physical fitness by means of exercises performed with the help of equipment," however, there are different places and rooms, here is a quick overview. [***]

The value chain in the fitness market is divided into different stages and segments that contribute to the creation and distribution of value, starting from the supply of equipment and services to the interaction with customers. Here is an overview based on the information provided:

Equipment Manufacturers and Technology Providers: At the base of the value chain are manufacturers of cardio, strength, and stretching machines and equipment, which are present in almost every fitness center. Equipment suppliers also provide innovative solutions such as digitally connected equipment, fitness data monitoring, and workout personalization through apps. Fitness center management and operations: Traditional fitness centers, which include spaces for individual exercise, group activities such as zumba, yoga, step, and body combat, represent the core of the market. Some of these centers further specialize by offering additional services, such as hammams, saunas, pools, massages, and sports nutrition counseling. This part of the value chain focuses on the quality of service provided, staffing, and equipment maintenance. Segmentation and specialization: In response to demand ...

3.3 The actors

Different types of players can be differentiated: very high-end gyms that present the most comfort in place, intermediate gyms, and low-cost gyms that disrupted the market a decade ago (***). The democratization of fitness and the exacerbation of competition have allowed this steady decline in subscription prices, which has been happening for years.

In Italy the top * operators are:

Virgine Active Italia - **.** million euros in sales (***) RSG Group Italia - **.** million euros in turnover (***) Italian Gyms - *.** million euros in turnover (***) Orange Turin - €*.** million in turnover (***) Mel Italy - *.** million euros in turnover (***)

It can be seen that Virgin Active dominates the gym market in terms of turnover, with significant growth of **.* percent between **** and ****. However, alongside this giant, there are also a number of Italian or smaller businesses that occupy a significant share of the market. These smaller companies, although they do not reach the turnover of Virgin Active, manage to capture a significant part of the demand served, ensuring a diversification of the offer and contributing to the dynamism of the sector in Italy, both in terms of revenues and services offered to consumers.

This section will look at the different types and business strategies adopted by enterprises, ...

4.1 The Offering

The fitness market is evolving to offer a wide range of activities suitable for different age groups, with an increasing emphasis on digital and remote fitness.

Age groups

Children and teens: youth fitness programs focus on fun and engaging activities such as team games, swimming, and dance classes, often integrated with interactive technologies to motivate them. Apps and digital programs are also being developed that offer personalized at-home workouts for teens. [***] Adults (***): this group has a wide variety of options, including gym workouts, group classes such as yoga, pilates, and sports such as tennis and padel. With the growth of digital fitness, adults can access on-demand or live streaming workout sessions through apps such as Technogym and Urban Sports Club, which allow them to workout anywhere, anytime. [***] Seniors (***): for the older population, programs are geared toward improving mobility, strength, and mental well-being. Classes such as gentle yoga, walking, and gentle exercise are popular, as are activities that promote socialization. There is also an increase in participation in online fitness programs in this group. [***]

Remote Fitness

Remote fitness has experienced explosive growth in recent years in part due to the effects of the Covid-** pandemic, with the number of fitness app users ...

4.2 Prices

The prices of various subscriptions vary according to the type of gym, they are distinguished (***): [***]

High-end gyms: ** to *** euros per month per subscription Mid-range gyms: from ** to ** euros monthly Low-end gyms: ** to ** euros monthly The difference here is in the type of offer included within the packages. Examples of differentiation can be : One or more months at a reduced price when you register Different packages (***) Different payment methods: monthly (***) or "pay as you go" system that do not require a fixed monthly payment but a payment for each entry. Sponsorship, vacation, friend invitation. Virtual coaching Limitation of access time according to package International presence or not Another means of differentiation is the services provided. For example, some fitness centers offer unlimited access to the weight room for a fee. They may also offer access to a relaxation and wellness area, group classes, customized classes, and extra-sports services such as program coaching. Here is a list of the most popular fitness activities offered to give you an idea Abdo-Glute Aerobic Boxing Cardio training Functional training Relaxation Dance Regional focus The cost of a gym membership in Italy, according to Nutrasmart's report, varies significantly by location and the services offered by the facilities. ...

4.3 Sports Nutrition as Leverage for Fitness Centers

Several centers have partnerships with sports nutrition brands, this is a booming market in Italy where there are more than ** million, on average, people who use sports supplements, with numbers growing all the time[***]. When it comes to sports supplements, there is a multitude of products available, not only in terms of the number of brands on the market, but also in terms of the type of products they offer. Products differ from one another in appearance and composition. Here is a list of the main products used in dietary supplements by athletes: Whey Protein: a dietary supplement used in the recovery period after exercise, its real name is "whey protein." The Branched Chain Amino Acid (***): these are branched amino acids called leucine, valine and isoleucine. They are consumed in the form of tablets, capsules or powders and allow, for example, improved strength, performance or recovery; Creatine It is a molecule synthesized from * amino acids: glycine, arginine, and methionine. Its role is as a fuel for muscles, allowing them to go farther, stronger, and longer; Mass gains They are an increasingly popular supplement, available in powder form. Theoretically, they are supposed to provide a caloric supplement to those who consume them, ...

5.1 Rules and regulations

The fitness market in Italy and Europe is regulated by a set of regulations that aim to ensure the safety and quality of the services offered, as well as to protect the rights of consumers and workers in the sector. Here is an overview of the main rules and regulations at the Italian and European levels:

Italian regulations

Law No. ***/**** (***): introduced important changes for the sports sector, including: Amateur sports labor reform: establishes that instructors and fitness workers can be framed under amateur sports collaboration contracts, with a tax-exempt income threshold of up to **,*** euros per year. CONI Register: Sports centers must be registered with CONI (***) in order to benefit from the tax breaks provided for amateur sports associations and companies. Legislative Decree No. **/**** (***): represents a significant reform of the world of sports in Italy, with the aim of regulating in a more structured way sports activity and the work of professionals in the sector, including fitness. This reform, part of the broader "Sports Reform Package," was adopted in implementation of Delegated Law No. **/****, and introduces novelties in various areas, from the management of sports associations and clubs to the protection of sports workers. Occupational health and safety regulations, Legislative Decree ...

5.2 Opening a gym: regulatory requirements and necessary permits

Anyone can open a gym or fitness center, as long as they have adequate premises that comply with current workplace safety regulations and ASL health and administrative authorizations.

Specifically, the opening of a gymnasium requires the submission to the SUAP, in the municipality of residence, of a SCIA under Lg ***/**** art. **, which requires an application for authorization to start a facility aimed at the exercise of recreational motor activity, attaching:

planimetry of premises copy of insurance policy relating to professional and civil liability to third parties descriptive technical report attesting to the compliance of the facilities with the legislation signed by a licensed professional declaration of conformity of the installations in accordance with Lg **/**** acoustic impact assessment certificate of static suitability of load-bearing structures health authority opinion regarding hygienic elements declaration of the technical director and sanitary manager of acceptance of assignment list of activities to be carried out.

The following formalities are also needed:

DIA to the Revenue Agency VAT application Fire prevention certificate issued by the Fire Department in accordance with Presidential Decree *** of **** ASL authorization referring to the premises Registration in the Register of Enterprises and report of start of activity Compulsory insurance with Inail Registration in the ...

6.1 Segmentation

• Abeo
• TechnoGym
• FITINN ITALIA SRL
• MiaFit
• Prime Exclusive Wellness
• Ceresio 7
• Virgin Active Italia SPA
• Fitactive
• WebFit SRL
• Fit Express Holding SRL
• McFit Italia