Why is the fitness equipment market growing? 57% of respondents prefer to exercise at home
At four o’clock in the morning, when most people are still immersed in dreams, some fitness enthusiasts have quietly got up and drove to the gym. This is not a joke, but their persistent pursuit of a healthy life. There are two periods of time in a day when the gym is particularly busy: one is five or six in the morning, when the first ray of sunlight penetrates the clouds, and fitness enthusiasts start their new day’s training; the other is five or six in the afternoon, when people flock to the gym after work to release the fatigue of the day. Even in the middle of the working day, some figures can often be seen in the gym. They use the short break time to seize every minute and every second to exercise.
For many Americans, fitness has become an indispensable part of their lives. This fitness craze is not only reflected in real life, but also has a clear manifestation on e-commerce platforms such as TikTok Shop. TKFFF recently learned that in the “sports and outdoor” category of small stores in the United States, a “Niceday stepper” priced at US$36.99-45.99 sold an astonishing 9,730 units in the past 30 days, with sales of approximately US$384,700, and sales of 4,480 units in a single week. This data undoubtedly proves the huge demand for fitness equipment in the US market.
This home mini sports stepper occupies an area of only 0.25 square meters, but it allows fitness enthusiasts to enjoy the exercise effect of climbing stairs at home. It can not only perform cardiopulmonary training, but also shape the lower body (buttocks, thighs, calves, etc.) and upper body (arms, shoulders, etc.). What’s more surprising is that fitness enthusiasts can watch TV series while exercising while using it, truly achieving both entertainment and fitness. Many fitness experts have said after using it that this stepper is their right-hand man for weight loss and body shaping. In the video comment area, a netizen left an excited message: “After 3 weeks of persistence, my husband said I lost weight!” Such feedback undoubtedly adds more persuasiveness to the product.
Of course, there are more than one example of getting rich by selling home fitness equipment. Recently, “fat-shaking machines” and “shaking machines” have also been enthusiastically sought after by consumers on TikTok. This “shaking machine” is priced between US$86.78 and US$90.76. With its simple and easy-to-use design and efficient fat-shaking effect, it has a daily sales of up to 2,000 units, and sales have soared to US$200,000, which once contributed two-thirds of the store’s daily GMV. Whether it is a fitness novice or a senior enthusiast, you can find the exercise intensity that suits you on this “shaking machine”.
According to data, the size of the US fitness equipment market has reached US$5.42 billion in 2023, and is expected to grow to US$6.791 billion in 2028. This data undoubtedly provides strong support for the prospects of the fitness equipment market. At the same time, consumers’ purchasing habits also show certain characteristics. Most consumers buy sports equipment and equipment once every six months or once a year or more, accounting for 21.44% and 21.69% respectively. In terms of the choice of exercise venue, about 57% of the respondents prefer to exercise at home, which further proves the huge potential of the home fitness equipment market.
Among home fitness equipment, dumbbells or barbells are the most common choices, with an ownership rate of up to 30%; followed by treadmills and yoga mats, which also have a penetration rate of 25%. The high ownership rate of yoga mats also reflects the popularity of yoga and ground exercises in the United States. In terms of the choice of aerobic exercise equipment, treadmills have become the first choice of consumers with their unique advantages. At present, treadmills are one of the most popular aerobic fitness equipment, with an annual growth rate of 4.3%. It is expected that by 2024, cardiopulmonary training equipment such as treadmills, elliptical machines and recumbent bicycles will occupy a large share of the fitness market.
It is worth noting that American consumers have also shown a strong interest in high-tech fitness equipment. In addition to traditional fitness equipment, smart fitness equipment with networking functions and personalized training courses, such as Peloton’s smart spinning bike, has also been favored by consumers. These smart fitness equipment not only provide professional fitness guidance, but also allow consumers to enjoy a similar exercise experience to that in the gym at home.
However, despite the broad prospects of the fitness equipment market, it is not easy for brands to stand out in this track. Due to the high material requirements, large volume or weight of fitness equipment, the production and logistics costs are relatively high. Therefore, blindly engaging in price wars is very detrimental to the long-term profitability of the brand. On the contrary, this track is more suitable for sellers with stable supply chains and logistics warehousing capabilities. They have large capital pools and strong risk resistance, and can better cope with market changes and challenges.