{"id":5052,"date":"2025-07-27T11:27:12","date_gmt":"2025-07-27T09:27:12","guid":{"rendered":"https:\/\/wellnessforum.pro\/?p=5052"},"modified":"2025-07-27T11:27:12","modified_gmt":"2025-07-27T09:27:12","slug":"physical-activity-at-historic-lows-and-consumers-more-focused-on-fitness-a-contradiction","status":"publish","type":"post","link":"https:\/\/wellnessforum.pro\/en\/actividad-fisica-en-minimos-historicos-y-consumidores-mas-centrados-en-el-fitness-una-contradiccion\/","title":{"rendered":"Physical activity at historic lows and more fitness-focused consumers: a contradiction?"},"content":{"rendered":"<p><em>Alexander Thiel (McKinsey partner) explains how, despite the rise of sports such as padel and pickleball, a third of the world's adults - and even more of the world's youth - remain inactive. Economic factors such as inflation, stagnating GDP and the saturation of key markets are holding back the growth of the sporting goods sector.<\/em>.<\/p>\n\n\n\n<p>One third of the world's adults are completely inactive; youth inactivity is even more pronounced.<\/p>\n\n\n\n<p>If this <strong>indicator is of great concern for the health of humanity<\/strong>The sport industry, which is seeing an increase in the <strong>stagnation in sporting goods:<\/strong> global growth is projected to fall from ~7 % per annum (2021-2024) to ~6 % (2024-2029), affected by Asia-Pacific, Western Europe and Latin America.<\/p>\n\n\n\n<p><strong>What are brands doing to respond?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Priority is given to the durability and versatility of the products.<\/li>\n\n\n\n<li>Differentiation is vital: offering more than functionality.<\/li>\n\n\n\n<li>Some brands adopt \"premium\" strategies while others cut prices.<\/li>\n<\/ul>\n\n\n\n<p><strong>Are the big brands under threat?<\/strong><br>Yes. Emerging brands gain share because they focus on specific segments with more authentic messages and more personalised products. Big brands must compete on innovation, category by category, using their scale and resources.<\/p>\n\n\n\n<p><strong>From wellness to holistic health<\/strong><br>Wellness remains a trend, but brands must also address physical and mental health as part of an active lifestyle. This requires partnerships with gyms, trainers and health platforms.<\/p>\n\n\n\n<p><strong>What about sustainability?<\/strong><br>Although it has lost importance as a decisive factor in purchasing, it is expected to resurface. Brands should invest now, without letting their ESG strategy weaken.<\/p>\n\n\n\n<p><strong>The paradox of inactivity<\/strong><br>Despite the rise of sport in popular culture, inactivity is on the rise. It is estimated that 500 million serious illnesses could be prevented by 2030. This represents an economic and social opportunity for brands.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"512\" data-id=\"5056\" src=\"https:\/\/wellnessforum.pro\/wp-content\/uploads\/2025\/07\/class_05-1200x600-2-1024x512.jpg\" alt=\"\" class=\"wp-image-5056\" srcset=\"https:\/\/wellnessforum.pro\/wp-content\/uploads\/2025\/07\/class_05-1200x600-2-1024x512.jpg 1024w, https:\/\/wellnessforum.pro\/wp-content\/uploads\/2025\/07\/class_05-1200x600-2-300x150.jpg 300w, https:\/\/wellnessforum.pro\/wp-content\/uploads\/2025\/07\/class_05-1200x600-2-768x384.jpg 768w, https:\/\/wellnessforum.pro\/wp-content\/uploads\/2025\/07\/class_05-1200x600-2.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p><strong>What strategies are working?<\/strong><\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Removing barriers<\/strong>Women's specific products (e.g. menstruation-proof tights, maternity bras, adapted footwear).<\/li>\n\n\n\n<li><strong>Inclusive campaigns<\/strong>Initiatives such as <em>Run Your Way<\/em> (New Balance) or <em>The Desk Break<\/em> (Asics).<\/li>\n\n\n\n<li><strong>Youth initiatives<\/strong>: School or sports programmes to activate the more sedentary generation.<\/li>\n<\/ol>\n\n\n\n<p><strong>Why are outdoor and social sports growing?<\/strong><br>In the wake of the pandemic, sports such as hiking, cycling and climbing have exploded. At the same time, social sports (such as paddle tennis or group classes), where community is more important than performance, are on the rise.<\/p>\n\n\n\n<p><strong>Online vs. physical? Both.<\/strong><br>Although ecommerce is growing, the physical in-store experience is still key to inspire and retain customers. Most consumers make mixed journeys: discover in-store, buy online, or vice versa.<\/p>\n\n\n\n<p><strong>Where are the new markets?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Asia-Pacific<\/strong> will be the fastest growing region until 2030.<\/li>\n\n\n\n<li><strong>India, Indonesia, Brazil and Mexico<\/strong> also have great potential due to the expansion of their middle class and the rise of sport as a cultural identity.<\/li>\n<\/ul>\n\n\n\n<p>If we stay in Europe, the <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/what-the-latest-trends-in-sporting-goods-mean-for-brands?stcr=89BECE27526C4FF88F85E228C2F57D10&amp;cid=other-eml-alt-mip-mck&amp;hlkid=a149e7e760a84fc29ad6e5419d750214&amp;hctky=16426844&amp;hdpid=ea249123-e75c-4927-aa50-dcbbc061d4db\">panorama illustrated by Mc Kingsey <\/a>is quite similar. In the EU, between <strong>35 % and 45 %<\/strong> of adults do not get enough physical activity-about 36 % in 28 European countries according to Eurobarometer 2017, and up to 45 % in 2022 say they never exercise Regional differences are clear: <strong>Southern Europe<\/strong> (Portugal, Italy, Malta, Cyprus) have the highest inactivity rates (up to ~64 %), whereas <strong>Nordic countries and Germany<\/strong> have high activity investors<\/p>\n\n\n\n<p>Women, older people, lower levels of education and more vulnerable socio-economic groups are less likely to exercise.<\/p>\n\n\n\n<p>Only ~13.6 % of EU adults meet both recommendations: aerobic + muscle strength. Western Europe shows slower growth of the sector, supporting the slowdown scenario put forward by McKinsey (~6 % per year projected).<\/p>\n\n\n\n<p>Although there is no direct data here on sustainability, the main motivations in Europe (health, fitness, relaxation) are in line with McKinsey: <strong>health and wellbeing take precedence over fashion or status<\/strong>.<\/p>\n\n\n\n<p>European brands are embracing activation campaigns and partnerships with gyms and youth programmes (although often on a smaller scale than in the US). There is also a presence of niche brands with a strong focus on wellness, outdoor or inclusivity (e.g. women's sportswear, hijabs, etc.), although their impact varies by country.<\/p>","protected":false},"excerpt":{"rendered":"<p>Alexander Thiel (socio de McKinsey) explica c\u00f3mo, pese al auge de deportes como el p\u00e1del o el pickleball, un tercio de los adultos del mundo \u2014y a\u00fan m\u00e1s entre j\u00f3venes\u2014 permanece inactivo. Factores econ\u00f3micos como la inflaci\u00f3n, el estancamiento del PIB y la saturaci\u00f3n de mercados clave est\u00e1n frenando el crecimiento del sector de art\u00edculos [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5055,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[162,42,17],"tags":[],"class_list":["post-5052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad","category-deporte","category-fitness"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Actividad f\u00edsica en m\u00ednimos hist\u00f3ricos y consumidores m\u00e1s centrados en el fitness: \u00bfuna contradicci\u00f3n?<\/title>\n<meta name=\"description\" content=\"Un tercio de los adultos del mundo son completamente inactivos; la inactividad juvenil es a\u00fan m\u00e1s pronunciada.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wellnessforum.pro\/en\/physical-activity-at-historic-lows-and-consumers-more-focused-on-fitness-a-contradiction\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Actividad f\u00edsica en m\u00ednimos hist\u00f3ricos y consumidores m\u00e1s centrados en el fitness: \u00bfuna contradicci\u00f3n?\" \/>\n<meta property=\"og:description\" content=\"Un tercio de los adultos del mundo son completamente inactivos; 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