Fitness Report 2020

Statista Digital Market Outlook – Segment Report

June 2020
The outlook presents up-to-date figures and an in-
depth analysis of the eServices Fitness market
Introduction

The ubiquitous use of the internet and mobile phones has triggered a
flourishing eServices business, which is still on the rise. Training plans on
paper are a thing of the past. Today workouts can be tailored to
personal fitness goals with Apps and Wearables. Optimizing and tracking
fitness data has become more and more popular. The industry is
growing and changing often. The combination of fitness and technology
has made it possible for a lot of people to workout on their own time, in
their own space on the training level they want.

Apps and Wearables are driving the next digital health and fitness
revolution, in which intelligent and automatic real-time control and
monitoring will become the most important paradigm. The future of
wearable devices will see many connections between apparel and tech
giants using more and more sophisticated gadgets. Solid data networks
and 5G implementation will enable more interactions between
wearables and the IoT, e.g. connecting collected body data with smart
Christoph Blumtritt
cooking appliances at home. Other topics of the near future are
blockchain integration, more sophisticated AI-powered fitness and Analyst Digital Markets
nutrition advises or even graphene-enabled biometric fitness bands.
[email protected]
With this report we provide a comprehensive overview of today’s
eServices Fitness market as well as a prognosis of developments with
detailed information. Besides all relevant market figures like total and Christoph Blumtritt graduated in Sociology at the University of Münster
average revenues and user numbers for the years 2018 to 2024, we with a focus on empirical research methods, social structure analysis
furthermore give detailed information on current trends, key players and and economics. He gained a comprehensive understanding of market
important background knowledge of the market. structures working as a market researcher and consultant. At Statista
he works on projects related to the digital economy.

2 Source: Statista Digital Market Outlook 2020

Agenda

01 Segment Report 02 Appendix

▪ Overview ▪ User demographics
▪ Market sizes ▪ Market structure
▪ User numbers ▪ Product overview
▪ Average revenue per user
▪ Penetration rates
▪ Key market indicators
▪ Company profiles
▪ Start-up analysis
▪ Deep dives

3
eServices Fitness: products and services
Overview: market scope

Fitness Wearables Fitness Apps

▪ Fitness wristwear equipped with sensors ▪ Fitness and nutrition apps for detecting/tracking/analyzing and
sharing vitality and fitness achievements
▪ Activity trackers that measure and analyze the physical activity and
body functions ▪ Desktop versions of fitness applications that additionally provide an
app
▪ Smart clothes, eyewear or other wearables that measure body
functions

Note: Smartwatches are not considered because they are not single dedicated fitness equipment. Also excluded are apps that focus on
4 specific diseases (e.g. diabetes apps) and apps that do not provide any options to directly measure or analyze vitality and fitness.
Customers benefit from gaining insights into their
body to reach fitness goals
Overview: customer benefit and market development

Customer benefit Market size and future development

There are different groups of customers that benefit from fitness The global revenue in the Fitness segment amounted to US$16,8 billion
wearables/trackers and apps. Fitness wearables measure and analyze in 2019. The majority of revenues is generated by Fitness Wearables.
physical activity or body functions. Wearables are usually combined with
an app to gain valuable insights into the individual’s fitness. These In global comparison, most revenue is generated in China, reaching a
insights can help users to understand their body better and support revenue of US$6,2 billion in 2024.
them in reaching specific fitness goals, for example losing weight by China is followed by the U.S. with a revenue of US$3,7 billion in 2019.
tracking calories in an app or calculating burned calories with a tracker.
The revenue is smallest in Europe in this comparison with US$3,0 billion
An activity tracker that counts steps taken can also motivate people of in 2019. Regarding Europe, the United Kingdom is the leading country
average fitness to reach a certain target (e.g. 10,000 steps a day). They with revenues of US$0,6 billion in 2019, followed by Germany with
can also help increase everyday activity by encouraging the user to take revenues of US$0,5 billion in 2019.
the stairs instead of the lift, for example.
The U.S. is expected to see a CAGR1 of 4,8%, resulting in a total market
In the end, everyone who exercises can benefit. Wearables are handy volume of US$4,7 billion by 2024.
and give an overview of current vital signs. It is thus more practical and
less bulky to use wristwear to get real-time insights into current health Europe will have an average annual growth rate of 4,3% and a total
data while exercising, than to carry a smartphone. Apps and wearables market volume of US$3,7 billion by 2024.
have features that allow for tracking progress and setting fitness
achievements. This keeps users motivated and helps them enjoy China has the lowest annual growth rate as penetration of Fitness
exercising even more. Wearables is already high. Hence, we expect an average annual growth
rate of 3,8% (2019-24) resulting in a market volume of US$6,2 billion by
Wearable tech is not only appealing to athletes, in fact it is also beneficial 2024.
for people with health concerns since it gives valuable medical
information (e.g. heart rate) and improves clinical knowledge.

1: CAGR: Compound Annual Growth Rate / average growth rate per year
5 Source: Statista Digital Market Outlook 2020
Smart clothes are expected to grow significantly and
gain market relevance in the future
Overview: assumptions and trends

Assumptions Trends
The quantified-self movement drives sales of fitness trackers and apps. Smart clothes are the next innovative step following Fitness Wearables
The movement aims to measure all aspects of daily life with the help of and the U.S. is leading in this area. An example is Athos: Their apparel is
technology. Health insurers are among those who already profit from capable of detecting heart rate, breathing rate and even muscle activity,
the trend: Some insurers encourage their policyholders to be more measured by EMG sensors.
health aware by granting them subsidies for using fitness trackers.
China is developing activity trackers in the low-price segment, targeting
It is uncertain how legal regulations in the field of fitness and health the mass market. An example of this is Xiaomi, who have developed
apps will affect the Fitness market. Health apps present a new challenge smart running shoes connected to an app.
to regulatory authorities as software intended for use in a medical
context can be classified as a medical device. Therefore, health apps Many mergers and acquisitions are taking place in Europe to develop
might fall within the regulatory responsibility of bodies such as the new products. Adidas (Germany) acquired Runtastic, while Jabil (Russia)
Medicines and Healthcare Products Regulatory Agency (MHRA) in the acquired Clothing+ to build sensors into t-shirts and bras.
UK. High volumes of health apps and their wide-spread use raises Fitbit is developing mobile payment solutions within their activity
questions about the quality of those apps. trackers. They also acquired Pebble Technology Corporation, who have
We anticipate a further increasing convergence of smartwatches and developed a line of smartwatches.
fitness bands. The Apple Watch, for example, is primarily a smartwatch The future of wearable devices will see many connections between
but it also includes features to measure heart rates. Fitness trackers will apparel and tech giants using more and more sophisticated gadgets.
include a range of features such as making payments and controlling Solid data networks and 5G implementation will enable more
lighting, thanks to the possibility to connect with various devices. Also interactions between wearables and the IoT, e.g. connecting collected
smart clothing is steadily becoming more important and will play a body data with smart cooking appliances at home.
bigger role in the future. When it comes to top players in the Wearables
segment, Fitbit (U.S.) is the leading provider, followed by Xiaomi (China), Augmented and virtual reality solutions will also play a role in the fitness
Samsung (Korea), Garmin (Switzerland) and Fossil (U.S.). market (e.g. showing users how to train) but are still in their very early
stages.

6 Source: Statista Digital Market Outlook 2020

The Fitness segment shows average growth rates of
around 5,3% per year
Market sizes: global

Global revenue forecast in million US$

Fitness Wearables Fitness Apps

+5.3%1

21,918 21,422
21,001 20,701 20,898
2,934
3,167 3,474 3,568
3,344
16,833
15,702
2,308
2,018

18,984
17,834 17,357 17,424 17,854
13,684 14,525

2018 2019 2020 2021 2022 2023 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Transactional/Merchandise Value (GTV/GTM); Forecast adjusted for expected impact of COVID-19 May
2020
7 Source: Statista Digital Market Outlook 2020
The use of fitness apps and wearables increased
during the lockdown-phase of COVID-19
Market sizes: global COVID-19 impact1

Global eServices revenue forecast in million US$ in 2020 ▪ Due to COVID-19, the Online Food Delivery market could increase by
11% in forecasted gross merchandise value for 2020. Lockdown
-9% phases in many countries led to an increase of orders. Contactless
207.071 food delivery for people quarantined at home was often the only
6.152 connection to the outside world. It is possible that these modified
Dating Services
188.338 -17% ordering habits will endure during the stabilization phase and beyond.
Fitness 17.937
5.106
▪ As a result of government regulations for nearly all event types, the
21.918 22% ticketing market will be one of the hardest-hit markets. Large-scale
events will probably not resume until late 2020 and then only with
Event Tickets 60.234 severe restrictions.
24.883 -58%

▪ The use of fitness apps and wearables increased when it was no

longer possible to go to the gym, and people centered their fitness
routines around a home environment. Body monitoring also became
of interest to a wider audience.

▪ The Dating Services market has been condemned to a similar fate as

the ticketing market, although usage rates will probably recover
136.431 11% during the stabilization phase and towards the end of 2020. However,
Online Food Delivery 122.748
many people have become more cautious when selecting their social
contacts.

Pre COVID-19 Post COVID-19

Note: Revenue figures refer to Gross Transactional/Merchandise Value (GTV/GTM)

1: COVID-19 impact on eServices revenue is constantly monitored and will be updated regularly; as conditions are changing rapidly, the forecast
is subject to change (May 2020)
8 Source: Statista Digital Market Outlook 2020
China will remain the leading country with a market
volume of US$6,2 billion by 2024
Market sizes: regional comparison (1/2)

Revenue forecast in million US$

Fitness Wearables Fitness Apps

China United States Europe

+3.8%1 6,151

712
5,112
+4.8%1 4,683
513
839
+4.3%1
3,698 3,668
602 807
2,971
5,439 513
4,599
3,844
3,096 2,861
2,458

2019 2024 2019 2024 2019 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Transactional/Merchandise Value (GTV/GTM); Forecast adjusted for expected impact of COVID-19 May
2020
9 Source: Statista Digital Market Outlook 2020
Out of the European top 5, the UK and Germany have
the highest revenues, followed by France
Market sizes: regional comparison (2/2)

Revenue forecast in million US$

Fitness Wearables Fitness Apps

+4.0%1

703
+3.5%1
146 586
578
+2.9%1
97 495 117
460
71
398
102 +3.7%1
68 +4.5%1
276
558 231 244
482 470 59 196
423 39 71
330 358 41

192 217
155 173

2019 2024 2019 2024 2019 2024 2019 2024 2019 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Transactional/Merchandise Value (GTV/GTM); Forecast adjusted for expected impact of COVID-19 May
2020
10 Source: Statista Digital Market Outlook 2020
China is the leading country in terms of user numbers
of Fitness Apps and Wearables
User numbers: regional comparison (1/2)

Number of users forecast in millions

Fitness Wearables Fitness Apps

China United States Europe

378.0

280.2

171.1

132.6 134.8
125.6
115.4
91.9

38.8 39.6 42.0 44.7

2019 2024 2019 2024 2019 2024

1: Fitness App users are paying and non-paying users

Note: Forecast adjusted for expected impact of COVID-19 May 2020
11 Source: Statista Digital Market Outlook 2020
By 2024, most users of Fitness Wearables will live in
the UK
User numbers: regional comparison (2/2)

Number of users forecast in millions

Fitness Wearables Fitness Apps1
22.3

19.5

16.2
15.1 15.6
14.5
12.6
12.1
11.1
9.3

7.1 6.7
6.6 6.4
4.8 5.0
3.1 3.3 2.9
2.8

2019 2024 2019 2024 2019 2024 2019 2024 2019 2024

1: Fitness App users are paying and non-paying users

Note: Forecast adjusted for expected impact of COVID-19 May 2020
12 Source: Statista Digital Market Outlook 2020
The high number of non-paying users of Fitness Apps
still holds great conversion potential
User numbers: paying and non-paying users of fitness apps (1/2)

Share of paying and non-paying users of Fitness Apps forecast

Fitness Apps non-paying user Fitness Apps paying user

China United States Europe

21.5% 20.7%
28.7% 30.8% 26.5% 29.7%

78.5% 79.3%
71.3% 69.2% 73.5% 70.3%

2019 2024 2019 2024 2019 2024

Note: Forecast adjusted for expected impact of COVID-19 May 2020

13 Source: Statista Digital Market Outlook 2020
By 2024, France will record the highest share of
paying users among the EU top 5
User numbers: paying and non-paying users of fitness apps (2/2)

Share of paying and non-paying users of Fitness Apps forecast

Fitness Apps non-paying user Fitness Apps paying user

22.7% 21.1% 23.5% 19.9% 22.3%

26.0% 27.4% 24.5%
29.8% 29.8%

77.3% 78.9% 76.5% 80.1% 77.7%

74.0% 72.6% 75.5%
70.2% 70.2%

2019 2024 2019 2024 2019 2024 2019 2024 2019 2024

Note: Forecast adjusted for expected impact of COVID-19 May 2020

14 Source: Statista Digital Market Outlook 2020
The U.S. has the highest revenue per user in 2019
from Apps and Wearables
Average revenue per user: regional comparison (1/2)

Average revenue per user forecast in US$

Fitness Wearables Fitness Apps1

China United States Europe

8 23 15

2019 2019 2019

35 80 59

9 24 16

2024 2024 2024

40 97 64

1: Average revenue per paying user

Note: Forecast adjusted for expected impact of COVID-19 May 2020
15 Source: Statista Digital Market Outlook 2020
Users of Fitness Apps and Wearables pay the most in
the UK and in Germany out of the EU top 5
Average revenue per user: regional comparison (2/2)

Average revenue per user forecast in US$

Fitness Wearables Fitness Apps1

28 22 21
2019 2019 2019
73 66 69

29 22 21
2024 2024 2024
78 71 72

17 18
2019 2019
62 56

18 19
2024 2024
65 60

1: Average revenue per paying user

Note: Forecast adjusted for expected impact of COVID-19 May 2020
16 Source: Statista Digital Market Outlook 2020
The adoption rate of Fitness Apps and Wearables is
nearly at 30% in the U.S.
Penetration rates: innovation diffusion

Innovation diffusion curve for 2019

Diffusion
28.2% (accumulated users)
22.6%
19.7%
19.5%
18.8%
18.6%
18.3%

Innovators 2.5% Early adopters 16.0% Early majority 50.0% Late majority 84.0% Laggards 100.0%

The diffusion of innovations graph shows successive groups of consumers adopting Fitness Apps and Wearables (for this the graph above shows the
penetration rate of selected countries). Innovations in general are not adopted by all individuals at the same time. Instead, they tend to adopt in a time
sequence, and can be classified into adopter categories based on how long it takes until they begin using the service. Diffusion is considered to be the
rate and volume at which innovations spread among their users (an adoption rate of 100% is theoretically possible but not realistic). Considering the
already high adoption rates, the development depends on the time when niche markets like smart clothes will diffuse into mainstream markets.

17 Source: Statista Digital Market Outlook 2020

The penetration rate is highest in Sweden., followed
by the U.S.
Penetration rates: global comparison

Fitness penetration rate1 in 2019

1.0% 29.1% Country out of scope

1: Share of active customers (or accounts) in total population

18 Source: Statista Digital Market Outlook 2020
A sufficient digital infrastructure is the necessary basis
for developing digital markets
Key market indicators: digital infrastructure overview

Global Ø 2019

Percentage of total population using the internet on a monthly basis. In recent years,
INTERNET
PENETRATION
57.6% eServices have gained popularity because of the increasing internet penetration across
all countries.

Access to broadband internet is crucial for establishing digital services. Only an always-
BROADBAND 14.8 on mentality and a high amount of data traffic leads to consumers integrating digital
SUBSCRIPTION per 100 capita services in their everyday lives.

CONNECTION 16.55 Average internet connection speed in kbit/s. With rising connection speed, more
SPEED mbit/s sophisticated services and functions like voice control or video chat become available.

Percentage of total population using a smartphone on a monthly basis. Next to

SMARTPHONE
PENETRATION
54.3% smartphones, more and more other devices that can process orders or payments are
equipped with a permanent internet connection (e.g. Smartwatches).

19 Source: Statista Digital Market Outlook 2020

Internet penetration is especially high in some
European countries, China is lagging behind
Key market indicators: internet penetration

Internet penetration in 2019

90.5%
85.9% 85.4%
80.8%
76.6% Ø 76.8%
69.7% Europe

61.7%
Ø 57.6%
Global

20 Source: Statista Digital Market Outlook 2020

From a global perspective, broadband subscriptions
and connection speed are continuously rising
Key market indicators: fixed broadband subscriptions and average connection speed

Global fixed broadband subscriptions and average connection speed

Fixed broadband subscription per 100 capita Average connection speed in mbits/s
34.8

30.7

26.7

23.0

19.6

16.6
14.5 15.6 15.8 16.0
14.8 15.1 15.4
13.8

2018 2019 2020 2021 2022 2023 2024

21 Source: Statista Digital Market Outlook 2020

Only about 43% of the Italian population own a
smartphone
Key market indicators: smartphone penetration

Smartphone penetration in 2019

86.8%
84.5%
80.5% 79.9%

67.0% Ø 68.5%
61.7% Europe

Ø 54.3%
Global
43.5%

UK U.S. Germany France Italy

22 Source: Statista Digital Market Outlook 2020

The rising adoption of eServices is also influenced by
various socioeconomic factors
Key market indicators: socioeconomic overview

Global Ø 2019

GROSS DOMESTIC 12,099 Gross domestic product in US$ in relation to the total population. The GDP is a
monetary measure of the market value of all goods and services produced in one year
PRODUCT per capita in
US$ and is common to determine the economic performance.

CONSUMER 6,850 Average consumer spending per capita of private households in US$. Knowing the
expenditure per capita gives necessary insights into price developments and the average
SPENDING per capita in
US$ willingness to pay for eServices.

Number of individuals (all ages). The Number of individuals living in a country is a key
POPULATION 7,368 indicator for the market size. Besides that, individuals within certain age groups have a
in million stronger preference for eServices (e.g. Millennials aged 18-34).

Share of population living in urban areas. The gradual shift of the population from rural
URBAN
POPULATION
55.9% to urban areas is a constant phenomenon. The most urbanized regions generally have a
high demand for eServices.

23 Source: Statista Digital Market Outlook 2020

GDP per capita is by far the highest in the U.S.,
followed by Germany
Key market indicators: gross domestic product

Gross domestic product per capita in US$ in 2019

65,142

46,518
41,814 41,751

33,091
29,921
Ø 27,412
Europe

10,040
Ø 12,099
Global

24 Source: Statista Digital Market Outlook 2020

Per-head consumption expenditure in the U.S. is
more than 10 times higher than in China
Key market indicators: consumer spending

Consumer spending per capita in US$ in 2019

44,255

26,199
23,059
21,943
20,294
18,082

Ø 14,747
Europe

Ø 6,850
4,159 Global

25 Source: Statista Digital Market Outlook 2020

Rising global health care spending illustrates the need
for health-promoting activities and measurements
Key market indicators: consumer spending (2/3)

As health care expenditures are already very high in North America and Global and regional health care spending in billion US$
Europe, emerging and lower-income countries will drive the rise in
health care expenditures through 2020 as well as the expansion of 2015 2020
services in developed countries.
7,077
Higher healthcare and hospital fees compel consumers to save money Global
with active prevention measures e.g. with fitness apps or wearable 8,735
devices to measure calorie intake, heart rate or blood pressure. These
smart solutions are not only appealing to athletes, they are also 3,306
beneficial for people with health concerns since they give valuable North America
medical information (e.g. heartrate) and improve clinical knowledge. 4,084

In the end, everyone who exercises can benefit. Wearables are handy
1,646
and give an overview of current vital signs. It is thus more practical and Western Europe
less bulky to use wristwear to get real-time insights into current health 2,007
data while exercising, than to carry a smartphone. Apps and wearables
have features that allow for tracking progress and setting fitness 1,538
achievements. This keeps users motivated and helps them enjoy Asia & Australia
exercising more. 1,965

Gathered data from smart devices can also be used for telehealthcare
solutions, which lead to a higher time efficiency and more convenience 356
South America
at lower costs. In addition, the innovations ‘activity monitoring’ as well as 401
‘remote medication monitoring’ are especially used to support patients
with long-term conditions by exchanging data between them and their
Middle East & 113
doctors to assist in diagnosis and monitoring.
Africa 139

26 Source: World Industry Outlook, Healthcare and Pharmaceuticals, The Economic Intelligence Unit, June 2017
A high usage and an increased spending on mobile
apps show potential for dedicated Fitness Apps
Key market indicators: consumer spending (3/3)

Global downloads of mobile apps and consumer spending on mobile apps

Number of mobile app downloads in bn Consumer spending on mobile apps in bn US$

258.2

205.4

178.1
156.5

106.4

81.7

2017 2018 2022

Note: Number of mobile App downloads in 2017 from iOS App Store, Google Play and third-party Android stores combined. Downloads are first-
time downloads only, re-installs and updates are excluded; Consumer spending on mobile Apps in 2017 refers to app store gross consumer
spending, excluding m-commerce or in-app advertising
27 Source: App Annie; TechCrunch
China has by far the largest population, making it
potentially the biggest Digital Media market worldwide
Key market indicators: population (1/2)

Population in million in 2019

1,441

329

83 68 65 61 47

28 Source: Statista Digital Market Outlook 2020

Although more boys than girls are born, the sex ratio
changes over time since women live longer
Key market indicators: population (2/2)

Global age groups by gender in 2018

Male Female

0.1% 90-94 0.1%

0.2% 85-89 0.3%
0.4% 80-84 0.6%
0.7% 75-79 0.9%
1.0% 70-74 1.1%
1.4% 65-69 1.5%
1.9% 60-64 2.0%
2.3% 55-59 2.3%
2.7% 50-54 2.7%
3.1% 45-49 3.1%
3.3% 40-44 3.3%
3.4% 35-39 3.3%
3.8% 30-34 3.7%
4.2% 25-29 4.1%
4.2% 20-24 4.0%
4.1% 15-19 3.9%
4.3% 09-14 4.0%
4.5% 05-09 4.2%
4.7% 00-04 4.4%

29 Source: livepopulation.com
74% of the European and 55% of the global
population are living in urban areas
Key market indicators: urban population

Urban population share in 2018

83.4% 82.3%
80.4% 80.3%
77.3%
Ø 74.5%
70.4% Europe

59.2% Ø 55.4%
Global

30 Source: Statista Digital Market Outlook 2020

The Fitness market is shaped by start-ups as well as
multinational apparel and tech companies
Key player landscape

Selected key players in the eServices Fitness Segment

Start-ups1

Established
players

1: Companies founded in ≥2008

31 Source: Statista Digital Market Outlook 2020
Garmin experienced a decline in fitness trackers sales
but restored growth through sport smartwatches
Company profiles: Garmin (1/2)

Key facts Global presence

Revenue: US$3,758 million (2019)
Fitness revenue: US$1,048 million (2019)
Active countries: >50 (2017)
New Connect accounts 4,992,293 (2015)
Employees: >13.000 (2019)
Headquarters: Schaffhausen, Switzerland
Founded: 1989

Product: Garmin Connect Digital strategy

Garmin is one of the leading companies in the field of GPS navigation In 2017, Garmin achieved great results especially in the outdoor and
and wearable technology. It develops high-quality and innovative aviation units. In the fitness unit, Garmin experienced a decline in
products for the automotive, aviation, marine, outdoor, and fitness demand in the fitness-tracker sector but was able to increase growth in
industries. In the Fitness segment Garmin offers several products, the sport smartwatches segment. Especially the high-tech-multisport
including: running/multi-sport watches, cycling computers or activity smartwatch fēnix 5 was very successful. Another recent achievement
tracking devices. All products work with Garmin Connect, an online was the multisport smartwatch vívoactive 3 with mobile payment
training tool to store, analyze and share fitness activities. It can display function. In the future, Garmin will further increase spending in R&D to
maps, temperatures, lap splits, a variety of graphs and notes for every develop new innovative high-tech products for their premium fitness
activity, depending on device and location. Moreover, customers can segment. The digital solutions for all devices Garmin Connect is
analyze progress and performance with ready-made reports. constantly optimized and updated.

32 Source: Company information

With a 9.3% market share1, Garmin sold 6.3 million
wearables in 2017
Company profiles: Garmin (2/2)

Key performance indicators: Fitness segment Activity of users per year

Unit 2017 2018 2019

Revenue bnUS$ 3.09 3.35 3.76

Wearables sold million 6.3 - - 2.56 trillion 836 million

steps taken miles run

Gross profit2 mUS$ 422.6 471.8 532.6

Operating
mUS$ 146.8 181.7 191.9
income2 2.5 billion 12.3 million
miles cycled miles swum –
equals 19.9 billion meters

1: IDC Worldwide Quarterly Wearables Tracker (April 2019) 2: Only includes the Fitness category, excludes revenue from outdoor, marine, auto and
aviation
33 Source: Company information
WHOOP now offers hyper-focused wearables also to
non-professional athletes
Start-up analysis: WHOOP

Overview Analysis
WHOOP is a performance optimization system first established for elite Is the product rare?
athletes and teams and was already founded in 2011, but is now
expanding (with a funding in 2018 of US$25 million) to a wider audience The core product, the WHOOP Strap 2.0 is not unique and comparable
with a new membership program for US$30 per month. The program to other fitness trackers or smartwatches. Data analytics and community
consists of the WHOOP Strap 2.0, an analytics app with weekly and functions are also offered by other manufacturers in the market, like
monthly trend reports and the WHOOP community with shared data, Fitbit or Garmin, however not on this professional level.
training programs and challenges. The WHOOP Strap 2.0 collects 5
Are there advantages compared to imitations?
metrics 100 times a second, 24 hours a day to understand strain and
recovery to balance training, reduce injuries, and predict performance. The big differentiator compared to other wearables is the amount of
The wearable has been approved for universal in-game use in Major data it collects and transmits to servers for processing and analysis. The
League Baseball, and also won a partnership with the NFLPA, to track technological advancements and the accuracy was approved by many
recovery times among football players. elite athletes and can also be useful for in depth-health insights.

Can the product withstand possible constraints?

~
The market is still threatened due to the lack of data privacy and security
issues. Also, the competition by major tech players like Apple is strong,
which leads to the question of whether other manufacturers will switch
to membership programs and will adopt to new use cases.

The development of fitness trackers shows that improving data

analysis is important. WHOOP defines itself as a data company and
not as a wearable manufacturer, which can be a benefit for future
developments. However, at the moment WHOOP is still a case for
high professional users, not ready for wider adoption.

34 Source: Company information, TechCrunch

The Fitness market is shaped by start-ups as well as
multinational apparel and tech companies
Deep dives: revenue of selected key players in the fitness market

Revenue 2016 Revenue 2017

Company Products Headquarter in billion US$ in billion US$
miCoach FIT SMART, Heart Rate Monitor,
Adidas Europe 23.1 23.41
Runtastic
Fitbit Zip, Fitbit One, Fitbit Flex, Fitbit Charge,
Fitbit United States 2.2 1.6
Fitbit Alta, Fitbit Charge HR
Garmin Vivofit 3, Garmin Vivoactive, Garmin
Garmin Europe 3.0 3.1
Vivosmart, Garmin Forerunner
TalkBand B3, TalkBand B3 Lite, Band 2, Color
Huawai China 75.1 92.5
Band A2, Fit, Watch 2

Misfit Ray, Misfit Shine 2, Misfit Flash, Misfit

Misfit Wearables2 United States 3.02 2.83
Speedo Shine

Moov Moov, Moov Now United States - -

Nike+ FuelBand, Nike+ FuelBand SE, Nike+

Nike United States 32.4 34.4
Running App
Under Armour Band, MapMyFitness,
Under Armour United States 4.8 5.0
MyFitnessPal, Endomondo

Xiaomi Mi Band, Mi Band Pulse, Mi Fit China - 18.0

1: USD/EUR (2017) = 0.90554 2: Acquired by Fossil Group 3: Revenue of Fossil Group

35 Source: Company information
Under Armour invested in a popular Fitness Apps
called MyFitnessPal
Deep dives: fitness app products

Under Armour – MyFitnessPal

In 2015, MyFitnessPal was purchased and acquired by Under Armour for US$475 million. MyFitnessPal is a
web and mobile app that tracks diet and exercises to determine the optimal calorie intake and nutrients for
the user’s goals with gamification elements for motivation. Users keep a kind of diary and can scan barcodes of
different food items or manually add them in a database. Also many different devices including Fitbit and
Garmin wearables can be synchronized with the app.

Freeletics – Bodyweight
Freeletics is a training app that combines full-body routines and exercises with running for a complete
workout. The app covers free and paid workout plans. A paid fitness guide contains all basic and advanced
training modules with detailed descriptions of goal-oriented training sessions. The app-based fitness program
has a big community that is a source of both challenge and support. The people who train with Freeletics
organize themselves and communicate outside the app using social media, forums, blogs and websites.
Freeletics has extended its offers to include running, gym and nutrition-related services in addition to the
classical workout routines.

36 Source: Company information

About 10% of the global1 population use Fitness Apps,
but only 2% pay for them
Deep dives: selection of best grossing health and fitness apps

Distribution of paying and non-paying users of fitness Selection of highest-grossing health and fitness apps
apps in % of global population in 2018 (Android and iOS) globally in 2018 by appannie.com

Non-paying user

Calorie Calm -
Counter - Meditate,
MyFitness Sleep,
Pal Relax
7.9%
Paying user Sweat:
Kayla
Headspace:
Meditation &
2.4% Itsines
Fitness
Mindfulness

Lifesum - Freeletics
Diet & Bodyweight
Food Diary

Strava:
YAZIO
Track
89.7% Running,
Calorie
Counter
Cycling &
Swimming

Non-user

37 Source: Statista Digital Market Outlook 2019

Athos designs workout apparel that measures body
functions and muscle activity
Deep dives: fitness wearables products (1/2)

Athos - smart clothes

Athos designs training clothes that are woven with micro-EMG sensors that detect which muscles are working
and transfer this workout data to a smartphone via a Bluetooth core. The clothes use machine learning to
provide insights specific to every athlete’s muscle composition and strength, called muscle-activity-based
feedback.

Under Armour – Gemini 3 smart shoes

Via a sensor these shoes track, analyze and store running metrics and synchronize with Under Armour’s
MapMyRun App. Additionally to measuring the distance covered, speed or time, the shoes can measure
muscle fatigue by a so-called jump test. Based on this information, the runner receives recommendations on
how to train that day.

38 Source: Company information

Wearable X launches mobile-connected yoga pants
that guide users through yoga exercises
Deep dives: fitness wearables products (2/2)

Sensoria – running socks

Sensoria launched smart running socks in order to help analyze and improve people’s running behavior.
Pressure sensors integrated in the plantar area of the socks record cadence, foot-landing, pace as well as
distance, and transmit this data to the electronic anklet which is attached to the sock. As the anklets are
connected to a mobile app, the runner can track, store and analyze the gathered data.

Wearable X – Nadi X yoga pants

The Nadi X yoga pants are bluetooth-enabled fitness clothes with pulse sensors on the hips, knees and ankles.
The embedded sensors release soft vibrations to guide, instruct and facilitate yoga exercises. The yoga
practitioner can use the Nadi X mobile app, which is connected to the sensors via bluetooth to adjust impulse
frequency and intensity in order to optimize movements and hold yoga postures. The mobile app offers 30
different yoga exercises that are connected with the smart pants.

39 Source: Company information

 APPENDIX
Detailed consumer information is one key factor
for describing market developments precisely. In
this appendix, we give detailed information on
three different user characteristics: the age,
income, and gender distribution of users. The data
is based on Statista's Global Consumer Survey.
Furthermore, we provide an overview of the
market structure presented in this report.

40
Fitness user demographics U.S.

Users by gender Users by income

Medium income
35.3%

High income
Low income 39.3%
25.4%
Female

48.8%
51.2% Male Users by age

34.4%

24.2%
19.4%
14.7%

7.3%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

41 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics China

Users by gender Users by income

Medium income
31.2%
High income
43.9%
Low income
24.9%

Female

48.5% Male
51.5% Users by age

36.6%

26.5%

16.8% 15.6%

4.4%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

42 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics UK

Users by gender Users by income

Medium income
31.6%
High income
44.1%
Low income
24.4%

Female

47.7% Male
Users by age
52.3%
33.0%

23.5%
17.2% 17.5%

8.8%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

43 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics Germany

Users by gender Users by income

Medium income
34.6%
High income
41.8%
Low income
23.6%
Female

49.6% 50.4% Male Users by age

32.1%

20.2% 20.2%
18.0%

9.6%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

44 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics France

Users by gender Users by income

Medium income
30.1%
High income
45.9%
Female Low income
24.0%

42.4%

Users by age

57.6% 27.9%
Male 25.7% 25.9%

12.8%
7.7%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

45 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics Spain

Users by gender Users by income

Medium income
31.4%
High income
Low income 40.7%
27.9%

Female

49.2% Male Users by age

50.8%

29.3%
25.2%
22.5%

16.0%

7.1%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

46 Source: Statista Global Consumer Survey, as at September 2018

Fitness user demographics Italy

Users by gender Users by income

Medium income
35.8%
High income
39.4%
Low income
Female 24.7%

45.4%
Users by age
54.6% Male
27.1%
25.4%
21.8%
18.3%

7.4%

18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years

47 Source: Statista Global Consumer Survey, as at September 2018

Fitness market structure

Segment Sub-segments Out of scope

Smartwatches
The Wearables segment includes devices that are
explicitly intended for fitness. In particular, fitness Smartwatches are not
wrist wear which is equipped with sensors and considered as dedicated fitness
activity trackers that measure and analyze physical equipment and are therefore
Fitness Wearables activity and body functions of the wearer (e.g. excluded.
number of steps taken, movement, pulse and
temperature). Smart clothes and eyewear are also Disease Apps
included.
Apps that focus on specific
diseases (e.g. diabetes apps) are
Fitness excluded from the Fitness
market.
The Apps segment includes fitness and nutrition
Non-tracking Apps
apps for detecting, tracking, analyzing and sharing
vitality and fitness achievements. Examples of Fitness
Apps that do not provide any
Apps are Runtastic or Freeletics. Nutrition apps
Fitness Apps include calorie counters or nutrition diaries. Also
options to directly measure or
analyze vitality and fitness
included are desktop versions that additionally
achievements (e.g. exercise
provide an app for the user (e.g. Gymondo,
tutorials or nutrition lexicons) are
Freeletics).
excluded.

48
About the Statista Digital Market Outlook

90+ 50+ 7 30,000+

markets countries years (2017-2023) interactive statistics

The Digital Market Outlook presents up-to-date figures on markets of the

digital economy. The comparable key figures are based on extensive analyses
of relevant indicators from the areas of society, economy, and technology.
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The answers to these and many more questions can be found in Statista's
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Market insights, forecasts and key performance indicators

Outlook reports with segment-specific topics (top companies,

trends, deep dives)

Find out more on www.statista.com/outlook/digital-markets

About the Statista Global Consumer Survey
50+ 28 1,400+ 120,000+
topics & industries countries int. brands consumers

The Statista Global Consumer Survey offers a global perspective

Marketing & Health
on consumption and media usage, covering the offline and online Social Media
world of the consumer. It is designed to help marketers, planners
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Smart Home
Retail
▪ Customized Target Groups
▪ Do-it-yourself Analyses Internet & Devices Travel
▪ Content Specials

Digital Media eServices

Mobility Characteristics &

Demographics

Finance Additional
Characteristics

Find out more on www.statista.com/customercloud/global-consumer-survey

50
About Statista Research & Analysis
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