Online Fitness Market Outlook, 2028

Online or virtual workout is next generation fitness revolution. It is a convenience-based fitness/wellness service to the clients to access a trainer or instructor online instead of visiting the fitness facility. Usually, the training videos that are provided on the online dashboard or fitness app are managed by the instructor. The sensors in smartphones and wearable allow various virtual fitness applications such as sleep monitoring and running rhythm tracking to improve users’ life styles and health. The various forms of online or virtual fitness offerings enable accessibility of health & wellness to every individual from shift workers to the housewives, and any person who may not keen or able to visit the gym. Rise in need for advanced fitness sessions to achieve physical fitness, growth in interest of health insurance providers in online/virtual fitness services to reduce health insurances costs, increase in demand for healthy foods and lack of time to attend training sessions at fitness institutes boost the growth of the global online/virtual fitness market. Virtual fitness trainers encourage people of all ages, including the elderly, to exercise regularly to stay healthy and prevent various health problems. The millennial generation is increasingly turning to healthier lifestyles and various exercises and nutrition regimes, by seeking advice from qualified professionals. Moreover, opting for virtual fitness has several benefits. Such benefits include convenience, flexibility, motivation, proper attention, confidence, multiple options, cost-effectiveness, and comfort. Furthermore, fitness apps are designed to help with exercise, other types of physical training, nutrition & diet, and other ways to get fit. Increasing focus on healthy lifestyle coupled with the continuously rising popularity of balanced diets, flexible workouts, and mental health are favouring the market. Due to the increasing demand for online instructors and sessions, service providers are implementing various business models to meet client needs. For instance, in April 2020, My Virtual Mission launched the ‘Race Host’ platform. With the help of this platform, entrepreneurs, companies, and non-profit organizations host virtual fitness competitions for engaging the potential audience, increase revenue and expand their geographical footprints.

According to the research report, “Global Online Fitness Market Outlook, 2028” the market is anticipated to cross USD 65 Billion by 2028, increasing from USD 16.57 Billion in 2022. The market is expected to grow with 28% CAGR by 2023-28. Physical activity is an essential need of the human body that helps improve the physical fitness of an individual and creates a positive impact on overall wellbeing. Smartphone applications play an essential role in providing several benefits to consumers by offering various capabilities in terms of health and fitness. In addition, fitness tech companies have adopted digital capabilities such as smart home gym equipment, wearable devices, smart scales, and apps. Furthermore, fitness technology is being heavily influenced by the sports industry. Technological advancements that were previously only available to professional athletes through AI development services are now available in commercial fitness apps. This creates plenty of opportunities for sports amateurs, such as gaining access to personalized training recommendations and exercise instructions, without the need to cooperate with a trainer at a brick-and-mortar gym. The growth is driven by factors such as the rapid shift of consumers to online fitness solutions from in-person workouts in gyms. Online solutions continue to rise in popularity among key demographic groups such as millennial. In addition, increased stress levels, increased health consciousness, and higher flexibility and accessibility offered by remote workouts are likely to boost the market growth. There is a growing consensus among fitness executives that virtual training is emerging as a permanent feature rather than a passing trend. Furthermore, new techniques of fitness training, such as home workouts and live video classes, are becoming more popular. According to a survey published in ACSMs Health & Fitness Journal, online training was ranked as the #1 fitness trend in 2021, up from #26 in 2020, mainly due to the COVID-19 pandemic. Also, as per the obtained data, nearly 38% of the consumers in the United States started using online workout services during COVID and plan to continue using them in the future.

The Global online fitness market is segmented into five major regions including North America, Europe, Asia-Pacific, South America and Middle East & Africa. Among them, North America is dominating the market with over 35% market share during the forecast period.

In North America, the adoption of virtual fitness is being driven by several factors, including the rapid growth of smartphone usage, the increase in the aging population, the rise in the prevalence of chronic conditions, and the Covid-19 pandemic. The widespread adoption of m-health in North America is one of the primary factors driving the market's expansion. In addition to this, the focus on precision medicine and personalized care is also increasing across the adult age group in North America, which in turn is driving the growth of the market. Extensively increasing demand for innovative fitness platforms is attributed to the rising prevalence of chronic diseases including CVDs (Cardiovascular diseases), obesity, and diabetes, particularly in the U.S. and Canada. As per the research, in the U.S., Type 2 diabetes is the most common disorder caused by sedentary or inactive lifestyle and obesity in approximately 90% of the reported cases. The above-stated factors may create a positive impact on the North America virtual fitness market, during the forecast period. However, Asia-Pacific region is expected to observe highest growth rate during the forecast period of online fitness market as the proliferation of mobile devices and pro-fitness government policies are enabling the exponential rise of adoption of virtual/online fitness solutions. The mobile devices-based health & wellness apps that provide on demand and live streaming fitness classes appear to be a cost-effective solution in developing nations across Asia-Pacific. Moreover, numerous product launches by several fitness tech start-ups to expand their reach in this region is providing numerous opportunities to the online/virtual fitness market growth.

The live segment holds the highest online/virtual fitness market share, as it provides convenience & comfort along with minimal pressure to do correct exercises.

Live streaming exercise is the best option to keep exercise exciting, fresh, and challenging at home. The platform is mainly developed with new content and advanced techniques to assist people to stick to their scheduled routine. Moreover, the live-streamed workout programs can be completed within the comfort of customer’s home or a workplace fitness room. In addition to this, tips & techniques from experts, great comfort for beginners, and unique wellness content are some of the key factors driving the demand for live virtual fitness platform, among the fitness-freak and health-conscious. In a live session, the personal trainer provides explicit guidelines to the exerciser while also suggesting corrective measures, depending on individual health and requirements. Several renowned gym chains and fitness equipment industry players are entering the live online fitness market landscape to offer sophisticated training routines. However, the on-demand streaming type segment dominated the online/virtual fitness market share in 2022 and is expected to continue this trend during the forecast period, as on demand virtual fitness is significantly being adopted by customers due to its access to a variety of workout classes at their convenience. The on demand virtual fitness streaming providers are thoughtfully designing their offerings to reach numerous exercisers of all fitness levels and to offer a variety of coaching styles, difficulty levels, and music genres. However, the live streaming segment is expected to witness highest CAGR during the online fitness market forecast period, owing to its popularity among routine-oriented exercisers and the individuals who are willing to be consistent and accountable regarding the fitness programming format and schedule.

Based on the session type, the group segment dominated the market owing to the increasing use of group sessions that place a greater prominence on enhancing functional fitness and improving postural alignment.

Group sessions come in a variety of forms, from yoga to Zumba. Many people undergo group workout courses as they enjoy the exburance of a training environment. As a result, organizations such as NOUFLEX LLC, a Boston-based company, are introducing an enhanced portfolio to broaden their consumer base. For instance, in December 2020, the NouFlex Training System products, online personal training sessions, and online group exercise classes were all introduced by NOUFLEX LLC. The fitness products and personal & virtual group training offered by NouFlex enable each individual to choose programs and trainer’s best suited to their aesthetic and health objectives. On the other hand, solo online fitness market is predicted to register growth rate of 34% during the forecast timeframe. Although group workouts provide a healthy competitive environment for exercisers and encourage them to improve, these workouts lack the benefits of personalized trainer attention. As the trainer focuses on several candidates virtually and simultaneously, it becomes challenging to provide personalized recommendations and consistent individual monitoring. Solo online sessions strengthen the client-trainer relationship to undertake customized programs that help in attaining individual fitness goals.

Due to its increasing penetration among consumers of all ages, the smartphone device segment will continue to dominate during the projection period.

Smartphones are versatile devices that can perform multiple functions beyond fitness. This versatility means users can use a single device for various purposes, including tracking their workouts, accessing fitness apps, watching workout videos, and more. Nearly everyone owns or has access to a smartphone, making it an easily accessible platform for delivering fitness content. This widespread availability ensures that fitness programs and apps can reach a broad audience. Smartphones are highly portable, allowing users to carry their fitness programs with them wherever they go. This portability enables users to work out at home, at the gym, or even while traveling, making fitness more flexible and convenient. Modern smartphones come equipped with a range of sensors, such as accelerometers, gyroscopes, and heart rate monitors, which can track various fitness metrics. Additionally, smartphones are connected to the internet, allowing users to access real-time data, share their progress on social media, and participate in online fitness communities. The availability of a wide variety of fitness apps on app stores, catering to different fitness levels and goals, has contributed significantly to the smartphone's dominance in the online fitness market. These apps offer workouts, tracking tools, nutrition plans, and more, all easily accessible on a smartphone. The introduction of fitness apps such as Google Fit, Strava, MyFitnessPal, and others, and their integration with fitness trackers such as Fitbit, Garmin Forerunner, and Amazfit, are favoring the acceptance of virtual fitness on smartphones.

On the basis of revenue model, the subscriptions segment exhibited the highest growth in the online/virtual fitness market share in 2022, and is expected to maintain its dominance in the upcoming years.

The subscription segment is expected to witness prominent market growth owing to the growing adoption of subscription based virtual fitness training sessions by customers due to its cost effectiveness as compared to signing up with a coach in-person. Also, the customers are joining the virtual subscription based fitness services as it offers the access to top-tier trainers, even if geographically they are not located in same place. Workout subscriptions enable customers with access to every type of workout including boxing, barre Yoga, core, HIIT, strength, rowing, and cycling. The platform is easy to use and also provides customers with on-demand access to numerous fitness classes that can be viewed on laptops, smartphones, or TVs. The subscription model provides on-demand or live-streamed classes to its users, and they can also pick training plan if they are beginners. However, the hybrid segment is expected to witness highest growth during the forecast period, due to its ability to reach a range of customers including, those willing to access features of the paid virtual fitness programs on a free trails basis as well as those who willing to pay on a pay-per-view basis or to purchase a plan for removing ads.

Established gym chains have strong brand recognition and a reputation for providing quality fitness services. This trust extends to their online offerings, making people more likely to choose their online programs or platforms. Professional gyms employ certified trainers and fitness experts. When these experts are involved in creating and delivering online fitness content, it lends credibility to the programs and ensures that users are receiving expert guidance. Gyms often offer a wide variety of fitness classes, equipment, and training styles. They can translate this variety into their online offerings, catering to a broader range of fitness interests and goals. Professional gyms have the financial resources to invest in high-quality equipment, technology, and production value for their online content. This results in a more engaging and effective online fitness experience. Gyms have an existing customer base that they can easily transition to their online platforms. This base can provide a steady stream of users for their online offerings. Many gyms have adopted a hybrid model, offering both in-person and online options. This flexibility allows users to choose the mode that suits them best, increasing the gym's reach and appeal. Gyms often emphasize a sense of community among their members. They can replicate this community aspect online through features like live workouts, online forums, and social media groups, which keeps users engaged and motivated. Professional gyms can leverage their resources to offer personalized online fitness programs. By collecting data on users' goals and progress, they can tailor workouts and recommendations to individual needs. These gyms have the marketing muscle to promote their online fitness offerings effectively. They can use their physical locations, email lists, and social media channels to reach a wider audience. Some professional gyms offer online services as an extension of their physical locations. This can include virtual classes for members or the ability to book in-person classes through their online platforms, creating a seamless fitness experience.

Market Drivers

• Convenience and Accessibility: Online fitness platforms offer users the convenience of working out from the comfort of their homes or any location with an internet connection. This accessibility has become especially important in the wake of the COVID-19 pandemic, as it allowed individuals to maintain their fitness routines despite gym closures and social distancing measures. People appreciate the flexibility to choose when and where they exercise, making online fitness a highly attractive option.
• Technological Advancements: Advances in technology have greatly enhanced the online fitness experience. Features such as live streaming, interactive workouts, augmented reality (AR), and virtual reality (VR) workouts have made online fitness engaging and immersive. Wearable fitness technology, like fitness trackers and smart-watches, further complements online fitness by providing real-time data and feedback to users, helping them tracks their progress and stay motivated.

Market Challenges

• Competition and Market Saturation: The online fitness market has become increasingly competitive, with numerous platforms vying for user attention. This saturation makes it challenging for new entrants to differentiate themselves and attract a substantial user base. Established players often dominate the market, making it tough for smaller companies to gain traction.
• Content Quality and Personalization: While online fitness platforms offer a wide variety of workouts, challenges arise when it comes to providing tailored and high-quality content to users. Not all platforms can offer personalized fitness plans or workouts that cater to individual goals, fitness levels, and preferences. Striking a balance between scalability and personalization remains a challenge for many online fitness providers.

Market Trends

• Hybrid Fitness Models: A growing trend in the online fitness market is the adoption of hybrid models that combine online and offline elements. Many traditional gyms and fitness studios now offer online classes to reach a broader audience. Additionally, online fitness platforms are exploring partnerships with brick-and-mortar facilities, providing subscribers with the option to access both in-person and virtual workouts.
• Health and Wellness Integration: Online fitness platforms are increasingly focusing on holistic wellness, incorporating features like nutrition guidance, mental health resources, and sleep tracking. This trend recognizes that fitness is not just about physical exercise but also about overall well-being. Offering a comprehensive wellness experience can attract and retain users looking for a holistic approach to health.

Competitive Landscape

Amidst increasing competition in the fitness industry, major players are forming strategic partnerships to expand their market presence. For example, in January 2022, Wexer collaborated with Pure Fitness to offer instructor-led group fitness classes in their first U.S. gyms. Additionally, in February 2022, EoS Fitness joined forces with Les Mills to provide diverse fitness solutions for its members, enhancing flexibility and accessibility on their fitness journeys. The rise in technological advancements worldwide and the growing demand for online and virtual fitness have prompted companies to diversify their product offerings and innovate. In September 2020, Apple Inc. introduced Fitness Plus, a subscription service for online fitness classes compatible with Apple devices like iPad, iPhone, Apple TV, and Apple Watch. Users can track various activity stats, including jogging, cycling, swimming, and rowing. In July 2020, Twenty Billion Neurons GmbH, an AI startup, unveiled the 'Fitness Ally' app, an AI-powered integrated workout virtual experience. This app features a virtual fitness coach named Allie, utilizing the front-facing camera for real-time guidance. Additionally, in September 2020, Apple launched Fitness+, a cutting-edge virtual fitness platform seamlessly integrated with Apple TV, iPad, and iPhone, offering personalized workouts. To further expand their reach, major players are also acquiring companies in the industry. In October 2021, LifeSpeak Inc. acquired LIFT digital Inc. to provide easily accessible wellness services through on-demand, automated, and live sessions, covering various fitness categories such as general fitness, mindfulness, cardio, strength, yoga, pre-natal, and Pilates. Virtual fitness platforms are highly accessible through web-based portals and mobile apps, offering a wide range of popular workouts led by certified instructors. These instructors provide fitness assessments and personalized workout plans. With growing health concerns among the population, the demand for virtual fitness solutions is expected to continue rising among individual end-users throughout the forecast period.

Companies Covered in this report:

Fitbit LLC, ClassPass Inc., Barry's , Peloton Interactive Inc, F45 Training, Zwift Inc, ICON Health & Fitness, Decathlon, Technogym SpA, Apple Inc., Nike Inc., HealthifyMe, Planet Fitness, Snap Fitness, The Beachbody Company, Viva Leisure Limited, 24 Hour Fitness, Crunch Holdings LLC, Daily Burn, Life Time Group Holdings Inc.

Considered in this report:

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Global Online Fitness market with its value and forecast along with its segments
• Regional & Country-wise Online Fitness market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report

• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, Saudi Arabia, South Africa)

By Streaming Type:

• Live Streaming
• On-demand Streaming

By Session Type:

• Group
• Solo

By Device:

• Smart phones
• Smart TV
• Laptops
• Others (tablets)

By Revenue Model:

• Subscriptions
• Advertisements
• Hybrid

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analysing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Online Fitness industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.