Sportswear companies’ customers are working out more, a recent survey by investment bank Bernstein shows. Habits developed during the Covid pandemic seem to have stuck, especially among US and German sportswear consumers. For instance, 73% of US respondents said they exercise three or more days per week compared to 55% in 2019. In Germany, the percentage of respondents that say they never or only occasionally exercise has dropped from 46% to 13%. In China, the data is mixed, a greater percentage says they exercise more than three days per week, but a lower proportion says they are exercising at more than six days per week. For sportswear companies, the data means their customers are likely using their products more frequently, possibly leading to consumers purchasing more sportswear.
Source: Bernstein, January 2025.