A recent study by data specialist CACI has highlighted a significant rise in consumer spending on gyms and fitness-focused brands in December 2024, marking a notable year-on-year increase. The report follows similar findings from an earlier study by Experian and Reward, which also indicated a surge in interest in fitness across the UK.
CACI’s findings revealed that the premium end of the market saw the strongest growth, mirroring the rising popularity of athleisure both in stores and online. The data suggests that consumers are increasingly prioritizing health and wellness beyond the traditional “New Year’s Resolution” period, extending interest into the months of December and January.
Among the top performers in the fitness sector, gyms such as David Lloyd and Third Space recorded double-digit growth, continuing the trend of success observed in the previous year. Other fitness brands, including Nuffield Health, PureGym, and The Gym, also reported strong increases in spending.
The trend extends beyond gym memberships, with athleisure continuing its dominance in both fashion and fitness markets. Popular brands saw significant year-on-year growth in December, with Sweaty Betty up 21%, Lululemon rising by 34.5%, and Gymshark soaring by 78.2%. Footwear brands targeting the fitness market also thrived, with Asics posting a 38.6% increase, driven by a targeted marketing campaign for its Padel shoes.
CACI also noted a growing trend of online-native athleisure brands expanding into physical retail spaces. This shift highlights the growing value of offline experiences in driving athleisure sales. For example, Alo Yoga recently opened stores on Regent Street and in Covent Garden, while TALA unveiled its first physical location on Carnaby Street. Both brands are expected to benefit significantly from increased online exposure and in-store traffic, leveraging their prime West End locations.
Lily Payne, Senior Consultant at CACI, explained, “While some may perceive December spending as part of the traditional New Year’s resolution surge, the scale and consistency of growth in gyms and fitness brands suggest a deeper behavioral shift. Wellness is increasingly viewed as an essential expenditure rather than a luxury, even during the typically gift-focused month of December.”
Payne emphasized that the rise in spending on premium gyms and fitness brands, alongside the popularity of athleisure, indicates a broader cultural shift. “Consumers are no longer deterred by the higher costs associated with brands like Third Space or Lululemon. People are willing to invest in luxury fitness experiences, and they want their athletic wear to match that commitment,” she said. “With the rise of ‘tribe’ brands like Alo Yoga and TALA, and gyms offering a holistic wellness experience, the demand for premium fitness options is expected to continue growing.”
The report’s findings suggest that the UK’s fitness and wellness market is evolving, with consumers increasingly viewing wellness as a lifestyle investment rather than a passing trend.
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