More than a third of consumers are working out more than before the pandemic, but they miss the personal connection that the gym offers, reveals a study on the US fitness market from Mintel.

The research, Exercise Trends – US – 2021, confirmed that mental health, not just physical fitness or weight loss, is now the leading secondary motivator for exercising, with 80 per cent of US consumers saying they work out for their mental and emotional wellbeing.

Data gathered during the research also shows that “only 15 per cent of US exercisers feel digital platforms have eliminated the need for gyms”.

The health club community – and the benefits it brings, from motivation to inspiration and friendships – is one of the key reasons gym-goers say they are returning, said Mintel.

“The role of gyms in consumers' lives is so much larger than physical exercise,” said Rebecca Watters, associate director at Mintel.

People are focusing on taking time for themselves – particularly parents of young children who use solo exercising as a mood booster and to break from hectic schedules.

"As a result, they're now looking for a more holistic approach to wellness, encompassing fitness, health and mental wellbeing, fitness operators that take a more traditional, aggressive and competitive approach to exercise are now off-putting to a large number of consumers”.

“Those who fail to address these new motivators will miss an opportunity to cater to pandemic-era regular exercisers,” it states.

Mintel also highlights a growth opportunity in the over-55s market following an increase in physical activity in older consumers around balance, resistance, flexibility and low-intensity strength workouts.

“Ageing consumers have traditionally been ignored by the fitness industry, yet they make up a large portion of the population,” said Watters. “COVID-19 highlighted the connection between age and decreased immunity to disease, thus motivating a significant number of mature consumers to renew their focus on physical health.

"A resurgence in physical activity in older consumers, combined with the sheer volume of this demographic, provides an opportunity for the fitness industry.”

Mintel also found that innovative exercise equipment and apps would continue to be a fast-growing area, enabling brands to increasingly provide consumers with personalised fitness offerings.

Find out more here [paywall].