Fitness Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

The fitness industry was heavily impacted by the pandemic in 2020. The once Wellness Intensified generation all of a sudden had other priorities in mind, putting fitness into the backseat. And with gyms closed and the majority in lockdown, young people who wanted to stay active are doing so within their homes. In response, many fitness brands created at-home fitness mobile apps, live streaming, equipment offerings, and more. But while these measures were meant to get them through lockdowns, they have had far more significant impacts on their preferences in the future. This report checks back in with young consumers’ fitness routines now that quarantines are over and vaccines are becoming prevalent and reveals the post-COVID evolution of health and fitness that brands should know about.

Download the full report for insights on: 

  • If young consumers are working out more or less since coming out of quarantine, and how many are prioritizing fitness in 2021
  • If young people will be returning to the gym post-COVID or keep at-home fitness in trend
  • Which young consumer group is driving the popularity of at-home, solo workouts
  • The biggest opportunity for at-home fitness brands
  • The resource that is now the most popular go-t0 for health and wellness information, outranking health experts and doctors

Report length: 15 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded in May 2021

Additional survey content for Pro users: The biggest health and wellness trend they’re interested in, reasons for why they are and aren’t working out regularly,  cardio and strength workouts they participate in, and attitudes and behaviors towards diets. 

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