This market has been booming. For a major segment of the population, convenient access to a place to work out has become one of life s little luxuries. The four channels through which equipment is sold direct from manufacturer, through mass merchants, through sporting goods stores and through specialty stores are all reported to be enjoying increased volume. Meanwhile, sales to international markets have increased steadily as the health club industry established a beachhead in the U.K. and then began to spread across Europe. Australia is also a fitness-conscious country.
Health clubs are increasingly popular in major Asian cities as well.
Many in the industry believe the reasons for exercising have changed over the past two decades. The paramount reason has always been related to vanity to looking good. Casting a shadow on this fairly sunny outlook for the industry are the participation statistics from American Sports Data, which find no appreciable increase over the past decade in the number of people who exercise frequently that is, perform one or more of 22 discreet fitness activities at least 100 times a year. The figure was 51.5 million in 1990 and 50.4 million in 1999. The most discerning consumers demand this in their home equipment, and the pressure to meet that demand at lower prices has resulted in a strong move to quality and value.