ACTIVE
CONSOLIDATION M&A
MEMBERS RETENTION
ENGAGEMENT
EUROPE FRANCHISE
MOTIVATION
TECHNOLOGY
EXPERIENCE IPO PERSPECTIVES
HEALTH & FITNESS
INNOVATION BOUTIQUE
PREMIUM
OUTDOOR DIGITAL
DISCOUNT TRAINER
CLUBS
GROWTH MARKET
LIFESTYLE
WEARABLES
European
Health & Fitness Market
Report 2017
European Health & Fitness Market | Report 2017
Introduction 04
The European Fitness Market at a Glance 06
Executive Summary 09
Top 30 Operators – Rankings 12
Top 30 Operators – Proiles 21
Other Operators – Short Proiles 52
Recent Mergers & Acquisitions 56
Perspectives on the Market 67
Humphrey Cobbold 68
Jonathan Fisher 72
René Kalt 76
René Moos 80
Oscar Otteborn 84
Trends and Drivers in the European Fitness Market 88
The View from Brussels 96
Snapshot of the Equipment Industry 99
Key Takeaways from Consumer Research about Fitness and Wellness 107
Top Markets – Overview 116
Top Markets – Proiles 131
Appendix 168
About EuropeActive 169
EuropeActive Event Calendar 170
About Deloitte Sports Business Group 171
Methodology & Glossary 172
Acknowledgements 175
03
The European Fitness
Market at a Glance
Number of
itness club
members
Membership
growth
+4.4%
56.4 million
Penetration rate
12.7 Market share of
top 30 operators by
million membership
22.5%
30
Members of
7.5% top 30 operators
06
European Health & Fitness Market | Report 2017
M&A deals Global net sales
of leading
equipment
manufacturers
Clubs
54,710
EUR 2.9 billion
17
Average gross
membership fee per month
Total
revenues
EUR 26.3 billion EUR 41.4
07
The 30 largest operators had
more than 12.7 million members
at the end of 2016. This
represents 22.5% of the total
European market of 56.4 million
health and itness club members.
08
European Health & Fitness Market | Report 2017
Executive Summary
In this fourth edition, the 2017 Europe- total increase in members by 4.4%. This is
Active European Health & Fitness Market partly ofset by a negative development of
Report presents the most comprehensive average monthly membership fees, which
analysis of the European health and itness decreased by -1.3% at constant currency,
industry to date. The report presents cur- following the continued expansion of
rent information on the main European it- low-cost operators in the European market.
ness markets, the major club operators in
Europe and recent merger and acquisition With respect to membership, the 30 largest
activities, as well as a snapshot of the lead- operators had more than 12.7 million
ing equipment manufacturers worldwide. members at the end of 2016, an increase of
15.5% over the previous year’s top 30. This
As shown in the chapter on the leading represents 22.5% of the total European
operators, the top 10 European itness market of 56.4 million health and itness
operators, as measured by revenue, club members at the end of 2016.
achieved total revenues of EUR 3.0 billion
in 2016. This is equivalent to 11.4% of The leading operator in terms of member-
the total European itness market, which ship remains the German discount chain
illustrates that this market is still relatively McFIT Group, with an estimated 1.5 million
fragmented. While the total revenues of members. The Dutch low-cost operator
the European itness market (including all Basic-Fit reported 1.21 million members at
EU-28 countries as well as Norway, Russia, the end of 2016, while the British chain Pure
Turkey and Switzerland) decreased by Gym ranks third after increasing its mem-
-0.5% to EUR 26.3 billion in 2016, the year- bership by 150,000 to 820,000 in 2016.
on-year growth rate amounts to 3.1% at
constant currency. This is due to negative All three operators were also among the
exchange rate efects in the UK (-11.1%), ive fastest-growing operators in terms of
Turkey (-9.9%), Russia (-9.0%), Poland members, the others being German dis-
(-4.2%), Norway (-3.8%), Switzerland (-2.1%) count chain FitX (+140,000 to 340,000) and
and Sweden (-1.1%). Swiss-based Migros Group (+256,000 to
451,000). While Migros continued to grow
Currency-adjusted market growth of 3.1% organically by 15,000 members in the Swiss
is primarily related to a 3.4% increase in market, its overall growth was mainly due
the number of clubs across all countries, to the addition of franchise operator INJOY
as well as an increase in the average (241,000 members) to its portfolio.
membership per club (+0.9%), leading to a
09
This acquisition also places Migros Group year of strong growth for the global com-
(EUR 366 million in revenues) third in the mercial itness equipment industry, which
European revenue ranking behind British has an estimated market size of EUR 2.76
premium operators Virgin Active (EUR 499 billion. The selected leading manufacturers,
million) and David Lloyd Leisure (EUR 442 which account for 79% of the total com-
million). Migros is followed by Scandinavian mercial market, achieved a growth rate of
market leader Health & Fitness Nordic (EUR 14.3% in 2016 (+5.4% on a like-for-like basis,
337 million) and McFIT Group (EUR 327 excluding the acquisitions of Cybex by Life
million). Overall, the revenues of the top 10 Fitness and Octane Fitness by Nautilus).
operators increased by 19.8% at constant
currency and 12.2% in euros in 2016, as This report also provides proiles of the
revenues in euros were negatively afected largest national itness markets in Europe.
by the aforementioned exchange rate ef- Together, the 18 countries analysed have
fects with six of the ten leading companies 54.1 million members (96.0% of the Euro-
operating in the UK or Russia. pean market), revenues of EUR 25.6 billion
(97.3%) and 49,822 clubs (91.1%). With a
In 2016, health and itness club operators total market volume of more than EUR 26.3
remained highly attractive to investors billion, Europe continues to be the largest
from both inside and outside the industry. itness market in the world. By comparison,
As presented in the merger and acquisi- the United States recorded revenues of
tions section, there were 17 major M&A EUR 23.3 billion (USD 25.8 billion) in 2015
transactions in 2016, which ranks only according to the IHRSA Global Report 2016.
slightly below 2014 and 2015 (19 transac- At the same time, the total market volume
tions each) despite the market uncertainty exceeds that of the European football
in the deal-heavy UK market connected market, which amounted to EUR 22.0 billion
with the Brexit. This is another indicator in the 2014/15 season.
of the attractiveness of health and itness
operators to both strategic and inancial As shown in Figure 1, the two largest nation-
investors. al itness markets in Europe are the United
Kingdom and Germany with revenues of
In addition to its focus on operators, this EUR 5.1 billion each in 2016. When com-
report also contains a snapshot of the bined with France (EUR 2.5 billion), Italy (EUR
global equipment industry, highlighting the 2.2 billion) and Spain (EUR 2.2 billion), the
status and development of leading itness ive leading countries account for 65% of the
equipment suppliers. 2016 was another total European health and itness market.
10
European Health & Fitness Market | Report 2017
At the same time, Eastern European Fig. 1 – Top 10 European itness markets by revenue in million EUR and
markets such as Poland, Russia and Turkey share of the European market (2016)
have entered the top 10, and although
these countries have had slower member-
65% of total European market
ship growth than the other markets, they
will likely ofer higher growth potential in
5,108 5,050
the medium to long-term.
4,131
In terms of membership, Germany remains
the largest market in Europe with a total of
10.1 million members, exceeding the 10 mil-
2,465
lion mark for the irst time in 2016. The UK is 19% 19% 2,215 2,171
second with 9.3 million members, followed 16%
1,324
by France (5.5 million), Italy (5.3 million) and 1,180
1,015
9% 8% 8% 842 842
Spain (5.1 million).
5% 4% 4% 3% 3%
As shown in Figure 2, the three largest
markets also displayed above-average UK DE FR IT ES NL RU TR PL CH 22 others
Sources: EuropeActive, Deloitte
membership growth rates in 2016, mainly
driven by the continued expansion of
low-cost operators in all three countries. It
should be noted that in all top 10 markets,
total membership increased by at least
2.3%, even though considerable diferences Fig. 2 – Total membership, membership growth and penetration rate of top 10
remain between the individual markets. European itness markets (2016)
Turkey and Russia still display considerable
market potential with penetration rates of Membership growth
2.4% and 2.0% respectively. By contrast, 8%
Sweden is the most developed market with Germany
a penetration rate of 21.1%, which under-
6% France
lines both the relatively high proportion Average growth of
of physically active people in the Swedish top 10 markets
4% Turkey Italy UK +4.3%
population, the higher urbanisation rate,
and the presence of various professional Russia
large itness operators in the country. 2% Sweden
Poland Spain Netherlands
This report is the most comprehensive 0%
piece of research on the European health 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
and itness market to date, but it is still only Penetration rate (% of total population)
a step towards more transparency and Note: Bubble size represents total membership as of 2016
knowledge in this industry. Obtaining reli- Sources: EuropeActive, Deloitte
able data on the development of individual
national markets and leading itness oper-
ators of the European health and itness
industry remains challenging.
11
Finland
Fig. 47 – Leading regular operators by number of clubs
+8
Market insights
A total of 735,000 people are members
of one of the 980 itness clubs in Finland,
65
which equals 13.4% of the total population.
With an estimated membership increase of
55,000 (+8.1%), Finland was among the fast-
est growing markets in Europe in 2016. This
AB LL International (LadyLine & EasyFit)*
trend – as well as the decrease in average
monthly membership fees from EUR 49.9 in
2015 to EUR 48.0 in 2016 – can be attribut-
ed primarily to the continued growth of the
+9
low-cost segment, which experts estimate
to account for more than 30% of Finland’s
health and itness clubs and an even larger
share of the total membership base.
32
Fitness24Seven
+4
The low-cost segment includes operators
such as EasyFit, Fitness24Seven and Fresh
Fitness, which is part of Swedish-based
Health & Fitness Nordic that also owns
28 HFN (SATS ELIXIA & Fresh Fitness)
the premium brand SATS ELIXIA. However,
26
the majority of Finnish clubs remain
independently owned, with the leading
operators accounting for 20% of all clubs. Fressi / EVO
The standard VAT rate in Finland is 24%;
however, a discounted rate of 10% applies
to itness memberships. 12 Forever
GoGo 11 +1
National association -2 10 Puls & Träning*
SKY
Suomen Kunto – Hyvä Kunto 8
ja terveysliikuntakeskusten yhdistys 5 Motivus
Riitta Hämäläinen-Bister
http://www.sky-ry.i/
* fully or partly a franchise operation
138
European Health & Fitness Market | Report 2017
Fig. 48 – Market share of leading operators
20%
980 Total clubs
80%
30%
0.74m Total members
70%
EHFMR average
2015 2016 (2016)
Total population 5.5m 5.5m
Population 15–64 3.5m 3.5m
Disposable income/person* EUR 23,282 EUR 24,116 EUR 23,099
% of population engaging in physical activity* 66.0% 66.0% 43.4%
% of population with itness club membership 12.4% 13.4% 8.1%
Fitness club members 680,000 735,000
Number of clubs 900 980
Members /club 756 750 1,087
Physically active people in population/club 4,013 3,696 4,358
Total revenue (excl. VAT) EUR 407m EUR 423m
Average membership fee /month (incl. VAT) EUR 49.9 EUR 48.0 EUR 41.9
Average membership fee as % of disposable income 2.6% 2.4% 2.2%
*Disposable income igures relate to the respective prior year periods; Physical activity relates to people that are physically active with at least some regularity, according to the EU Eurobarometer
'Sport and physical activity' in 2013. This study did not include Norway, Russia, Switzerland and Turkey.
External sources: Riitta Hämäläinen-Bister (SKY), Jyrki Hannula (AB LL International)
139
European Health & Fitness Market | Report 2017
Regional Deloitte contacts
Deloitte France Deloitte Norway Deloitte Poland & CEE
Philippe Dardelet Sheil Malde Marcin Diakonowicz
Director Director Partner
[email protected] [email protected] [email protected]Deloitte Spain Deloitte UK
Fernando Pons Anthony Reid
Partner Director
[email protected] [email protected]EuropeActive European Health & Fitness Market Report 2017
Report as of 31.12.2016
Publisher: EuropeActive
Authors: Herman Rutgers, Karsten Hollasch,
Fabian Menzel, Björn Lehmkühler
Publication date: April 2017
Price: EUR 249 (for EuropeActive members: EUR 99);
prices including VAT, please order via http://www.europeactive.eu/
All rights reserved. Nothing in this publication may be duplicated,
stored in an automated data ile, or made public, in any form,
whether electronic, mechanical, by means of photocopies or in any
other way, without prior written consent from EuropeActive.
177
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Deloitte Sports Business Group EuropeActive EuropeActive
[email protected] [email protected] [email protected]Fabian Menzel Björn Lehmkühler
Manager Senior Consultant
Deloitte Sports Business Group Deloitte Sports Business Group
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