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AFIRM
Association of Fitness Industry
Retailers & Manufacturers		   SGMA

News Release

‘2010 Tracking the Fitness Movement’ Research Study
Now Available; FREE to AFIRM Members!
 

           SILVER SPRING, MD – August 13, 2010 – AFIRM and SGMA announced today that the 2010 Tracking the Fitness Movement Report-- the annual report from SGMA/AFIRM on the state of the fitness industry – is now available.  The report includes separate analysis of the commercial and retail markets, the view from a fitness professional on the frontline and a unique Top 10 analysis of the fitness participant.

“This research is a major benefit for AFIRM members,” said AFIRM executive director Chuck Leve.  “I’ve read the report and not only will this data help companies understand where the various markets are headed, companies will be able to base strategic thinking on targeted market data. 

“I can’t imagine anybody doing business in fitness without this information,” said Neil Schwartz, director of business development at SGMA Research, producers of the report.  “And it’s totally free to AFIRM members.”

Some of the highlights of the 2010 Tracking the Fitness Movement Report:

  • Core Participants.  Stationary cycling, stretching, and walking for fitness are the activities where there are at least twice as many ‘core’ participants as there are ‘casual’ participants. Twenty-eight different activities are measured.
  • Sales Leaders.  The two fitness machine categories that generate the most sales are treadmills ($1.027 billion) and elliptical machines ($913 million). The report also examines 20 other categories in home and institutional fitness.
  • Top 5 in Fitness.The five most popular fitness activities in the U.S. are walking for fitness, treadmills, running/jogging, stretching, and hand weights.  See which fitness categories are growing and which are struggling.
  • Trends.  The report measures activity levels over the past year as well as the 10-year trend from 2000-2009.  Note what’s up and what’s down.
  • Senior Scene. Of the 8.7 million aquatic exercisers, more than 50% of the participants are at least 45 years old.  Find out what else the “Boomers” are doing.

  • Club Appeal. Those working out at clubs enjoy networking with other professionals and, in some cases, can relieve the stress that accompanies unemployment.  They also tend to consider themselves more fit than those who work out at home.
  • Demographics.  Precise measurements of who’s doing what, where, and how often via age, gender, ethnicity and more.
  • Impact of PE in School.  The relationship between PE participants in school and activity later in life is irrefutably measured.

“SGMA’s research indicates that people are 3.3 times more likely to take part in team sports if they have PE in school rather than if they don’t,” said SGMA President and CEO Tom Cove.  “The likelihood of somebody taking part in outdoor activities, cycling, running/jogging, or water sports also increases if that person takes PE in school. Physical education is the gateway to other physical activities.”

“Not only is this research spot-on, it’s presented in a concise, visually appealing manner that’s easy to understand,” said Leve.  “The charts and graphs make the data come alive. I’m very pleased with the report and I know our members will feel likewise.”

SGMA Research, which is powered by the by the research staff at Sports Marketing Surveys (SMS), provided the data, analysis and reports.  SMS specializes in providing market insight and strategic consultancy in the sports and leisure industries.

To order your free copy, contact Leve as indicated below.

For further information on AFIRM, including membership and/or your free copy of2010 Tracking the Fitness Movement Report, please contact:

Chuck Leve, Executive Director
AFIRM - Association of Fitness Industry Retailers & Manufacturers

8505 Fenton St., Suite 211
Silver Spring, MD 20910

847-480-1818 x5599 (office)
847-204-7240 (cell)
cleve@afirmfitness.org

http://www.afirmfitness.org/


About AFIRM

The Association of Fitness Industry Retailers & Manufacturers (AFIRM) is dedicated to developing benefits, products, and services specifically for fitness industry manufacturers and

retailers. AFIRM will address fitness industry issues, help raise revenue and reduce expenses on behalf of its members, lobby Congress for pro-fitness legislation, and develop appropriate research.  AFIRM will disseminate information through educational events, publish a bi-weekly newsletter for its constituents, and develop money-saving programs for its members.  For more information, please visit www.afirmfitness.org.

About SGMA

The Sporting Goods Manufacturers Association (SGMA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products industry.  SGMA helps lead the sports and fitness industries by fostering participation through research, thought leadership, product promotion, and public policy.  More information about SGMA membership and SGMA's National Health Through Fitness Day can be found at www.SGMA.com.