Motivations of The Next Fitness Consumer

In Part I of our market research report findings, we shared the data illustrating the current status of the fitness industry today. While there are positive indicators for the industry at large, there remain unanswered questions regarding the shift in fitness consumer trends and motivations post-pandemic.

For this next analysis we address what drives motivation for active consumers. Our research revealed several intrinsic and extrinsic behavior attributes across age and gender that help us to understand what the active consumer values most about pursuing a health and fitness routine.

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