Inside Outdoor Retailer

Guest Post: Every Step Counts

Matt Powell, Vice President and Industry Analyst of The NPD Group, explores the growth of the digital fitness device market.

Awareness of digital fitness devices has grown substantially, as a greater assortment of products offering a variety of features and price points have hit the market. From heart rate monitoring to sleep tracking, these devices have become more sophisticated. With more features available, this has translated to more ways for fitness devices to identify with consumers across the spectrum, from soccer moms to soccer players, and keep these consumers engaged.

With sales of digital fitness devices growing nearly $22 million in 2015 compared to 2014*, it is encouraging to see that U.S. consumers are making this investment, as it is one for their health and wellbeing. As consumers become aware of this market, they are opening the door to become more cognizant of how their daily activities impact their health, and hopefully educating themselves on ways to improve it where necessary. This is especially important at this point in time. According to the Sports and Fitness Industry Association (SFIA), almost 70 percent of Americans are not active to a “healthy standard,” and nearly 30 percent of the overall U.S. population is totally inactive. Globally, this places the U.S. as the most obese country out of all the developed nations.

Fitness trackers have the power to change the way America moves. While they are appealing to active consumers, the mere act of owning one also provides greater incentive and motivation to those looking to get into shape. They are adding a fresh and modern spin on fitness, and signaling to consumers that every step counts.

*Source: The NPD Group, Inc. / Retail Tracking Service, U.S. Sports Equipment, Annual 2015


Call to the community: What type of consumers are looking for digital fitness devices in your stores? #weareOUTDOOR

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