European Health & Fitness Market Report 2021 - Deloitte
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
European Health & Fitness Market Report 2021
European Health & Fitness Market |
Report 2021
Preface 04
Introduction 06
The European Fitness Market at a Glance 08
The Ecosystem of the European Fitness Sector 12
Top Operators – Rankings 24
Top 20 Operators – Profiles 30
Selected Operators – Profiles 56
Other Selected Operators – Short Profiles 66
Mergers & Acquisitions 68
The View from Brussels 76
Selected Markets – Overview 82
Selected Markets – Profiles 84
Selected Markets – Short Profiles 92
Thoughts on the Long-Term Future of the Sector 114
Appendix 116
About EuropeActive 118
EuropeActive Event Calendar 120
About Deloitte Sports Business Group 121
Methodology 122
Glossary 124
Your Contacts 128
03
The European
Fitness Market
at a Glance
Number of
fitness club Membership
members change
-15.4%
54.8 million
Club change
-1.4%
08
European Health & Fitness Market |
Report 2021
12.3
million
20
Clubs Members of
62,775 top 20 operators
6.8% (total)
M&A deals
8.2% (15+)
Penetration rate 16
Average lockdown period in
2020 in weeks
Total
revenues
EUR 18.9 billion 16.7
09Fig. 1 – Schematic overview of opened and closed periods of fitness clubs in selected European countries
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
20 20 20 20 20 20 20 20 20 20 21 21 21 21 21
Austria
Belgium
Denmark
Finland
France
Germany
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Portugal
Romania
Spain
Sweden
Switzerland
UK
Opened (under COVID-19-compliant circumstances)
Club closures in significant parts of the country or of the month Simplified
Nationwide club closures during the whole month
Source: Deloitte analysis
10European Health & Fitness Market |
Report 2021
Fig. 2 – Development of revenues and memberships since 2016
30 70
64.76
CAGR 2016– 2019–
25 60 2019 2020
56.40 54.79
Revenues: 2.3% -32.9%
Revenue (in EUR billion)
20 50
Memberships (in m)
Memberships: 4.7% -15.4%
15 40
28.15
26.30
10 18.88 30
5 20
0 10
2016 2017 2018 2019 2020
Revenue Memberships
Source: Deloitte analysis
Fig. 3 – Revenue development in selected markets Fig. 4 – Membership development in selected markets
+5.1%
+3.4% +4.9% -11.6%
-24.5% -51.9% +4.9%
6 12 11.66 -20.3%
5.51 5.51
5.33 5.25 11.09
10.31 10.39
9.90
5 10
4.16 8.28
Revenue (in EUR billion)
4 8
Memberships (in m)
+3.3%
- 21.7%
+2.7%
3 - 43.1% 6 5.51
2.65 5.33
2.29 2.35 4.32
2 4
1.34
1 2
0 0
Germany UK Spain Germany UK Spain
2018 2019 2020 2018 2019 2020
Source: Deloitte analysis Source: Deloitte analysis
11Germany
Market insights Over the course of the year, fitness opera- operator INJOY (owned by Swiss-based
Until the COVID 19-related closures, the key tors in Germany had to restrict their opera- Migros), Kieser Training, and LifeFit Group.
figures1 of the German fitness industry tions to varying degrees for a total of about The standard VAT rate is 19% with no dis-
showed a sustained positive development. four months in which the clubs had to close count on fitness services. In the second
Between 2016 and 2019, an average annual for major parts of the time. In a European half of 2020, this general VAT rate, which
revenue growth of 3.0% was achieved. Dur- comparision, this places Germany on aver- also applies to fitness services, was
ing the same period, the number of facili- age, with the country being comparatively reduced to 16% for a limited period until
ties and memberships grew by an average less affected during the first lockdown in the end of the year to strengthen economic
of 3.6% and 5.0%, respectively. spring 2020. However, with the start of the demand.
second wave of infections at the beginning
However, as a result of the closures of November, the clubs again remained
ordered by the authorities, the industry closed across the country for the rest of National Association
experienced a drop in revenue of 1.35 bil- the year. DSSV
lion euros (-24.5%), reaching 4.16 billion Arbeitgeberverband deutscher Fitness-
euros in 2020. In terms of memberships, Among the largest German operators, und Gesundheitsanlagen
the net decrease of 1.35 million also repre- some expanding companies experienced a
sented losses in the double-digit percent- distinct growth dynamic in recent years, Birgit Schwarze
age range (-11.6%). Although the member- which is why eight of the top 10 operators www.dssv.de
ship decrease is at a lower level than that of by number of clubs increased their number
revenues, the number of memberships of clubs despite the pandemic. EASYFIT-
dropped to a level that was initially reached NESS, for example, operates 10 clubs more
between 2016 and 2017. This means that, than in the previous year (134 clubs in total)
based on a total of 10.31 million member- and therefore ranks among the top 3, also
ships, the penetration rate in the target because Migros recorded a decline in facili-
group of people over 15 years fell from ties with a net decrease of 17 clubs (128
16.2% to 14.4% (-1.8 percentage points), clubs in total). The second notable change
which also corresponds to the value in the ranking results from the formation of
recorded three to four years ago (14.9% in BestFit Group, which positions itself in
2017 and 14.1% in 2016). eighth place following the merger of jump-
ers and Ai Fitness. The group, managed by
The number of clubs also decreased under the investment company NORD Holding, is
the influence of the pandemic, after a mainly present in the west and south of
steady increase in the density of the club Germany.
network over the past decade. Although
the decrease (-1,4%) was moderate in rela- Together, the leading operators account for
tion to the drops in revenue and member- 40% of the total membership base. This list
ships, 131 fewer facilities were counted also includes premium and upper mid-
compared to 2019. market operators such as the franchise
Note: 1) It should be noted that the underlying data survey “Eckdaten der deutschen Fitness-Wirtschaft 2020”,
published by DSSV, DHfPG, and Deloitte, does not include non-profit sports clubs (“Vereine”), as these typically
offer a wide range of sports in addition to fitness and are generally considered less relevant to the total fitness
86 market picture.European Health & Fitness Market |
Report 2021
Fig. 17 – Leading regular operators by number of clubs Fig. 18 – Leading micro-club operators by number of clubs
-2
290
+31
402 205
+8
Bodystreet* -34
226
clever fit*
+10
RSG Group
134
-17
Mrs.Sporty*
EASYFITNESS
128 Migros
(INJOY FT-Clubs &
Elements)*
+2 117Kieser
Training*
92 LifeFit Group / +4
91
64
FitX / +4
BestFit Group / new
Pfitzenmeier / -
47 28 FIT/ONE / +3
* fully or partly a franchise operation.
2019 2020
Total population 83.0 m 83.2 m
Population 15+ 71.8 m 71.8 m
Disposable income/person* EUR 29,394 EUR 30,333
% of population engaging in physical activity** 48.0% 48.0%
% of population with fitness club membership 14.0% 12.4%
% of 15+ population with fitness club membership 16.2% 14.4%
Fitness club members (Market share of leading operators) 11,660,000 10,310,000 (40%)
Number of clubs (Market share of leading operators) 9,669 9,538 (13%)
Members/club 1,206 1,081
Physically active people/club 4,121 4,185
Total revenue (excl. VAT) EUR 5,510 m EUR 4,160 m
Average membership fee/month (incl. VAT) EUR 42.6 EUR 42.1
Average membership fee as % of disposable income 1.7% 1.7%
* Population figures and data on disposable income relate to the respective previous year; ** Physical activity relates to people
that are physically active with at least some regularity, according to the EU Commission's report “Special Eurobarometer 472:
Sport and Physical Activity” published in 2018. Additional external sources: „Eckdaten der deutschen Fitness-Wirtschaft 2020“
(DSSV/DHfPG/Deloitte)
87European Health & Fitness Market |
Report 2021
EuropeActive European Health & Fitness Market Report 2021
Report as of 31.12.2020
Publisher: EuropeActive
Authors: Herman Rutgers, Karsten Hollasch, Stefan Ludwig,
Steffen Gausselmann, Christian Rump, Jakob Papenbrock
Publication date: June 2021
Price: EUR 299 (for EuropeActive members: EUR 149);
prices including VAT, please order via www.europeactive.eu
All rights reserved. Nothing in this publication may be duplicated, stored
in an automated data file, or made public, in any form, whether electronic,
mechanical, by means of photocopies or in any other way, without prior
written consent from EuropeActive.
125Your contacts
Karsten Hollasch Herman Rutgers
Partner Ambassador
Head of Consumer Business EuropeActive
khollasch@deloitte.de herman@hrutgers.eu
Original (Find from PDF)
Recreated PMS
Stefan Ludwig Steffen Gausselmann
Partner Manager
Head of Sports Business Group Sports Business Group
sludwig@deloitte.de sgausselmann@deloitte.de
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of member
firms, and their related entities (collectively, the “Deloitte organization”). DTTL (also referred to as “Deloitte
Global”) and each of its member firms and related entities are legally separate and independent entities,
which cannot obligate or bind each other in respect of third parties. DTTL and each DTTL member firm
and related entity is liable only for its own acts and omissions, and not those of each other. DTTL does not
provide services to clients. Please see www.deloitte.com/de/UeberUns to learn more.
Deloitte is a leading global provider of audit and assurance, consulting, financial advisory, risk advisory, tax
and related services; legal advisory services in Germany are provided by Deloitte Legal. Our global network
of member firms and related entities in more than 150 countries and territories (collectively, the “Deloitte
organization”) serves four out of five Fortune Global 500® companies. Learn how Deloitte’s approximately
330,000 people make an impact that matters at www.deloitte.com/de.
This communication contains general information only, and none of Deloitte GmbH
Wirtschaftsprüfungsgesellschaft or Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of
member firms or their related entities (collectively, the “Deloitte organization”) is, by means of this
communication, rendering professional advice or services. Before making any decision or taking any action
that may affect your finances or your business, you should consult a qualified professional adviser.
No representations, warranties or undertakings (express or implied) are given as to the accuracy or
completeness of the information in this communication, and none of DTTL, its member firms, related
entities, employees or agents shall be liable or responsible for any loss or damage whatsoever arising
directly or indirectly in connection with any person relying on this communication. DTTL and each of its
member firms, and their related entities, are legally separate and independent entities.
Issue 06/2021You can also read
