Turnover at fitness centers and gyms increased by 19% year-on-year in January

Russian sports clubs have noted a 20% increase in turnover since the beginning of the year, explaining the trend not only by rising prices, but also by an increase in the number of sales. Russians are encouraged to engage in sports by the development of a monthly payment model for attendance. The trend also influenced the related market: the number of purchases of sporting goods increased by 7% year-on-year. Retailers managed to restore their assortment after the departure of foreign brands through parallel imports and the introduction of new brands to the market.

The turnover of fitness centers and gyms in January increased by 19% year-on-year, as calculated by Check Index (part of the OFD Platform, the operator of fiscal data). According to analysts, this was facilitated by a 10% increase in the number of season ticket purchases and a 9% increase in the average bill. FitnessData recorded an increase in turnover of fitness services in January by 25% with an increase in prices by 9%. The company says that on average Russians spend 33 thousand rubles on fitness. per year, in Moscow even more – 43 thousand rubles.

President of the National Fitness Community Elena Silina estimates the total industry revenue in January at 1.47 billion rubles, which is 10.5% more year-on-year. Card sales, she said, grew by 11.2% year-on-year.

CEO of OFD Platform Alexey Barov connects the growth of the fitness market with the spread of subscription models: clubs are moving away from subscriptions in favor of monthly payments. He also sees strong consumer interest in experiential sports studios and programs. The head of FitnessData, Maxim Borovikov, notes that there are more clients both in existing clubs and in new establishments.

Olga Kiseleva, President of the Association of Fitness Industry Operators, points out that over the past year the number of people involved in fitness in Russia as a whole increased by 6–7%, to 6.5 million people. This year, according to her forecasts, the figure could grow by another 4.6–6.2%, to 6.8–6.9 million people.

At the same time, according to Elena Silina, the increase in turnover does not yet compensate fitness clubs for the drop in margins due to the increase in the cost of doing business. Now the average business profitability is 7% versus 15–20% before the pandemic, which, according to the expert, restrains further market growth.

Nevertheless, positive dynamics ensured the growth of related segments. The number of purchases in sporting goods stores, according to the Check Index, in January increased by 7% year-on-year, the average check increased by 4%, and the turnover of outlets increased by 11%.

Alexey Barov adds that retailers managed to offer replacements for goods from international brands that had left the Russian Federation. Focus Technologies notes that in shopping centers, the flow of customers in sporting goods stores in January due to the transition to marketplaces was 8% lower than a year earlier, but the average check increased by 12%, and turnover by 3%.

Felix Asmolov, Director of the Purchasing, Procurement, Supply Chain and Logistics Department at Desport, believes that the average check in sports stores over the year has grown by an average of 14%. In his opinion, the sales dynamics are explained by an increase in the share of the population involved in sports, in particular due to the “development of yard infrastructure.” Marketing Director of Sport Marathon Irina Kuzmina notes that the number of deferred purchases in the market has decreased against the backdrop of a general stabilization of consumer sentiment. At the same time, according to her, ordering equipment from abroad has become less profitable due to the increase in the exchange rate, this stimulates sales of Russian retailers.

Some foreign brands, as Ms. Kuzmina notes, networks manage to import as part of parallel imports, but due to increased costs, their prices have increased significantly. But the niche of sporting goods, clothing and footwear remains one of the most unfilled on the market in terms of assortment, says Roman Zaveryukha, managing director for retail business at Lamoda. He expects further growth in this segment, arguing that many people choose sportswear not only for exercise, but also for everyday wear.

Alexandra Mertsalova, Daria Andrianova, Anatoly Kostyrev