We are now in full swing of the New Year and heading into the summer, which means we are at the point of the year where people have actually gotten into a rhythm of committing to their resolutions — or they have completely dropped them. One of the main resolutions that people commit to is fitness. Through our purchase insights, we found a new fitness trend gaining steam – on-demand and online fitness.
Payments to on-demand fitness services jumped to 7.7% of total spend on workouts last year. This is up from 4.8% two years earlier. We also conducted a migration analysis, looking at users who spent most of their fitness share of spend on big-box gyms and only dabbled in on-demand fitness in 2015, but left their big-box gym in 2016. Users who spent most of their share of spend on big-box gyms and only 12% on on-demand, increased their share of spend to nearly 32% for on-demand fitness after they left their big-box gym.
While we show that big-box gyms still held a considerable share in 2016, approximately 73%, we do show that percentage is dropping year over year.