A comparison of numbers for the German market gives an insight into the fitness industry’s challenges over the last two years.
In Germany, one of the most important fitness markets in Europe, there were around 20 per cent fewer studio visits in 2021 compared to 2020 – despite huge vaccination campaigns.
In addition, 7 per cent fewer new memberships were signed than in the previous year. On the other hand, 13 per cent fewer cancellations were received.
These are findings of a study by Sport Alliance, which has analysed data from over 2,000 sports facilities in Germany since 2019 with the help of Magicline – Europe's leading management software for fitness studios.
Despite better overall circumstances in 2021, in particular due to the wide range of vaccinations, the fitness industry did not fare much better than a year earlier.
One indicator of this is the number of studio check-ins. In 2021, 57 per cent fewer people checked in to gyms nationwide than before the pandemic in 2019. By comparison, there were 38 per cent fewer in 2020.
The main reasons for the lack of customers include the very long lockdown in Germany until May 2021, the strict access regulations tied to the vaccination status and the fear of further infections.
The number of new memberships in Germany declined in 2021. Plus, according to the analysis, studios gained 7 per cent fewer new members than in the previous year.
As for the cancellations, during the lockdown in the first five months of the year, many memberships lay idle so that they could not be cancelled.
This explains the high increase of cancellations in the following month of June 2021, where 34 per cent more cancellations were received than at the same time in 2019.
"Our study shows the massive impact COVID had on the fitness industry in Germany,” says Maike Kumstel, international business development manager at Sport Alliance.
“But, as most studios and gyms worldwide also felt the strong effects of several lockdowns and the measures widely imposed on the industry, our results can probably be applied to most markets worldwide."
Representatives from Magicline will be attending this year’s Elevate exhibition on 15-16 June 15-16 in London and will be happy to welcome you at stand H65.
