Global Online Fitness Market Overview, 2023-28

In a world where convenience and accessibility reign supreme, it's no surprise that the fitness industry has undergone a digital revolution. Online fitness, a burgeoning sector of the market, has seen unprecedented growth, offering a diverse array of workouts, personalized training plans, and community support to millions of fitness enthusiasts around the globe. The advent of the internet and the proliferation of smartphones have transformed how we access information, entertainment, and services, including fitness. The online fitness industry has harnessed this digital landscape to provide fitness solutions that cater to modern lifestyles. One of the primary drivers behind the rise of online fitness is convenience. With online fitness platforms, individuals can work out anytime, anywhere, eliminating the need to commute to a gym or fitness class. Online fitness platforms offer unparalleled convenience. People can access workouts, classes, and training sessions from the comfort of their homes or while traveling, eliminating the need to commute to a physical gym or fitness class. This accessibility appeals to individuals with busy schedules or those who live in areas with limited access to fitness facilities. Online fitness allows users to exercise at their preferred times, accommodating various schedules and time zones. Whether it's early morning, late at night, or during lunch breaks, online fitness platforms provide flexibility that traditional gyms cannot match. Furthermore, online fitness platforms offer a wide variety of workout options, from yoga and HIIT to dance and strength training. Users can explore different types of workouts and find what suits their preferences and goals, keeping their fitness routines engaging and adaptable. Many online fitness platforms offer free content or subscription models at a fraction of the cost of traditional gym memberships or personal trainers. This affordability makes fitness accessible to a broader demographic, including those on tight budgets.

According to the research report, “Global Online Fitness Market Overview, 2023-28” published by Bonafide Research, the market is anticipated to cross USD 65 Billion by 2028, increasing from USD 16.57 Billion in 2022. The market is expected to grow with 28% CAGR by 2023-28. Online fitness is inclusive, breaking down geographical barriers and making quality workouts accessible to anyone with an internet connection. This inclusivity has been particularly important during the pandemic when gym closures led to a surge in online fitness adoption. Technology has played a pivotal role in shaping the online fitness landscape. From live streaming workouts with interactive elements to AI-driven personalization, these innovations keep users engaged and motivated. Online fitness often comes at a fraction of the cost of traditional gym memberships and personal trainers. This affordability appeals to budget-conscious individuals, opening doors to fitness for a wider audience. The integration of online and offline fitness experiences is on the rise. Traditional gyms now offer online classes, and online fitness platforms collaborate with brick-and-mortar facilities, giving users the flexibility to choose between in-person and virtual workouts. Beyond physical exercise, online fitness platforms are expanding their offerings to include nutrition guidance, mental health resources, and sleep tracking. This holistic approach reflects the understanding that fitness is not just about the body but also the mind. Live streaming workouts create a sense of community and real-time interaction. Meanwhile, AI and machine learning are being used to provide personalized fitness plans, adapting to individual goals and progress.

The Asia-Pacific region is experiencing rapid economic growth, which is leading to rising disposable incomes. This is giving people more money to spend on discretionary items, such as fitness. People in the Asia-Pacific region are becoming more aware of the many benefits of fitness, including improved physical and mental health, reduced risk of chronic diseases, and increased longevity. This is driving demand for all types of fitness programs, including online fitness. The Asia-Pacific region has the highest internet penetration rate in the world. Additionally, smartphone adoption is also growing rapidly in the region. This is making it easier for people to access online fitness programs and services. The Asia-Pacific region has a young and growing population. This population is more likely to be tech-savvy and interested in online fitness. In addition to the above factors, the COVID-19 pandemic has also accelerated the growth of the online fitness market in the Asia-Pacific region. As people have been forced to work out at home or outdoors, they have turned to online fitness programs and services. Some of the key markets in the Asia-Pacific region for online fitness include China, India, Japan, South Korea, and Australia. These markets have a large and growing population, rising disposable incomes, and increasing awareness of the benefits of fitness. Some governments in the Asia-Pacific region, such as the Chinese government, are actively promoting online fitness. This is being done through initiatives such as public awareness campaigns and subsidies for online fitness programs. Furthermore, fitness influencers on social media platforms are playing an important role in promoting online fitness in the Asia-Pacific region. These influencers share their workouts and fitness tips with their followers, which is inspiring more people to get involved in online fitness.

In terms of streaming type, the market is segmented into live and on-demand. The on-demand segment accounted for the largest growth rate by 2023-28. On-demand or pre-recorded videos are witnessing a significant increase in market share. With the help of on-demand services, customers may access workout videos at any time, with a trainer of their choice and a training program of their choosing. On-demand service providers are improving their offerings to appeal to a wide range of customers of all fitness levels and to provide a variety of coaching styles, music genres, and difficulty levels. For instance, in May 2022, Matrix Connected solutions were introduced by Johnson Health Technology Company, to enable gyms and health club operators to offer their patrons digital experiences and on-demand access to special training programs. The market is witnessing growth owing to, growing number of people are choosing on-demand streaming workouts instead of live gym as it enables them to choose an exercise style as well as an intensity level that fits into their specific needs irrespective of the class schedules. In case of solo session type, the classes are conducted in purpose-built studios with motivating instructors and pumping music. In addition to this, the social nature of the group session also helps to motivate the participants and makes them more likely to reach their goals. Hence, workout institutions, like NOUFLEX LLC, a Boston-based fitness company, are launching advanced portfolio to increase their customer reach. For example, in December 2020, NOUFLEX LLC made an announcement to launch its virtual group workout classes, NouFlex Training System products and Virtual Personal Training Sessions. Such factors may help in bolstering the sub-segment growth, during the forecast period.

The smartphone devices segment accounted for a major portion of the market share in 2022. The smartphone can be an excellent workout companion for the exercise enthusiast. The user can have access to the videos for pushing through boring cardio sessions combined with music for motivation while working out. In recent years, smartphones have been playing a key role as a virtual personal trainer and nutritionist in the busy urban lifestyle with numerous workout sessions. The global fitness industry has enormously transformed owing to the incorporation of AR & VR technologies. In addition to this, hybrid model is the best option for clients to take advantage of training from professional gym instructors. The hybrid model also provides a more personal approach combined with targeted planning for the user. However, tablets offer a larger screen size compared to smartphones, making them more suitable for viewing workout videos, exercise tutorials, and interactive fitness apps. This larger display provides a better visual experience, allowing users to follow along with workouts more easily. Tablets are capable of handling multimedia content such as high-quality videos, animations, and interactive graphics. This is crucial for fitness apps and websites that rely on visual demonstrations and interactive features to engage users effectively. Most fitness apps and online platforms are designed to work seamlessly on tablets. App developers optimize their products for tablet screens, ensuring that users can access all the features and functionalities without any issues.



Online fitness platforms offer the ultimate convenience for individual users. They can access a wide range of fitness content, including workout videos, classes, personalized training plans, and nutrition guidance, from the comfort of their homes or while traveling. This convenience factor is especially appealing to those with busy lifestyles. Online fitness allows users to work out on their own schedule. Individuals can choose when and where to exercise, which is particularly advantageous for those with irregular work hours or family commitments. This flexibility encourages consistent participation in fitness activities. The online fitness market offers a vast array of options to cater to individual preferences. Users can select from a wide range of workouts, fitness programs, instructors, and fitness styles, ensuring that they can find something that aligns with their specific fitness goals and interests. Many online fitness platforms offer cost-effective subscription models or one-time purchase options, making it more affordable for individuals to access high-quality fitness content compared to traditional gym memberships or personal trainers. Online fitness platforms often incorporate personalization features, such as AI-driven workout recommendations and tailored fitness plans. This individualized approach helps users meet their unique fitness objectives and adapt to their fitness levels. Many online fitness platforms foster a sense of community through social features like forums, live chats, and virtual fitness challenges. This social interaction can motivate individuals, help them stay accountable, and provide a sense of belonging to a fitness community.

Market Drivers

• Cost-Effective Solutions: Online fitness platforms often offer more cost-effective alternatives to traditional gym memberships or personal training sessions. Subscribing to an online fitness platform is generally more affordable, making it an attractive option for budget-conscious individuals. This affordability factor has contributed to the growth of the online fitness market, as it provides access to quality workouts without breaking the bank.

• Community and Social Engagement: Many online fitness platforms have recognized the importance of community and social interaction in fitness journeys. They incorporate features such as social forums, group challenges, and live chat support, allowing users to connect with like-minded individuals, share their progress, and stay motivated. The sense of community fosters accountability and encourages users to stick to their fitness routines.

Market Challenges

• Data Privacy and Security: Online fitness platforms collect a significant amount of user data, including personal information and health data. Ensuring the privacy and security of this data is a major challenge, especially with the increasing prevalence of cyber security threats. Users need assurance that their sensitive information is protected, and platforms must comply with data protection regulations, such as GDPR in Europe, to maintain trust.

• Content Licensing and Copyright Issues: Online fitness platforms often rely on licensed content, such as workout routines created by fitness trainers and instructors. Securing and maintaining these licenses can be complex, and platforms may face legal challenges related to copyright infringement if they do not properly adhere to licensing agreements. This issue highlights the importance of legal compliance in the industry.

Market Trends

• Live Streaming and On-Demand Workouts: Many online fitness platforms are offering a combination of live streaming workouts and on-demand content. Live streaming provides real-time interaction with instructors and fellow participants, simulating the group fitness class experience. On-demand content allows users to access workouts at their convenience. This flexibility caters to different schedules and preferences.

• AI-Powered Personalization: Artificial intelligence (AI) and machine learning are increasingly being used to provide personalized fitness experiences. These technologies analyse user data, including workout history and preferences, to recommend tailored workouts and nutrition plans. AI can also adjust the intensity and difficulty of workouts in real-time, ensuring users is continually challenged.

Competitive Landscape

Amidst increasing competition in the fitness industry, major players are forming strategic partnerships to expand their market presence. For example, in January 2022, Wexer collaborated with Pure Fitness to offer instructor-led group fitness classes in their first U.S. gyms. Additionally, in February 2022, EoS Fitness joined forces with Les Mills to provide diverse fitness solutions for its members, enhancing flexibility and accessibility on their fitness journeys. The rise in technological advancements worldwide and the growing demand for online and virtual fitness have prompted companies to diversify their product offerings and innovate. In September 2020, Apple Inc. introduced Fitness Plus, a subscription service for online fitness classes compatible with Apple devices like iPad, iPhone, Apple TV, and Apple Watch. Users can track various activity stats, including jogging, cycling, swimming, and rowing. In July 2020, Twenty Billion Neurons GmbH, an AI startup, unveiled the 'Fitness Ally' app, an AI-powered integrated workout virtual experience. This app features a virtual fitness coach named Allie, utilizing the front-facing camera for real-time guidance. Additionally, in September 2020, Apple launched Fitness+, a cutting-edge virtual fitness platform seamlessly integrated with Apple TV, iPad, and iPhone, offering personalized workouts. To further expand their reach, major players are also acquiring companies in the industry. In October 2021, LifeSpeak Inc. acquired LIFT digital Inc. to provide easily accessible wellness services through on-demand, automated, and live sessions, covering various fitness categories such as general fitness, mindfulness, cardio, strength, yoga, pre-natal, and Pilates. Virtual fitness platforms are highly accessible through web-based portals and mobile apps, offering a wide range of popular workouts led by certified instructors. These instructors provide fitness assessments and personalized workout plans. With growing health concerns among the population, the demand for virtual fitness solutions is expected to continue rising among individual end-users throughout the forecast period.

Covid-19 Impacts

The COVID-19 outbreak had a positive impact on the growth of the online or virtual fitness market due to the imposition of lockdowns led to the closure of many fitness canters and gyms. As a result, in-person workouts were replaced by digital at-home exercises. In addition, owing to the increasing demand for online classes, many gyms and health club providers adopted online services. In the coming years, health club providers will be required to adopt a hybrid or multichannel approach which will include both in-person and remote exercise sessions for the customers. In addition, shutdown of gyms and studios due to COVID-19 pandemic situation has positively impacted the growth of the online/virtual fitness market. However, no real interaction with the instructor and interruption in the flow of the class due to tech glitches hampers the online/virtual fitness market growth. On the contrary, growth in popularity of online fitness programs among elderly is expected to offer remunerative opportunities for expansion of the overall market during the upcoming timeframe.

Considered in this report:

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Global Online Fitness market with its value and forecast along with its segments
• Regional-wise Online Fitness market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions covered in the report

• North America
• Europe
• Asia-Pacific
• South America
• Middle-East & Africa

By Streaming Type:

• Live Streaming
• On-demand Streaming

By Session Type:

• Group
• Solo

By Device:

• Smart phones
• Smart TV
• Laptops
• Others (tablets)

By Revenue Model:

• Subscriptions
• Advertisements
• Hybrid

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analysing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Online Fitness industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.