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Spain inflated the bubble of the fitness

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Spain inflated the bubble of the fitness

We are european country with penetration highest and most members of gyms, a business where y see opportunity for investors and textile industry

There are two details that seem anecdotal, but reveal business that investing in world of fitness, or sport professional.One is queues this month in gyms of people wanting to enroll, and eliminate excesses of summer. The or, less noticeable, is that in Wallapop are sold gyms integers, full batches of machinery sports ancient neighbourhood centres that have closed to give way to new strings 'low cost'.

This sector has grown and changed so much in last decade, and even investors, before interested in buying land to build flats, or offices, is now seeking for a space to open sports centers. As explained by Fernando Pons, partner of consulting firm Deloitte and specialized in business of sports, we are producing an average of two or three purchases and purchases per year by people with money "that has identified fitness as a business where hot to invest". "It is a sector very interesting from many points of view:all gyms are earning money, have grown in number of members and products, and, in addition, have or sources of income".

According to data provided by expert to MARKETS, Spain is mediterranean country with penetration highest in enrolled in sports centers. In particular, 10% of population is paid to any of se facilities, above 7% average in Europe.One of every two spaniards does sport once a week and one out of every three is a member of a gym. This Spanish leadership in matter has more merit if one takes into account that in our country climate allows for outdoor sports, something that, as pointed out by Pons, is not case in some neighbouring countries and is almost unthinkable in nordic countries, for example.

Main operators gyms

September is January, month in which Spain more does his best to inflate bubble of fitness. We've gone to put on tights old to go running to allow ourselves to half-pay in sporty fashion.Already not going to gym just to do weights or cardio. The abdominal of all life has made history and spinning we moved to crossfit modalities and much more specific. A decade ago going to gym was a luxury within reach of not all of world. Today, fashion low cost has come to elliptical. "The fishing grounds that have investors and companies to fish for money is brutal," says specialist.

The 'gym' more sophisticated

As you add Pons, " world of fitness has specialized and sophisticated. This is seen in everything:in way in which people are wearing to do sports, in type of activity that is practiced and also in outreach that we give it in social networks, where we share workouts. This makes it more fun", explains expert of Deloitte.

These weeks we live so-called "michelin": we signed up en masse to gym because we want to eliminate excesses of summer (in case of January, it is christmas). "The seasonal me plays a lot in this type of business", explains. For Immaculate Wheel, director of department of Health from Ipsos, our mind "operates under two major milestones of planning: September, with start of school year, and January, with change of year, where we rethink our routines".


Spain has 4,500 gyms and sporting clubs, according to data from Deloitte. The sector bill of more than 2,100 million euros.Although number of centers is similar to that of a decade ago, business model has changed radically. They have closed small neighborhood and now grow chains low cost. The number of gyms is stable, what happens is that " new ones have a higher capacity, are more great. Therefore, same number of spaces, re are many more partners".

The number of entries has grown exponentially. The drop in price of quotas has been made more accessible ir services. 10 years ago only went to gym that had money. That was not end of month he was satisfied with to go running in park.

"The consumer has come out from this fashion, because re is more supply and much more accessible to all audiences," says Gosia Pajkowska, an expert in trends and professor at European Institute of Design. As you add Fernando Pons, of Deloitte, typology of centres is broad:"re is more premium, standard, public operated by private companies and re is already up to gym on non-face-to-face, because thanks to new applications you can have a personal trainer at home."

Pónmelo to carry

For Immaculate Wheel, Ipsos, spaniards are becoming increasingly concerned for his health and "this phenomenon is reflected in increase in use of devices of connected health: 60% of reasons of using this technology are focused in our efforts to monitor levels of physical exercise. A 29% claiming to use this type of tools to control ir weight," he says.

The Spanish pay of average 40 euros for gym, despite fact that, in many cases, fixed fee is 20 or 30 euros. This happens because we are going to add extras: "The monthly payment is lower than that of a decade ago, but centers are compensated because y have or sources of income to fatten your business," says Pons. Desdand rest areas with vending machines to sale of sports equipment or clothing.

fashion industry also want to fish in lucrative business of squat.It feeds, in part, postureo. Before he was going to run with a top old and in tights. Now, sweat t-shirts from brand, latest model of sport (running is no longer worth any shoes...) and gadgets relevant. At this point social networks have contributed to heating up business: we are very proud of spirit athlete, but if you do running and not upload it to Facebook or Instagram a photo of yourself training does not count same.

"it Began with shoe, and now re are all kinds of sophisticated tools," says Pons. To make cycling as not just a bike. You need a kit special:gloves, wristbands, helmet, brackets position bottle of water... "If you reach highest levels of snobbery, you need a salary to get dressed to go to gym", joked expert at Deloitte.

Zara is pointing to 'running'

The fashion of running, for example, has risen sales of sneakers, that experienced years of falls, and many shoe companies in Spain "have survived thanks to bubble of fitness," adds Pons.

This drive to move body has come to places where before it was unthinkable: it has crept in at Zara, Cortefiel, Mango, H&M and main fashion chains. All are incorporating its line of sportswear. "There is a aperturta of offer and that has caused sports brands re-sell more and or firms to create ir own specific line for se garments," says Gosia Pajkowska.

"This concern for healthy living is reflected in food, but also in physical activities and in fashion. Now sportswear we use in moments of leisure. In this sense, we opt for flat, so comfortable. The heels do not pass through best of times because we seek comfortable footwear, and sneakers have been incorporated into everyday look", ", says expert.

Trend with a future

Oysho, one of marks of chain of galician Inditex, has moved from selling only lingerie and swimwear to wear shoe. This type of clothing today represents a significant percentage of its sales, according to explained sources of sector. "The brand has performed very well, it is one of best he has known how to adapt to demand," say se sources.

This also explains comeback of some sports brands such as Nike, Adidas, New Balance, after a period delicate, have been recovering. This interest in sport, explain experts, is going to continue booming in coming years. "All indicators thus point", says Fernando Pons, of Deloitte. In anor area, this is also reflected in activity of investors, because "it is increasingly opening up franchises and are bought and sold, whole chains", say industry sources.


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