INTERSPORT vs REWE Group

Home Workout Creates New Sales Potential for Sports Retailers and Apps

A YouGov study reveals that home workouts have become a significant part of the German fitness market, with 19% of consumers training independently versus 22% at gyms. This trend is especially strong among high-income households, where 23% train on their own. The majority (74%) of self-trainers use equipment, and 27% use fitness apps, presenting new physical and digital sales opportunities. Retailers like Decathlon are well-positioned, with 30% of self-trainers considering them for their next purchase. The study highlights the growing importance of combining physical products with digital services to cater to this segment.

• 19% of German consumers train independently, compared to 22% who are gym members.
• 23% of consumers with incomes over 200% of the median train on their own, versus 18% with lower incomes.
• 74% of self-trainers use equipment or typical sports gear; 27% use fitness apps.

OMR Festival 2027: Schweighöfer, Ensthaler, Souque

The OMR Festival announced three new speakers for its 2027 event in Hamburg (May 3-5): actor Matthias Schweighöfer, investor Janna Ensthaler, and REWE Group CEO Lionel Souque. Schweighöfer will discuss storytelling and creativity in a content-saturated world. Ensthaler, known for her role on 'Die Höhle der Löwen' and investments in global players like Anthropic and SpaceX, will share her perspectives on startups and economic policy. Souque, who leads the retail giant with 380,000 employees and around €100 billion in revenue, will talk about technology innovation in modern supermarkets and combining tough negotiations with hospitality. The festival expects over 800 speakers and 1,000 exhibitors.

• OMR Festival 2027 takes place May 3-5 in Hamburg.
• Matthias Schweighöfer, Janna Ensthaler, and Lionel Souque are confirmed speakers.
• Janna Ensthaler has investments in Anthropic, ElevenLabs, and SpaceX.

Interview mit Dr. Juana von Stein zum Start des Kölner Kulturfonds

Mit dem Kölner Kulturfonds entsteht ein neues Förderinstrument, das Kulturakteur:innen den Zugang zu zusätzlichen Fördermitteln erleichtern soll. Ermöglicht durch die Unterstützung der REWE GROUP, setzt der Fonds ein starkes Zeichen für die Förderung der Freien Kulturszene und den Kulturstandort Köln.

Top 20 German Advertisers September: Rewe, Kaufland Outspend Edeka

In September 2026, German TV advertisers saw a recovery after months of decline, with gross ad spending reaching nearly €3.4 billion across TV, cinema, print, OOH, and radio. The top 20 advertiser ranking reveals that retail chains Rewe and Kaufland significantly increased their advertising budgets, outpacing competitor Edeka, which reduced its spending. Major advertisers like Procter & Gamble, Deutsche Telekom, and Volkswagen also boosted their ad investments, contributing to the overall market growth. The data, compiled by the TV marketing alliances Seven.One Media and Ad Alliance, underscores a rebound in traditional media advertising, although the full article with detailed rankings is behind a paywall.

• German TV advertising market recovered in September 2026 after previous declines.
• Gross ad spending in September reached nearly €3.4 billion across TV, cinema, print, OOH, and radio.
• Rewe and Kaufland increased ad budgets, surpassing Edeka which reduced spending.