Observed Signal · Sep 11, 2026 · Market Research · Source: Retail-News · Impact: 2/5 · Sentiment: Positive
Consumer Behavior Market: 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.
Relevant to AdTech/MarTech as it highlights opportunities in fitness apps and retail media, but not a major industry shift.
Key Takeaways & Evidence Grounding
- 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.
- Decathlon is considered by 30% of self-trainers for their next purchase, leading ahead of Intersport (18%) and SportScheck (14%).
- Quality-Net-Score: Decathlon at 27.3, Intersport at 26.6; Value-Net-Score: Decathlon 26, Intersport 10.1.
Connected Companies & Entities
3 Entities mappedYouGov
Market research and consumer insights platform built on a proprietary panel.
“Aktuelle YouGov-Daten zeigen......”
Decathlon
Advertiser / Brand (Buys Ads)Global sporting goods retailer with marketplace and retail media monetisation.
“30 Prozent Decathlon beim nächsten Einkauf in Betracht......”
INTERSPORT
E-commerce PlatformGlobal sporting-goods retail network with commerce and retail media.
“Intersport kommt auf 18 Prozent......”
Ontology Mapping & Concepts
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