Collage showing mobile phones with fitness apps being used by a person working out in their home

Active Lifestyles & Fitness Update: Q1 2024

The Active Lifestyles category has undergone serious change over the past few years, sometimes by choice (e.g., gym lockdowns forcing us into the outdoors) and other times by innovation (e.g., the steep adoption of connected fitness equipment). While many of these shifts were obvious to industry participants long before the pandemic, the trends are in full force today, redefining the competitive landscape.

Baird's Active Lifestyles, Fitness & Mobility team is sharing the final parts of this series following the first issue that was distributed in March 2023. These key factors are still impacting the industry as consumers get comfortable with their new normal:
Part I: Broadening definition of wellness
Part II: Returning to in-person training
Part III: Connected products are finding the new ‘level’
Part IV: Technology drives new personalization opportunities
Part V: The fitness digital world is reaching mainstream

Read the full report, covering all trends in detail and builds on past commentary.

Contact a member of our team to discuss this report or any related opportunities.