Deloitte report: impact of COVID-19 on the European fitness market
– Herman Rutgers
European fitness operators will face increased consolidation, accelerated digitalisation and the new reality of creating hybrid models due to the COVID-19 pandemic, according to a large-scale report by Deloitte.
Published today at the European Health & Fitness Forum (EHFF), the Covid-19 Impact Study, examined the pandemic's short- and longer-term impacts on European fitness club operators.
Deloitte gathered information from European multi-site gym operators regarding various elements of their business and used the data as a basis for an assessment of the impact of the pandemic.
The report's findings suggest that, as well as the three main impacts (digitalisation, consolidation and hybrid models), the sector is also switching its focus to refinancing and building stronger balance sheets, as well as rethinking overall business strategies.
As for economics, the report – commissioned by EuropeActive – states that it is "impossible" to make accurate, long-term predictions, partly due to infections currently being on the rise across the Continent and with further lockdowns possible.
However, there is an expectation among multi-site operators that they will bounce back to pre-COVID levels 'by end of 2021'.
This is reflected in the overall confidence of major European club operators, who consider their existence to be "only partially endangered", assuming there are no further forced club closures.
None of the operators questioned for the report stated that their existence was – or will be – either "severely" or "highly threatened" over the next five years (until 2025).
“This research supports some optimism for the recovery and future of our sector which was confirmed by the positive indications from investors and analysts who committed to our larger European operators," said Herman Rutgers, the report's co-editor and EuropeActive project leader.
"It is clear that fitness must be considered as a strategic part of the solution, and not as a problem.
"We already have good data from over 20 million visits to health clubs that they are safe places to go to, with extremely low levels of traceable COVID-19 infection.”
Andreas Paulsen, executive director of EuropeActive, added: "For all parts of the ecosystem of the European fitness and physical activity sector, the past months since the beginning of 2020 have been unprecedented.
"Early on during the lockdown some industry leaders expressed that our sector was changing for good.
"Although 2020 has been incredibly demanding for our industry – indeed for most parts of society – we also saw our sector coming together like never before, in a united fashion through EuropeActive and our national association partners, to deliberate on solutions for our sector’s future, to collegially share best-practice, and to run campaigns like the #BeActive Hour."
As well as charting the long-term impacts of the pandemic, the Deloitte report offers insights into consumer confidence, membership shortfalls and the direct impact of closures on operators.
It also includes detailed overviews on individual countries and a number of selected operator case studies.
The Covid-19 Impact Study can be purchased from the EuropeActive Knowledge Centre (click here).
Deloitte EuropeActive Herman Rutgers Andreas Paulsen COVID-19 European Health & Fitness Forum EHFFEuropeActive report: digital skills 'crucial' in upskilling fitness workforce of the future
EuropeActive launches online learning programme for re-opening gyms
Fitness industry unites for first #BeActiveHour, including workout with Bear Grylls
EHFF conference 2020 confirmed for 30 September
BIG unveils Eve Music Hall as Croatia venue nears completion
Bob Rogers hands BRC to long-serving leadership team
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford–Cambridge Growth Corridor into a major centre for UK leisure and tourism investment.
For years, the corridor has been associated primarily with science, technology, housing and university-led economic growth. However, the clustering of large-scale visitor attraction projects along the
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
MCR is planning a luxury hotel for London's BT Tower
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
Work gets underway on Madrid's €800 million leisure complex
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, combining sport, entertainment, culture and education.
The €800 million initiative to regenerate the former Olympic Aquatic Centre in the north-east of the city, next to the Riyadh Air Metropolitano stadium, is being led by Barsento – a joint venture between Live Nation Entertainment, Oak View Group and Atlético de Madrid. The project will
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
Orient Express Corinthian to host Ocean Rebirth wellness retreat in collaboration with Guerlain
Famed London nightclub, Tramp, launches Tramp Health
First look: Miraval opens on the Red Sea in Saudi Arabia
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Designed by Ma Yansong and his practice MAD Architects, the Hainan Science Museum is located on the edge of Wuyuan River National Wetland Park and has already recorded peak attendance of more than 5,800 visitors in a single day.
Commissioned by
Zannier Île De Bendor launches with design by Hardel Le Bihan Architectes
Sæl Spa readies for launch in London: “a modern British sanctuary”
Immersive art bathhouse Submersive announces debut location in Austin
Construction begins on regenerative wellness destination The Shenandoah Nature Resort
Royal Caribbean reveals record-breaking cruise ship
V&A East opens in London
David Geffen galleries open at LACMA
New venue The Lands by Capella includes a longevity centre to complement sister hotel Capella Sydney
World of Frozen launches at Disneyland Paris
Pical Resort by Valamar reveals first Croatian spa under the ESPA brand
Mandarin Oriental creates end-to-end Egyptian journey with two new hotels and first-ever luxury river cruise
Designers Mendil + Meyer launch new division called Lām Concepts for strategic wellness projects
Wilderness Bisate in Rwanda reveals brand’s second Sanctuary spa
4a Architekten shares details of wellness extension at Salinarium Bad Dürkheim Thermal Spa
