STUDY OVERVIEW
Organized and team sports participation increased during the pandemic and remains higher today than pre-pandemic. While typically more popular among younger age groups, team sports like pickleball and the always popular golf and tennis keep older age groups active, and have shown growth as well.
Understanding who participates in team sports, why, and how to keep them actively engaged in their sport is critical not just for companies in the fitness industry, but also for the broader health and wellness marketplace. Between training, equipment, apparel and footwear, functional foods and beverages, and memberships, consumers who play organized and team sports are among the most engaged and highest spending in the fitness and nutrition marketplace.
In this report, we explore what’s driving the increasing popularity of team sports and what participation looks like today. In addition, we take a look at other trending ways to participate in organized fitness – training groups (like run clubs) and organized fitness events. Key insights include:
- What sports are seeing the most growth?
- How have team sport participants changed over the years?
- How are team sport athletes different from others?
- What does participation look like by sport?
- What other organized activities are seeing growth?
Contents:
- Background, Methodology, Executive Summary, Key Takeaways
- The State of Organized & Team Sports Today: Explore participation trends in team and organized sports, including which sports are growing and demographics driving change.
- Team Sports Deep Dive: Understand what drives team sports athletes, what holds them back from greater participation, and how their spending stacks up to the total fitness market. Then dive into what participation looks like by sport, including demographics, how athletes participate, motivations by sport, spending, and more.
- Beyond Team Sports: Training Groups & Events: Take a look at other types of organized fitness participation, including training groups and organized events, exploring trends to illuminate who these athletes are today.
- What’s New in Q3: Explore trended data highlights covering health engagement, priorities, performance, motivations, and nutrition and fitness behaviors for Q3 2024.