Study of behaviour of fitness enthusiasts

Abstract

Fitness and gyms are relatively new phenomena to India, a country whose majority population does not exercise much beyond a morning walk, and about a decade ago fitness was more about being slim or building muscles. This has now changed. The rising obesity levels and sedentary lifestyles have resulted in high demand for places to work out by people leading hectic lifestyles. But India still remains underpenetrated with an estimated membership penetration at a paltry 0.4 per cent, compared to 3.7 per cent for Asia Pacific and 16 per cent for the US in 2009.1 In addition to increased fitness awareness, there are other growth drivers. The market is also driven by rising incomes and aspirations, higher awareness of fitness with changing lifestyles, increasing preference to look good and higher incidence of lifestyle diseases. The consumption and expenditure patterns are indicating a strong inclination towards lifestyle products and services, encouraging fitness chains to expand their business. Currently, India's overall fitness market is estimated to be worth about US$700 million (Dh2.57 billion), according to a PriceWaterhouse Coopers-Ficci report, with fitness services and slimming centers accounting for almost two thirds of the value and the fitness segment is the fastest-growing sector in the overall health market. In this study we aim to study the behavior of individuals in engaging in fitness routines and to understand what leads to this behavior. We understand the motivations, beliefs and attitudes one has about health and fitness and the role they play in the outcome/behavior. We identify the factors that can be used to explain the difference in the behavior of individuals who exercise regularly and individuals who don’t.