Brazil is the largest country across the South American regions by area and population. Brazil’s fitness industry comprises of fitness services and equipment market. Brazil features as the world’s second largest country in terms of the number of fitness centers and the tenth largest country in terms of revenues. The country has developed strong gym culture with the citizens becoming extremely conscious about their fitness. This has been the leading factor behind tremendous growth in the fitness industry in Brazil over the period 2009-2014. Furthermore, the rise in international sporting events being hosted in Brazil and the opportunity to capitalize on it has propelled the growth of fitness industry.
The fitness industry in Brazil has been segregated into two parts namely the fitness services and the fitness equipment market. The fitness services industry has always occupied a major share of the entire fitness industry in terms of revenue. The fitness centers provide the subscribers with a variety of plans to accommodate all the high and the medium income category subscribers.
The fitness services market in Brazil can be categorized by their concentration in the top cities. The fitness services have been always concentrated in the Urban and the Semi-Urban areas of the country. It has been estimated that during 2014, 96.6% of the fitness centers in the country were located in the top 8 cities of the country.
One trend in the industry is the change in demographics of those who use fitness centers – membership used to be concentrated fairly highly on the 18-34 range, but the popularity has spread out over all age groups and increased particularly amongst Brazilians over 50 and children and teenagers. Appealing to Brazilians’ aging demographic will be essential for gym franchises. One way to appeal to this audience is to add amenities such as health maintenance and monitoring like checks for blood sugar, blood pressure and bone density.
The major players in the fitness equipment market in Brazil comprises of both the domestic and imported equipment players. The imported brands available in the market are Life Fitness, Technogym and Matrix. A few other imported brands such as Precor, Supertech and Wellness are also present in the market however; their presence is limited. The superior brands such as Life Fitness and Technogym were used in the luxury gym facilities. The domestic brands occupied a larger share of the fitness equipment market than the foreign brands.
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Ankur Gupta, Head Marketing & Communications