Fitness
From performance training apparel and wearables to connected home equipment and hybrid race formats, SGI Europe covers fitness through the lens of brands, retailers, and the product strategies that define the category.
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Training Sportswear and Footwear | Fitness Technology and Wearables | Home Equipment | Hybrid Race Formats | Trade Shows and Conferences | Market Reports
Latest
Technogym settles into new finance leadership
Carlo Capelli and Pierluigi Alessandri now hold the finance and risk roles Marabini and Capelli once shared.
Primark launches Form activewear sub-brand
A satirical omnichannel campaign backs Primark’s first standalone activewear line, aimed at shoppers priced out of premium sportswear.
Hyrox founders buy back control from Infront
WndrCo, the fund backing Hyrox rival Xenom since March, is also part of the buying group.
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At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
Oura’s IPO tests the value of health data
Subscription growth and a 42-billion-hour biometric dataset anchor Oura’s case for a technology-style valuation.
NGE fitness expands beyond UK Decathlon marketplace
A year after joining Decathlon’s UK marketplace, Northern Gym Equipment has expanded to 300+ listings and entered selected stores.
Runna pairs coach expertise with academic research
The Strava-owned app is using an academic partnership to differentiate its coaching from automated rivals.
Alo and Co: China’s activewear race just got crowded
Alo Yoga’s Tmall debut joins a wave of premium brands accelerating China entry.
PSG launches We Ride Paris cycling + fitness initiative
Zwift and Wilier are providing five customized smart bikes to be auctioned for PSG’s community and Xana foundations.
ATHX picks New York to throw down its HYROX gauntlet
Backed by adidas, ATHX brings its hybrid fitness challenge to New York, a market where HYROX and PUMA still dominate.
HYROX strikes global retail deal with Amazon
Amazon-powered storefronts go live in six markets as the fitness racing series expands retail.
PARTICIPATION & DEMAND
Report: Europe’s fitness market breaks records in 2025
The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.
Gen Z chooses fitness over social media, Strava study reveals
Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.
SFIA releases mid-year sports participation report
A new mid-year report from US fitness industry trade group SFIA shows rising inactivity and cost concerns despite growth in select winter and racquet sports.
Hyrox founders buy back control from Infront
WndrCo, the fund backing Hyrox rival Xenom since March, is also part of the buying group.
ATHX picks New York to throw down its HYROX gauntlet
Backed by adidas, ATHX brings its hybrid fitness challenge to New York, a market where HYROX and PUMA still dominate.
HYROX strikes global retail deal with Amazon
Amazon-powered storefronts go live in six markets as the fitness racing series expands retail.
Hyrox booms in China. Can Puma turn that into sales?
Sponsorship rights secure PUMA the Hyrox stage in China. Analysts say retail density, not exclusivity, will decide sales.
Nike enters hybrid racing, leads with China
Nike is entering the hybrid sports footwear category with two purpose-built models, debuting first in China.
Frasers opens combined retail and fitness format in Dublin
Sports Direct and Everlast Gyms+ have opened the first integrated Frasers Group flagship outside the UK.
Puma posts smaller loss as turnaround strategy takes shape
Inventory is down 15.3 percent and free cash flow more than tripled, but PUMA does not expect a full recovery before 2027.
Joma to sponsor Fetri’s Hyatlón, federation cousin to Hyrox
Puma’s exclusive Hyrox lock is pushing rival sponsors toward federations building their own version of the sport.
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
Oura’s IPO tests the value of health data
Subscription growth and a 42-billion-hour biometric dataset anchor Oura’s case for a technology-style valuation.
Ahotu partners with URUNN to close the race-to-training gap
Ahotu’s race finder feeds into URUNN, the running app from Olympic champion Mo Farah, turning a race pick into a personal plan.
Runna pairs coach expertise with academic research
The Strava-owned app is using an academic partnership to differentiate its coaching from automated rivals.
Trail-running app RacePace builds prep on race history
The update pulls a runner’s full ITRA history into prep, not just fitness data - sharper plans for those returning from a break.
Onalabs raises more than €9.3m to scale continuous health monitoring
FC Barcelona backed the wearable maker in 2023. The new capital adds a diabetes line and Garmin interoperability.
Garmin CIRQA: The real story might be elsewhere
The same week it launched a subscription-free band, Garmin quietly bought its way into the subscription layer instead.
Garmin’s profit growth nearly triples sales growth
Operating margin jumped to 30.4% as tariff refunds and cost discipline outpaced 11% revenue growth in Q2.
TRADE SHOWS & INDUSTRY EVENTS
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
RiminiWellness turns 20 with longevity at the centre
RiminiWellness returns to Rimini on May 28–31 with an expanded startup showcase and longevity programming.
TaiSPO 2026 set to showcase fitness boom
TaiSPO 2026 debuts Motion Vision startup zone as global fitness equipment market heads toward $17bn. Event runs March 25–28 in Taipei.
FIBO celebrates 40th anniversary with +150k visitors
The Cologne-based fitness event attracted 154,748 visitors from 129 countries over four days.
Technogym settles into new finance leadership
Carlo Capelli and Pierluigi Alessandri now hold the finance and risk roles Marabini and Capelli once shared.
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
NGE fitness expands beyond UK Decathlon marketplace
A year after joining Decathlon’s UK marketplace, Northern Gym Equipment has expanded to 300+ listings and entered selected stores.
Technogym H1 2026: €493 million, up 7.4 percent
Retail grew 28.4 percent in H1 2026 – the strongest channel – as Technogym posted €493 million in revenues, up 7.4 percent.
A treadmill that costs as much as designer furniture
NordicTrack’s $15,000 Ultra 1 is priced to rival high-end furniture, not just other treadmills, and three design juries agree.
Strava’s bigger platform play
Three launches in five weeks - hiking, racing and rewards - reveal a much bigger ambition behind the update notes.
Chelsea FC first Premier League club to join Strava
The Blues become first PL and BWSL side on Strava’s app, reaching 195 million athletes worldwide.
Strava launches Stanford sports science collaboration
Strava is working with Stanford researchers to ground its training, progression and recovery features in performance science.
Fabletics plans retail expansion, at home and abroad
Fabletics has crossed the billion-dollar revenue threshold and is now targeting aggressive store growth in the US and abroad, with new markets including India, the UAE and deeper penetration across Latin America.
Fabletics opens largest European store at Berlin’s KaDeWe
The 160 sq m Berlin flagship is part of a 40-store plan for 2026, split between the US and international markets.
Gymshark partners with Bratz
A four-piece drop, a nostalgia property, and data on female gym discomfort: collaboration as a statement.
Myprotein activewear enters Footasylum stores in the UK
Sports nutrition brand Myprotein enters multi-brand physical retail with MP Activewear, targeting 16-to-24-year-olds in seven Footasylum stores.
Gymshark enters Germany with premium retail partners
The British activewear brand opens its first German shop floors.
Gymshark turns small FY24 operating profit; European sales up 17%
Annual turnover rose by 13.6 percent to €539.7m and gross margin improved by 491 basis points to 55.21 percent.
New CCO at Gymshark
Continuing its US expansion, Gymshark has promoted its General Manager of North America to the role of Chief Commercial Officer.
Outlook 2025: Chances for the sporting goods industry
What does 2025 have in store for the sporting goods industry? Our comprehensive analysis finds six opportunities for growth.
SGIE SPECIAL: IMPACT OF SPORTS 2026
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Companies
Following key fitness players across technology integration, precision wearables, apparel innovation, athleisure evolution, and club accessibility—tracking the business strategies and partnerships driving sporting goods demand.
Strava
Runna pairs coach expertise with academic research
Strava’s bigger platform play
Chelsea FC first Premier League club to join Strava
Strava launches Stanford sports science collaboration
Strava’s most-uploaded sport type gets rebuilt
Brooks grows strongly in China and gains ground worldwide in 2025
Strava files for IPO as fitness app capitalizes on growth
Gen Z chooses fitness over social media, Strava study reveals
Strava withdraws patent lawsuit against Garmin
Patent disputes overlap Garmin with Strava and Suunto
F45 Training
GARMIN
Garmin’s profit growth nearly triples sales growth
Garmin adds coaching to its wearables business
Garmin’s CIRQA Smart Band challenges Whoop’s model
Scorecard full year 2025: more revenue, less profit
Garmin fitness segment up 42% in record Q1
From extreme athlete to platform: Jonas Deichmann’s business model
Garmin posts record revenue in 2025, driven by fitness
Analysis: Industry stocks tumble 14% in 2025
Garmin lifts outlook as fitness drives growth
Strava withdraws patent lawsuit against Garmin
Oura
Oura’s IPO tests the value of health data
Oura stacks its board ahead of IPO
The ring that doesn’t need to sell itself
Oura: small ring, large ambitions
Oura lands its third major US sports body in six months
Oura Ring becomes official wearable of US Soccer
Oura’s big bet on gesture control
Seven elite athletes back Whoop on Series G round
Smart-ring producer en route to $11bn valuation
Peloton
A treadmill that costs as much as designer furniture
Scorecard full year 2025: more revenue, less profit
Peloton acquires Pilates startup Skōp
Peloton back in profit but subscribers keep falling
Spotify enters fitness with Peloton deal
Peloton: “Let Yourself Go” with Hudson Williams
Peloton brings connected fitness to the gym
Peloton’s new AI lineup disappoints
Peloton cuts 11% of staff in turnaround push
Analysis: Industry stocks tumble 14% in 2025
Technogym
Technogym settles into new finance leadership
Technogym H1 2026: €493 million, up 7.4 percent
A treadmill that costs as much as designer furniture
Technogym, World Athletics open RUN X registration
Technogym Q1 revenues rise double-digit
Technogym scores 100/100 on ESG transparency
Technogym and Google Cloud enter multi-year AI deal
Peloton brings connected fitness to the gym
Technogym and World Athletics launch RUN X
Market Analysis: The global sports equipment market
Intelligence, analysis and advice for the global sporting goods industry.
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