SFIA Pulse Report: Consumer Confidence in Sports and Fitness Industry Affected by Cold Weather
SILVER SPRING, MD – March 17, 2014 – Consumer confidence in the sports and fitness industry decreased in the first quarter of 2014 due to the severe winter season, according to the latest Sports & Fitness Industry Association (SFIA) Pulse Report which reports on the latest Sports & Fitness Confidence Index findings.
“There’s no doubt the weather conditions took its toll on our industry,” said VJ Mayor, SFIA’s Director of Communications & Research. “A positive as a result of this is that we’re seeing consumers are tired of being cooped up inside and plan to participate in more sports and fitness activities once the weather warms up.”
The SFIA Q1 Pulse Report reveals current participation rates decreasing for the first quarter as a direct result of the weather. Future planned participation increased from the 4th quarter of 2013 as those most likely to participate have been identified as higher income earners and between the ages of 25-49. Another key finding from the report is the bump seen in planned future spending on sports/fitness equipment.
“Consumers may finally be willing to invest in the bigger ticket equipment items they have been holding off from purchasing in the recent past,” said Mayor. “We will continue to keep a close eye on this positive development for future quarters.”
The SFIA Pulse Report, conducted by Sports Marketing Surveys USA in conjunction with Stitch Research is released quarterly and keeps the industry updated on the latest consumer viewpoints.