Industry News
SEPTEMBER 2003 -- The marriage of fitness and DVD has taken place. DVD is now enjoying a much broader market. Gaining a wider base of acceptance, DVD players are projected to be in over 55 million households by the end of 2003. This figure jumps to more than 100 million when other DVD playback devices are factored into the mix, according to Judith McCourt with Advanstar. Combine the booming DVD market with the billion-dollar fitness industry and the result is substantial for suppliers and retailers.
The demand for circuit training is reflected by the exploding growth of Curves International, named the third fastest-growing franchise by Entrepreneur Magazine. With the focus being circuit training, Curves has grown from a small gym in 1992 to a franchise with over 5400 locations. Other rival chains that also feature circuit training such as Contours Express, Slender Ladies, and Ladies Workout Express are sprouting up all over the country.
Circuit training is enjoying a surge of popularity because it is efficient and effective. "Not only do you get both cardio and strength work in one neat package, but the fast pace and variety motivate you and help you avoid mental and physical plateaus," writes Tracy Teare in her article A Shorter, Smarter Workout.
Now further combine the popularity of circuit training with the convenience of working-out in your own home, on your own schedule. Suppliers and retailers have profited billions of dollars from home fitness videos. Studioworks Entertainment boasts that to date one of their fitness videos is approaching 500 million in consumer product sales. Fitness video sales have been on the upswing lately, according to industry sources. "I still believe ultimately that fitness will be one of the best categories for utilizing the interactive nature of DVD," states Bill Sondheim president of GoodTimes Entertainment.
Furthermore, retailers and suppliers are abandoning the antiquated notion that fitness sells best in January, as their new marketing currently reflects. "Fitness seems like a perennial best-seller," states Randy Schaaf, buyer for the Oregon-based Fred Meyer Chain.
"DVD is really the ideal format for fitness programs with its interactive capabilities… This year should be a breakout year for fitness DVD, thanks primarily to increased hardware adoption and the resulting broader demographic of DVD software buyers," according to Jessica Wolf with Advanstar.
"DVD sales alone by year's end are projected to beat the $12.1 billion that consumers spent on discs and videocassettes in 2002… Disc sales should account for an estimated 88 percent of all consumer video sales in 2003," according to McCourt.
With the DVD market now more than ever geared towards the female consumer, and with circuit training dominating the female fitness arena, the combination is pure dynamite.
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