Sports & Fitness in the UK 2024

Topics of the survey

• Sports & fitness
• Sporting goods
• Fitness tracking apps
• Gym
• Home Fitness
• Nutrition
• Watching professional sports
• Sports betting
• eSports
• Characteristics & demographics

• Method: Online survey
• Survey name: Consumer Insights Sports & Fitness in the UK
• Region: United Kingdom
• Number of respondents: 1024
• Age of respondents: 16 to 50 years old
• Type of respondents: residential online population
• Survey time period: 05 November 2024 to 18 November 2024

• Gender
• Age (basic)
• Annual household income – United Kingdom

Sports & fitness

• Do you work out, do any sports, or are you physically active, at least occasionally? (single-pick)
• What prevents you from working out, doing sports or being physically active? (multi-pick)
• Which of these types of sports or physical activities do you do, at least occasionally? (multi-pick)
• For which of the following reasons do you do sports? (multi-pick)
• Recode based on "Which of these types of sports or physical activities do you do, at least occasionally?" (single-pick)
• Which of these team sports do you do, at least occasionally? (multi-pick)
• Recode based on "Which of these team sports do you do, at least occasionally? (single-pick)
• In which of these team sports do you participate in organized clubs, leagues or competitions? (multi-pick)
• How often do you do the following team sports? (single-pick)
• Which of these outdoor sports do you do, at least occasionally? (multi-pick)
• Recode based on "Which of these outdoor sports do you do, at least occasionally?" (single-pick)
• In which of these outdoor sports do you participate in organized clubs, leagues or competitions? (multi-pick)
• How often do you do the following outdoor sports? (single-pick)
• Which of these individual sports do you do, at least occasionally? (multi-pick)
• Recode based on "Which of these individual sports do you do, at least occasionally?" (single-pick)
• In which of these individual sports do you participate in organized leagues or competitions? (multi-pick)
• How often do you do the following individual sports? (single-pick)
• Which of these long-distance running events did you participate in before? (multi-pick)
• Recode based on "Which of these long-distance running events did you participate in before?" (single-pick)
• In which of these long-distance running events could you imagine to participate in the future? (multi-pick)

• Which of these statements about sporting goods do you agree with? (multi-pick)
• When do you wear sports clothes and / or sports shoes? (multi-pick)
• Recode based on "When do you wear sports clothes and / or sports shoes? " (single-pick)
• For which of the following products do you prefer brands that specialize in sportswear? (multi-pick)
• Which types of sporting goods have you purchased in the past 24 months? (multi-pick)
• Recode based on "Which types of sporting goods have you purchased in the past 24 months?" (single-pick)
• What kind of sportswear have you purchased in the past 24 months? (multi-pick)
• What kind of sports shoes have you purchased in the past 24 months? (multi-pick)
• What kind of sports equipment and gear have you purchased in the past 24 months? (multi-pick)
• What is your aim when purchasing new items specifically for sports? (multi-pick)
• Whose opinions and recommendations do you pay attention to when purchasing new items specifically for sports? (multi-pick)
• Where do you get inspiration when purchasing new items specifically for sports? (multi-pick)
• What is most important to you when purchasing sporting goods, such as sportswear, shoes and equipment? (multi-pick)
• Which of the following team sports brands do you know, even if just by name? (multi-pick)
• From which of the following team sports brands have you bought clothes, shoes or sporting goods in the past 24 months? (multi-pick)
• Which of the following outdoor sports brands do you know, even if just by name? (multi-pick)
• From which of the following outdoor brands have you bought clothes, shoes or sporting goods in the past 24 months? (multi-pick)
• Which of the following individual sports brands do you know, even if just by name? (multi-pick)
• From which of the following individual sports brands have you bought clothes, shoes or sporting goods in the past 24 months? (multi-pick)
• Which of the following fashion focused sports brands do you know, even if just by name? (multi-pick)
• From which of the following fashion focused sports brands have you bought clothes, shoes or sporting goods in the past 24 months? (multi-pick)
• Please place a dot between the opposing attributes to best describe the brand Adidas. (single-pick)
• Please place a dot between the opposing attributes to best describe the brand Nike. (single-pick)
• Please place a dot between the opposing attributes to best describe the brand Under Armour. (single-pick)
• Please place a dot between the opposing attributes to best describe the brand Li-Ning. (single-pick)
• Please place a dot between the opposing attributes to best describe the brand Puma. (single-pick)
• Which of the following behaviors from a brand would make you take actions against them? (multi-pick)
• Recode based on "Which of the following behaviors from a brand would make you take actions against them?" (single-pick)
• Where did you buy sporting goods in the past 24 months? (multi-pick)
• Recode based on "Where did you buy sporting goods in the past 24 months?" (single-pick)
• From which of the following shops did you buy sporting goods online in the past 24 months? (multi-pick)
• From which of the following shops do you buy sporting goods in a physical store in the past 24 months? (multi-pick)

• How frequently do you use fitness tracking applications on your smartphone? (single-pick)
• What features do you value most in a fitness tracking application? (multi-pick)
• How satisfied are you with your current fitness tracking application? (single-pick)
• Which fitness tracking application have you used in the past 3 months? (multi-pick)
• Why did you choose your current fitness tracking application? (multi-pick)
• What type of activities do you primarily use your fitness tracking application for? (multi-pick)

• Which of these statements about fitness and working out do you agree with? (multi-pick)
• Are you currently a member of a gym? (single-pick)
• Recode based on "Are you currently a member of a gym?" (single-pick)
• Why are you a member of a gym? (multi-pick)
• Why did you quit your gym membership? (multi-pick)
• How likely is it that you will join a gym in the near future? (single-pick)
• Which of these offers and services would you like to use, if you were a member of a gym? (multi-pick)
• How often do you usually go to the gym? (single-pick)
• Recode based on "How often do you usually go to the gym?" (single-pick)
• How long do you usually stay in the gym for one session? (single-pick)
• At what time of the day do you usually go to the gym? (multi-pick)
• Are you a member of one of these fitness centers or gyms? (single-pick)
• Which of these offers and services do you use at your gym? (multi-pick)
• And which of these offers and services would you use if they were available at your gym? (multi-pick)
• How satisfied are you with your current gym? (single-pick)
• How likely is it that you will continue your current gym membership? (single-pick)
• What are the most important aspects of a gym to you personally? (multi-pick)
• In your opinion, what are the strengths of your current gym? (multi-pick)
• In your opinion, what are the weaknesses of your current gym? (multi-pick)

• Which of these statements about fitness and working out do you agree with? (multi-pick)
• Recode based on "Which of the following home fitness products does your household own?" (single-pick)
• Which of the following home fitness products does your household own? (multi-pick)
• Do you do home fitness sessions or are physically activities at home, at least occasionally? (single-pick)
• How often do you do fitness/sport exercises at home ? (single-pick)
• Recode based on "How often do you do fitness/sport exercises at home ?" (single-pick)
• How long does your average home fitness session usually take? (single-pick)
• At what time of the day do you usually do your home fitness sessions? (multi-pick)

• Recode based on "In which of these forms do you prefer to consume sports nutrition and supplement products?" (single-pick)
• In which of these forms do you prefer to consume sports nutrition and supplement products? (multi-pick)
• In which of these forms could you imagine consuming sports nutrition and supplement products? (multi-pick)
• Which of these statements about sports nutrition and supplement products do you agree with? Sports nutrition and supplements are taken, for example, to improve training performance and support recovery after exercise. (multi-pick)
• How often do you consume sports nutrition and supplement products? (single-pick)
• Recode based on "How often do you consume sports nutrition and supplement products?" (single-pick)
• Why do you consume sports nutrition and supplement products? (multi-pick)
• Which nutrition standards should the sports nutrition and supplement products that you use have? (multi-pick)
• When do you usually take sports nutrition and supplement products? (multi-pick)
• Whose opinions and recommendations do you pay attention to when buying sports nutrition and supplement products? (multi-pick)
• Where do you get information and inspiration when buying sports nutrition and supplement products? (multi-pick)
• Where do you usually buy your sports nutrition and supplement products? (multi-pick)

• Which of these statements about sports as a form of entertainment do you agree with? (multi-pick)
• In which of these sports do you follow professional leagues, competitions, or teams? (multi-pick)
• Recode based on "In which of these sports do you follow professional leagues, competitions, or teams?" (single-pick)
• Which of these US sports leagues do you follow? (multi-pick)
• Which of these US sports leagues do you follow? (single-pick)
• How closely do you follow the following US sports leagues? (single-pick)
• Which of these statements about the NFL apply to you? (multi-pick)
• What is your favorite NFL team? (single-pick)

• Which of the following statements about sports betting do you agree with? (multi-pick)
• Did you bet money on sporting events in the past 12 month? (single-pick)
• On which of these sports did you bet money on in the past 12 month? (multi-pick)

• Which of these statements about eSports and eGaming do you agree with? (multi-pick)
• How long do you spend watching eGaming or eSports per day? (single-pick)
• Which genres of eSports or professional gaming are you following? (multi-pick)

• Are you male or female? (single-pick)
• Age (detailed) (single-pick)
• Age (single-pick)
• How old are you? (single-pick)
• Where do you currently live? (single-pick)
• Recode based on "Where do you currently live?" (single-pick)
• Which of the following best describes you? (single-pick)
• What is your marital status? (single-pick)
• Do you consider yourself part of the LGBTQ+ community? (single-pick)
• What is your gender identity? (single-pick)
• How many people – including yourself and all children – permanently live in your household? (single-pick)
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not? (single-pick)
• Who do you currently live with? (multi-pick)
• Recode based on "Who do you currently live with?" (single-pick)
• How big is the town you live in? (single-pick)
• Recode based on "Community size" (single-pick)
• What is your current living situation (main residence)? (single-pick)
• In what type of community do you live? (single-pick)
• What is the highest level of education you have completed? (single-pick)
• If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions? (single-pick)
• Which of the following categories best describes your current employment status? (single-pick)
• Recode based on "Which of the following categories best describes your current employment status?" (single-pick)