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Rising Global Sporting Goods Demand Driven by Fitness Trends

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Rising Global Sporting Goods Demand Driven by Fitness Trends

The sporting goods industry has entered a period of structural growth shaped by evolving lifestyles, health priorities, and rapid product innovation. Across both developed and emerging markets, consumers are showing deeper interest in exercise, recreational sports, and performance-enhancing apparel, driving sustained demand for high-quality sporting goods. This shift is not temporary; it reflects a long-term transformation in global health trends, fitness behavior, and consumer expectations. According to Kings Research, the global sporting goods market is estimated to generate a revenue of $168.20 billion by 2032.

While the market has traditionally been supported by athletes, sports enthusiasts, and recreational users, the landscape is expanding as sedentary lifestyles prompt individuals to adopt more active routines. Evidence from global public-health bodies clearly demonstrates a strengthening need for physical activity, which in turn is creating strong momentum for the sporting goods sector. At the same time, product innovation, digitalization, and the rise of athleisure are reshaping purchasing behavior, making sporting goods an integral part of everyday life.

Growing Global Inactivity Is Creating a Structural Tailwind for Sporting Goods

The connection between physical activity and sporting goods demand is direct: when more people adopt active lifestyles, the need for footwear, apparel, equipment, and accessories rises. However, an even stronger driver is the growing number of people who are not active enough and therefore represent untapped potential demand.

According to the World Health Organization, about 31% of adults worldwide did not meet recommended physical activity levels in 2022. This translates to roughly 1.8 billion adults being insufficiently active, indicating a massive global base of individuals who may turn to exercise or sports to improve their health. The WHO also reports that physical inactivity has increased by around 5 percentage points between 2010 and 2022, highlighting that sedentary lifestyles are becoming more deeply entrenched.

If current patterns continue, the WHO estimates that global inactivity levels may reach 35% by 2030, underscoring a mounting public-health challenge. The scale of inactivity directly influences long-term market growth, as rising health awareness encourages consumers to invest in sporting goods ranging from running shoes and athletic apparel to home-exercise equipment and digital fitness devices.

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These trends collectively create a structural tailwind: as governments intensify public-health campaigns and more individuals recognize the benefits of active living, demand for high-quality sporting goods is expected to expand steadily.

Health Awareness Is Rising, Strengthening Sporting Goods Consumption

One of the most powerful demand drivers is the growing body of scientific and public-health evidence linking physical activity to long-term well-being. The WHO affirms that regular exercise significantly reduces the risk of cardiovascular diseases, type 2 diabetes, certain cancers, and various mental-health conditions. As this information becomes more widely recognized, consumers are taking proactive steps to incorporate physical activity into their daily routines.

For many, this shift begins with acquiring the right sporting goods: breathable athletic wear, comfortable performance footwear, strength-training tools, yoga accessories, smart fitness devices, and specialized equipment for home workouts. Health awareness is no longer limited to gym-going populations. Older adults, busy professionals, students, and even individuals working from home are now investing in gear that enables convenient, accessible exercise.

This broadening consumer base is creating deeper and more diversified demand for sporting goods across all regions.

U.S. Trends Reflect Strong and Growing Engagement With Recreational Fitness

Although global inactivity levels remain high, many developed markets have strong engagement rates with fitness and sports, demonstrating a stable foundation for the sporting goods sector. The U.S. serves as a useful benchmark.

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Data from the Centers for Disease Control and Prevention (CDC) show that:

  • In 2020, 24.2% of U.S. adults aged 18 and older met federal guidelines for both aerobic and muscle-strengthening activities.
  • In the same year, 46.9% met the aerobic activity guideline, even if they did not meet muscle-strengthening requirements.
  • In 2022, among adults aged 25 and over, 22.5% met both aerobic and muscle-strengthening recommendations. The CDC notes a strong education-related gradient: only 12.2% of adults with a high-school education or less met the guidelines, compared with 33.6% of adults with a bachelor’s degree or higher. (Source: cdc.gov)

These figures indicate not only a sizeable active population but also a large share of individuals who participate in either partial or intermittent physical activity. This group represents significant potential demand for sporting goods as consumers increasingly adopt walking, running, cycling, home-fitness routines, and recreational sports to meet recommended activity levels.

The U.S. example reinforces a broader global trend: even in mature economies, there remains substantial room for growth in fitness participation, and sporting goods are central to enabling that engagement.

Consumer Behavior Is Evolving Toward Performance, Comfort, and Versatility

The modern sporting goods consumer is significantly more informed, selective, and performance-oriented. Individuals today expect products that combine comfort, durability, and technology. Casual users, recreational athletes, and professionals all seek materials and designs that improve efficiency, reduce discomfort, and support long-term use.

Product innovation has accelerated as companies introduce lightweight materials, moisture-wicking fabrics, breathable mesh structures, ergonomic soles, and flexible training tools. Sporting goods brands invest heavily in research and development to deliver footwear that reduces joint impact, apparel that regulates body temperature, and gear that enhances training experiences.

Consumers also prefer products that reflect their personal style. As a result, design aesthetics, color options, and texture quality influence purchasing decisions. Sporting goods brands now balance science and fashion to create products that perform well while appealing visually. This combination of performance and design has encouraged more frequent purchases and helped expand the market.

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Digital Fitness and Technology Are Transforming Sporting Goods Demand

Digitalization is reshaping the sporting goods landscape by creating new ways for consumers to exercise, track performance, and engage with fitness programs. Wearable technology, smart home-exercise equipment, AI-driven workout apps, and online fitness communities are now integrated into both recreational and professional sports activities.

The growing popularity of connected devices has created an entirely new sub-segment within sporting goods. Consumers purchasing fitness trackers, smart jump ropes, connected rowing machines, or virtual-training bicycles are simultaneously fueling demand for complementary products such as athletic clothing, shoes, resistance bands, yoga mats, and free weights.

Digital fitness creates a positive reinforcement loop: individuals who track their progress tend to stay more committed to their fitness routines, which increases long-term consumption of sporting goods.

Home-Fitness and Remote Work Are Encouraging Sporting Goods Purchases

Remote and hybrid work models have allowed people to restructure their schedules and dedicate more time to exercise. Many have incorporated short workout routines into breaks, mornings, or evenings. This behavior has strengthened demand for compact home workout products such as dumbbells, mats, foam rollers, skipping ropes, kettlebells, resistance tubes, and stretch trainers.

Home fitness is valued for its convenience and privacy. Busy professionals, parents, and older adults frequently prefer exercising at home instead of commuting to gyms. Even as gyms have reopened, small and medium-sized equipment continues to see sustained demand. This reflects a permanent shift in behavior rather than a temporary spike.

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The home fitness trend has also encouraged manufacturers to create foldable, lightweight, and space-efficient equipment suitable for apartments and small homes. This supports long-term adoption across urban populations.

Growing Interest in Outdoor Activities Boosts Sporting Goods Consumption

Outdoor recreation is increasing worldwide as consumers seek meaningful experiences, fresh air, and physical movement. Activities such as running, hiking, cycling, camping, and outdoor yoga have gained significant popularity. These activities require specialized footwear, clothing, protective gear, hydration tools, and accessories.

Young consumers in particular value outdoor activities that combine wellness with social interaction. Social fitness communities, running groups, trekking clubs, and cycling collectives have expanded rapidly. These groups often encourage members to invest in quality gear that supports endurance, comfort, and safety.

The rise in outdoor recreation has also contributed to greater interest in multi-purpose products. Consumers purchase items that can transition easily from outdoor sports to daily wear, which supports growth in cross-training footwear and athleisure apparel.

Sustainability Is Becoming a Core Purchase Driver

Sustainability has become a critical factor in customer decision-making. Consumers are more aware of environmental impact and prefer brands that use recycled materials, responsible manufacturing practices, and low-waste processes. Sporting goods companies are responding by incorporating recycled polyester, organic cotton, plant-based rubber, and environmentally friendly cushioning materials.

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Sustainability also aligns with durability. High-quality products that last longer reduce waste and provide greater value. Many consumers now prefer items that combine environmental responsibility with long-term functionality. This principle has influenced everything from footwear construction to packaging choice.

As sustainability becomes more important, companies that align with environmental expectations gain stronger brand loyalty and long-term trust.

Long-Term Market Outlook for Sporting Goods

The future of the sporting goods industry remains positive because of several reinforcing factors. Rising global inactivity, combined with growing health awareness, has created both immediate and long-range demand for fitness products. Verified data from the World Health Organization and the Centers for Disease Control and Prevention confirm that millions of individuals across the world are attempting to become more active.

Digital fitness adoption continues to reshape workout habits and drive complementary product purchases. The popularity of athleisure strengthens year-round sales by extending sporting goods into daily wear. The revival of outdoor recreation creates robust demand for performance-based gear. Meanwhile, sustainability and product innovation continue to elevate consumer expectations and shape brand strategies.

With these combined trends, the sporting goods sector is positioned for sustained expansion. It serves a diverse audience that includes gym goers, runners, students, remote workers, older adults, professionals, recreational athletes, and outdoor enthusiasts. As lifestyle trends continue to shift toward wellness and physical activity, sporting goods will remain essential to modern living.

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Expert-Approved Workout Gear, Apparel and More Award-Winning Products From the Women’s Health Fitness Awards

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Expert-Approved Workout Gear, Apparel and More Award-Winning Products From the Women’s Health Fitness Awards

The start of a new year always brings with it lofty goals, inspiring resolutions and promises to oneself about prioritizing health and fitness. It’s overwhelming, to be quite honest, with social media feeds swarming about all the “it” gear, apparel and workout classes that promise to elevate your fitness routine.

Luckily, Women’s Health is here to help: Their annual Fitness Awards dropped earlier today, showcasing innovative at-home gear, a clever water bottle (that will truly help you drink more water), sports bras that actually stay in place and more.

Women’s Health Executive Health and Fitness Director Jacqueline Andriakos and her team spent the entire year trying out everything they could get their hands on in the fitness space. Their list of 60 winners promises to level up your routine in the new year.

See their top picks below across multiple fitness categories, starting at just $19.

Women’s Health Fitness Awards 2026 winners seen on TODAY

Level up your at-home gym with these dumbbells that feature an easy-to-grip exterior that’s soft on the palms, helping to prevent calluses or rough skin. Not only are they great for your palms, but Andriakos calls out a feature that offers support for your wrists too.

“The real hero feature is the square heads — they prevent wobbling and rolling, which is so important for wrist protection when you’re in high plank, doing renegade rows, or doing any stability-based training,” says Andriakos.

“We’re seeing a trend away from classic leggings toward slightly flowier gym-to-street pants, and these are such a comfortable, functional version of that,” says Andriakos referring to the Women’s Health pick for ‘Best Straight-Leg Bottom.’ “They hug in all the right places, come in tons of colors, and — bless them — they offer short, regular and long inseams, which I appreciate as a tall girl.”

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Courtesy Jillian Gonzales

This truly versatile shoe can be your new go-to for any activity — no matter if you’re an avid ClassPass user or prefer hot girl walks.

“They look sleek, they’re super bendy and comfortable, and they’re truly a hybrid shoe,” says Andriakos. “While you can tie them like regular sneakers, I love that they’re easy to slip on thanks to the heel loop—perfect for those moments when I’m holding my daughter and don’t have hands free to tie laces.”

This “no-frills” tote bag won for ‘Best Gym Tote,’ and is washable, meaning you can rid it of any gym-related odors alongside your used workout clothes each week. “It has all the functionality and compartments you’d want whether you’re going to and from the gym or just running around town,” says Andriakos, speaking to the bags’ versatility.

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These were named the ‘Best Running Sock’ by the Women’s Health team, for their “lightweight and low-profile yet cushiony” fit.

“The biggest mistake I’ve made in the past with running socks is wearing ankle-cut and ending up with blisters or open wounds on the back of my ankles or heels,” says Andriakos. “The quarter rise on this pair means your ankle stays fully protected no matter your distance.”

“I really believe even the most mundane items can make daily habits — like hydration — feel more enticing,” says Andriakos, adding that the “window” on this water bottle helps give you visual cues on how much you’ve consumed.

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Plus, you can switch out the caps for either a screw-off or straw lid, depending on your preferences. And, while the brand praises the bottles’ durability, if you happen to break it within the first year of ownership, they’ll send you a replacement.

More Women’s Health Fitness Awards 2026 winners to Shop

This super-stretchy, uber-lightweight tee was named the best for workouts, per Women’s Health. It provides a little more coverage compared to your average workout top, yet remains breathable for yoga or HIIT sessions.

“This bra is hands-down the best high-impact sports bra I’ve ever tried,” raves Andriakos, further calling it her holy grail. “I can’t stand dealing with hardware, clasps or removable pads, and this one eliminates all of that — you just slip it on with zero fidgeting. It does have adjustable straps, though, so you still get a bit of customization in the fit. I also love the scoop neckline. It’s flattering and pretty without being too low-cut, and it gives enough coverage that I never feel like I’m spilling out the top when I’m jumping around during workouts. It has supported me through different life stages, too — my chest has changed sizes during pregnancy and postpartum, and it’s fit me perfectly through all of it.”

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While this bra can double as a workout tank in some ways, Women’s Health awarded it ‘Best Crop.’ It offers medium-support, that the brand says will aid you in any run, rep and even during recovery.

Bala prioritizes “comfort and convenience” in this mat, that they created to be a one-and-done solution for when you need a basic mat for floor workouts, or an assist during planks, lunges, step-ups and more.

“It is genuinely beautiful — and I know that sounds funny when talking about workout equipment, but you really do use the gear that appeals to you,” says Andriakos. “I love aesthetically pleasing equipment, and this mat has those chic curved edges and comes in that trendy foldable style.”

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Vuori is a viral brand — with searches for store locations spiking 180% over the past month alone. These leggings are designed with recycled materials, but that doesn’t mean they compromise on moisture-wicking and multi-stretch features.

“They’re incredibly comfortable (and flattering) with the perfect mid- to high-rise waist, and there are no uncomfortable elastics or drawstrings,” says Andriakos.

Want a versatile pair of leggings that will carry you through any and all workouts? Women’s Health recommends this now award-winning pair, for its moisture-wicking fabric, range of sizes and comfortable, high-rise fit.

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“I get a comment every single time I wear this fleece,” says Andriakos. “I’ve washed it dozens of times now, and it still feels just as soft, even after going through the washer and the dryer. I also love the elastic at the waist because you can cinch it for a more flattering, cozy look while keeping in extra heat. It’s stylish, eye-catching and helps me feel put-together in my activewear life.”

Chirp is also a Shop TODAY-favorite brand (their roller was a Gift We Love in 2025!), so its safe to say we weren’t surprised to see it earn another award, this time for their miniature massage gun.

“The Chirp Mini massager blends the percussion of a massage gun with the rolling motion of a foam roller,” says Andriakos. “It provides targeted relief to sore body parts and with three adjustable speeds, it’s gentler than other techy massage tools but still allows you to get meaningful relief.”

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“The Power Pilates Kit from BetterMe is a bit an investment, but it is a worthwhile one — you get so much bang for your buck!” exclaims Andriakos. “The kit includes mini loop bands in both fabric and rubber, hand weights, grip socks, a Pilates ball, a Pilates ring and a weighted power ring. Basically everything you’d need for a traditional strength-focused resistance workout or a Pilates-sculpt session. It’s all compact equipment too, so if you’re traveling or packing a few things for on-the-go workouts, this bundle is incredibly versatile, so you never need to miss a workout.”

Women’s Health Fitness Awards 2025 previously seen on TODAY

Does sweat drip into your eyes or your hair get disheveled while working out? The Gymwrap 2.0 Headband promises to wick away sweat as you exercise. That way, you don’t have to worry about sweat getting into your eyes or your hair falling loose. The headband also has Evapocool fabric to keep it breathable, cool and ventilating while you wear it.

If you’re like us and have a growing collection of water bottles, you might want to add this Bala Bottle to your round up. Not only will it keep your drink cool, the booster ring on the cap can be used to mount your phone.

Remain hands-free during your runs with the SPI Running Belt. According to the brand, it’s a favorite amongst marathoners. And unlike some running belts on the market, the belt offers ample space and no bounce as you run.

According to the brand, this sandal absorbs 37% more impact than traditional footwear. Meaning, you should experience less stress on the knees, ankles and other joints as you recover. There’s also sizing for men, too, here.

Rhone’s Revive Pocket Leggings promise movement with ease. From its stretchy fabric, anti-odor technology, supportive waistband and oh, the phone pocket (of course!), these leggings should help you move about confidently during your workouts. Choose from this bright plum color above or one of their 15 shades, including black and navy from their core line.

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Although the brand doesn’t have an option for men, they have some workout joggers available.

Meet the experts

Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. These items were independently chosen by members of the Shop TODAY team along with Jacqueline Andriakos and the Women’s Health team.

  • Jacqueline Andriakos, NASM-CPT, is the Executive Health and Fitness Director at Women’s Health, certified personal trainer and former group fitness class instructor.

How do you add Shop TODAY as a Preferred Source on Google?

Google’s new Preferred Sources feature allows users to manually select their favorite publishers and news outlets for a more customizable experience tailored directly to the reader. Once you’ve opted to receive our content, you’ll begin seeing more of our recent and trending articles displayed within your Top Stories news feed.

The easiest way to add us as a preferred source is to click here and type in “TODAY.com.” Once the box is checked and you’ve refreshed the page, Shop TODAY content will start appearing in your feed.

How we chose

The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers. For this particular article, the Women’s Health team submitted a list of their Fitness Awards winners, from which we chose products to feature on the show.

As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

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Physical Fitness Movies and Shows to Keep You Motivated Toward Your Goals

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Physical Fitness Movies and Shows to Keep You Motivated Toward Your Goals

The New Year is a time when many of us feel motivated to think more about our physical fitness. Lift heavier weights. Run longer distances. Shave a few seconds off that mile time. Whether you’re looking to hit a new PB or simply incorporate more movement into your daily routine, it’s easier to reach your goals if you surround yourself with positive affirmations about staying consistent and practicing discipline.

Lock in by watching these movies and shows that celebrate a good sweat session. You can stream these titles while climbing the Stairmaster, foam rolling after the gym, or enjoying a well-deserved rest day in a cozy, horizontal position. After all, visualization is one way to gear up to get moving — and it can be done from the comfort of your couch.

Final Draft

It’s never too late to restart a fitness journey. This Japanese series gathers together twenty-five former professional athletes — some of whom had no choice but to walk away from their respective sports, and others who retired on their own terms. They take part in a high-stakes survival competition, and the winner is awarded 30 million yen to kick-start their second-chance career. Among the participants: baseball legend Yoshio Itoi, soccer icon Yoshito Ōkubo, and three-division boxing world champion Hozumi Hasegawa.

Lorena, Light-Footed Woman

The sport of running is hard enough, but tackling a long-distance race without some good sneakers is a whole new kind of challenge. This short documentary introduces Lorena Ramírez, the member of Mexico’s Rarámuri community who earned the world’s attention in 2017 by competing in the Cerro Rojo UltraTrail, an ultramarathon of over 30 miles. She did so while wearing huaraches — traditional Mexican sandals — as well as her trademark long skirt and other customary indigenous garb.

The Other Shore: The Diana Nyad Story

Diana Nyad first gained acclaim in 1975 for swimming around Manhattan in record time. This documentary follows the long-distance swimmer as she pursues a perilous goal — swimming from Cuba to Florida without the use of a protective shark cage — a journey she attempts repeatedly, up until the age of 63. Afterward, queue up Nyadthe dramatic take starring Annette Bening as the athlete and Jodie Foster as her best friend and trainer, Bonnie Stoll.

Physical: 100

This search for the ultimate physique in Korea caught the attention of fitness lovers worldwide — for good reason. In this unique tournament, 100 athletes, bodybuilders, and military professionals take part in daunting challenges that test raw strength, speed, endurance, and technique. They face off in various trials until there’s only one competitor left standing. Want even more rivalry? Queue up Physical: Asia, the continent-wide spin-off in which athletes compete in teams representing their countries of origin.

SPRINT

This docuseries closely follows the world’s fastest athletes as they ready their bodies, minds, and spirits to compete in the 2024 Olympic Games in Paris. Created by the same team behind Formula 1: Drive to Survive, these episodes zoom in on American sprinters Gabby Thomas, Noah Lyles, Fred Kerley, Twanisha ‘TeeTee’ Terry, Kenny Bednarek, and Melissa Jefferson-Wooden, as well as runners from the UK, Ivory Coast, Italy, Jamaica, and Kenya. Watching these elite runners prove what the human body is capable of is apt inspiration for athletes at any level. 

Tour de France: Unchained

Go behind the scenes of the world’s most thrilling race on two wheels: the Tour de France, the famed road cycling competition that spans approximately 2,200 miles over a period of three weeks. In each of its three seasons, the series embeds with multiple teams as they race while dealing with terrain, injury, and other setbacks. These episodes track the annual men’s competition in 2022, 2023, and 2024.

Ultimate Beastmaster

After countless hours of training, contestants take on the supersized obstacle course called “The Beast.” Produced by and featuring Sylvester Stallone, the international competition made history when it debuted with six localized versions in various countries, all featuring different competitors, hosts, and languages of origin. (The U.S. edition is hosted by Terry Crews and Charissa Thompson.) Also available to stream: Ultimate Beastmaster Mexico, hosted by Inés Sainz and Luis Ernesto Franco.

 

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Brazilian jiu-jitsu helped me find joy in movement again—here are three of my favorite solo moves you can do at home

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Brazilian jiu-jitsu helped me find joy in movement again—here are three of my favorite solo moves you can do at home

If you’re looking for a way to move your body that builds strength, boosts your mobility and improves your mental agility, you need to try Brazilian jiu-jitsu (also known as BJJ).

Many people assume martial arts aren’t for them. I certainly never thought it was something I would enjoy. Working as a fitness writer, I’ve tried countless forms of exercise over the years, but grappling on the floor with a stranger had never appealed to me.

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