Fitness DVDs remain hale and hardly over the hill

Mon Feb 27, 2012 11:47am EST
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By Dorene Internicola

NEW YORK (Reuters) - Despite the brave new workout world of streaming videos and smart phone exercise apps, the old-fangled fitness DVD has never been in better shape.

As people seek to live healthier, it remains the go-to workout aid for many who like their exercise accessible, inexpensive and private, according to a recent report.

"Consumers are getting more and more advice from doctors to exercise," said Agata Kaczanowska, industry analyst for IBIS, which conducted a market research study of the $264 million-dollar fitness DVD industry.

Nearly one-third of Americans who visited a healthcare professional in 2010 were advised to exercise, she explained.

"And a lot of these first-time workout people are uncomfortable going to gym or working out in public."

So while movie DVDs are generally considered to be on life support, IBIS found that fitness DVD production revenue climbed at an 11.2 percent annualized pace in the five years to 2012.

The report, which gathers information from market trends, industry sources and government figures forecasts that the industry will grow 9.8 percent in the next five years.

Kaczanowska said 18 to 34 year-olds account for a healthy 35 percent of fitness DVD sales, followed by 35 to 50 year-olds at 33 percent. People 55 and over account for 20 percent.   Continued...