Fitness DVD sales remain strong, according to research

The fitness DVD market is going strong in terms of sales, according to a market research study by IBIS. The study found that the fitness DVD industry is about $264 million and the industry will grow 9.8 percent in the next five years.

Specialty fitness retailers aren’t just a destination for fitness buffs who need access to an exercise machine 24-7; they're also a place for people who don’t feel comfortable in gyms to purchase equipment so they can work out privately.

And what’s more private, and cost-effective, than a fitness DVD?

A recent Reuters article reported that despite what many might think, the fitness DVD market is doing very well in terms of sales. A market research study by IBIS found that the fitness DVD industry is about $264 million and the industry will grow 9.8 percent in the next five years.

In the article, IBIS Industry Analyst Agata Kaczanowska said about one-third of Americans were advised to exercise by doctors in 2010, and many of those people wanted accessible, inexpensive and private options to work out, hence the popularity of fitness DVDs.

That's good news for Hyper Wear, which is releasing two brand new DVDs at IHRSA today that offer customers a workout with its SandBells (MSRPs $9.99-$99.99), rubber, sand-filled weights. 

“DVDs are really critical for us,” said Dirk Buikema, the CEO of Hyper Wear. “We’ve been growing in size and our sales have been doubling ever year.” So for the first time the company is releasing professional-quality DVDs, he said.

One DVD, titled “SandBell Slam,” features a workout led by training expert Patrick Goudeau and the other, titled “SandBell Total Body Blast” is led by Brook Benten.

While regular fitness DVDs aren’t particularly popular at Omaha, Neb.-based Body Basics, the past SandBell DVDs have been a huge hit, said Manager Joe Rauth.

“SandBell for us is on fire,” Rauth said, admitting that he only stocks other DVDs to “round out his display.”

The round, sand-filled weights look different from other items on the market, and Buikema said the DVDs help people feel more comfortable using them.

“It shows the use of the product,” Buikema said. “The SandBells are a pretty intuitive product once you pick them up and use them. They do things that traditional products but they look different so it takes people a bit to catch on.”

Plus customers might not get the full benefit from the product without the DVD, Rauth said.

“It’s a new product and a lot of people don’t know all the things that it’s capable of,” Rauth said when asked why he thinks the SandBell DVDs sell better than others he carries in his store.

According to the IBIS research, DVD sales remained strong throughout the recession and analysts predict sales of the product will remain strong as many doctors continue to prescribe exercise to patients.

For now, some specialty fitness retailers are focusing on the DVDs that help customers learn to use products they are purchasing at the stores. And Rauth can’t wait until the new SandBell DVDs ship in May.

“I know that I have people as soon as they hear that [there are new DVDs] they’ll come in and get those,” he said.

--Ana Trujillo



Stott Pilates Firm & Fit DVD

Stott Pilates has been offering Pilates and workout instruction for more than 20 years, and its Firm & Fit DVD is part of the Pilates Matwork Series. With a level-2 difficulty rating, it's designed for users who know the basics and are ready to intensify strength and more


Mountain destination occupancy remains strong through summer

In the most recent data compiled by the Mountain Travel Research Program (MTRiP), analysts found that despite current economic uncertainties, lodging occupancy in western mountain destinations continues in an upward arc toward pre-recession levels. While nightly room and lodging more


Stott Pilates Fitness Circle/DVD Gift Pack

With a massive bank of educational and workout DVDs, Stott Pilates has established itself as a leading source for both the instructor and, of course, the consumer for education and workouts -- from stretching to balance, from foam rollers to rubberized resistance, to matwork more

Valeo acquisition to emphasize product innovation, sales/service team to remain

The acquisition of Valeo, known for gloves and strength-training accessories, by EB Sport Group should be transparent to the sports and specialty fitness industries when it comes to staff, service and brand -- until the product innovation and planned growth kicks in. Although more


GoFit Foam Roll DVD Training Kit

GoFit and Mark Verstegen, founder of the Athletes' Performance training system, have partnered to develop training kits and programming; the Foam Roll Kit with accompanying DVD is part of the current group. A foam roll has been used for a very long time in rehabilitation and more

OutDoor show to remain in Friedrichshafen

In the end, the vote of the heart was the one that was cast, culminating in an announcement at a surprisingly packed-to-the-gills press conference Jan. 30 that Friedrichshafen won out over Munich as the location of choice for the next five years of the OutDoor show. "The heart more


Fitness financials: Consumer sales recover at Precor; Life Fitness 3Q earnings slip; Under Armour stays strong

Precor finally is striking a chord at home. After relying on strong commercial sales for the past few years, the fitness equipment brand reported a jump in home consumer sales for the third quarter 2012. Precor’s latest total quarterly sales rose 21 percent to EUR 69 million more

SportsArt Fitness Releases New XTrainer Instructional DVD

SportsArt Fitness, a leader in the residential and commercial fitness markets, today released a new instructional DVD in support of their award-winning XTrainer. Developed with consumers, retailers and commercial fitness outlets in mind the new XTrainer DVD is designed to help more


Budokon Beginning Practice DVD

In Japanese, Budokon means "spirit of the warrior" and combines the three elements of yoga, martial arts and meditation. In the first DVD in Gaiam's Budokon series, Cameron Shayne, a black belt in karate and hatha yoga instructor, shows off his lean body and soothing voice to more