An economic recession does not bode well for any leisure-goods market, since purchasing of these products can usually be postponed while consumers concentrate on the basics of existence. Sports equipment falls into this category. Many items of equipment have already been struggling to maintain their markets because consumers are shifting their exercise regimes away from traditional `equipped' sports (e.g. golf or tennis) and towards `pure' fitness activities (e.g. health-club membership or jogging).The UK sports-equipment market is extremely fragmented and difficult to define, but Key Note values it at £1.1bn in 2008. This represents only direct spending on personal equipment by consumers, not spending by clubs or leisure centres. Demand has essentially been static for 5 years: the market was worth a similar £1.12bn in 2004, although it peaked at £1.2bn in 2006. Domestic manufacturing of equipment is similarly static at around £300m per year, most of which is exported. Imports have a growing share of the UK market, with China having increased its share of UK imports from under 10% to more than 30% in the 2000s, overtaking the US as the leading supplier.A downturn in 2008 and 2009 was inevitable, given the depth of the recession and its impact on disposable income. However, generalisations are difficult because of the vast range of sports, outdoor activities and indoor games involved in the market. Golf is the outstanding sport for consumer spending on equipment, accounting for more than a third of the market. Home fitness equipment (e.g. domestic treadmills) has moved into second place, overtaking fishing equipment, but the market also includes dozens of small sectors, such as watersports, `extreme' sports and balls for team sports. There is even fragmentation within the equipment produced for each sport (for example, cricket requires bats, balls and protection, not counting the separate markets for appropriate footwear and cricketing `whites').Given this fragmentation, manufacturing of sports equipment offers few economies of scale. Only a handful of companies compete across several sports. The dominance of the golf sector means that its leading manufacturers are among the largest sports-equipment companies, major names in a competitive global market including Callaway, Titleist, Srixon and Wilson. The most intriguing operator in the UK at present is Sports Direct International, which has managed to `vertically integrate', owning the UK's largest chain of sports shops (Sports World) as well as acquiring famous equipment brands such as Slazenger, Dunlop and Karrimor.The immediate prospects for the market are not favourable, pending the return of consumer confidence. However, the major sporting events (e.g. the Olympics and Commonwealth Games) that are scheduled to take place in the UK should stimulate enough interest to restore growth. Key Note forecasts that the UK market for sports equipment will decline in value in 2009 and 2010 but will then return to growth between 2011 and 2013.  

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Sports Equipment- 2009 Edition
Published on July 2009
Report Summary
An economic recession does not bode well for any leisure-goods market, since purchasing of these products can usually be
postponed while consumers concentrate on the basics of existence. Sports equipment falls into this category. Many items of
equipment have already been struggling to maintain their markets because consumers are shifting their exercise regimes away from
traditional `equipped' sports (e.g. golf or tennis) and towards `pure' fitness activities (e.g. health-club membership or jogging).
The UK sports-equipment market is extremely fragmented and difficult to define, but Key Note values it at £1.1bn in 2008. This
represents only direct spending on personal equipment by consumers, not spending by clubs or leisure centres. Demand has
essentially been static for 5 years: the market was worth a similar £1.12bn in 2004, although it peaked at £1.2bn in 2006.
Domestic manufacturing of equipment is similarly static at around £300m per year, most of which is exported. Imports have a
growing share of the UK market, with China having increased its share of UK imports from under 10% to more than 30% in the 2000s,
overtaking the US as the leading supplier.
A downturn in 2008 and 2009 was inevitable, given the depth of the recession and its impact on disposable income. However,
generalisations are difficult because of the vast range of sports, outdoor activities and indoor games involved in the market. Golf is the
outstanding sport for consumer spending on equipment, accounting for more than a third of the market. Home fitness equipment (e.g.
domestic treadmills) has moved into second place, overtaking fishing equipment, but the market also includes dozens of small
sectors, such as watersports, `extreme' sports and balls for team sports. There is even fragmentation within the equipment produced
for each sport (for example, cricket requires bats, balls and protection, not counting the separate markets for appropriate footwear and
cricketing `whites').
Given this fragmentation, manufacturing of sports equipment offers few economies of scale. Only a handful of companies compete
across several sports. The dominance of the golf sector means that its leading manufacturers are among the largest
sports-equipment companies, major names in a competitive global market including Callaway, Titleist, Srixon and Wilson. The most
intriguing operator in the UK at present is Sports Direct International, which has managed to `vertically integrate', owning the UK's
largest chain of sports shops (Sports World) as well as acquiring famous equipment brands such as Slazenger, Dunlop and Karrimor.
The immediate prospects for the market are not favourable, pending the return of consumer confidence. However, the major sporting
events (e.g. the Olympics and Commonwealth Games) that are scheduled to take place in the UK should stimulate enough interest to
restore growth. Key Note forecasts that the UK market for sports equipment will decline in value in 2009 and 2010 but will then return
to growth between 2011 and 2013.
Table of Content
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Executive Summary
1. Market Definition REPORT COVERAGEMARKET SECTORSMARKET TRENDSA Stable MarketThe Trend Towards
‘Pure’ Fitness The Quest for PerformanceGolf Retains Leadership Fragmented Retail MarketECONOMIC
TRENDSPopulationTable 1.1: UK Resident Population Estimates by Sex (000), Mid-Years 2004-2008Gross Domestic
ProductTable 1.2: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2004-2008InflationTable
1.3: UK Rate of Inflation (%), 2004-2008UnemploymentTable 1.4: Actual Number of Unemployed Persons in the UK (million),
2004-2008Household Disposable IncomeTable 1.5: UK Household Disposable Income per Capita (£), 2004-2008MARKET
POSITION The UKTable 1.6: UK Consumer Expenditure on Sport by Sector by Value at Current Prices (£m at rsp and %),
2008Overseas
2. Market Size THE TOTAL MARKETTable 2.1: The UK Consumer Market for Sports Equipment by Value at Current Prices and
Constant 2004 Prices (£m at rsp), 2004-2008 Figure 2.1: The UK Consumer Market for Sports Equipment by Value at Current
Prices and Constant 2004 Prices (£m at rsp), 2004-2008 BY MARKET SECTORTable 2.2: The UK Consumer Market for
Sports Equipment by Sector by Value at Current Prices (£m at rsp and %), 2000, 2004, 2006 and 2008GolfHome
FitnessFishing Outdoor Accessories Racket Sports Other EquipmentFootball and Other ‘Ball’ Sports Indoor
GamesWatersportsSkates and Skateboards/Extreme Sports UK PRODUCTION AND OVERSEAS TRADEUK Production and
Imports Table 2.3: UK Production and Imports of Sports Goods by Value (£m at msp), 1999-2007 By Product SectorTable
2.4: UK Manufacturing of Sports Goods by Sector by Value (£m at msp), 1999-2007 Table 2.5: UK Imports of Sports Goods by
Sector by Value (£m), 1999 and 2004-2007 ExportsTable 2.6: UK Exports of Sports Goods by Sector by Value (£m and
%), 2006 and 2007 Sources and Destinations Table 2.7: UK Imports of Sports Goods by Country of Origin by Value (%), 1999,
2006 and 2008
3. Industry Background RECENT HISTORYNUMBER OF COMPANIES Table 3.1: Number of UK VAT- and/or PAYE-Based
Manufacturers of Sports Goods by Turnover Sizeband (£000, number and %), 2008EMPLOYMENT Table 3.2: Number of UK
VAT- and/or PAYE-Based Manufacturers of Sports Goods by Employment Sizeband (number and %), 2008REGIONAL
VARIATIONS IN THE MARKETPLACE DISTRIBUTIONTable 3.3: Retailers Used to Buy Sports Goods (% of adults), 2007 HOW
ROBUST IS THE MARKET'LEGISLATION KEY TRADE ASSOCIATIONSFederation of Sports and Play Associations Outdoor
Industries Association
4. Competitor Analysis THE MARKETPLACE GlobalisationSpecialisation FragmentationMARKET LEADERSTable 4.1:
Selected Leading Brands of Sports Equipment in the UK by Sector, 2009Table 4.2: Leading Multiple Brand Owners in the UK Market
for Sports Equipment, 2009 Sports Direct International PLCAmer Sports Head Other Multiple Brand Owners Golf Brands
Fitness Brands Fishing BrandsOther BrandsOUTSIDE SUPPLIERSMARKETING ACTIVITYMain Media AdvertisingTable
4.3: Main Media Advertising Expenditure on Sports Equipment by Sector (£000), 2006-2008Other Marketing Activity
Exhibitions
5. Strengths, Weaknesses, Opportunities and Threats STRENGTHSWEAKNESSES OPPORTUNITIESTHREATS
6. Buying Behaviour PARTICIPATION IN SPORT Table 6.1: Regular and Occasional Participants in Leading Sports and Outdoor
Activities in the UK (% of adults and 000 adults), 2008 EQUIPMENT OWNERSHIP AND PURCHASING Table 6.2: Ownership of
Keep-Fit Equipment and Other Sports Equipment (% of adults), 1998, 2003, 2006 and 2008Table 6.3: Purchasing of Keep-Fit
Equipment and Other Sports Equipment in the Last 12 Months (% of adults), 2008Table 6.4: Purchasing of Keep-Fit Equipment and
Other Sports Equipment in the Last 12 Months by Amount Spent (% of adults), 2008DEMOGRAPHICS OF EQUIPMENT
OWNERSHIPTable 6.5: Ownership of Keep-Fit Equipment and Other Sports Equipment by Sex, Age, Social Grade, Household
Income and Age of Children at Home (% of adults), 2008
7. Current Issues
8. The Global Market MARKET OVERVIEWEUROPEAN COMPARISONS
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9. Forecasts THE ECONOMYPopulationTable 9.1: Forecast UK Resident Population by Sex (000), Mid-Years 2009-2013Gross
Domestic ProductTable 9.2: Forecast Growth in UK Gross Domestic Product in Real Terms (%), 2009-2013 InflationTable 9.3:
Forecast UK Rate of Inflation (%), 2009-2013 UnemploymentTable 9.4: Forecast Actual Number of Unemployed Persons in the UK
(million), 2009-2013FORECASTS 2009 TO 2013Table 9.5: The Forecast UK Consumer Market for Sports Equipment by Value at
Current Prices (£m at rsp), 2009-2013MARKET GROWTHFigure 9.1: The UK Consumer Market for Sports Equipment by
Value at Current Prices (£m at rsp), 2004-2013FUTURE TRENDS The RecessionSports RetailingSports Events and the
Media InnovationSports Participation
10. Company Profiles Acushnet Europe Ltd Amer Sports UK Ltd Callaway Golf Europe Ltd Head UK LtdSports Direct
International PLC
11. Further Sources AssociationsGeneral Sources Government Sources Key Note Sources Understanding TGI DataNumber,
Profile, PenetrationSocial Grade Standard RegionKey Note ResearchThe Key Note Range of Reports
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