Self-isolation and sports. SberIndex.ru and Rambler.ru find out how much Russians spent on gyms and sporting goods
The AOV for sports-related products and services during the lockdown1 in Russia added almost 20% to reach RUB2,853, SberIndex.ru analysts say. Only 18% of the respondents on Rambler.ru started exercising in gyms again after the latter reopened their doors, with 20% of the respondents having bought new sneakers during the self-isolation.
Sberbank’s analytical website SberIndex released a new study on spending across sports shops and gyms between March and August 2020. Rambler.ru held a survey for SberIndex between August 19 and 23, 2020 to find out how and where Russians exercised in 2020 and what equipment they used for that.
During the lockdown people could not visit gyms, which is why the number of their active customers plummeted by 96% from 1Q20. The rest of the transactions could have been payments for online exercise classes or purchases of memberships in gyms, which were on sale as gyms needed revenue.
Sporting goods and sportswear saw customer figures plummet 10 times over the same stretch. However, a sizeable increase is spotted for AOV, which rose to RUB2,853 in April 2020 from RUB2,379 in March. By early May, when the government allowed citizens to do sports outside, signaling the first phase of lockdown relaxation, the metric was revived. SberIndex analysts believe that some consumers indeed bought more expensive sports gear to exercise at home.
As long as many stores migrated online, the demand started rebounding back in early April to reach the pre-coronavirus level in early June.
Gyms remain closed or half-open in some parts of Russia, which is why they have half as many visitors as they would have expected in other circumstances. However, this industry has coped with the long downtime. As of mid-August, only 75% of gyms continue to operate, while the number of sports shops has reached the first quarter figures.
The Rambler.ru survey for SberIndex showed that only 42% of the respondents don’t do sports, with the rest doing it often (25%) or rarely (33%), with 51% doing it at home, 28% doing it outside, and 21% choosing gyms, swimming-pools, yoga places, etc.
Only 18% of the respondents rushed to gyms once the curbs were rolled back, with the rest of them still exercising at home or outside.
For independent workouts Russians purchased a variety of sports equipment, including running shoes (20%), dumbbells, barbells, weight plates (18%), small items like yoga mats, sports gloves, wearable body weights, hoops, etc. (12%), bicycles (12%), home gym machines (12%), swimming equipment like suits, trunks, masks, goggles, fins, etc. (11%).
1Between March 23 and June 1, 2020
When publishing the materials, a reference to SberIndex (www.sberindex.ru) is mandatory.
SberIndex.ru is an analytical website by Sberbank that illustrates how life in Russia has changed during the COVID-19 pandemic. Today, you can find three key indexes on the website, all of them based on anonymized data. These are an incidence model, the consumer activity index, and consumer activity changes. The all-new Business section features the evolution of gross payroll and change in small business activity. The website also has other studies, including all SberData lab ones.Rambler.ru is a leading Russian website for media and services. To date, it includes an intelligent news aggregator, a customized recommender system, one of Runet’s most popular email services, eight thematic media verticals, along with popular services such as horoscopes.rambler, weather.rambler, top100.rambler, etc. The website’s monthly audience exceeds 64 million unique users, and this figure is growing.