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Fitness DVD production keeps in shape despite digital alternatives

Despite the growing popularity of online streaming content, the Fitness DVD production industry has been in great shape during the past five years, according industry research firm IBISWorld.

Many Americans have continually opted to use cheaper fitness programmes offered by DVDs rather than use comparably pricey gyms during the recession. These consumers are typically older, are relatively unfamiliar with physical exercise or do not have any interest in holding a gym membership.

Nearly one-third of Americans that visited a healthcare professional were advised to exercise, according to the Centers for Disease Control and Prevention. According to IBISWorld Industry Analyst Nick Petrillo, "this has increased overall demand for fitness activities, including DVD instructional videos," and accounted for the fitness DVD production revenue climbing in the five years to 2014.

According to C&M Research, the fitness DVD production sector grew an average of 11.2% per year since 2007, generating revenues of $264.5 million in 2012.

It remains that despite strong growth, companies in the Fitness DVD Production industry are shifting their focus as competition from other electronic media erodes the potential growth for physical products. Two of the three major companies, Gaiam and Lionsgate, have undergone substantial restructuring efforts to introduce streaming fitness videos to consumers via the internet.

Jane Fonda has announced the re-release of her five most popular VHS workout programmes. Re-mastered and available on DVD and, for the first time this week, via Digital Download, the releases include, amongst other titles, the Original Jane Fonda Workout, which is the best-selling home video of all time. Collectively the Jane Fonda Workout series consisted of 22 titles and smashed home video sales for over a decade selling over 17 million copies.

Although electronic publication is forecast to expand rapidly in the next five years, IBISWorld expects that the market for fitness DVDs will be generally robust among its older clientele. Industry revenue growth is only forecast to slow by 2019.

Story filed 04.01.15

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