Houlihan Lokey’s Summer 2025 “Fit for The Future” report identified six key trends, including the fragmentation of sports participation, the social appeal of sports, aging active individuals, and women in team sports, which collectively favorably shape the active lifestyle landscape.

The six trends include:

  • Fragmentation of sports participation. The investment firm noted that while overall participation is growing only moderately, consumers are “engaging in a broader mix of activities, often with higher intensity. People are shifting from single-sport routines to diverse, personalized combinations of sports, leading to increased fragmentation and more dynamic participation patterns.”
  • Social sport as a cultural movement. Houlihan Lokey stated, “Group fitness is evolving into a lifestyle driven by community, safety and shared motivation. Running and cycling clubs are booming (+59 percent participation in 2024). They offer inclusive spaces and turn workouts into social rituals, especially among Gen Z.”
  • Tariffs and geopolitics reshape supply strategies. Geopolitical developments and evolving trade dynamics are prompting companies in the sporting goods industry to proactively prepare for potential changes in cost structures and supply chain complexity. Houlihan Lokey stated, “Tariff uncertainty is encouraging brands to rethink sourcing, explore local production, and accelerate automation—strengthening resilience and unlocking new efficiencies in a rapidly evolving trade environment.”
  • Women in team sports. Women’s participation is increasing across all sports, but most notably in traditionally male-dominated team sports, such as football, rugby and handball. Houlihan Lokey said, “This shift reflects broader cultural changes and rising interest among younger generations. While participation rates still trail those of men, the momentum is clear. UEFA Women’s EURO 2025 in Switzerland drew record crowds, with more than 600,000 tickets sold. With strong growth in both athlete numbers and fan engagement, this trend opens new opportunities for investment, sponsorship, and media innovation.”
  • Active aging drives participation. The population aged 55 and over is now the “primary engine of growth” in sports participation, especially in mature markets like the U.S. and the U.K. Houlihan Lokey said, “This trend challenges traditional assumptions about target demographics and calls for a rethinking of product development, distribution, and engagement strategies. To stay competitive, businesses must embrace inclusive design, age-friendly services, and data-driven personalization. Recognizing the economic power and lifestyle aspirations of active seniors will be key to capturing value in the next wave of market expansion.
  • Staying true: protecting brand value amid expansion. Houlihan Lokey stressed the importance of “maintaining a clear and consistent brand identity” as many sporting goods brands expand into new categories and price tiers. The firm said, “Strategic growth requires balancing innovation with authenticity, ensuring that every move reinforces core values rather than diluting them. Brands anchored to a distinct purpose are better positioned to build long-term trust, navigate competitive shifts, and scale with impact. Whether entering adjacent markets or refining positioning, clarity of mission and disciplined execution remain key to preserving brand equity and driving sustainable growth.”

Houlihan Lokey’s report highlights the vibrant growth in endurance sports, including marathons, trail runs, and obstacle races, following the pandemic, drawing record numbers of participants. This growth is driven by “Gen Z and Millennials seeking purpose, challenge and community.”

Houlihan Lokey’s report also highlighted findings showing a surge in first-time entrants under 30 years of age in ultra-marathons and Ironman races, momentum around hybrid competitions like Hyrox that blend strength and cardio in a race format, and amateur athletes increasingly adopting professional-level training routines.

Houlihan Lokey stated, “Supported by digital coaching platforms, recovery science, and performance diagnostics via the rising popularity of wearable devices, they are competing more often and at higher levels than ever before.”

Other trends driving sports participation highlighted in the report include:

  • Outdoor and adventure sports on the rise. Nature-based activities continue to attract new participants, offering flexible and lifestyle-driven ways to stay active.
  • Outdoor lifestyle. Young consumers are redefining outdoor engagement, with 67 percent identifying as “outdoorsy,” breaking stereotypes about digital-native lifestyles. With 80 percent of Gen Z and Millennials wanting to spend more time outside, brands have a prime opportunity to cater to this shift in consumer behavior.
  • Racket sports boom across generations. Pickleball is expanding rapidly from the U.S. to Europe, appealing to all age groups with its accessibility and social nature. Flexible, social activities like padel tennis and off-course golf are similarly gaining appeal.
  • Urban mobility growth. Enhanced cycling infrastructure and rising demand for micro-mobility solutions, such as e-scooters, are reshaping urban transportation.