In late 2023, Bryter spoke to UK consumers about the role sport tech played in their lives. Since then the landscape has shifted rapidly. In this new report, Bryter's Anzie Huynh explores what's changed. Results from our new 2025 study indicate that while sports participation levels haven't changed, attitudes towards sport tech are shifting.
Access and download the full report here
Sports participation levels have remained steady
Sports tech is shifting from 'nice to have' into 'essential
There are growing expectations around sports tech
Goal setting and achievement are still key, but there is also a rising emphasis on using tech to make the experience enjoyable. Fitness has also become more social - it's more than just about personal achievement and joy, it's about sharing this with others.
- 33% say they're willing to pay more for technology that will help them reach their fitness goals (vs 27% in 2023)
- 50% say tech should make fitness/sport more fun over everything else (vs 44% in 2023)
- 27% want tech where they can share outputs with others (vs 20% in 2023)
There is a strong interest in apps
- 18% currently use a subscription fitness app
- 29% use a free fitness app
These apps are predominantly values for supporting active consumers with tracking and self-motivation, pushing them to go the extra mile.
Cutting-edge tech to support fitness is key, but successful brands will the ones that also facilitate fun and social connection
- Gamify for motivation: Integrate gamification mechanisms into hardware to make achieving goals fun
- Celebrate and share achievements: Provide easy ways to celebrate milestones and share progress
- Forge strategic partnerships: Hardware brands should consider collaborating with fitness app brands to create a seamless ecosystem of progress tracking, fun, and social connection
- Create opportunities to grow communities: Consider partnering with local in-person events and groups
If you would like to access a full copy of the report that contains additional data, insights and implications for wearable tech, you can download the full report here.
You can also read more Bryter insights on wearable tech here.
Bryter is a leading insights consultancy specialising in consumer technology research. If you'd like to learn more about the role market research and insights can play in supporting your consumer strategy, you can read our article 'The role of research in smart technology and the internet of things'
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