Athlete lifestyle · 2026-09-01

As Wellness Spending Grows, Can Activewear Brands Seize the Opportunity?

Boston Consulting Group reports that activewear is entering a steadier growth phase while the global wellness economy continues to expand. Its consumer research points to adjacent opportunities in nutrition, wearables, community fitness, and recovery.

Boston Consulting Group’s analysis describes a more measured growth phase for activewear alongside continued expansion in the wider wellness economy.

Based on a survey of more than 2,000 consumers in the United States, Germany, and France, the report identifies nutrition, wearables, community fitness, and recovery as adjacent areas where athletic-apparel brands may deepen engagement.

For athletes, the shift means more products and services are being designed around an entire lifestyle rather than a single workout session.

Source: Boston Consulting Group