Blog / The New Sponsorship Category: At Home Fitness

The New Sponsorship Category: At Home Fitness

In our most recent brand report, we took a deep dive into one of the most robust industries during the pandemic. Over the last year, few industries have emerged as strongly as at-home fitness and wellness equipment. According to a recent article from Globe Newswire, the at-home fitness industry is nearing a total market value of nearly $10 billion, nearly a 40% growth from 2019.

The surge of Peloton and holiday stockings stuffed with Theraguns were a trademark of 2020. Now, these brands are expanding out of homes and into sports sponsorships.

Over the last few months, we have seen brands like Therabody and Hyperrice partner with teams across the NFL, NBA, and MLB, while Peloton continues its rise with the growth of its portfolio of athlete ambassadors.


We then dove into the at-home fitness audience standouts. The slight majority of at-home fitness and recovery fandom is female. This proves that fitness brands have an avenue to not only connect to female fans but also bring more women into sport through their platform.

The league with fans that own the highest affinity for the at-home fitness industry is the NWSL. One of Therabody’s first partnerships in sports was with NWSL expansion team, Angel City FC, showing there is an impact already being created. Additionally, as we mentioned before, women sports fans are a target for these brands, and this analysis proves further the success at-home fitness and recovery brands can find in women’s sports.


Download the entire report to dive even deeper into at-home fitness brands and partnerships they are entering in the sports sphere.

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