Sport-Specific

Alt-Athletics aren’t just about exercise, they are about finding meaning, identity and belonging. Climbers and surfers look for experiences that connect them with natural environments. Yoga and Tai Chi devotees seek cross-cultural spiritual transcendence. For runners, the ultimate prize is not just a faster time, it’s triggering the body’s endogenous chemicals to reach the Zone. 42% of the US health club market is now composed of studios catering to specific Alt-Athletics like yoga, pilates, Brazilian jiu-jitsu, dance, rock climbing, CrossFit, etc. These sport-specific chains have been adding new studios at a rate of 450% per year since 2010. At this rate, alt-athlete gyms that cater to specific activities will very soon outnumber the traditional gym.