The Wellness, Health, and Fitness industry events have experienced significant growth in recent years due to increasing consumer interest in leading healthier lifestyles. With a growing focus on wellness, fitness, and healthy living, the demand for events that provide educational opportunities, product demonstrations, and networking opportunities has skyrocketed. The growth of the Wellness, Health, and Fitness industry events reflects consumers’ increasing importance on leading a healthy and active lifestyle.
The COVID-19 pandemic profoundly impacted the Wellness, Health, and Fitness industry events in early 2020. With social distancing measures and travel restrictions in place, many events were postponed or canceled, disrupting the industry. However, the rise of virtual platforms enabled event organizers to pivot and continue offering educational and networking opportunities to attendees. In 2022, events in the Wellness, Health, and Fitness sector started to recover, with a mix of virtual, in-person, and hybrid events emerging.
The combination of virtual and in-person events allowed for greater accessibility and flexibility, allowing a more comprehensive range of attendees to participate, regardless of location. The time between early 2020 till the end of 2021 can be seen as the Covid period for this report. We compare pre-2020 and post-2021, as pre and post-covid periods, to see where we are and the road ahead.
WELLNESS, HEALTH, & FITNESS EVENTS OVERVIEW
The Wellness, Health, and Fitness events industry has been on a trajectory of growth in recent years, driven by increasing consumer interest in leading healthier and more active lifestyles. The focus on improving human-wellbeing has created new opportunities for collaboration, networking, and innovation within the industry. Wellness, Health, and Fitness events play a critical role in bringing industry professionals together to share knowledge, build relationships, and form partnerships.
These events provide a platform for attendees to connect with experts from around the world, learn about the latest developments and trends, and gain valuable insights and inspiration. The COVID-19 pandemic profoundly impacted the Wellness, Health, and Fitness events industry, as it relied heavily on in-person product launches, displays, and relationship building.
With the sudden cancellation, postponement, or transition to virtual formats for all events, the industry had to adapt to the changing circumstances quickly. However, in 2022, we saw events return to in-person formats in full force while some leveraged hybrid formats. This report will provide an overview of the number of events in the industry as a comparison metric to assess the events returning to normalcy post-covid and analyze them across several key regions and other relevant trends. The core focus of the report is to access pre vs. covid status and the way forward.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
WELLNESS, HEALTH, & FITNESS EVENTS TRENDS
As shown in Figure 1, there has been a significant increase in the number of Wellness, Health, and Fitness events over the past five years. These events provide a platform for attendees to connect and engage with leading industry innovators, companies, and specialists. It is important to note that the number of events post-COVID is higher than before the outbreak, as shown in the data presented in Figure 1. This is likely due to the cost effectiveness and broader reach of virtual events, which event organizers utilized to respond to the pandemic. The ability to host more frequent, albeit smaller, virtual events has likely contributed to the overall increase in events post-COVID.
Although there was an abrupt shift to virtual or hybrid delivery formats for events in 2020, the importance of these gatherings remained the same for Wellness, Health, & Fitness companies that had already incorporated them into their marketing strategies. The United States typically hosts a significantly larger number of B2B events than other regions. The following charts depict trends in Wellness, Health, & Fitness events within various countries, according to 10times data.
WELLNESS, HEALTH, & FITNESS TRADE SHOWS
As shown in Figure 3, a large number of Wellness, Health, & Fitness trade shows have been held in the past five years. According to the data in Figure 3, more trade shows were organized in 2022 compared to 2019. Post-pandemic, the number of trade shows has increased due to the rise of virtual event platforms. These platforms offer a convenient, budget-friendly, and accessible option for organizers to host events.
The charts below show the trend of Wellness, Health, & Fitness trade shows held in five major regions over the past five years (chosen based on the number of events and audience size for this report). The data indicates that the USA has consistently had the most Wellness, Health, & Fitness trade shows among the five regions over the past five years.
Figure 4 illustrates the number of Wellness, Health, & Fitness trade shows held in the United States over the past five years. The data shows that the number of trade shows organized in the US post-pandemic is lower than pre-covid. Still, with the rising consumer demand and widespread use of virtual and hybrid formats, it is expected that the number of trade shows organized in 2023 will show steady growth and surpass the level of 2019.
Figure 5 illustrates the number of Wellness, Health, and Fitness trade shows held in the UK over the past five years. The data clearly shows that the number of events organized post-pandemic has exceeded the numbers from 2019. This is primarily due to in-person and virtual events, as opposed to pre-pandemic, where events were mainly held in person.
Figure 6 illustrates the number of Wellness, Health, & Fitness trade shows held in Canada for the past five years. After COVID, Canada has hosted comparatively fewer Wellness, Health, & Fitness trade shows as of 2022 than before the pandemic. The demand for events is expected to increase as the country catches up with other regions in terms of industry/economy size and the number of large events.
Figure 7 shows the trend in the number of Wellness, Health, & Fitness trade shows held in Australia over the past five years. The data reveals that Australia has seen a steady rise in the number of shows since 2019, and in 2022 the number of trade shows was higher than before the COVID-19 pandemic.
WELLNESS, HEALTH, & FITNESS CONFERENCES
These figures show Wellness, Health, & Fitness conferences held in five major geographical regions over the past five years. Post-pandemic, the number of Wellness, Health, & Fitness conferences hosted has exceeded pre-pandemic levels. This seems to be due to the feasibility and acceptability of some conferences continuing as virtual only.
Figure 8 shows the number of Wellness, Health, & Fitness conferences held during the past five years. Overall post-covid numbers have shown a steady growth trajectory, and the trend is expected to grow in 2023.
Figure 9 shows thousands of Wellness, Health, & Fitness conferences held in the United States over the past five years. It is worth noting that many events scheduled for 2020 were postponed or canceled due to the COVID-19 pandemic. As illustrated in Figure 9, the USA has already surpassed 2019 regarding the number of conferences held post-covid.
Figure 10 below illustrates the number of Wellness, Health, & Fitness conferences held in the UK over the past five years. Compared to the pre-pandemic era, the number of conferences hosted in the UK post-pandemic is still less. With the growing demand for industry conferences, the number is expected to reach the 2019 count in 2023.
Figure 11 shows that Canada has hosted hundreds of Wellness, Health, & Fitness conferences over the past five years. The country’s base is lower than that of the US and UK, but it has shown significant growth when comparing 2019 with 2022, and the trend is expected to continue through 2023.
Figure 12 illustrates the number of Wellness, Health, & Fitness conferences held in Australia over the past five years. The country’s base is lower than that of the US and UK, but it has shown steady growth since COVID, and the trend is expected to continue through 2023.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 reveal that in 2019, a substantial number of new Wellness, Health, & Fitness events were held worldwide. However, in 2022, the number of new events hosted has not returned to pre-COVID levels. This is primarily attributed to existing events making a comeback rather than a demand for new event IPs being generated.
The decline in the number of new events due to the pandemic is not unexpected, as many events were either cancelled or postponed. However, there are indications that the number of Wellness, Health, & Fitness events (both current events being re hosted and new events being launched) in 2023 will increase, keeping pace with the rapid innovation in this sector. This is likely due to the return of in-person events and the continued growth of virtual events in response to the pandemic.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
It’s crucial to consider the fluctuations in event hosting trends when analyzing the data. The numbers may vary bi-annually. Additionally, it’s important to understand that event re-hosting refers to a recurring event held in the same city as its previous edition. If the event is held in a different city, it is considered a separate event in the event series, although part of the same series, on the 10Times platform.
As illustrated in Figure 14, overall around 42.6% of events were rehosted every year pre-covid. However, this trend saw a significant change in 2022, where the percentage of rehosted events increased to 65.4%.
This increase in the percentage of rehosted events in 2022 can be attributed to various reasons.
1. Organizers waiting out 2020-2021 to rehost their event in-person event. (Note: If an older edition of an in-person event is rehosted as a hybrid, it’s considered the same event with a new edition on the platform).
2. Many event organizers, who earlier were not rehosting their events, went ahead with hosting it virtually to leverage the cost advantage offered by the format.
Overall, the increase in the percentage of rehosted events in 2022 indicates that event organizers are becoming more resourceful and innovative in their approach to hosting or rehosting events.
REGION WISE SEARCH TRENDS FOR WELLNESS, HEALTH, & FITNESS EVENTS
Wellness, Health, and Fitness events provide a platform for people from different regions to join and engage in networking, idea exchange, and business opportunities. These events also offer a chance to learn about market trends and to meet potential clients. Before the COVID-19 pandemic, most Wellness, Health, and Fitness events were searched for in the Americas, followed by Asia, Europe, and Africa. However, post pandemic, there has been a slight shift in this pattern. The Americas saw a decrease of about 1%, while Asia saw an increase of 4%, as shown in Figure 17.
COUNTRY WISE SEARCH TRENDS FOR WELLNESS, HEALTH, & FITNESS EVENTS
The data in Figure 18 shows a percent breakdown across countries for searches by professionals for Wellness, Health, & Fitness events before the pandemic and after the pandemic. Pre-pandemic, the United States recorded the highest number of searches with 60.82% followed by Canada and other countries. It is noteworthy that the search by individual participants in the United States has noticeably increased while in Canada has seen a decrease.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 shows that a significant percentage of individuals searching for Wellness, Health, & Fitness events from the United States are within the United States, which is in contrast to other regions where the search for international events seems to be higher. The number of users searching for these events in 2022 is greater than in 2019, albeit the increase is modest. It is important to take note of the local demand for events within the US, however, this trend is expected to change in the coming years as other countries experience growth and event organizers look to tap into new markets.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 shows the search trends of individuals from the US looking for events outside their country before and after the COVID-19 pandemic. The data shows that due to the high number of COVID-19 cases and travel restrictions in China, the country has recorded a low search percentage post-pandemic from the US. This shift in search behavior may suggest that US audiences are exploring alternative markets for potential investment opportunities or import/export prospects.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
In 2022, the percentage of users searching for Wellness, Health, and Fitness events in Canada has decreased by approx. 8%. This might be attributed to a variety of causes, including the preference of users for international events over those happening within Canada.
PRE-COVID VS. POST-COVID USERS FROM IN CANADA LOOKING FOR EVENTS OUTSIDE
Figure 27 compares pre- and post-COVID user search patterns for Wellness, Health, and Fitness events outside Canada. In terms of search percentage for Wellness, Health, and Fitness events, the United States was the top choice for users in Canada both pre- and post-covid. Besides the USA, user searches for the UK hasreached or are almost at pre-pandemic levels. It would be interesting to observe the potential impact of China’s reopening on the percentage spread of event searches in 2023, as there has been a significant decrease in traffic to China and other APAC countries in 2022.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Prior to the COVID-19 pandemic, 63.4% of Indian users, searched for Wellness, Health, and Fitness events within India.
As shown in Figure 22, the number of users searching for Wellness, Health, and Fitness events in India in 2022 is lower than pre-COVID level. The possibility of Indian companies exploring international events for sales or sourcing may be a contributing factor. However, this trend may reverse in 2023, with the possibility of large IT and Tech events being rehosted in India. Therefore, it’s important to watch this trend closely to understand future developments.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Figure 23 illustrates the pre and post-COVID users from India looking at events outside India in the Wellness, Health, and Fitness sector. Two major observations can be made from this data. Firstly, there has been a significant decrease in demand for events in China, possibly due to COVID-19 restrictions and policies in China. It is unclear when this trend will change. Secondly, there has been a notable increase in the percentage share for events in the United States, Australia and the United Kingdom. This suggests that many Indian businesses in the Wellness, Health, and Fitness sector are turning to these countries for events.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
In 2022, Wellness, Health, & Fitness searches within the UK soared to pre-pandemic percentage and were slightly higher than pre-covid level. Around 79.9% of the users from the UK search for events locally, while others explore international markets. It would be worth comparing this data with other EU countries to understand the trends in the region.
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Figure 27 shows pre- and post-covid users from the UK searching for Wellness, Health, and Fitness events outside the country. The US was the top choice for users in the United Kingdom compared to other regions, both before and after COVID. What’s notable below is the decrease in interest in events happening in nearby countries. It would be interesting to note if any specific events caused this downsurge or if it is a long-term trend. The impact of China reopening to international events in 2023 should also be monitored as the country saw a significant drop in traffic in 2022.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (AUSTRALIA)
Before the COVID-19 pandemic, approximately 78% of Wellness, Health, & Fitness professionals from Australia were seeking events within the country. As depicted in Figure 28, the percentage of users searching for Wellness, Health, & Fitness events has increased in 2022, surpassing the pre-pandemic search percentage. This is an interesting trend with a significant change in pattern. Would Australian users continue to grow their demand for local events over shows happening in other regions? It would be worth tracking.
PRE-COVID VS. POST-COVID USERS FROM AUSTRALIA LOOKING FOR EVENTS OUTSIDE
As per the data shown in Figure 29, a significant number of entertainment & media professionals from Australia have been searching for events ou
As per the data shown in Figure 29, a significant number of Wellness, Health, & Fitness professionals from Australia have been searching for events outside Australia to meet global industry professionals. The data reveals some notable shifts in demand among Australian users. New regions such as the UK, Germany, Singapore, and India have seen an increase in market share, while other countries like the US, Canada, and Japan have experienced a decline. These changes highlight the evolving preferences of Australian professionals and the potential opportunities for event organizers in different regions.
SEARCH QUERIES USED BY USERS TO FIND WELLNESS, HEALTH, & FITNESS EVENTS
During the past year, various search queries were used by users to find Wellness, Health, & Fitness events. Our research found that the most frequently searched terms were “fitness expo,” “health and fitness expo,” “health and wellness expo,” “wellness expo,” “health expo,” and “health fair.” Users looking for events in the Wellness, Health, & Fitness sector were particularly searching for wellness, health and fitness expos. The data suggests that users utilized different queries to discover events pertinent to their specific interests and requirements within the industry.
(Note: Interesting trends can emerge if we look closely at sub-sectors and remove the obvious keywords mentioned above.)
WELLNESS, HEALTH, & FITNESS EXHIBITORS
Wellness, Health, & Fitness industry professionals actively look for industry events to showcase their innovative products & solutions. The Wellness, Health, & Fitness events cover the end-to-end supply chain and allow exhibitors to meet key industry stakeholders, investors, etc., from every area of the Wellness, Health, & Fitness industry. COVID-19 led to a significant decline in demand in exhibitors’ inquiries for Wellness, Health, & Fitness events during the last three years.
However, we see demand slowly crawling back up in 2022 and expect it to rise significantly in 2019.
Some internal hypotheses we have internally are:
1. Exhibitors already paid for 2020 shows in 2019 (which for rescheduled).
2. Not enough new companies are still looking at events as a viable marketing channel.
Overall, the decrease in Wellness, Health, & Fitness event exhibitors in 2022 is not unexpected, given the effects of the pandemic. While this decrease may be a temporary setback, it is imperative to note that the Wellness, Health, & Fitness events industry is resilient and continues to innovate and adapt to the changing landscape. While the overall count has not reached 2019 numbers, Wellness, Health, & Fitness events are expected to rebound and meet 2019 numbers in 2023.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
Despite the obstacles presented by the COVID-19 pandemic, the Wellness, Health, & Fitness event industry has demonstrated its capability to adapt. As a result of the widespread adoption of virtual and hybrid formats, the number of events held in 2022 has reached and exceeded pre-pandemic levels in most regions.
Our research indicates that the top five countries that hosted the most Wellness, Health, & Fitness events were the United States, the United Kingdom, Australia, Canada, and Denmark. All these regions have fully recovered with respect to the number of events held before the pandemic. Search trends also indicate that post-pandemic, users are primarily searching for Wellness, Health, & Fitness events within their own countries due to concerns about health and safety, uncertainty surrounding COVID-19, and travel restrictions. The United States has emerged as a top destination for events outside of a user’s home country, with the highest number of searches for Wellness, Health, & Fitness events from other countries.
As the events landscape continues to evolve, the demands of attendees remain unchanged and may even have increased. As a result, event organizers must be proficient in various formats and tools to deliver events that meet elevated expectations. 10times’ event marketing solution can help you stay ahead of the competition by expanding audience reach and driving higher event attendance. Target and engage event professionals in real-time as they search for events, making it impossible for your event to be missed.
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FINDING THE RIGHT EVENT MARKETING SOLUTION
The key to event marketing is knowing your target audience and what will make them notice and respond to your event. Therefore, your marketing tools should be built around your industry, not generic paid ads that don’t understand your target audience’s specific ins and outs.
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DATA INTELLIGENCE & MARKET RESEARCH SOLUTION
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