Fitness: Not just a trend, a lifestyle
Fitness is a booming culture in Africa, attracting global players. The African debut of the popular global workout competition, the “World Series of Fitness Racing” in 2024. This is the latest testament to an unfolding a revolution on the continent. Hyrox, through its African subsidiary, Hyrox Africa, hosted an event at the Cape Town Convention Centre in South Africa on September 21st. The Hyrox challenge involves eight “functional” exercises – sled pushing, burpee broad jumps, rowing, and others – separated by 1-kilometer runs.
With a consistent race format worldwide, participants’ points are accumulated and placed on a global leaderboard. This culminates in a World Championships for top participants at the end of each race season. Hyrox’s global expansion is spearheaded by Rumble Ventures, an African investment company. In 2024, Rumble Ventures is expected to bring the competition to new markets. It’s including South Africa, Canada, Mexico, Taiwan, and Korea. The competition already enjoys a massive following in Europe. According to the Hyrox website, in 2023, the event was hosted across more than 40 races globally. Moreover, with over 90,000 athletes participating.
HEALTH IS WEALTH
This global fitness competition arrives in Africa as the continent’s fitness and wellness culture evolves. More people are interested in workouts and fitness exercises than ever before. This growth is partly attributed to increasing awareness of the health benefits of physical activity. Social media and tech solutions, such as the digitization of workout content, have played a significant role in this awareness.
“Behavioral factors, such as the fear of excess weight among women, are also driving the ongoing demand,” explained Judith Moraa, a nutrition and wellness expert. “Combining physical activity with healthier diets can yield desired results.” Fitness is not entirely new to Africa. The continent has produced some of the most successful athletes globally in various competitive sports. However, an active exercise culture is now emerging.
One indicator of this trend is the growing number of fitness gyms and gym-goers across the continent. Thomas Akatsa, a fitness coach at Wazito Fitness Centre in Nairobi, has witnessed this shift in attitudes since the facility’s launch in 2016. “We continue to register more numbers,” he explained. “People have changed their perspectives about fitness.”
Despite high costs, Africans are willing to invest in healthy living. A 2019 report by the First National Bank of South Africa revealed that South African consumers spent over US$1.6 billion (R30 billion) annually on health and fitness. International health and wellness companies, such as Virgin Active, have successfully tapped into this growing market. Thus establishing health clubs in South Africa, Namibia, Botswana, and other countries.
A FITNESS FRENZY TAKES OVER
Other international brands, including Planet Fitness, Zone Fitness, Gym Company, Viva Gym, and many more, are actively expanding their services across African markets, particularly in South Africa. This trend is expected to continue, considering projections by German research firm Statista. The health and fitness market in Africa is projected to grow by 9.48% between 2022 and 2027, reaching a market volume of US$26.91 million by 2027.
Beyond physical gym-goers, a growing number of Africans are practicing fitness virtually. They leverage health and wellness applications and associated content on platforms like YouTube. A 2023 health article on Techpoint highlights the role of technology in making exercise and workout content more accessible in Africa.
According to the report, technology empowers individuals to “follow personalized workout plans, access online classes and information, be part of online communities, and facilitate the creation of home-made workout equipment.” The #afrobeatfitness, an Instagram hashtag, showcases a vibrant African fitness movement that incorporates Afrobeat music and dance moves into workouts. This is a prime example of how technology is being used to enhance fitness.
FITNESS STATS
Moraa explains that this ongoing trend will lead to positive health outcomes amidst the growing threat of non-communicable diseases (NCDs), including cardiovascular diseases, cancer, respiratory diseases, and diabetes. “The health risks increase as the BMI rises above 24.9. Independently, factors such as smoking habits raise the health risks, but physical fitness lowers them,” she explained.
According to the WHO, between 50 and 88% of deaths in seven countries, especially in small island nations as of 2022, were due to NCDs. The WHO report also showed that in the African region, the number of people living with diabetes is expected to reach 47 million by 2045, up from 19 million in 2019.
Achieving better health outcomes is achievable in Africa. Countries like Uganda have set a commendable precedent. A 2019 WHO report assessing fitness levels of people in 168 countries between 2001 and 2016 revealed Uganda to be the world’s fittest country, alongside Finland, which topped the developed nations category.
