24 2024 TSMA Mr. Jeff Chen President, Taiwan Sporting Goods Manufacturers Association (TSMA) 01 理事長序 With the opening of national borders and the easing of border restrictions, countries around the world are gradually moving towards the ‘post-pandemic era’ where coexistence with the virus is the norm. The global markets and economies, as seen, are slowly recovering. And the global sports industry is facing new challenges and opportunities. In this context, how should the sports industry in Taiwan transform itself to meet market demands and competitive pressures? According to McKinsey’s report (2022), it is predicted that the activity patterns of fitness consumers have shifted “from physical into virtual” and also formed an irreversible behavior trend. Digital technology has increased the fitness options to break free from time and space constraints, providing flexibility and ranges of choices through virtual forms such as networked fitness equipment, online live classes, fitness apps, and so on. At a short period of time, this development quickly reshapes the fitness industry’s landscape. Fitness activities are no longer divided into “traditional gyms” or “home gyms,” as physical fitness facilities will undergo significant integration with digital technology, evolving into a “hybrid model of the fitness industry,” becoming the new norm in the fitness industry. Technology significantly contributes to the transformation in the fitness industry, especially during the pandemic. Emerging models such as online training, home gyms, and virtual workouts have gained widespread popularity, indicating consumer demand for efficiency, immediacy, flexibility, and diversity. The fitness industry in Taiwan should catch up in this trend and enhance collaboration with the technology sector to develop more fitness technology products and services that align with market demands. This includes smart wearable devices, sports data analysis, personalized training programs, and more, to increase the added value and competitiveness
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