Reveal Marketing Research study: An enjoyable gym experience is influenced by preferred music genre (43%) and upbeat music (34%) played in the background

Reveal Market Resources, Study No. 147

Reveal Marketing Research conducted a nationally representative study to explore the role and impact of popular music playing in the background during workouts at the gym.

• 41% of Generation Z (18-24 years old), frequent gyms, aerobics and similar venues on a weekly basis.
• When working out at the gym, 43% of Romanians express a preference for a certain genre of music, while 34% would prefer music with a faster pace.
• 32% of Romanians say they would definitely recommend a gym where the background music is to their liking to their close ones.

25% of Romanians say they go to fitness, aerobics or similar venues on a weekly basis, with increased interest among 18-24 year olds (41%) and 35-44 year olds (33%).

According to the Reveal Marketing Research survey results, 63% of Romanians think it is important to listen to popular music in the background when they go to different sports venues, and 55% think they would spend more time at the gym if their favourite popular music was playing in the background. The main reason mentioned by respondents is that music induces a relaxed state at the gym, due to its specific rhythm.

25% of Romanians say they go to gyms, aerobics and similar venues on a weekly basis, motivated by various goals such as improving general health, losing weight, toning the body, building muscle or reducing stress.

The popularity of going to the gym is on the rise, especially among young people aged 18-24 (41%), with Generation Z representatives being well-known for their concern for a harmonious physical appearance. Another age group that is more frequenting gyms is the 35-44 year olds (33%), who are differentiated by a higher purchasing power compared to the other age groups.

Romanians’ behaviour at the gym is influenced by the music playing in the background: 43% prefer a certain genre of music, while 34% expect a faster pace of music

According to the survey data, 85% of respondents believe that popular music influences them positively in the various public places they visit in their free time, and this has a significant impact on their decision to return to these places.

When we look at the type of music played in the background in gyms, we see that most Romanians prefer a certain genre of music (43%), while the upbeat rhythm of the music (34%) stands out as a more important attribute in gyms compared to other locations, such as cafes and coffee shops (28%) or shopping centres (29%).

Marius Luican, CEO of Reveal Marketing Research

“Music in a fitness room is not only a pleasant background sound, but can significantly influence the workout experience and is an essential tool in creating a positive, enjoyable and motivating atmosphere in the gym. We see from the results of the study that the upbeat rhythm of music stands out as more important in such a location, as it boosts motivation and helps exercisers feel better while performing physical activities.”

Moreover, popular music in a location can be a valuable gauge of customer loyalty, and in the case of gyms, a third of Romanians (32%) say they would definitely recommend such a location where the background music is to their liking to their close ones.

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About Reveal Marketing Research: Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.

Reveal Market Resources, study no. 147: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online during July 2023, on a representative sample for the universe of 18+ internet users, urban residents. The sample size was 818 respondents and the maximum sampling error for the general target is +/-3.5% at 95% confidence level.