Germans embrace health and fitness.

Health and fitness is a lifestyle trend that has taken fierce hold in Germany. The trend spawns markets for non-foods products directly related to fitness activities, a wide range of specially grown or prepared foods, food supplements, formal and informal organizations such as health clubs, and schools for learning various health promoting activities. Currently, the health and fitness industry in Germany is the second biggest in Europe.

Based on information developed by Deloitte & Touche, Market: Europe projects 2005 sales for the industry at US$5.3-billion. The market grows at approximately 11 percent per year.

Most important for marketers it promotes a health-oriented mindset that affects consumption patterns that are not necessarily directly related to enhancing health, or health club membership.

According to Deloitte & Touche, the health and fitness industry in Germany has four separate trade associations. In 2002, 5.1-million Germans belonged to a fitness club, which amounted to 6.2 percent of the population. If the rate of growth has held steady since then, approximately 7-million Germans are members of health clubs today, or 8.4 percent of the current population.

The impact of health and fitness, however, goes far beyond mere health club membership. Activities that once seemed obscure, or even quaint, are discovered by health conscious Germans and blown up into virtual movements.

Take Nordic Walking, for example. Nordic Walking is an activity that resembles cross country skiing, and, indeed, was developed in Finland to maintain cross country fitness during the months when skiing wasn't possible.

Practitioners use shorter poles than are used in cross country, and need to learn a walking technique that distributes body weight evenly.

Initially, according to a story posted on the DW-World Website, January 16, 2005, the activity was favored by people who wanted an exercise regime that was less stressful for easily injured joints such as knees and hips. This made Nordic Walking a favorite of senior citizens, but it was quickly adopted by many whose careers imposed sedentary behaviors.

Nordic Walking ostensibly uses 90 percent of the body's muscles and is 40 percent to 50 percent more effective as exercise than normal walking.

According to estimates provided by a leading Finnish walking-stick maker, the number of Nordic Walking adherents in Germany grew from 10,000 in 2001 to 2.2-million in 2004.

The health and fitness lifestyle trend, however, isn't only about buying new types of products and pursuing old or new sports. It's also about giving up products and behaviors seen as harmful to the body. Smoking would be a prime example of something perceived in this new way.

Health and fitness is somewhat anti-materialistic, and some would even go so far as to say anti-consumerist.

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