2023 VS 2024 Retail Finance consumer trends for the UK Sports and Fitness sector – by Zopa Bank Retail Finance

With peak season already starting, UK merchants in the sports and fitness sector can expect to see shifting consumer finance trends continuing on from last year. Exclusive Zopa Bank Retail Finance data from April-August 2023 vs 2024 shows older buyers taking over, basket size booming, and a strong preference for longer-term options. Adapting to these trends will be key to boosting sales and protecting margins. 

Who is buying sport and fitness products on finance? 

1. Gen X have taken over

The biggest customer group who used retail finance to buy sports and fitness equipment are 40-50 year olds – making up 34% of purchases in peak season of 2024. This is a significant shift from 2023, where the largest customer group was 30-40 years (32%). Gen X customers increased their retail finance buying in this sector by 54% YoY.  

2. Spending is speeding up 

The average Retail Finance order for UK sports and fitness products reached £1502 in 2024, up 111% from £709 in 2023. With rising prices and increasing consumer demand, this trend looks set to continue in the year 2025, where revenue in the Sports Equipment market in the United Kingdom amounts to almost £3bn. 

3. Incomes are climbing 

Retail finance is no longer just for lower-income shoppers. The income profile is shifting upwards: 

In 2023, 45% of customers in this sector earned between £20-40k. In 2024, the largest percentage (33%) earned between £30-50k.  

More shoppers now have stronger credit ratings – 74% had a score above 627 in 2024, compared to 54% in 2023. 

4. What finance options do customers want? 

12-month interest-free credit dominates, chosen by 57% of sports equipment customers in 2024, although this was down from 69% in 2023. This drop was due to the introduction of Zopa’s longer-term interest free finance product in 2024.  

– 6-month interest-free: 13% 

– 24-month interest-free: 12.8% 

While interest-free credit remains king, most customers want to spread payments over at least 12 months. With standard Buy Now Pay Later (BNPL) options no longer meeting this demand, merchants should consider offering longer-term finance to capture more sales. 

Balancing profit margins and finance options 

Offering interest-free credit can cut into profits if not managed strategically. Many long-term finance providers set minimum spend thresholds. Merchants who bundle products into single credit agreements can increase order values and protect margins, while still catering to demand for longer-term finance. 

As consumer preferences evolve, businesses must adapt to remain competitive in the sports and fitness equipment sector. Partnering with a Retail Finance provider who can help build and implement a sustainable strategy that can be adjusted to keep profits high is key. 

Source: *This data has been exclusively shared by Zopa Bank Retail Finance in March 2025, which partners with merchants selling sports and fitness products including Wattbike and MuscleSquad.