Chapter 13: The Indian Fitness Industry: Impact of Digitalisation

The Indian sports sector is rapidly progressing in concurrence with the global sports industry sector trend (worth ~US$ 700 billion that account for 1% of global GDP). The growth can be attributed to the impetus obtaining through various channels, including private (e.g. corporate social responsibility activity), and non-profit organisations (e.g. Olympic Gold Quest) (KPMG, 2016). The industry shows an impressive growth rate in line with the global trend, due to digital transformation, particularly after the delivery of sports activities through digital channels (e.g. esports). Nevertheless, ‘sport’ is yet to be recognised as a sector in the country and no detailed systematic study is reported so far. It can be partially attributed to the ambiguity in the definition of the term ‘sector’. As per the definition given by West Virginia University, USA, the sports industry is one that consists of several different segments, including sports tourism, sporting goods (manufacturing and retail), sports apparel, amateur, and professional sports, recreational sports, high school, and college athletics, outdoor sports, sports businesses such as sports marketing firms, sports sponsorship industry and sport governing bodies (FICCI, 2012). In line with the definition, the Indian sports sector also encompasses several segments including sports events, sports apparel, sports tourism, sports literature, equipment and footwear, sports clubs (fitness and health and sports training), infrastructure construction, food and beverage and online betting.