Yearbook 2025: home exercise and studio equipment
Summary
Business and studio purchases accounted for more than half of order value in 2025 (51.6%), compared with a quarter the year before. Yoga leads home exercise with a third, followed by meditation and sound (23.5%) and Ayurveda (15.6%). Purchases were highest in December and January, and lowest in summer and September.
When people buy
An index of 100 represents the average month of the year. December reached 124 and January 120, meaning spending on home exercise in these two months was roughly a fifth to a quarter higher than in a typical month. July (88) and September (87) were the weakest months.
Ayurveda is strongest in January (128), then declines month by month until October. Meditation and sound has one pronounced peak, December (148). Pilates accessories were purchased most in May (128).
Studios ordered reformers on a different schedule from households, with the most orders in April and then from July to September.
Monthly seasonality index (average month of the year = 100)
| Month | Home exercise total | Pilates accessories | Yoga | Meditation and sound | Ayurveda | Recovery | Aroma and space | Health |
|---|---|---|---|---|---|---|---|---|
| Jan | 120 | 111 | 121 | 123 | 128 | 122 | 110 | 96 |
| Feb | 102 | 112 | 104 | 84 | 121 | 103 | 107 | 99 |
| Mar | 105 | 95 | 117 | 74 | 117 | 124 | 108 | 113 |
| Apr | 99 | 107 | 82 | 119 | 107 | 90 | 105 | 98 |
| May | 97 | 128 | 111 | 84 | 92 | 82 | 94 | 80 |
| Jun | 90 | 90 | 81 | 100 | 88 | 78 | 74 | 121 |
| Jul | 88 | 69 | 93 | 82 | 80 | 95 | 93 | 104 |
| Aug | 90 | 74 | 89 | 104 | 77 | 88 | 108 | 77 |
| Sep | 87 | 103 | 83 | 91 | 84 | 73 | 86 | 93 |
| Oct | 91 | 99 | 98 | 89 | 77 | 85 | 93 | 98 |
| Nov | 107 | 91 | 107 | 101 | 114 | 124 | 107 | 111 |
| Dec | 124 | 120 | 114 | 148 | 116 | 134 | 115 | 110 |
What people buy for home exercise
Excluding reformers and machines, the breakdown is: yoga 33.4%, meditation and sound 23.5%, Ayurveda 15.6%, health 8.2%, recovery 5.7%, pilates accessories 4.7%, aroma and space 4.1%, clothing 2.9% and barre 2.0%.
Compared with 2024, pilates accessories (from 3.5% to 4.7%) and barre (from 0.2% to 2.0%) saw the largest increases. The report Pilates in Figures 2026 shows how many studios in Slovakia already offer barre.
| Segment | Share |
|---|---|
| Yoga | 33.4% |
| Meditation and sound | 23.5% |
| Ayurveda | 15.6% |
| Health | 8.2% |
| Recovery | 5.7% |
| Pilates accessories | 4.7% |
| Aroma and space | 4.1% |
| Clothing | 2.9% |
| Barre | 2.0% |
Studios and businesses
We classify an order as a business purchase if its billing details include a company name, company ID or VAT number. In 2025, these orders accounted for 51.6% of the value of all purchases, compared with 27% in 2024.
Businesses have the highest share in reformers and machines (71.6%), as these are mainly bought by studios. The share is 34.4% for pilates accessories and 19.5% for yoga. Ayurveda (5.7%) and aroma (5.3%) are purchased mainly by households.
| Segment | Share |
|---|---|
| All purchases | 51.6% |
| Reformers and machines | 71.6% |
| Pilates accessories | 34.4% |
| Yoga | 19.5% |
| Meditation and sound | 16.8% |
| Recovery | 13.7% |
| Clothing | 9.1% |
| Health | 6.9% |
| Ayurveda | 5.7% |
| Aroma and space | 5.3% |
Countries
Among Slovakia, Czechia, Hungary and Croatia, Slovakia accounted for 45.1% of order value, Czechia for 31.7%, Hungary for 15.5% and Croatia for 7.7%. We report Romania separately, as we have been selling there since May 2025.
The ranking of segments differs between countries. Czechia has the highest yoga share of all countries (39.7%). In Hungary, meditation and sound (32.6%) is slightly ahead of yoga (31.6%). Croatia has three nearly equal segments: health 22.2%, meditation and sound 22.1% and Ayurveda 21.5%. In Romania, yoga leads (30.1%), narrowly ahead of health (28.7%).
| Country | Share |
|---|---|
| Slovakia | 45.1% |
| Czechia | 31.7% |
| Hungary | 15.5% |
| Croatia | 7.7% |
| Segment | Slovakia | Czechia | Hungary | Croatia | Romania |
|---|---|---|---|---|---|
| Yoga | 33.5% | 39.7% | 31.6% | 16.0% | 30.1% |
| Meditation and sound | 21.5% | 21.0% | 32.6% | 22.1% | 22.0% |
| Ayurveda | 16.9% | 14.4% | 12.2% | 21.5% | 6.4% |
| Health | 7.1% | 5.6% | 6.5% | 22.2% | 28.7% |
| Recovery | 4.9% | 7.4% | 4.3% | 6.7% | 0.6% |
| Pilates accessories | 6.2% | 4.3% | 4.0% | 1.9% | 1.8% |
| Aroma and space | 3.3% | 3.8% | 4.3% | 7.8% | 3.0% |
| Clothing | 3.7% | 2.7% | 2.1% | 1.5% | 2.0% |
| Barre | 2.9% | 1.0% | 2.4% | 0.4% | 5.4% |
How to read these figures
The yearbook is based on Flexity e-shop orders, so read it as a picture of our customers in five countries. Shares and seasonality change slowly, allowing comparisons between years.
We calculate order value excluding VAT in euros, converted using the monthly ECB exchange rate. We exclude cancelled and returned orders, as well as gift vouchers, video courses and products outside the scope of the yearbook. Each product belongs to one segment under methodology 1.0. The home exercise seasonality index excludes reformers, machines, barre and clothing. We finalised the edition on 5 November 2026.
Source: Flexity, Central European Market Data by Flexity, yearbook 2025, methodology 1.0, flexitylab.com