Market Data yearbook methodology

Where the data comes from

The yearbooks are based on orders from Flexity online stores in Slovakia, Czechia, Hungary, Croatia and Romania. This is not a survey or an estimate of the entire market. They show what households, studios and businesses actually bought from us.

We have tracked orders since January 2024, and in Romania since May 2025, when we began selling there. The order month is determined according to Central European Time.

What we calculate

The value of ordered products excluding VAT in euros. Prices in crowns, forints and lei are converted using the exchange rate for the order month, and VAT is deducted according to the standard rate of the destination country. Delivery fees, payment fees and order-level discounts are not included in the value.

What we exclude

Cancelled, returned and unpaid orders, as well as credit notes. We also exclude gift vouchers, video courses and products unrelated to the theme of the yearbook.

Segments

Every product belongs to one of the ten segments below. The category in which the product is listed in our Slovak online store is decisive. Products we no longer sell are classified by name. Anything that cannot be classified is not included in the shares.

• Reformers and machines
• Pilates accessories
• Barre
• Yoga
• Meditation and sound
• Ayurveda
• Recovery
• Aroma and space
• Health
• Clothing

Home workouts and businesses

The home workout mix is calculated without reformers and machines, as these are mainly purchased by studios. The composite seasonality index for home workouts also excludes barre and apparel.

An order is considered a business order if the invoice includes a company name, company number or VAT number. If this cannot be determined for an order, it is not counted among businesses or households.

Seasonality index

An index of 100 represents the average month of the year. An index of 145 in December means that spending in December was 45% higher than in an average month.

Countries

A country's share represents its proportion of the total order value from Slovakia, Czechia, Hungary and Croatia. Romania is reported separately for 2025 because sales there only began in May.

What we do not publish

Revenue in euros, order counts or year-on-year revenue changes. The yearbooks show only percentage shares and indices.

Editions and corrections

Once closed, an edition is frozen and its figures no longer change, even if a product is later moved to a different category. When rules change, a new version of the methodology and a new edition are published. The old edition remains as it was. The 2024 and 2025 yearbooks were closed on 5 November 2026 under methodology 1.0.

Licence and citation

Data from the yearbooks may be used, adapted and published, including commercially, under the Creative Commons Attribution 4.0 International (CC BY 4.0) licence. Simply credit the source, as shown in the citation below.

Please send questions regarding the data to info@flexitylab.com.