Upcoming Trade Shows in Norway for Sports & Fitness

Over the past three decades, Norway’s sports and fitness industry lags behind the remainder of Europe, but that’s not to say that there hasn’t been some growth. Since 1995, the country has seen the emergence of more inclusive and upscale fitness clubs, a shift that has gradually changed the public perception of gyms as exclusive spaces for the young and athletic. Today, clubs actively market themselves as welcoming environments for people of all ages and fitness levels, and this message appears to be resonating. Still, sports culture doesn’t seem to be as prevalent on a societal level. General physical activity levels among Norwegians have been declining. Rising obesity rates, particularly among adults, is a glaring symptom this trend. You can sigh a sigh of relief as Norway still fares better than many European countries when it comes to overall obesity statistics. The government has taken note. One of the most talked-about proposals in recent years is a plan to allow Norwegians an hour of paid exercise during the workday. While still under consideration, the idea aligns with Norway's broader public health strategy, which emphasizes preventive care over treatment. With a universal healthcare system funded through taxes, the link between national wellness and healthcare costs is being studied more closely. Advocates argue that investments in physical activity could substantially reduce long-term healthcare expenses. This has led to the formation of a new public council focused on physical activity, which is now actively educating citizens and encouraging major corporations to build in-house fitness facilities for employees. Norway’s sports and fitness industry is mostly dominated by outdoor sports like skiing, hiking and running. However, indoor fitness trends are on the rise as well. Popular activities include yoga, salsa, and indoor cycling. While the Norwegian Athletics Association continues to struggle with recruitment, especially among youth and older adults, gym culture shows great potential to grow further in urban areas.