The sports and fitness industry remains one of the most stable economic drivers in Austria and the forecast for 2025 is that the industry will generate revenues of US$422.14 million. As of right now, early estimations place the growth rate at a little under 3% for the next five years, ending at 2029. The gains might be modest as a whole, but the industry is far less susceptible to economic shocks compared to other countries. Traditional team sports such as soccer, basketball, and American football have yet to reach the popularity levels seen elsewhere, leading to relatively low participation rates in these segments. This sluggish interest, coupled with limited government backing and a competitive environment, has tempered market momentum. Nevertheless, new channels of growth are emerging that may well reshape Austria’s sports and fitness industry in the years ahead. A key development lies in the rapid digitisation of sports and fitness services. Prompted in part by the pandemic, Austrians have increasingly embraced virtual and online platforms for training and participation. Digital apps, virtual coaching, and remote competition formats have taken root, enabling sports enthusiasts to train at home or in isolated outdoor locations. This shift is not only creating new business opportunities but also allowing providers to cater to niche interests and personalise services more effectively. At the same time, consumer preferences are leaning heavily toward sustainability and wellness. This is best observed in the product section, where eco-friendly sportswear and gear rise to the top of consumer searches. Brands that prioritise sustainable sourcing and low-impact manufacturing processes are winning favour, while environmentally themed sports events are drawing participants and media attention alike. From biodegradable yoga mats to recycled running shoes, sustainability has moved from the fringe to the forefront of the sports market.