The sports sector is flourishing economically. According to figures published by ASSOSPORT, the national organization of athletic goods producers in Italy that represents over 130 firms, the turnover hit 13 billion euros last year. A result that represents a 15% rise over 2020 and which should continue to expand at a faster pace than the national average (+4.77 percent vs +3.06 percent). To influence the performance of the sports industry, there is a shift in consumer behaviors. In the 'new normal,' the distinction between fashion and sportswear has been more blurred, benefiting sales of casual and authentic sportswear. According to ASSOSPORT, 2021 was the year of the outdoors, a trend that extended into 2022, which saw the comeback of winter sports, which had been severely penalized during the lockdown. It was also the year when paddle was established. According to an Observatory done by Banca IFIS, the number of Italians who practice it is around one million (+500% from 2019), with an estimated six thousand fields dispersed across the country. Additionally, there are 3.1 million tennis players. The performance of the cycling industry remains constant, but swimming pools and health clubs, which suffered greatly between 2020 and 2021, have begun a gradual but progressive route to recovery in 2022. Looking at the export front, in the last two years exports of Italian sporting goods have regained share reaching a total value that in September was around 4.5 billion euros. The United States continues to be the primary market, followed by France, Germany, Switzerland, and Spain.
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