Indonesia Sports Equipment and Fitness Retail Market Size, Share, Growth and Forecast, 2025-2035

Running, padel and marketplaces reshape sports spending

The Indonesia sports equipment and fitness retail market was valued at USD 2.49 billion in 2025 and is projected to increase from USD 2.67 billion in 2026 to USD 5.12 billion by 2035, registering a CAGR of 7.52% during 2026–2035. Spending rests on a widening base of runners, gym members and racquet players, on marketplaces that reach buyers far from mall districts, and on brand-run flagships in Jakarta and Surabaya. Java held the largest regional share, 58.4% in 2025, because Greater Jakarta, Bandung and Surabaya host most organized sports stores and paid courts. Sulawesi, Bali and Nusa Tenggara is the fastest-growing region at 8.2% a year as manufacturing-led growth in Sulawesi and tourist demand in Bali widen the buyer pool. Padel, which barely existed in the country in 2021, has become a new equipment category for specialty sellers within four years.

Which goods and buyers make up organized sports retail in Indonesia?

The market counts branded fitness equipment, team and racket sports equipment, outdoor and recreation equipment, and performance apparel and footwear sold to buyers in Indonesia. Buyers range from first-time runners buying a pair of shoes to gym chains, schools and clubs ordering equipment in bulk. Products reach them through specialty sports stores, brand-owned stores, e-commerce marketplaces, brand webstores and direct business sales.

Value is counted at retail selling prices, including value-added tax, for goods sold through organized channels. The estimate excludes unbranded goods sold in traditional markets, casual lifestyle fashion without a sports function, gym memberships and court rental fees, and the exports of Indonesian factories that make shoes and equipment for global brands.

Apparel, personal buyers and sports stores hold most value

Why do apparel and footwear hold the largest share?

Based on product type, the market is categorized into fitness equipment, team and racket sports equipment, outdoor and recreation equipment, and performance apparel and footwear. Performance Apparel and Footwear led with 48.0% of 2025 value because shoes and training wear wear out within a season and are bought by almost every active person, unlike benches or tents. Team and Racket Sports Equipment grows fastest at 8.5% a year as La Padel plans five complexes with 45 courts in Greater Jakarta, The Jakarta Post reported in August 2025, and every new court needs rackets, balls and court shoes. Demand for badminton rackets adds a steady base under this growth.

Which buyers carry the most value, and which grow fastest?

Based on customer type, the market is categorized into individual consumers, commercial fitness operators, education institutions and sports clubs and corporate wellness buyers. Individual Consumers led with 71.0% of 2025 value because sport in Indonesia is mostly self-organized, and GoodStats reported in June 2026, drawing on BPS survey data, that running and jogging are gaining popularity among young people as race events multiply. Commercial Fitness Operators grow fastest at 8.7% a year as boutique studios fit out with imported machines, and premium reformer concept VAURA Pilates opened its first Indonesian studio, its 10th worldwide, in Menteng, Jakarta, Australasian Leisure Management reported in July 2026.

Why do sports stores lead, and why are marketplaces gaining?

Based on distribution channel, the market is categorized into specialty sports stores, brand-owned stores, e-commerce marketplaces and brand webstores. Specialty Sports Stores led with 39.0% of 2025 value because multi-brand chains such as Sports Station, Planet Sports and Foot Locker sit inside a network of more than 2,200 MAP Active stores, SGB Executive reported in March 2026. E-commerce Marketplaces grow fastest at 8.4% a year as even store-led sellers now trade there, and Decathlon told Fortune Indonesia in July 2025 that it sells on Tokopedia, Shopee and TikTok alongside its own stores.

How do entry, mid-market and premium tiers split value?

Based on price tier, the market is categorized into entry-level, mid-market, premium and professional grade, the last sold mainly to clubs and gyms. Mid-Market led with 42.0% of 2025 value because most buyers trade up one item at a time, choosing house-brand or mainstream global shoes priced near Rp1 million rather than flagship models. Decathlon also cut prices on more than 1,000 products by up to 15% in 2025, Fortune Indonesia reported. Premium grows fastest at 8.3% a year as adidas opened a two-floor brand center of 1,715.4 square meters at Grand Indonesia on June 12, 2026, its largest store in the country, IDN Times reported.

Prices run from Rp783,000 shoes to Rp6 million padel rackets

Pricing works per item, and global brands set national price lists that follow their regional lists with the rupiah passed through in seasonal resets. A house-brand running shoe costs roughly a third of a mainstream Nike model, which keeps entry and mid-market tiers close together and makes discount events decisive for volume. Padel rackets show the same ladder, from under Rp2 million to more than Rp6 million, and brand-owned lines such as adidas and Decathlon’s Kuikma sit in the middle and upper rungs. Fitness equipment follows two buying processes, with home machines sold on marketplaces and commercial machines sold through dealers that bundle delivery, installation and service.

Participation, online selling and new stores drive demand

Why are more Indonesians buying running and sports gear?

More Indonesians now play sport each week, and each new participant needs shoes, apparel and basic equipment before anything else. BPS reported that 37.27% of people aged five and over did sport in the week before its 2025 social survey, a pool of roughly 100 million people. Mass running events show the same shift, with more than 31,000 runners from 51 countries at the Jakarta International Marathon on June 29, 2025. The Jakarta Running Festival drew 27,300 runners on Oct. 25 and 26, 2025, up 70% from the year before, according to the Jakarta city government. Race calendars of this kind pull first-time buyers into specialty stores for road shoes and trail running shoes, and they support the lead of Performance Apparel and Footwear.

How do marketplaces convert buyers far from the malls?

Online selling lets brands reach buyers in cities with no mall-based sports store, and it shortens the path from a social media post to a purchase. Indonesian e-commerce gross merchandise value was projected to grow more than 14% to about US$71 billion in 2025, according to the e-Conomy SEA 2025 report released by Google and Temasek in November 2025. The country’s whole digital economy came close to US$100 billion in the same year, the largest in Southeast Asia. E-commerce Marketplaces grow fastest at 8.4% a year, because sellers can list the same shoe or dumbbell set nationally at one price. Retailers that join store stock to marketplace orders can turn this traffic into higher sell-through and fewer markdowns.

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New store formats and brands widen organized retail

Organized retailers keep adding brands and formats, which moves spending away from unbranded traders toward chains with stock depth and service. MAP Active holds more than 40 exclusive brands across mono-brand and multi-brand formats, SGB Executive reported in March 2026. Frasers Group opened the first Sports Direct store in Indonesia with MAP Active at Mall Kota Kasablanka on April 25, 2024, carrying Nike, adidas, PUMA, Under Armour, New Balance and ASICS. adidas then opened its first football specialist store, Home of Football, with Kanmo Group at Pondok Indah Mall 3 on June 5, 2026, Antara reported. Each new format widens choice in Jakarta first, and suppliers without a strong retail partner find it harder to win floor space.

A local manufacturing base that supports supply

Indonesia makes much of the gear it sells, so retailers can source quickly and keep landed costs below fully imported lines. The Ministry of Industry counted 128 sports equipment firms employing 15,663 people, Deputy Minister Faisol Riza said on Aug. 3, 2026. Sports equipment exports rose 12% to US$306.3 million, the ministry said, citing Statistics Indonesia. That export base shows the scale of factories able to supply the home market. Decathlon plans to raise locally made products in its Indonesian range from about 5% in 2025 to 30% by 2028 and 50% by 2030, Fortune Indonesia reported. Local sourcing shortens restocking cycles and helps hold Mid-Market prices steady when the rupiah weakens.

Racquet courts and video selling shift where gear sells

Padel courts multiply and pull racket sales with them

Racquet sports played on paid courts are becoming a new equipment category, led by padel in Jakarta and Bali. Padel courts in Indonesia grew from 15 in 2021 to 947 at the end of 2025, according to the Core & Court Indonesia Padel Report cited by Databoks, with 326 courts in Jakarta alone. By May 2024 the country already ranked first in Southeast Asia for registered active padel courts, according to Federation Internationale de Padel data cited by The Southeast Asia Desk. Racquet facilities averaged about 70% occupancy in 2025, Liga.Tennis data show. Each court converts players into buyers of rackets, balls and court shoes, which supports growth in Team and Racket Sports Equipment and gives specialty stores a reason to host clinics and demo days.

Video selling moves from fashion into sports gear

Live and short-video selling is moving from fashion and athleisure clothing into sports gear, as brands demonstrate shoes, rackets and home equipment on camera. Video commerce transactions in Indonesia rose about 90% in 2025 to 2.6 billion, the e-Conomy SEA 2025 report found. The number of sellers and online stores using video rose about 75% to 800,000 in the same year. MAP Active runs 30 online sites, including the MAPCLUB membership platform, SGB Executive reported, which lets it connect video traffic to store stock. Sellers that train staff to present products on video can reach buyers outside Java at low cost, while slower sellers face price comparison in real time.

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Where can compact stores win new buyers outside Jakarta?

Smaller store formats in second-tier cities offer an opening, because most large sports stores still sit in a few metropolitan malls. In July 2025 Decathlon announced plans to grow from nine stores to 19 between the end of 2024 and the end of 2025, and to 50 to 60 stores within five years, using compact stores such as AEON Mall Deltamas in Cikarang. Decathlon also took back its Yogyakarta franchise and reopened at Pakuwon Mall Jogja on Oct. 5, 2024, Mojok reported. Compact formats cut rent and stock costs per store, which makes cities in Sumatra, Sulawesi and Kalimantan viable. Retailers that move first can secure the best mall units before rents rise, and camping gear suits these stores because hiking demand is strong outside Jakarta.

Can offices and gyms become volume equipment buyers?

Employers and gym operators offer a B2B opening, because organized workplace exercise is still rare in Indonesia. The WHO physical activity factsheet for Indonesia lists workplace physical activity promotion as a policy action not yet in place. Lack of time was the main reason for inactivity, cited by 48.7% of inactive people in the 2023 Indonesian Health Survey, according to the Ministry of Health. Anytime Fitness named Indonesia as a target market in May 2024, Athletech News reported, while Fitness First marked 20 years in the country in March 2025 with 10 clubs, all in Jakarta. Suppliers that bundle equipment, installation and service for offices and gyms can lift Commercial Fitness Operators sales without competing on shelf price.

Inactivity, trade rules and a weak rupiah test sellers

Does low everyday activity cap the buyer pool?

A large share of Indonesians still exercise too little, which limits how many people buy sports goods regularly. WHO estimates that 19.0% of Indonesian adults were insufficiently active in 2022, up from 15.2% in 2000. The 2023 Indonesian Health Survey uses a wider age range, covering everyone aged 10 and over, so it reports a higher 37.4%, the Ministry of Health said in October 2025. Retailers therefore depend on a narrower group of committed buyers, so many now run community runs and classes to recruit new ones.

How much do trade rules disrupt imported ranges?

Trade rules add cost and uncertainty for sellers of imported apparel and equipment. Trade Minister Regulation No. 31/2023 set a minimum price of US$100 per unit for goods sold directly from abroad on marketplaces, Katadata reported in September 2023. Overseas sellers of cheap shoes, balls and resistance bands lost that direct route, so the same goods must now pass through local importers that carry stock, pay duties and hold licenses. That shift favors local stockists, but it raises landed costs and slows range changes for smaller online sellers.

Will a weaker rupiah squeeze retail margins?

Most premium shoes, rackets and fitness machines are priced from imported costs, so a weaker rupiah raises landed costs. Bank Indonesia Governor Perry Warjiyo told parliament on May 18, 2026 that the rupiah would average about Rp16,800 per dollar in 2026, The Jakarta Post reported. Retailers that cannot pass costs on in full lose margin, and buyers shift toward local and house brands. Dealers of commercial gym equipment feel this most because their contracts are priced months in advance.

Are venues too concentrated to reach national buyers?

Paid courts and premium gyms are clustered in a few provinces, which limits demand for court and studio equipment elsewhere. The five provinces with the most padel courts held about 85% of the national total at the end of 2025, Databoks reported. Greater Jakarta held 40% of courts and Bali 30% in June 2025, according to the Indonesian Padel Association. Sellers outside Java therefore find fewer institutional buyers, and they must rely on personal buyers and online orders.

Java leads while Sulawesi and Bali grow fastest

Java leads on population, income and store density

Java held a 58.4% share of 2025 value and grows at 7.3% a year. The island had 158.41 million residents in 2025, according to the BPS intercensal survey, and produced 56.93% of national GDP, growing 5.30%. Jakarta had the highest sport participation of any province at 57.27%, BPS reported. Decathlon chose Pakuwon Mall Surabaya for its first East Java store, Times Indonesia reported and most brand launches start in Jakarta before they move to other islands.

Sumatra builds demand on a large regional population

Sumatra held a 22.6% share of 2025 value and grows at 7.5% a year. The island had 62.32 million residents in 2025 and generated 22.22% of national GDP, BPS reported, with North Sumatra contributing most to growth. Sport participation reached 43.12% in the Riau Islands and 39.84% in Bangka Belitung, both above the national rate. Medan, Palembang and Batam host most organized stores, while buyers in smaller towns rely on marketplaces and regional distributors.

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Kalimantan grows on mining and plantation incomes

Kalimantan held an 8.7% share of 2025 value and grows at 8.0% a year. The island had 17.75 million residents in 2025, according to BPS, and its economy rests on manufacturing, trade and agriculture. East Kalimantan recorded 41.51% sport participation in 2025, the seventh highest in the country, BPS reported. Balikpapan and Samarinda draw well-paid mining and plantation workers who buy outdoor and fitness gear, though few global brands run their own stores there yet.

Sulawesi, Bali and Nusa Tenggara grow fastest

Sulawesi, Bali and Nusa Tenggara held a 10.3% share of 2025 value and grow fastest at 8.2% a year. Sulawesi’s economy grew 6.23% in 2025, above the national rate, BPS reported on Feb. 5, 2026. Sport participation reached 43.05% in West Nusa Tenggara and 38.63% in Bali. Bali also draws foreign residents who buy surf, padel and fitness gear, while Makassar is the main store hub for eastern Indonesia.

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Flagship stores and race events mark 2024 to 2026

Live selling, personalization and connected gear

• Live video storefronts let staff demonstrate shoes, rackets and home machines to buyers anywhere in the country, then take orders from store stock.
• Product personalization such as the Nike By You patch service shown at Plaza Senayan, raises the value of a shoe or jersey purchase.
• Connected fitness machines record workouts and link to apps, which helps gyms track use and helps dealers sell service plans.
• Unified stock systems connect stores, webstores and marketplace listings, so retailers can sell one item once and avoid stockouts during big sale days.

One listed retailer and global brands shape supply

Competition in Indonesian sports equipment and fitness retail is led by MAP Active, which runs multi-brand chains such as Sports Station and Planet Sports and partner stores for global brands, and by Decathlon, which sells its own brands through large and compact stores. Global brand owners adidas, Nike and PUMA compete for shelf space and also sell through their own flagships and webstores, with adidas working with Kanmo Group on specialist formats. Eiger leads local outdoor gear with its own store network. In fitness equipment, equipment maker Johnson Health Tech and dealers such as PrimaFit and MG Sports serve gyms and studios, while BODIMAX sells home machines mainly on marketplaces. Buyers compare prices online before they visit a store, so sellers compete on range, service and delivery speed more than on brand alone, and partnerships with race organizers and court operators decide who reaches new players first.

How is supply organized, and where do margins sit?

Supply is concentrated in a listed franchise retailer, a few global brand owners and one large direct-selling sports chain, with specialist dealers in fitness equipment and local brands in outdoor gear. MAP Active runs partner stores for Nike and several other brands and the multi-brand chains noted above, which gives it wide control over floor space. Decathlon sells mainly its own brands, so it captures both the brand and retail margin. Fitness equipment flows through dealers such as PrimaFit and MG Sports that earn margin on installation and service. Entry barriers sit in brand licenses and mall access more than in production.

Companies profiled and their roles in this market

Store reach outside Java will decide share to 2035

Credence Research’s view is that in sports equipment and fitness retail, store reach outside Java, more than brand lineup, will decide market share to 2035. Participation is already rising fastest outside the capital, but most organized stores remain in a few Jakarta and Surabaya malls. MAP Active and Decathlon have the scale to open compact stores in Sumatra and Sulawesi, and the retailer that links those stores to marketplace orders will capture first-time buyers. Fitness equipment dealers should treat gyms, studios and offices as service clients rather than one-off sales, because installation and maintenance carry better margins than the machines.

Population, participation and retail data anchor sizing

The report uses 2025 as the base year and forecasts to 2035. Market values come from the Credence Research model, which combines BPS population and sport participation data, BPS regional output, published store counts and company releases, and retail price observations from brand and marketplace listings. Segment, channel and regional splits are Credence Research estimates built from these sources. The sources used are Statistics Indonesia, the Ministry of Health, the Ministry of Industry, WHO, Bank Indonesia statements, company announcements and national press reports.

Participation gains outweigh price pressure to 2035

Indonesian sports equipment and fitness retail is set to roughly double between 2025 and 2035 as more Indonesians run, play racquet sports and join gyms. Growth will be strongest in racquet equipment, in sales to commercial fitness operators and on marketplaces, while apparel and footwear keep the largest share. Java stays the core, but Sulawesi, Bali and Nusa Tenggara gain share as incomes rise. A weaker rupiah and trade rules will keep pressure on imported premium lines, which favors retailers that build local sourcing and own brands. Store reach outside the main malls will separate the leading sellers by the end of the period.

What separates the downside, base and upside paths to 2035?

The range of outcomes depends mainly on how fast participation keeps rising and on how far the rupiah weakens. A downside path follows if household budgets tighten, the rupiah falls further and racquet sports prove to be a short trend. The base case assumes steady participation gains and store growth at the pace announced to date. An upside path needs organized retailers to open widely outside Java and employers to start buying wellness equipment at scale.

Note: The depth of individual sections depends on data availability for this market. Volume, capacity, trade and other unit-based metrics are included where applicable.