Proprietary market research conducted by Fit for Trips supports strong interest on the part of consumers in the Fit for Trips concept.

The adventure travel market is estimated at between 20% (National Geographic and TIA Geotourism Study, 2003) to 25% (Mintel, 2001) of the total travel market with 40-45% of consumers indicating an interest in taking adventure travel trips (Leapup Marketing Adventure Traveler Survey, 2004 and Virtuoso Luxe Report).

And the adventure travel market is growing rapidly, 10-20% per year (TIA, 2005) as the affluent and increasingly active baby boomer market has the time and desire to fulfill their dreams of travel and adventure. A 2005 AARP survey of boomers ages 41-59 confirmed that a majority of boomers consider themselves adventurous (55%) and 77% consider their own travel experiences more adventurous than their parents'.

A February 2008 survey of paddling, biking and hiking enthusiasts (adventure travel partner clients at three leading operators) confirmed strong interest among adventure travelers:

• Staying fit was very important to 67-81% with 32-61% of respondents say they are committed cross trainers or actively training for a competitive athletic event and 58-78% indicating they have trained for a fitness challenge in the past.
   
• 55-69% indicated they would take a vacation to improve their level of fitness and 76-94% would take a vacation to meet a specific physical challenge.
   
• 61-71% indicated they would want to access a pre-trip workout program targeted to the activities in their itinerary.
   
• Skill building interests ranged from building endurance (73-83%), improving strength (56-62%), improving flexibility (48-65%), developing power (40-51%) and improving agility (43-59%) and balance (39-55%).
   
• 47-62% indicated they would want to continue to use their fitness program post-trip.

Source: Leapup Marketing Solutions, Online Survey, February 2008