# How Search Ages and Seasons Differ Across Sports and Fitness

When setting target audiences for new products or scheduling promotions in the sports and fitness category, identifying which activities people search for and when provides clear rationale for decisions. Across 15 brands in the South Korean sports and fitness genre, the monthly average search volume over the recent 12 months (Sep 2025 to Aug 2026) was 2,411,789 searches, led by Golf (31.2%), Fitne

Kim San · Guide · 2026-10-23 13:10 KST · https://daas.listeningmind.ai/en/wiki/kr-sports-search-data-marketing-guide

## Which Sports Do People Search for Most in the Sports and Fitness Market

When planning sports marketing budgets or promotional campaigns, the primary sports to compare by search scale are Golf, Fitness, and Swimming. In ListeningMind Brand Finder South Korea, the monthly average search volume for the 15 brands included in the sports and fitness genre was 2,411,789 searches over the recent 12 months (Sep 2025 to Aug 2026). Among these, Golf recorded a monthly average of 752,558 searches, accounting for 31.2% of the total. Fitness ranked second with 335,320 searches (13.9%), and Swimming ranked third with 235,891 searches (9.8%). Combined, these top 3 sports account for 54.9% of the total, representing more than half of all search volume.

Search volume is an indicator of interest and does not represent sales volume or active membership counts. Long term trends diverge even among the top tier. Golf decreased by 3.6% compared to 1 year ago and by 21.2% compared to 3 years ago. Fitness also dropped by 14.5% compared to 1 year ago and by 22.8% compared to 3 years ago. Swimming decreased by 19.5% compared to 1 year ago and dropped by 47.4% compared to 3 years ago.

In contrast, some sports lower on the leaderboard show different trends. Park Golf ranked 5th with a monthly average of 129,539 searches, capturing a 5.4% share. It climbed from 11th place 1 year ago to 5th place, increasing by 30.0% compared to 1 year ago and by 104.1% compared to 3 years ago. Running ranked 7th with a monthly average of 120,840 searches; although it decreased by 16.4% compared to 1 year ago, it is up 43.4% compared to 3 years ago. While overall search volume concentrates in the top sports, growth directions vary significantly across individual activities.

| Rank | Brand | Monthly Average Search Volume | Share within Genre | Rank 1 Year Ago | YoY | vs. 3 Years Ago |
|---|---|---|---|---|---|---|
| 1 | Golf | 752,558 | 31.2% | 1 | -3.6% | -21.2% |
| 2 | Fitness | 335,320 | 13.9% | 2 | -14.5% | -22.8% |
| 3 | Swimming | 235,891 | 9.8% | 3 | -19.5% | -47.4% |
| 4 | Bowling | 139,580 | 5.8% | 4 | -24.6% | -43.7% |
| 5 | Park Golf | 129,539 | 5.4% | 11 | +30.0% | +104.1% |
| 6 | Camping | 127,277 | 5.3% | 5 | -27.7% | -62.2% |
| 7 | Running | 120,840 | 5.0% | 7 | -16.4% | +43.4% |
| 8 | Bicycle | 111,201 | 4.6% | 6 | -32.7% | -9.2% |
| 9 | Billiards | 89,767 | 3.7% | 9 | -12.5% | -8.6% |
| 10 | Hiking | 86,499 | 3.6% | 10 | -15.2% | -48.8% |
| 11 | Ski | 85,299 | 3.5% | 8 | -23.9% | -42.7% |
| 12 | Yoga | 61,193 | 2.5% | 12 | -14.4% | -30.6% |
| 13 | Badminton | 48,872 | 2.0% | 13 | -26.5% | -36.6% |
| 14 | Fishing | 44,489 | 1.8% | 15 | -14.7% | -32.3% |
| 15 | Tennis | 43,464 | 1.8% | 14 | -29.0% | -65.5% |

![Top 10 sports and fitness brands by monthly average search volume](/wiki-fig/kr-sports-brand-search-ranking-top.svg)

## How Search Rankings and Interest Changed over One Year

When evaluating year over year changes, rank shifts and search volume variations should be examined together. Among the 15 brands in the South Korean sports and fitness market, 6 brands shifted rank over the past year (Sep 2025 to Aug 2026 monthly average). Among sports with a share of 1% or higher, Park Golf was the only sport with search volume growth compared to the prior year.

Among sports with at least a 1% share, the sports with smaller year over year decreases were Golf, Billiards, Yoga, and Fitness, in that order. Billiards decreased by 12.5% year over year, and Yoga fell by 14.4%. Billiards maintained 9th place with a monthly average of 89,767 searches, and decreased by 8.6% compared to 3 years ago.

Conversely, several sports saw steeper year over year declines. Bicycle dropped 32.7% year over year, falling from 6th to 8th place. Tennis declined 29.0%, moving from 14th to 15th place, and dropped 65.5% compared to 3 years ago. Camping decreased by 27.7%, sliding from 5th to 6th place, and dropped 62.2% compared to 3 years ago. Badminton dropped 26.5%, and Bowling fell 24.6%.

|  | Brand | Monthly Average Search Volume | YoY | Rank (1 Year Ago → Now) |
|---|---|---|---|---|
| Increased | Park Golf | 129,539 | +30.0% | 11 → 5 |
| Decreased | Bicycle | 111,201 | -32.7% | 6 → 8 |
| Decreased | Tennis | 43,464 | -29.0% | 14 → 15 |
| Decreased | Camping | 127,277 | -27.7% | 5 → 6 |
| Decreased | Badminton | 48,872 | -26.5% | 13 → 13 |
| Decreased | Bowling | 139,580 | -24.6% | 4 → 4 |
| Decreased | Fitness | 335,320 | -14.5% | 2 → 2 |
| Decreased | Yoga | 61,193 | -14.4% | 12 → 12 |
| Decreased | Billiards | 89,767 | -12.5% | 9 → 9 |
| Decreased | Golf | 752,558 | -3.6% | 1 → 1 |

## How Preferred Sports Differ Across Age Groups

When evaluating age group targeting for sports campaigns, first review each age group's search share across the entire genre. In ListeningMind Brand Finder South Korea data for the sports and fitness genre, people in their 40s account for the highest share at 29.6%, followed by people in their 30s at 22.2%, and people aged 50 and older at 21.9% (Sep 2025 to Aug 2026). Ages 25 to 29 represent 10.4%, ages 20 to 24 represent 9.5%, and ages 13 to 19 represent 6.5%.

When setting targets by age group, distinguish between the sport with the highest search share within that age bracket and the sport with the highest index relative to the genre average. The index relative to average compares an age group's search share for a sport against the entire genre's search share for that same sport. In ListeningMind Brand Finder South Korea data, the sport with the highest search share among ages 13 to 19 is Fitness (26.3%), but the sport with the highest index relative to average is Ski (index 2.81x) (Sep 2025 to Aug 2026). For ages 20 to 24 and 25 to 29, Fitness holds the highest shares at 33.8% and 28.7% respectively, and Fitness also records the highest index relative to average at 2.43x and 2.07x respectively. Search share and index relative to average do not equate to actual preference or participation rates.

When comparing campaign targets across adult age groups, search share and index relative to average should also be evaluated separately. In ListeningMind Brand Finder South Korea data, Golf becomes the sport with the highest search share starting from people in their 30s (Sep 2025 to Aug 2026). For people in their 30s, Golf represents the largest share at 26.7%, while the sport with the highest index relative to average is Tennis (index 1.45x). For people in their 40s, Golf ranks first at 36.2%, and the highest index belongs to Bicycle (index 1.56x). For ages 50 and older, Golf accounts for 44.1%, and the sport with the highest index relative to average is Park Golf (index 2.8x). When drafting age group survey questions, reference [Forming Hypotheses from Search Signals](https://daas.listeningmind.ai/en/wiki/search-signals-to-hypotheses) to separately verify reasons for searching a sport and actual participation.

| Age Group | Share of Genre Searches | Most Searched Brand (Share within Age Group) | Brand Searched More than Average (Index) |
|---|---|---|---|
| 13 to 19 | 6.5% | Fitness (26.3%) | Ski (2.81x) |
| 20 to 24 | 9.5% | Fitness (33.8%) | Fitness (2.43x) |
| 25 to 29 | 10.4% | Fitness (28.7%) | Fitness (2.07x) |
| 30s | 22.2% | Golf (26.7%) | Tennis (1.45x) |
| 40s | 29.6% | Golf (36.2%) | Bicycle (1.56x) |
| 50 and older | 21.9% | Golf (44.1%) | Park Golf (2.8x) |

## When Sports Searches Peak During the Year

When setting monthly promotion schedules, examine the seasonal index alongside the annual average search volume. In ListeningMind Brand Finder South Korea data across 48 months (Sep 2022 to Aug 2026) for the sports and fitness genre, July had the highest seasonal index, while February had the lowest. The seasonal index is a relative metric setting the 12 month average around that month to 100. July scored 114 and February scored 88, showing how much search volume exceeds or falls below the baseline average rather than raw counts.

The monthly pattern divides into three stages. November (89), December (92), January (97), and February (88) represent a period staying below 100. March and April each rise to 98, nearing the average level. Starting in May (109), the index exceeds 100 and maintains elevated search volume across 4 consecutive months through June (106), July (114), and August (106). Searches remain above average in September (101) and October (103) before dropping to 89 in November.

For sport specific campaign calendars, review the seasonal index of that specific sport ahead of the overall genre index. In the table, Ski peaks in December at 331, while Swimming peaks in July at 196. Applying the overall genre peak season uniformly as a budget expansion window across all sports is not advisable.

| Month | Sports and Fitness Genre | Ski | Swimming |
|---|---|---|---|
| Jan | 97 | 316 | 80 |
| Feb | 88 | 160 | 79 |
| Mar | 98 | 30 | 81 |
| Apr | 98 | 16 | 83 |
| May | 109 | 15 | 111 |
| Jun | 106 | 18 | 134 |
| Jul | 114 | 30 | 196 |
| Aug | 106 | 44 | 156 |
| Sep | 101 | 37 | 83 |
| Oct | 103 | 57 | 62 |
| Nov | 89 | 139 | 63 |
| Dec | 92 | 331 | 71 |

![Monthly search volume total for sports and fitness genre](/wiki-fig/kr-sports-search-season.svg)

## What Words People Attach When Searching for Sports

When determining what information to prioritize in search ads or product detail pages, review the terms appended to sport names. In an aggregation of related keywords attached to the top 20 sports categories in the South Korean sports and fitness market, venue terms ('jang' / field, course, center) recorded the highest monthly average total at 1,348,762 searches (Sep 2025 to Aug 2026 monthly average). These searches look for venues, such as golf courses, swimming pools, bowling alleys, and tennis courts.

Apparel and gear follow venues. Apparel ('bok') recorded 132,918 searches, footwear ('hwa') recorded 127,937 searches, and equipment ('yongpum') recorded 108,846 searches. Next were clubs/sticks ('chae') at 97,428 searches, screen simulators ('screen') at 97,159 searches, and rods ('rod') at 90,275 searches. Other terms include wear ('wear') at 62,922 searches, mats ('mat') at 51,379 searches, and rackets ('racket') at 49,085 searches.

This aggregation provides grounds to distinguish searches for facilities from apparel, shoes, and equipment. However, the previous search volume analysis evaluated 15 brands, whereas this related search query breakdown covers the top 20 categories. Because additional sports and selection criteria are not specified, the exact boundary difference between both datasets remains unverified. Therefore, do not directly compare related search totals to the overall genre search volume, nor assume individual sports follow this identical ranking. For sport specific ad or product planning, verify related keywords for each sport separately.

| Term Appended to Brand | Top 20 Brands Monthly Average Total |
|---|---|
| Venue (jang) | 1,348,762 |
| Apparel (bok) | 132,918 |
| Footwear (hwa) | 127,937 |
| Equipment (yongpum) | 108,846 |
| Club / Stick (chae) | 97,428 |
| Screen simulator (screen) | 97,159 |
| Rod / Road (rod) | 90,275 |
| Wear (wear) | 62,922 |
| Mat (mat) | 51,379 |
| Racket (racket) | 49,085 |

## How to Connect Sports Search Data to Operational Systems and AI Pipelines

To query search metrics repeatedly using internal language models or agents, first confirm the required data and actual coverage scope. When evaluating integration options, refer to [Data API](https://daas.listeningmind.ai/en/wiki/api), [MCP (Model Context Protocol)](https://daas.listeningmind.ai/en/wiki/mcp), and [Skills](https://daas.listeningmind.ai/en/wiki/skill). However, the summary data on this page alone cannot verify whether Brand Finder raw search data can be passed or whether real time metric lookups are supported.

For example, an AX specialist should compile an audit checklist covering aggregation timeframe, target categories, and update cycles for each required metric before designing automated lookups. Design pipelines to distinguish monthly average search volumes from seasonal indices and clarify whether figures represent a specific sport or the entire genre.

If a product planner evaluates assortment planning or co-marketing promotions, determine which categories among facilities, clothing, shoes, and equipment require deeper investigation based on related keywords. Do not transfer search volume proportions directly into inventory assortment ratios. To automate this review within an [Enterprise Marketing AX](https://daas.listeningmind.ai/en/wiki/marketing-ax) setup, confirm coverage for [Data API](https://daas.listeningmind.ai/en/wiki/api) or [MCP](https://daas.listeningmind.ai/en/wiki/mcp), then establish boundaries between automated metrics and items requiring human review.

## Methodology

- Data source: ListeningMind [Brand Finder](https://daas.listeningmind.ai/en/catalog/apps/brand-finder) South Korea edition, 48 months from Sep 2022 to Aug 2026. Sum of monthly search volumes on Naver and Google.
- Monthly average search volume: Average over the recent 12 months (Sep 2025 to Aug 2026). Combines standalone brand searches with 'brand + product/modifier' queries.
- YoY: Compares the recent 12 month average against the preceding 12 month average. vs. 3 Years Ago: Compares against the first 12 month average (left blank and marked 'New' if the first 12 month volume was below 10% of the recent volume).
- Share within genre: Ratio against total search volume of the 15 brands in this genre. Inclusions follow Brand Finder genre definitions.
- Search volume reflects level of interest and does not represent sales or market share statistics.
- Related articles for this category are available in the [Sports and Fitness Genre Hub](https://daas.listeningmind.ai/en/wiki/genre/sports).

## FAQ

**Which sport ranks first in sports and fitness searches and what is its share?**

In the South Korean market for the Sep 2025 to Aug 2026 monthly average, Golf ranks first with 752,558 searches, capturing a 31.2% share. Together, Golf, Fitness (13.9%), and Swimming (9.8%) account for 54.9% of total searches across the genre.

**Which sport saw the largest increase in search interest over the past year?**

Among brands with at least 1% share, Park Golf recorded the highest growth rate at 30.0% year over year (South Korea, Sep 2025 to Aug 2026 monthly average). It climbed from 11th to 5th place (129,539 searches) and is up 104.1% compared to 3 years ago.

**When do sports searches reach their peak and lowest points during the year?**

Based on the 48 month seasonal index (Sep 2022 to Aug 2026), search volume in the South Korean sports and fitness genre peaks in July (index 114) and drops to its lowest in February (index 88). An elevated search level above 100 continues from May through August.


## Sources

- ListeningMind Brand Finder · 한국 · 2022.09~2026.08 월간 검색량 https://daas.listeningmind.ai/ko/catalog/apps/brand-finder 2026-10-09