Nordic walking Audience in Germany
Nordic walking has an estimated audience of 708,987 people in Germany. 55.7% are female, 44.3% are male, average age 45.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Outerwear, Canada Goose, Mammut, SportScheck, Fjällräven.
The average Nordic walking fan in Germany is 45.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Outerwear, Canada Goose, Mammut, with strongest over-indexing on Outerwear (23.22× the country average). Demographically, the Nordic walking audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Topic · Subtype: Sport
Demographics of Nordic walking fans
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 45.1 |
| Estimated audience size | 708,987 |
Audience persona
The typical Nordic walking fan in Germany is more female, around 45.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Outerwear.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 142,373 | 0.92× |
| Bayern | 123,210 | 1.08× |
| Baden-Württemberg | 102,732 | 1.06× |
| Niedersachsen | 77,339 | 1.12× |
| Hessen | 48,789 | 0.9× |
| Sachsen | 36,125 | 1.04× |
| Rheinland-Pfalz | 32,770 | 0.92× |
| Schleswig-Holstein | 30,422 | 1.2× |
| Berlin | 27,161 | 0.86× |
| Brandenburg | 24,384 | 1.11× |
| Thüringen | 19,279 | 1.07× |
| Sachsen-Anhalt | 18,284 | 1× |
| Mecklenburg-Vorpommern | 17,942 | 1.33× |
| Hamburg | 12,958 | 0.81× |
| Saarland | 7,190 | 0.83× |
| Bremen | 4,658 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Outerwear | 23.22× | Fashion & Accessoires |
| Canada Goose | 32.07× | Fashion & Accessoires |
| Mammut | 41.07× | Fashion & Accessoires |
| SportScheck | 26.79× | Shopping |
| Fjällräven | 25.49× | Fashion & Accessoires |
| Bergfreunde | 17.55× | Sports |
| Windbreaker | 61.29× | Fashion & Accessoires |
| Deutschrap | 11.68× | Music & Radio |
| Haglöfs | 48.86× | Fashion & Accessoires |
| Cougar | 27.03× | Kids & Family |
| Vaude | 23.59× | Fashion & Accessoires |
| Gore-Tex | 32.88× | Fashion & Accessoires |
| The Timberland Company | 18.93× | Fashion & Accessoires |
| Snowboard | 9.17× | Sports |
| Winter sport | 7.55× | Sports |
| Outdoor enthusiast | 6.8× | Sports |
| Jack Wolfskin | 13.45× | Fashion & Accessoires |
| Columbia, South Carolina | 66× | Travel & Leisure |
| ASICS | 10.36× | Fashion & Accessoires |
| Power walking | 24.9× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.71 |
| Sports Activity | POWER | 1.65 |
| Sustainability | BALANCE | 1.58 |
| Family Orientation | CONSERVATISM | 1.56 |
| Pet Ownership | JOY | 1.45 |
| Healthy Lifestyle | BALANCE | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 19.1% |
| Germany | 10.9% |
| Poland | 10.7% |
See Nordic walking audiences in other countries
More Sport audiences in Germany
- Soccer (21,821,139)
- American football (15,078,573)
- Basketball (12,761,477)
- Golf (11,418,178)
- Swimming (9,658,593)
Frequently asked questions
How many fans does Nordic walking have in Germany?
Nordic walking has an estimated audience of 708,987 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nordic walking fans?
55.7% of Nordic walking fans are female, 44.3% are male, with an average age of 45.1 years.
Which brands do Nordic walking fans like most?
Nordic walking fans show strongest brand affinity for Outerwear (23.22×), Canada Goose (32.07×), and Mammut (41.07×) over the country average.
Where do Nordic walking fans live in Germany?
Nordic walking fans in Germany are most concentrated in Nordrhein-Westfalen (reach 142,373), Bayern (reach 123,210), and Baden-Württemberg (reach 102,732). These three regions account for the largest share of the active audience.
What other brands do Nordic walking fans also like?
Beyond Nordic walking itself, the audience over-indexes on Canada Goose (32.07×), Mammut (41.07×), SportScheck (26.79×), and Fjällräven (25.49×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Nordic walking. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.