Rascasse Audience Intelligence

Nordic walking Audience in Germany

A data profile of the people who buy, follow and care about Nordic walking in Germany — modelled from more than twelve digital signal sources. Nordic walking has an estimated audience of 708,987 people in Germany.

#122among Sport in Germany#3839among Topic in Germany#680in Sports

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, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

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.

Category: Sports · Type: Topic · Subtype: Sport

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Nordic walking profile in Germany.

Audience size
709K
in Germany
Gender
55.7%♀
44.3% male
Age
45.1
average years
Country rank
#8767
Topic in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Nordic walking fans

55.7% are female, 44.3% are male, average age 45.1.

Fig. 02

Gender split

55.7%
Female
44.3%
Male
Demographic split for Nordic walking audience in Germany
MetricValue
Female55.7%
Male44.3%
Average age45.1
Estimated audience size708,987
Fig. 03

Age distribution

Ø 45.1
average years
Age distribution of the Nordic walking audience in Germany
Age bracketShare%
16-199%
20-2912%
30-3919%
40-4928%
50+32%
Fig. 04

Worldwide distribution

10.9%

of the worldwide Nordic walking audience comes from Germany.

Worldwide audience distribution share by country for Nordic walking
CountryShare
Italy19.1%
Germany10.9%
Poland10.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Nordic walking audience in Germany is strongest.

Fig. 05

Top regions by affinity

Nordic walking fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~20K1.33×
02Schleswig-Holstein~30K1.17×
03Thüringen~20K1.14×
04Brandenburg~20K1.10×
05Niedersachsen~70K1.07×
06Sachsen~40K1.03×
07Sachsen-Anhalt~20K1.03×
08Baden-Württemberg~100K1.02×
09Bayern~100K1.00×
10Berlin~30K0.95×
11Rheinland-Pfalz~30K0.91×
12Nordrhein-Westfalen~100K0.89×
13Saarland~8K0.88×
14Hessen~50K0.87×
15Bremen~5K0.85×
16Hamburg~10K0.83×
Fig. 06

Affinity by region

Affinity by region — Nordic walking, Germany
0.83×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Nordic walking audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nordic walking audience
#·InterestCategoryAffinity×
01Columbia, South CarolinaTravel & Leisure66.00×
02WindbreakerFashion & Accessoires61.29×
03HaglöfsFashion & Accessoires48.86×
04MammutFashion & Accessoires41.07×
05Gore-TexFashion & Accessoires32.88×
06Canada GooseFashion & Accessoires32.07×
07CougarKids & Family27.03×
08FjällrävenFashion & Accessoires25.49×
09Power walkingSports24.90×
10VaudeFashion & Accessoires23.59×
11OuterwearFashion & Accessoires23.22×
12The Timberland CompanyFashion & Accessoires18.93×
13BergfreundeSports17.55×
14Jack WolfskinFashion & Accessoires13.45×
15DeutschrapMusic & Radio11.68×
16ASICSFashion & Accessoires10.36×
17IntersportShopping9.78×
18SnowboardSports9.17×
19Winter sportSports7.55×
20Outdoor enthusiastSports6.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nordic walking audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Nordic walking audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.98×
Luxury OrientationPREMIUM1.93×
ExtroversionTHRILL1.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nordic walking audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.65×
TraditionCONSERVATISM0.69×
Pet OwnershipJOY0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Nordic walking fans live in Germany?

Nordic walking fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

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×), Bergfreunde (17.55×), and Fjällräven (25.49×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sport audiences in Germany

See Nordic walking audiences in other countries

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.

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