Your members are more likely to stick with their exercise routines and remain in membership if they have tangible, immediate reasons for being physically active.
This is the conclusion of a year-long study into the exercise habits of 226 healthy women aged 40–60, which found that activity levels were notably different depending on why they claimed to be exercising. Led by Michelle Segar (michellesegar.com), the study was published in the International Journal of Behavioral Nutrition and Physical Activity.
Even though all research subjects equally valued their own personal goals, some exercised far more than others. The most exciting finding was that those whose goals related to enhanced quality of daily life – lower stress, better sleep, increased vitality and so on – exercised 34 per cent more than those with weight/appearance goals. They also exercised 25 per cent more than those with ‘current health’ goals such as lowering cholesterol, and 15 per cent more than those with healthy ageing goals.
“Immediate payoffs motivate behaviour better than distant goals,” concludes the report. Although some members might be willing to delay gratification in pursuit of a longer-term goal, for many people behaviour change will be brought about most effectively by more instant reward.
While the goals studied in the report were specific to that group of mid-life women, the principles are transferable: there are many reasons to exercise, and those most often quoted won’t necessarily be the ones that translate into sustained activity. The key question is: do you spend enough time investigating what really drives behaviour change among your members, and are you using these insights to inform your decision-making and marketing?
Weight loss remains a key message for many gyms, for example, while the fitness sector as a whole is increasingly promoting a health agenda. But although both these goals featured strongly in the study, Segar believes this is because the women had been ‘socialised’ into it by the media: they perceived them to be the key benefits of exercise simply because they had been repeatedly told they were. The problem was that these goals didn’t translate into sustained participation.
Segar suggests that, if members can be ‘socialised’ into valuing more immediate goals, it could lead to a significant uplift in activity. She therefore proposes that exercise be ‘rebranded’ to focus on the goals that inspire more regular participation.
For this to happen, we need more information about what motivates a wider range of people – something Segar and her colleagues are looking into. The next step will be changing the way we market exercise, so we ‘socialise’ existing and potential members with different perceptions of what it delivers and encourage them to adopt goals that have been proven to drive more regular, sustained participation. We’ll also need to measure and analyse the impact of these changes.
This is a huge project, but if – as Segar’s initial research suggests – the difference in activity levels can be as much as 34 per cent, it’s a venture worth undertaking.
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to
our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
+ More featured suppliers
COMPANY PROFILES
Capsix
Founded in 2016 by Carole Eyssautier, PhD in AI, François Eyssautier, robotics engineer, and Stéphan [more...]
Elemis
Elemis was founded in London in 1989 by Linda Steiner whose vision was to create a skincare range as [more...]
Your members are more likely to stick with their exercise routines and remain in membership if they have tangible, immediate reasons for being physically active.
This is the conclusion of a year-long study into the exercise habits of 226 healthy women aged 40–60, which found that activity levels were notably different depending on why they claimed to be exercising. Led by Michelle Segar (michellesegar.com), the study was published in the International Journal of Behavioral Nutrition and Physical Activity.
Even though all research subjects equally valued their own personal goals, some exercised far more than others. The most exciting finding was that those whose goals related to enhanced quality of daily life – lower stress, better sleep, increased vitality and so on – exercised 34 per cent more than those with weight/appearance goals. They also exercised 25 per cent more than those with ‘current health’ goals such as lowering cholesterol, and 15 per cent more than those with healthy ageing goals.
“Immediate payoffs motivate behaviour better than distant goals,” concludes the report. Although some members might be willing to delay gratification in pursuit of a longer-term goal, for many people behaviour change will be brought about most effectively by more instant reward.
While the goals studied in the report were specific to that group of mid-life women, the principles are transferable: there are many reasons to exercise, and those most often quoted won’t necessarily be the ones that translate into sustained activity. The key question is: do you spend enough time investigating what really drives behaviour change among your members, and are you using these insights to inform your decision-making and marketing?
Weight loss remains a key message for many gyms, for example, while the fitness sector as a whole is increasingly promoting a health agenda. But although both these goals featured strongly in the study, Segar believes this is because the women had been ‘socialised’ into it by the media: they perceived them to be the key benefits of exercise simply because they had been repeatedly told they were. The problem was that these goals didn’t translate into sustained participation.
Segar suggests that, if members can be ‘socialised’ into valuing more immediate goals, it could lead to a significant uplift in activity. She therefore proposes that exercise be ‘rebranded’ to focus on the goals that inspire more regular participation.
For this to happen, we need more information about what motivates a wider range of people – something Segar and her colleagues are looking into. The next step will be changing the way we market exercise, so we ‘socialise’ existing and potential members with different perceptions of what it delivers and encourage them to adopt goals that have been proven to drive more regular, sustained participation. We’ll also need to measure and analyse the impact of these changes.
This is a huge project, but if – as Segar’s initial research suggests – the difference in activity levels can be as much as 34 per cent, it’s a venture worth undertaking.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to
our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
+ More featured suppliers
COMPANY PROFILES
Capsix Founded in 2016 by Carole Eyssautier, PhD in AI, François Eyssautier, robotics engineer, and Stéphan [more...]
