Some women feel hopeful at the thought they could attend / photo: Nicoleta Ionescu
Why do some people join a health club but rarely or never use it? The question has always perplexed me personally, as it simply isn’t logical.
I came to the conclusion some time ago that they must be experiencing valid benefits from being a sleeper that we’re not aware of and don’t acknowledge as a sector and so the quest has been to explore this topic.
Coincidentally, HCM’s long standing partner, Leisure-net Solutions, is in the throes of rebranding to Active Insight and launching a new consumer insight panel and so the timing was right to collaborate to explore this question methodically, to establish in more detail the reasons for this consumer behaviour.
The result of this initial investigation is a new research study, first published here in HCM and called The Active Insight/HCM Health Club Sleeper Insight Report 2023. You can read the intriguing results in Julie Allen’s report on page 46.
So what did the consumer insight panel report? One notable finding was the difference between the sexes when it comes to prestige, with 14 per cent of men saying ‘I like the social status of being a member at a specific club’ versus 8 per cent of women, while both sexes agreed that ‘it feels good to have a membership’ (15.6 per cent).
The highest scoring reason given was ‘So I can go if I want to’ at 23.2 per cent, showing the value people put on freedom of mind, convenience, potential and hopefulness.
A multitude of questions revealed that some feel ‘healthier’ (6.4 per cent), ‘more active’ (8.4 per cent) and ‘fitter’ (8.8 per cent), simply by being members of a health club, even if they do not attend.
Further research is needed to establish if this is some kind of placebo effect; whether being a member makes it more likely that people will make healthier choices in other areas of their lives; or whether the power of positive self-identity can give mental health benefits, for example.
In an age where creating hope and positivity to safeguard mental health is a priority for so many, it seems that being a member of a health club can help, with the consumer panel agreeing with the statements ‘It will encourage me to be more active’ and ‘it will motivate me to go eventually’.
Interestingly, FOMO is also a motivator and some are prepared to keep paying to secure their membership in cases where numbers are limited, especially if they have friends who are members.
We must never stop working to support members in motivating themselves to exercise, but it’s definitely time to start recognising and respecting the fact that some get powerful benefits from simply being sleepers.
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
Bioline Jatò
Bioline Jatò is a family Italian company
operating in the professional skincare
industry since 197 [more...]
Prism Light Pod
Prism Light Pod launched its first
whole-body red light bed in 2016. We
expanded with the Prism Li [more...]
Some women feel hopeful at the thought they could attend / photo: Nicoleta Ionescu
Why do some people join a health club but rarely or never use it? The question has always perplexed me personally, as it simply isn’t logical.
I came to the conclusion some time ago that they must be experiencing valid benefits from being a sleeper that we’re not aware of and don’t acknowledge as a sector and so the quest has been to explore this topic.
Coincidentally, HCM’s long standing partner, Leisure-net Solutions, is in the throes of rebranding to Active Insight and launching a new consumer insight panel and so the timing was right to collaborate to explore this question methodically, to establish in more detail the reasons for this consumer behaviour.
The result of this initial investigation is a new research study, first published here in HCM and called The Active Insight/HCM Health Club Sleeper Insight Report 2023. You can read the intriguing results in Julie Allen’s report on page 46.
So what did the consumer insight panel report? One notable finding was the difference between the sexes when it comes to prestige, with 14 per cent of men saying ‘I like the social status of being a member at a specific club’ versus 8 per cent of women, while both sexes agreed that ‘it feels good to have a membership’ (15.6 per cent).
The highest scoring reason given was ‘So I can go if I want to’ at 23.2 per cent, showing the value people put on freedom of mind, convenience, potential and hopefulness.
A multitude of questions revealed that some feel ‘healthier’ (6.4 per cent), ‘more active’ (8.4 per cent) and ‘fitter’ (8.8 per cent), simply by being members of a health club, even if they do not attend.
Further research is needed to establish if this is some kind of placebo effect; whether being a member makes it more likely that people will make healthier choices in other areas of their lives; or whether the power of positive self-identity can give mental health benefits, for example.
In an age where creating hope and positivity to safeguard mental health is a priority for so many, it seems that being a member of a health club can help, with the consumer panel agreeing with the statements ‘It will encourage me to be more active’ and ‘it will motivate me to go eventually’.
Interestingly, FOMO is also a motivator and some are prepared to keep paying to secure their membership in cases where numbers are limited, especially if they have friends who are members.
We must never stop working to support members in motivating themselves to exercise, but it’s definitely time to start recognising and respecting the fact that some get powerful benefits from simply being sleepers.
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
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.
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
Bioline Jatò Bioline Jatò is a family Italian company
operating in the professional skincare
industry since 197 [more...]
