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NEWS
What motivates members to return to the gym? A US study reveals the trends
POSTED 21 Nov 2021 . BY Tom Walker
More than a third of health club members still choose their club either due to the location or by cost Credit: Shutterstock/UfaBizPhoto
Location and cost are the top considerations for consumers when it comes to choosing a health club
Concerns about being around unvaccinated people is a top reason for not returning to gyms
The findings come from the State of the Fitness Industry Report 2021 by Mindbody
The survey shows that more than a third of health club members still choose their club either due to the location or by cost
Location and cost are the top considerations for consumers when it comes to choosing a health club – while concerns about being around unvaccinated people is a top reason for not returning to gyms.

The findings come from the State of the Fitness Industry Report 2021 by Mindbody, which surveyed both consumers and wellness brands to understand how the fitness industry’s shifted during the pandemic – and where it’s headed in the months to come.

The survey shows that more than a third of health club members still choose their club either due to the location (37 per cent), or by cost (36 per cent) – a trend witnessed before the pandemic.

What has changed, however, is that the cleanliness of a studio or club is now a key consideration too, with exactly a third (33 per cent) of consumers listing it as a reason to choose a club.

When it comes to reasons for reluctance to return to a studio or club, more than one in four (29 per cent) said they weren't comfortable knowing that not all attendees are vaccinated, while another 24 per cent said they were not comfortable being near others.

The report also shows that the impact of virtual and digital fitness on club membership levels might be less than initially thought, with 17 per cent of consumers saying that they would not return to a physical gym due to having developed a new digital fitness regime during the pandemic.

The report also suggests that operators offering workout variety have a huge advantage.

A strong majority of survey respondents said they prefer a fitness studio or gym with a variety of workout types available — with men (69 per cent) citing it as slightly more influential than women (64 per cent).

The pandemic has seemingly also affected consumers' willingness to try something new – more than half of all respondents (52 per cent) said they’re more open to new workouts than they were before the pandemic.

According to the report, while fitness brands are reporting many of the same challenges they’ve always faced – including acquiring and retaining customers – optimising processes and technology has become more important than ever.

"When it comes to business challenges, bringing in new customers is at the top of the list," Mindbody said.

"Retention, for both customers and staff, remains as big a challenge as ever too, if not bigger.

"Beyond that, nearly half of fitness brands (45 per cent franchise and 42 per cent non-franchise organizations) reported a need to learn how to more effectively optimise the business.

"COVID forced us all apart, which has put a bigger spotlight on the power of software for business operations.

"The ability to collaborate and conduct business online isn’t just a matter of efficiency and convenience anymore – it’s now essential to survive and grow.

"More than a third of all fitness brands also reported struggling to get the capital they need to grow: 38 per cent currently take advantage of commercial business loans, and an additional 34 per cent say they plan to get one within the next 6 months."

When it comes to predicting future trends, the Mindbody report suggests that diversification will continue, as operators look to adopt an omnichannel approach, embracing both physical sites and the digital world.

"Consumers are seeking fitness and wellness like never before – it’s up to brands to maximise the opportunity," the report reads.

"Now’s the time to adopt technology, hire and retain top talent, and create standout experiences for customers."

To download and read the full report, click here.
RELATED STORIES
  Mindbody buys ClassPass


Mindbody has announced it's buying ClassPass, the consumer wellness subscription service which enables people to use a range of gyms, studios and wellness facilities for one monthly subscription.
  FEATURE: Everyone’s talking about: The bounceback


There are no official numbers indicating how operators are faring after lockdown. In the first part of this special report, HCM talks to big box operators. Next issue we talk to the boutiques
  FEATURE: Industry insights: Phoenix Rising


The Leisure Database Company’s David Minton says change should be considered the new norm in his industry analysis. Going forward, operators should be broadening their offerings to incorporate nature and targeting older people
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Uniting the world of spa & wellness
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News   Products   Magazine   Subscribe
NEWS
What motivates members to return to the gym? A US study reveals the trends
POSTED 21 Nov 2021 . BY Tom Walker
More than a third of health club members still choose their club either due to the location or by cost Credit: Shutterstock/UfaBizPhoto
Location and cost are the top considerations for consumers when it comes to choosing a health club
Concerns about being around unvaccinated people is a top reason for not returning to gyms
The findings come from the State of the Fitness Industry Report 2021 by Mindbody
The survey shows that more than a third of health club members still choose their club either due to the location or by cost
Location and cost are the top considerations for consumers when it comes to choosing a health club – while concerns about being around unvaccinated people is a top reason for not returning to gyms.

The findings come from the State of the Fitness Industry Report 2021 by Mindbody, which surveyed both consumers and wellness brands to understand how the fitness industry’s shifted during the pandemic – and where it’s headed in the months to come.

The survey shows that more than a third of health club members still choose their club either due to the location (37 per cent), or by cost (36 per cent) – a trend witnessed before the pandemic.

What has changed, however, is that the cleanliness of a studio or club is now a key consideration too, with exactly a third (33 per cent) of consumers listing it as a reason to choose a club.

When it comes to reasons for reluctance to return to a studio or club, more than one in four (29 per cent) said they weren't comfortable knowing that not all attendees are vaccinated, while another 24 per cent said they were not comfortable being near others.

The report also shows that the impact of virtual and digital fitness on club membership levels might be less than initially thought, with 17 per cent of consumers saying that they would not return to a physical gym due to having developed a new digital fitness regime during the pandemic.

The report also suggests that operators offering workout variety have a huge advantage.

A strong majority of survey respondents said they prefer a fitness studio or gym with a variety of workout types available — with men (69 per cent) citing it as slightly more influential than women (64 per cent).

The pandemic has seemingly also affected consumers' willingness to try something new – more than half of all respondents (52 per cent) said they’re more open to new workouts than they were before the pandemic.

According to the report, while fitness brands are reporting many of the same challenges they’ve always faced – including acquiring and retaining customers – optimising processes and technology has become more important than ever.

"When it comes to business challenges, bringing in new customers is at the top of the list," Mindbody said.

"Retention, for both customers and staff, remains as big a challenge as ever too, if not bigger.

"Beyond that, nearly half of fitness brands (45 per cent franchise and 42 per cent non-franchise organizations) reported a need to learn how to more effectively optimise the business.

"COVID forced us all apart, which has put a bigger spotlight on the power of software for business operations.

"The ability to collaborate and conduct business online isn’t just a matter of efficiency and convenience anymore – it’s now essential to survive and grow.

"More than a third of all fitness brands also reported struggling to get the capital they need to grow: 38 per cent currently take advantage of commercial business loans, and an additional 34 per cent say they plan to get one within the next 6 months."

When it comes to predicting future trends, the Mindbody report suggests that diversification will continue, as operators look to adopt an omnichannel approach, embracing both physical sites and the digital world.

"Consumers are seeking fitness and wellness like never before – it’s up to brands to maximise the opportunity," the report reads.

"Now’s the time to adopt technology, hire and retain top talent, and create standout experiences for customers."

To download and read the full report, click here.
RELATED STORIES
Mindbody buys ClassPass


Mindbody has announced it's buying ClassPass, the consumer wellness subscription service which enables people to use a range of gyms, studios and wellness facilities for one monthly subscription.
FEATURE: Everyone’s talking about: The bounceback


There are no official numbers indicating how operators are faring after lockdown. In the first part of this special report, HCM talks to big box operators. Next issue we talk to the boutiques
FEATURE: Industry insights: Phoenix Rising


The Leisure Database Company’s David Minton says change should be considered the new norm in his industry analysis. Going forward, operators should be broadening their offerings to incorporate nature and targeting older people
MORE NEWS
Report identifies diversity, equity and inclusion challenges in health club sector
Diversity, equity and inclusion in the European fitness industry is examined in a new report which provides eye-opening findings and a starting point for change.
RLA Global: Wellness hotels experience positive growth trend globally in 2023
Hotels incorporating wellness amenities experienced a significant boost in Total Revenue per Available Room (TRevPAR) in 2023, according to the latest Wellness Real Estate Report by RLA Global, produced in partnership with P&L benchmarking firm HotStats.
World leaders gather at luxury Italian wellness retreat Borgo Egnazia for G7 Summit
The 2024 G7 Summit is now underway at a destination spa resort in Puglia, Italy, with leaders from Canada, France, Germany, Italy, Japan, the UK and the US convening to address some of the world’s most urgent issues.
Minor devises new medi-wellness concept for Anantara, debuting in Phuket in Q3
Minor Hotels CEO Dillip Rajakarier has unveiled plans to introduce an innovative medi-wellness concept to the group's Anantara Hotels, Resorts and Spas brand, with ambitions to expand the concept to additional resorts in the future.
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FEATURED SUPPLIERS

bbspa_Group's Gabriella Francia talks balancing tradition and tech in spas
For Gabriella Francia, co-founder of bbspa_Group and training manager, the powerful touch of a massage is the stand-out element that makes a spa experience truly unique. [more...]

GAIA Skincare launches new refillable amenity range
Female-founded spa and skincare brand Gaia Skincare was born with an ethical ethos to not only look after its customers’ wellbeing, but to also protect the planet. [more...]
+ More featured suppliers  
COMPANY PROFILES
Power Plate

Power Plate is owned, manufactured and distributed by Northbrook, Ill.-based Performance Health Syst [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

22-22 Jun 2024

World Bathing Day

Worldwide,
22-24 Jun 2024

IECSC Las Vegas

Las Vegas Convention Center, Las Vegas, United States
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS