NEWS
Aggregation in Fitness report: one in five join a gym after using marketplace
POSTED 10 Feb 2020 . BY Tom Walker
The report addresses, and offers analysis, on three key questions identified by Hussle as ones that are often debated by operators Credit: Hussle
The data in this report gives us great confidence that we are helping the fitness industry grow
– Jamie O’Keefe
A white paper charting the effects of intermediary services – or aggregators – in the fitness sector has revealed that 21 out of every 100 users will go on to join a gym directly.

The Aggregation in Fitness report, published today (10 February) in collaboration between Fusion Analytics and online fitness marketplace Hussle, aims to provide fitness operators with increased data to support the wider industry debate on the topic.

In an industry first, Hussle has now made its data available for Fusion Analytics to produce a report.

The report addresses, and offers analysis, on three key questions identified by Hussle as ones that are often debated by operators.

These are substitution (do existing gym members cancel to use Hussle instead); intervention (does Hussle acquire customers that traditional gym operators would have acquired anyway); and incrementality (does Hussle provide incremental value to the market).

For fitness club operators, the question of incremental vs. substitutional users is often a pivotal one. If an operator is confident that the aggregator would provide new, incremental users – rather than substitutional users – striking a deal with the aggregator would make commercial sense.

The report shows that there is some substitution, as one out of every 100 Hussle users cancelled a gym membership to use Hussle exclusively.

However, this is offset by those who find a gym they like through Hussle – 21 out of every 100 Hussle users will go on to join a gym directly.

What more, there is evidence that aggregators are able to keep some consumers in the sector, despite their plans to quit a gym. The data shows that 16 out of every 100 Hussle customers cancelled their membership for "organic reasons" – ie. not because of aggregation services – but continued to use a gym through Hussle, continuing to bring in revenue.

"Hussle enables these users to continue their fitness regime, representing ‘recovered’ market value that would otherwise have been lost to operators, albeit at a lower yield," the report states."

On the intervention front, there is evidence that Hussle does acquire some customers that traditional gym operators would have acquired anyway.

According to the report, four out of every 100 Hussle customers were searching for a gym and came across Hussle. Some of these users may have found gym regardless, thus representing potential marketing intervention.

However, the evidence also shows that 71 per cent of respondents were unlikely or very unlikely to have visited a gym without Hussle.

Consumers also used Hussle to explore other options for keeping fit – 92 per cent of respondents said that Hussle had enabled them to visit a new gym.

Hussle's head of fitness partnerships, Jamie O’Keefe, said the data and the report will, for the first time, provide the information needed for a proper analysis of intermediary services.

"Hussle is completely focused on growing the fitness industry and the data in this report gives us great confidence that we are doing that in three ways - the direct revenue we pay to our gym partners, significant downstream revenue through converted members, and secondary revenue through spend in-club," O'Keefe said.

The report is based on data from 2,557 respondents across three separate surveys – a random sample of active Hussle users, a survey question asked of all Hussle "Monthly Pass" customers as they cancel and a single survey question sent to "Day Pass" customers to ascertain if they had gone on to ‘join a gym directly’. All three surveys were conducted between December 2019 and January 2020.

• To register and download your free copy of the Aggregation in Fitness report, click here for www.aggregationinfitness.com
RELATED STORIES
Sweat 2020: new report to offer fresh insight into impact of multi-operator gym memberships


A report outlining membership habits and retention in the fitness sector will be released at the Sweat 2020 event next week.
Fiit and Hussle join forces


On-demand fitness app Fiit has partnered with fitness marketplace Hussle, offering Hussle users access to its catalogue of workouts.
Hussle's crowd-funding 'overfunded' within days


Online fitness marketplace Hussle has reached overfunded status within days of launching its first ever crowdfunding campaign.
Newly rebranded Hussle partners with mobile provider Three


Fitness marketplace Hussle has revealed its first major deal since it changed its name and brand identity from PayAsUGym earlier this month.
 


CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - Aggregation in Fitness report: one in five join a gym after using marketplace...
26 Feb 2020 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

10 Feb 2020

Aggregation in Fitness report: one in five join a gym after using marketplace
BY Tom Walker

The report addresses, and offers analysis, on three key questions identified by Hussle as ones that are often debated by operators

The report addresses, and offers analysis, on three key questions identified by Hussle as ones that are often debated by operators
photo: Hussle

A white paper charting the effects of intermediary services – or aggregators – in the fitness sector has revealed that 21 out of every 100 users will go on to join a gym directly.

The Aggregation in Fitness report, published today (10 February) in collaboration between Fusion Analytics and online fitness marketplace Hussle, aims to provide fitness operators with increased data to support the wider industry debate on the topic.

In an industry first, Hussle has now made its data available for Fusion Analytics to produce a report.

The report addresses, and offers analysis, on three key questions identified by Hussle as ones that are often debated by operators.

These are substitution (do existing gym members cancel to use Hussle instead); intervention (does Hussle acquire customers that traditional gym operators would have acquired anyway); and incrementality (does Hussle provide incremental value to the market).

For fitness club operators, the question of incremental vs. substitutional users is often a pivotal one. If an operator is confident that the aggregator would provide new, incremental users – rather than substitutional users – striking a deal with the aggregator would make commercial sense.

The report shows that there is some substitution, as one out of every 100 Hussle users cancelled a gym membership to use Hussle exclusively.

However, this is offset by those who find a gym they like through Hussle – 21 out of every 100 Hussle users will go on to join a gym directly.

What more, there is evidence that aggregators are able to keep some consumers in the sector, despite their plans to quit a gym. The data shows that 16 out of every 100 Hussle customers cancelled their membership for "organic reasons" – ie. not because of aggregation services – but continued to use a gym through Hussle, continuing to bring in revenue.

"Hussle enables these users to continue their fitness regime, representing ‘recovered’ market value that would otherwise have been lost to operators, albeit at a lower yield," the report states."

On the intervention front, there is evidence that Hussle does acquire some customers that traditional gym operators would have acquired anyway.

According to the report, four out of every 100 Hussle customers were searching for a gym and came across Hussle. Some of these users may have found gym regardless, thus representing potential marketing intervention.

However, the evidence also shows that 71 per cent of respondents were unlikely or very unlikely to have visited a gym without Hussle.

Consumers also used Hussle to explore other options for keeping fit – 92 per cent of respondents said that Hussle had enabled them to visit a new gym.

Hussle's head of fitness partnerships, Jamie O’Keefe, said the data and the report will, for the first time, provide the information needed for a proper analysis of intermediary services.

"Hussle is completely focused on growing the fitness industry and the data in this report gives us great confidence that we are doing that in three ways - the direct revenue we pay to our gym partners, significant downstream revenue through converted members, and secondary revenue through spend in-club," O'Keefe said.

The report is based on data from 2,557 respondents across three separate surveys – a random sample of active Hussle users, a survey question asked of all Hussle "Monthly Pass" customers as they cancel and a single survey question sent to "Day Pass" customers to ascertain if they had gone on to ‘join a gym directly’. All three surveys were conducted between December 2019 and January 2020.

• To register and download your free copy of the Aggregation in Fitness report, click here for www.aggregationinfitness.com



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
City of Dreams Pavilion Competition winners constructed from air and pyramids
City of Dreams Pavilion Competition winners constructed from air and pyramids   25 Feb 2020

Two winners have been chosen in this year's City of Dreams Pavilion Competition, with one constructed from air-filled materials and the other with an .... more>>
Samsung introduces Galaxy Watch compatible with Technogym kit
Samsung introduces Galaxy Watch compatible with Technogym kit   25 Feb 2020

Technogym's connected cardio equipment is now compatible with Samsung Galaxy Watch Active2. Active2 users can now track their exercise by tapping .... more>>
Gensler and Concrete collaborate on citizenM hotel in Seattle arts district
Gensler and Concrete collaborate on citizenM hotel in Seattle arts district   25 Feb 2020

citizenM is set to break ground on a second hotel in Seattle, which is due to open in April with Gensler and Concrete design inspired by the context .... more>>
$1.9 billion Allegiant Stadium approaches completion in Las Vegas
$1.9 billion Allegiant Stadium approaches completion in Las Vegas   24 Feb 2020

Two major construction milestones have been passed at Manica's $1.9 billion (€1.8 billion, £1.5 billion) Allegiant Stadium in Las Vegas, with the .... more>>
Catherine Toolan to replace departing Paul Carty at Guinness Storehouse
Catherine Toolan to replace departing Paul Carty at Guinness Storehouse   24 Feb 2020

Ireland's top attraction, the Guinness Storehouse, is to come under new leadership from April, with Catherine Toolan replacing Paul Carty as managing .... more>>
//3877 compose approachable, music-themed boxing gym in Washington, D.C.
//3877 compose approachable, music-themed boxing gym in Washington, D.C.   24 Feb 2020

The team at unusually named studio //3877 has created a boxing gym in Washington, D.C., based on the concept of 'Night Club Meets Fight Club'. In .... more>>
Company profile


Physical Company Ltd

Physical Company supply over 1,900 product lines including some of the most pioneering pieces of kit in the industry.

View full profile>>

Catalogue gallery


Featured Supplier

Sustainability is a buzz word in the spa industry, but what makes BC Softwear products truly sustainable?

Sustainability is a buzz word in the spa industry, but what makes BC Softwear products truly sustainable?

BC Softwear is the UK’s leading towelling supplier. More>>




in this issue

• Aggregators: one in five joins a gym
• Third Space opens sixth club in London
• £72m Alexander Stadium plans approved



Latest jobs

Jobs Search



Gym Manager
Salary: Competitive
Location: Streatley, Reading, UK
Company: The Swan at Streatley
Assistant Gym Manager
Salary: Competitive Salary + Excellent Benefits + Incentives
Location: Woking, UK
Company: PureGym
Assistant Gym Manager
Salary: Competitive Salary + Excellent Benefits + Incentives
Location: Aldershot, UK
Company: PureGym
Diary dates
Powered by leisurediary.com




02-03 Mar 2020

Quality in Wellness and Spa

IHK Potsdam, Potsdam, Germany



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Social good: Spice of life
Oomph! founder Ben Allen is bringing variety to residential homes More>>
  Tourism: High flyers
How bmi and Projekt Spielberg are growing British tourism to Graz More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  On the cover: AJ Hackett
Bungy, New Zealand More>>
  New opening: Future of leisure
Selby Summit focuses on activity, not sport. Is it a new era for leisure centres? More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd