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.
 


CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - What motivates members to return to the gym? A US study reveals the trends...
23 Jan 2022 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

21 Nov 2021

What motivates members to return to the gym? A US study reveals the trends
BY Tom Walker

More than a third of health club members still choose their club either due to the location or by cost

More than a third of health club members still choose their club either due to the location or by cost
photo: Shutterstock/UfaBizPhoto

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.



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

Print edition
 

News headlines
Wellness Tourism Association aligns with World Wellness Weekend to appoint new ambassadors
Wellness Tourism Association aligns with World Wellness Weekend to appoint new ambassadors   21 Jan 2022

The Wellness Tourism Association (WTA), is celebrating its fourth anniversary by striking up a partnership with World Wellness Weekend (WWW) – a .... more>>
Four hours exercise a week can slow down development of Parkinson's
Four hours exercise a week can slow down development of Parkinson's   21 Jan 2022

People with early-stage Parkinson’s should do regular exercise to slow down the progression of the disease. The finding comes from a six-year study .... more>>
Gympass acquires Andjoy and 7Card as it looks for European expansion
Gympass acquires Andjoy and 7Card as it looks for European expansion   21 Jan 2022

Gympass has completed the acquisition of Spanish corporate fitness platform Andjoy and Benefit Seven (7card), a fitness subscription provider in .... more>>
Patrizia Bortolin joins WFTA to champion wellness food tourism
Patrizia Bortolin joins WFTA to champion wellness food tourism   20 Jan 2022

The World Food Travel Association (WFTA) has named Preidlhof’s spa director and transformational wellness coach Patrizia Bortolin its global .... more>>
Celeb-driven brand, FitLab, raises $15m – plans 500 studios with at-home, in-club and events bundled in one membership
Celeb-driven brand, FitLab, raises $15m – plans 500 studios with at-home, in-club and events bundled in one membership   20 Jan 2022

Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to more than US$15m. FitLab will use the funding to .... more>>
Trib3 takes fitness to the metaverse in deal to use The Sandbox
Trib3 takes fitness to the metaverse in deal to use The Sandbox   19 Jan 2022

Boutique chain Trib3 will become one of the first fitness operators to establish a presence in the metaverse, making its workouts available in The .... more>>
Company profile


Quoox

With more than 200 integrated features, Quoox is confident there is a solution for every gym and fitness studio owner to help run a streamlined business all in one place.

View full profile>>

Catalogue gallery


Featured Supplier

Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses

Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses

2021 has been dubbed the year of the ‘Great Resignation’, with numerous people in the UK reassessing their career path. More>>




in this issue

• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources



Latest jobs

Jobs Search



Personal Trainer
Salary: £10 per hour
Location: Archway, London, UK
Company: energie fitness
Group Sustainability Manager
Salary: Competitive
Location: Hinckley
Company: Everyone Active
Recreation Attendant
Salary: From £7.08 - £9.18ph
Location: Taunton, UK
Company: Everyone Active
Diary dates
Powered by leisurediary.com




01-03 Feb 2022

Spatex 2022

Coventry Building Society Arena, Coventry, United Kingdom



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Arts & Culture: The show must go on
When austerity hits hard, UK theatres adapt and get creative More>>
  Profile: Aaron Simpson
Quintessentially is an exclusive concierge service for some of the world’s richest people. Co-founder Aaron Simpson reveals what wealthy people want More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Visitor profiles: Beyond demographics
Gerri Morris, of Morris Hargreaves McIntyre, on defining cultural consumers More>>
  Gymtopia: Angels’ advocate
Gymtopia founder Ray Algar on making a difference beyond the health club walls More>>


Published by Leisure Media Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd