Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Membership shifts from non-profit to commercial clubs
- Rapid gym expansion nears saturation point
- Private club landscape remains highly fragmented
- Ancillary revenue growing faster than membership dues
- Consumers want to look and feel better
- Friendlier fitness for aging Boomers
- Younger consumers more likely targets for long-term contracts
- Marketers should turn focus toward value-doubters and active outsiders
Insights and Opportunities
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- Gyms as a marketing channel
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- Figure 1: Leisure activities of private health club users, May 2006-June 2007
- Recent initiatives
- Parallel to film exhibitors
- Increased segmentation will lead to diversity in health club formats
- Fitness testing as ancillary revenue
Fast Forward Trends
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- Trend: Persuasion Technology
- What’s it about?
- The fitness club connection
- Making it work
- Trend: Extreme Living
- What’s it about?
- The fitness club connection
- Extreme aerobics?
Market Size and Forecast
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- Club expansion outpaces membership growth
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- Figure 2: U.S. health and fitness club membership and number of locations, 2002-06
- Rapid growth may slow as market shows signs of saturation
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- Figure 3: Health and fitness clubs total revenues, at current prices, 2002-12
- Figure 4: Health and fitness clubs total revenues, at inflation adjusted prices, 2002-12
Competitive Context
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- Exercise outside of health clubs
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- Figure 5: Physical fitness venues, by household income, May 2006-June 2007
- Troubled sales of home fitness equipment manufacturers
- A home fitness fad for geeks
- Hotel gyms improve facilities
Segment Performance
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- Commercial gyms gain at expense of non-profit
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- Figure 6: Memberships in health and fitness clubs, by segment, 2004 and 2006
- Figure 7: Share of U.S. health and fitness club members, by segment, 2000-06
- Figure 8: Number of health club members, by segment, 2002-12
Market Drivers
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- Friendlier fitness for aging Boomers
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- Figure 9: U.S. population and projections and usage of health and fitness clubs, by age, 2002-12
- Consumers want to look and feel better
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- Figure 10: Reasons for working out, April 2008
- Nation is becoming more health conscious
- Saturation of health club leads to highly competitive pricing
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- Figure 11: Number of health clubs and revenue per member, 2002-06
- Ancillary revenue growth outpaces membership dues
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- Figure 12: Indexed revenue streams at Life Time Fitness health and fitness clubs, 2003-07
Leading Companies
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- Industry remains highly fragmented
- Leading chains generate higher revenue per club
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- Figure 13: Sales per unit of leading health and fitness club chains, 2006
- Industry news
Brand Qualities
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- Gold’s Gym makeover for Boomers
- Curves’ success inspires men-only clubs
Innovation and Innovators
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- Gyms take encouragement to the next level
- New classes beyond aerobics keep it interesting
- Fitness equipment with iPod integration
- Bally-branded products sold in online drugstore
Advertising and Promotion
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- Overview
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- Figure 14: Media expenditures for major health and fitness club campaigns, 2005-06
- Key themes
- Bally Total Fitness
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- Figure 15: Bally Total Fitness: Total Body Class television ad, January 2008
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- Figure 16: Bally Total Fitness: Man’s stomach television ad, February 2008
- Figure 17: Bally Total Fitness: Summer sale television ad, June 2007
- 24 Hour Fitness
- Gold’s Gym
- Life Time Fitness
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- Figure 18: Life Time Fitness television ad, January 2008
- Marketing to women
- Curves Fitness
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- Figure 19: Curves for Women: Heart television ad, December 2007
- Figure 20: Curves for Women: Legs television ad, December 2007
- Lucille Roberts
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- Figure 21: Lucille Roberts: Summer sale television ad, July 2007
Health Club Usage
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- Key points
- Participation in fitness regime
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- Figure 22: Incidence of exercise and private health club usage, May 2006-June 2007
- Health club membership status
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- Figure 23: Health club membership status, April 2008
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- Figure 24: Health club membership status, by age, April 2008
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- Figure 25: Health club membership status, by household income, April 2008
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- Figure 26: Health club membership status, by race/ethnicity, April 2008
Membership Types
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- Key points
- Types of health club memberships
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- Figure 27: Types of health club memberships, by gender, April 2008
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- Figure 28: Types of health club memberships, by age, April 2008
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- Figure 29: Types of health club memberships, by household income, April 2008
Exercise Habits
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- Key points
- Regular workout times
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- Figure 30: Regular workout times, April 2008
- Change in exercise frequency
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- Figure 31: Change in exercise frequency, by gender, April 2008
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- Figure 32: Change in exercise frequency, by age, April 2008
Health Club Amenity Usage
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- Key points
- Equipment and services used
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- Figure 33: Equipment and services used at health or fitness club, by gender, April 2008
- Figure 34: Equipment and services used at health or fitness club, by age, April 2008
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- Figure 35: Equipment and services used at health or fitness club, by household income, April 2008
Motivations for Working Out
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- Key points
- Reasons for working out
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- Figure 36: Reasons for working out, April 2008
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- Figure 37: Reasons for working out, by gender, April 2008
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- Figure 38: Reasons for working out, by age, April 2008
Shunning the Health Club
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- Key points
- Reasons for not joining a health club
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- Figure 39: Reasons not to join, April 2008
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- Figure 40: Reasons not to join, by gender, April 2008
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- Figure 41: Reasons not to join, by age, April 2008
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- Figure 42: Reasons not to join, by household income, April 2008
Additional Attitudes
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- Key points
- Attitudes toward health and fitness clubs
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- Figure 43: Attitudes toward health and fitness clubs, April 2008
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- Figure 44: Attitudes toward health and fitness clubs, by gender, April 2008
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- Figure 45: Attitudes toward health and fitness clubs, by age, April 2008
Cluster Analysis—Frequent flexers, Long-term veterans and cardio weight-losers
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- Insight
- Frequent flexers
- Long-term veterans
- Cardio weight-losers
- Cluster characteristics
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- Figure 46: Health and fitness club member clusters, April 2008
- Figure 47: Frequency of exercise, by clusters, April 2008
- Figure 48: Member status, by clusters, April 2008
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- Figure 49: Type of health and fitness club membership, by clusters, April 2008
- Figure 50: Time visit health and fitness club, by clusters, April 2008
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- Figure 51: Frequency of exercising compared to last year, by clusters, April 2008
- Figure 52: Use of equipment and or services at your health and fitness club, by clusters, April 2008
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- Figure 53: Attitudes towards fitness clubs and exercise, by clusters, April 2008
- Figure 54: Primary reasons for working out, by clusters, April 2008
- Cluster demographics
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- Figure 55: Health and fitness club member clusters by gender, April 2008
- Figure 56: Health and fitness club member clusters by age, April 2008
- Figure 57: Health and fitness club member clusters by household income, April 2008
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- Figure 58: Health and fitness club member clusters by race and ethnicity, April 2008
- Methodology
Custom Consumer Groups
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- Impact of age and gender on gym membership
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- Figure 59: Health club membership status, by age and gender, April 2008
- Reasons for not belonging to a gym versus reasons for working out by age and gender
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- Figure 60: Reasons not to join, by age and gender, April 2008
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- Figure 61: Reasons for working out, by age and gender, April 2008
- Past membership
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- Figure 62: Reasons not to join, by past membership, April 2008
Appendix: Other Useful Consumer Tables
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- Fitness club membership
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- Figure 63: Health club membership status, by gender, April 2008
- Regular workout times
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- Figure 64: Regular workout times, by gender, April 2008
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- Figure 65: Regular workout times, by age, April 2008
- Reasons for working out
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- Figure 66: Reasons for working out, by household income, April 2008
- Attitudes towards the gym
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- Figure 67: Attitudes toward health and fitness clubs, by household income, April 2008
Appendix: Trade Associations
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