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Health and Fitness Clubs - US - June 2008

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Gyms as a marketing channel
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
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
Club expansion outpaces membership growth
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
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
Exercise outside of health clubs
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
Commercial gyms gain at expense of non-profit
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
Friendlier fitness for aging Boomers
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
Figure 10: Reasons for working out, April 2008
Nation is becoming more health conscious
Saturation of health club leads to highly competitive pricing
Figure 11: Number of health clubs and revenue per member, 2002-06
Ancillary revenue growth outpaces membership dues
Figure 12: Indexed revenue streams at Life Time Fitness health and fitness clubs, 2003-07
LEADING COMPANIES
Industry remains highly fragmented
Leading chains generate higher revenue per club
Figure 13: Sales per unit of leading health and fitness club chains, 2006
Industry news
BRAND QUALITIES
Gold’s Gym makeover for Boomers
Curves’ success inspires men-only clubs
INNOVATION AND INNOVATORS
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
 OVERVIEW
Figure 14: Media expenditures for major health and fitness club campaigns, 2005-06
Key themes
Bally Total Fitness
Figure 15: Bally Total Fitness: Total Body Class television ad, January 2008
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
Figure 18: Life Time Fitness television ad, January 2008
 MARKETING TO WOMEN
Curves Fitness
Figure 19: Curves for Women: Heart television ad, December 2007
Figure 20: Curves for Women: Legs television ad, December 2007
Lucille Roberts
Figure 21: Lucille Roberts: Summer sale television ad, July 2007
HEALTH CLUB USAGE
Key points
Participation in fitness regime
Figure 22: Incidence of exercise and private health club usage, May 2006-June 2007
Health club membership status
Figure 23: Health club membership status, April 2008
Figure 24: Health club membership status, by age, April 2008
Figure 25: Health club membership status, by household income, April 2008
Figure 26: Health club membership status, by race/ethnicity, April 2008
MEMBERSHIP TYPES
Key points
Types of health club memberships
Figure 27: Types of health club memberships, by gender, April 2008
Figure 28: Types of health club memberships, by age, April 2008
Figure 29: Types of health club memberships, by household income, April 2008
EXERCISE HABITS
Key points
Regular workout times
Figure 30: Regular workout times, April 2008
Change in exercise frequency
Figure 31: Change in exercise frequency, by gender, April 2008
Figure 32: Change in exercise frequency, by age, April 2008
HEALTH CLUB AMENITY USAGE
Key points
Equipment and services used
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
Figure 35: Equipment and services used at health or fitness club, by household income, April 2008
MOTIVATIONS FOR WORKING OUT
Key points
Reasons for working out
Figure 36: Reasons for working out, April 2008
Figure 37: Reasons for working out, by gender, April 2008
Figure 38: Reasons for working out, by age, April 2008
SHUNNING THE HEALTH CLUB
Key points
Reasons for not joining a health club
Figure 39: Reasons not to join, April 2008
Figure 40: Reasons not to join, by gender, April 2008
Figure 41: Reasons not to join, by age, April 2008
Figure 42: Reasons not to join, by household income, April 2008
ADDITIONAL ATTITUDES
Key points
Attitudes toward health and fitness clubs
Figure 43: Attitudes toward health and fitness clubs, April 2008
Figure 44: Attitudes toward health and fitness clubs, by gender, April 2008
Figure 45: Attitudes toward health and fitness clubs, by age, April 2008
CLUSTER ANALYSIS—FREQUENT FLEXERS, LONG-TERM VETERANS AND CARDIO WEIGHT-LOSERS
Insight
Frequent flexers
Long-term veterans
Cardio weight-losers
Cluster characteristics
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
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
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
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
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
Figure 58: Health and fitness club member clusters by race and ethnicity, April 2008
Methodology
CUSTOM CONSUMER GROUPS
Impact of age and gender on gym membership
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
Figure 60: Reasons not to join, by age and gender, April 2008
Figure 61: Reasons for working out, by age and gender, April 2008
Past membership
Figure 62: Reasons not to join, by past membership, April 2008
APPENDIX: OTHER USEFUL CONSUMER TABLES
Fitness club membership
Figure 63: Health club membership status, by gender, April 2008
Regular workout times
Figure 64: Regular workout times, by gender, April 2008
Figure 65: Regular workout times, by age, April 2008
Reasons for working out
Figure 66: Reasons for working out, by household income, April 2008
Attitudes towards the gym
Figure 67: Attitudes toward health and fitness clubs, by household income, April 2008
APPENDIX: TRADE ASSOCIATIONS

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