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Health and Fitness Clubs - US - June 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Category snapshot: healthy during the recession and after
Fitness clubs in good shape: reasons for category growth
Workout fatigue: challenges lay ahead
Reasons for not joining a gym
Fitness club usage and length of membership
Important factors in gym selection
Cost of membership
Attitudes toward health and fitness clubs
Struggles with exercising
Use of and interest in training options
INSIGHTS AND OPPORTUNITIES
Creative strategies for member retention
Practical concerns are paramount
Figure 1: Top five characteristics in order of importance in gym selection, February 2011
But will that play in Manhattan?
Pump up the PR
INSPIRE INSIGHTS
Trend: A Simple Balance for Health
Fitness clubs as wellness centers
Good for what ails you
Graying fitness clubs for today’s America
Implications
MARKET SIZE AND FORECAST
Key points
Category revenues are healthy
Challenges that can cause category fatigue
Health and fitness clubs revenue trends
Figure 2: Health and fitness clubs total revenues, at current prices, 2005-15
Figure 3: Health and fitness clubs total revenues, at inflation-adjusted prices, 2005-15
Fan chart forecast
Figure 4: Health and fitness clubs total revenues and fan chart forecast, at current prices, 2005-15
MARKET DRIVERS
Key points
Exercise on the rise
Figure 5: Percentage of Americans exercising for 30 minutes a week, 2008-10
An aging America threatens category growth
Figure 6: Current membership of gym facilities, by age, February 2011
Figure 7: Population, by age, 2006-16
The persistent problem of member churn
The rise of the small fitness club
Figure 8: Membership retention and revenues by square foot and member, by club size, 2010
Novelty versus simplicity
Figure 9: Five most popular activities at a fitness club, 2010
Good times at fitness clubs
Figure 10: Average revenue per member, 2005-10
SEGMENT PERFORMANCE
Key points
Commercial fitness clubs still dominate the category
Memberships by fitness club type
Figure 11: Memberships in health and fitness clubs, by segment, 2007 and 2009
Number of locations shrinking as membership grows
Figure 12: U.S. health and fitness club membership and number of locations, 2005-10
COMPETITIVE CONTEXT
America, the land of the sedentary
Exercising to video games
Running clubs get into the fast lane
Figure 13: Number of Americans who run, 2008-10
Figure 14: Number of running clubs, 2006-10
LEADING COMPANIES
Key points
Sales at luxury fitness clubs fall
Sales steady at mid-tier fitness clubs
Leading health club chains
Figure 15: leading health and fitness club chains, 2007 and 2009
Noteworthy budget fitness clubs
24 Hour Fitness
Figure 16: Revenues for 24 Hour Fitness, 2009-2010
Anytime Fitness
Snap Fitness
Planet Fitness
INNOVATIONS AND INNOVATORS
Bay Tennis & Fitness Club and Petoskey Health & Fitness cut churn
Creative promotions to keep members
Outdoor programming is in
Creative classes
Ultimate luxury and celebrity
MARKETING STRATEGIES
Category overview
Figure 17: Advertising expenditures by industry leaders, 2008-09
Overview of the brand landscape
Brand analysis: Bally
Figure 18: Bally, 2011
Brand analysis: Gold’s Gym
Figure 19: Gold’s Gym, 2011
Brand analysis: Planet Fitness
Figure 20: Planet Fitness, 2011
Online initiatives
Apps
Facebook
Twitter
YouTube
Other
Television presence
Figure 21: Gold’s Gym, television ad, 2010
Figure 22: Planet Fitness, television ad, 2011
Figure 23: Anytime Fitness, television ad, 2011
Figure 24: Curves, television ad, 2010
HEALTH AND FITNESS CLUB USAGE
Key points
All-purpose gyms are the most popular
Figure 25: Health and fitness club membership, by gender, February 2011
Gym membership is for the young
Figure 26: Health and fitness club membership, by age, February 2011
Parents more likely to belong to an all-purpose gym
Figure 27: Health and fitness club membership, by presence of children in household, February 2011
HOW LONG CONSUMERS HAVE HAD A GYM MEMBERSHIP
Key points
As respondents age, gym membership lengthens
Figure 28: Length of current gym membership, by age, February 2011
Length of gym membership at any club
Figure 29: length of current gym membership versus any gym membership, February 2011
Older respondents have been members of gyms for longer periods
Figure 30: Previous gym membership rates, by age, February 2011
Having children brings longer gym memberships
Figure 31: Length of current gym membership, by presence of children in household, February 2011
Less affluent more likely to have shorter gym memberships
Figure 32: Previous gym membership length, by household income, February 2011
IMPORTANT FACTORS IN GYM SELECTION
Key points
Location, cleanliness, and friendliness matter
Figure 33: Importance rating of various characteristics in gym selection, February 2011
Almost everything is important to women in choosing a gym
Figure 34: Summary of very important characteristics in gym selection, by gender, February 2011
Characteristics sought varies by age; 35-44s appear to be choosiest
Figure 35: Summary of very important characteristics in gym selection, by age, February 2011
Respondents with children want a lot in a gym
Figure 36: Summary of very important characteristics in gym selection, by children in household, February 2011
The affluent have prosaic concerns
Figure 37: Summary of very important characteristics in gym selection, by household income, February 2011
COST OF MEMBERSHIP
Key points
Most pay for their membership
Figure 38: Responsibility for paying for health club membership, by gender, February 2011
25-34s more likely to pay for memberships
Figure 39: Responsibility for paying for health club membership, by age, February 2011
About $48 is average monthly cost
Figure 40: Average monthly cost and type of gym membership, by gender, February 2011
ATTITUDES TOWARD HEALTH AND FITNESS CLUBS
Key points
Attitudes toward gyms over time: the good, the bad, and otherwise
Figure 41: Attitudes toward health and fitness clubs, March 2009
Gyms are overcrowded
Figure 42: Overcrowding at the gym, by gender, February 2011
18-34s report overcrowding
Figure 43: Overcrowding at the gym, by age, February 2011
STRUGGLES WITH EXERCISING
Key points
Women have problems with motivation
Figure 44: Struggles with exercise, by gender, February 2011
18-34s lack motivation, are bored
Figure 45: Struggles with exercise, by age, February 2011
More affluent more likely to think exercising at the gym is boring
Figure 46: Struggles with exercise, by household income, February 2011
USE OF AND INTEREST IN TRAINING OPTIONS
Key points
Respondents are interested in using trainers
Figure 47: Use of and interest in personal training options, February 2011
25-34s more likely to be using trainers
Figure 48: Current users of personal training options, by age, February 2011
Parents use personal trainers
Figure 49: Current users of personal training options, by children in household, February 2011
Women more interested in trying personal trainers
Figure 50: Interested in trying personal training, by gender, February 2011
18-34s more interested in trying personal trainers
Figure 51: Interested in trying personal training, by age, February 2011
SHUNNING THE GYM—ATTITUDES OF NONMEMBERS
Key points
Price/value are key barriers
Figure 52: Reasons for not having a current gym membership, by gender, February 2011
Reasons for not belonging to a gym changes with age
Figure 53: Reasons for not having a current gym membership, by age, February 2011
Income and not exercising for different reasons
Figure 54: Reasons for not having a current gym membership, by household income, February 2011
RACE AND HISPANIC ORIGIN
Key points
Hispanic respondents more likely to have joined a gym in the past year
Figure 55: Previous gym membership rates, by race and Hispanic origin, February 2011
Hispanics have a tough time with motivation
Figure 56: Struggles with exercise, by race and Hispanic origin, February 2011
Hispanics, minorities want a lot out of a fitness club
Figure 57: Summary of very important characteristics in gym selection, by race and Hispanic origin, February 2011
Reasons for not joining: too expensive for Hispanics; discomfort for whites
Figure 58: Reasons for not having a current gym membership, by race and Hispanic origin, February 2011
CLUSTER ANALYSIS
Unsatisfied Newbies
Characteristics
Opportunity
Social Exercisers
Characteristics
Opportunity
Fitness Basics
Characteristics
Opportunity
Characteristic tables
Figure 59: Health and fitness club clusters, June 2011
Figure 60: Gym type belonged to, by health and fitness club clusters, June 2011
Figure 61: Length of current gym membership, by health and fitness club clusters, June 2011
Figure 62: Length of any gym membership, by health and fitness club clusters, June 2011
Figure 63: Cost of monthly membership, payment responsibility, and type of membership by health and fitness club clusters, June 2011
Figure 64: Attitudes toward the gym, by health and fitness club clusters, June 2011
Figure 65: Important characteristics in selecting a gym, by health and fitness club clusters, June 2011
Figure 66: Use of personal training options, by health and fitness club clusters, June 2011
Demographic tables
Figure 67: Health and fitness club clusters, by gender, June 2011
Figure 68: Health and Fitness Club clusters, by age, June 2011
Figure 69: Health and fitness club clusters, by household income, June 2011
Figure 70: Health and Fitness Club clusters, by race/Hispanic origin, June 2011
Cluster methodology
CUSTOM CONSUMER GROUPS
Not married and with children have greatest rates of club memberships
Figure 71: Health and fitness club membership, by marital status and children in household, February 2011
However, also most likely to struggle with boredom and motivation
Figure 72: Struggles with exercise, by marital status and children in household, February 2011
Married and with children prize convenience; not married and with children want discounts
Figure 73: Summary of very important characteristics in gym selection, by marital status and children in household, February 2011
APPENDIX: OTHER USEFUL CONSUMER TABLES
Gender plays little role in length of membership
Figure 74: Length of current gym membership, by gender, February 2011
Affluent respondents more likely to belong to a large, all-purpose gym
Figure 75: Health and fitness club membership, by household income, February 2011
Without children have longest membership at any gym
Figure 76: Previous gym membership length, by children in household, February 2011
18-24s and 45+s pay the most for monthly memberships
Figure 77: Average monthly cost and type of gym membership, by age, February 2011
Personal trainer use
Figure 78: Current users of personal training options, by gender, February 2011
Figure 79: Current use of and interest in trying personal training options, by household income, February 2011
APPENDIX: TRADE ASSOCIATIONS

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