Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Creative strategies for member retention
- Practical concerns are paramount
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- 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
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- 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
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- Key points
- Category revenues are healthy
- Challenges that can cause category fatigue
- Health and fitness clubs revenue trends
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- 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
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- Figure 4: Health and fitness clubs total revenues and fan chart forecast, at current prices, 2005-15
Market Drivers
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- Key points
- Exercise on the rise
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- Figure 5: Percentage of Americans exercising for 30 minutes a week, 2008-10
- An aging America threatens category growth
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- Figure 6: Current membership of gym facilities, by age, February 2011
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- Figure 7: Population, by age, 2006-16
- The persistent problem of member churn
- The rise of the small fitness club
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- Figure 8: Membership retention and revenues by square foot and member, by club size, 2010
- Novelty versus simplicity
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- Figure 9: Five most popular activities at a fitness club, 2010
- Good times at fitness clubs
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- Figure 10: Average revenue per member, 2005-10
Segment Performance
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- Key points
- Commercial fitness clubs still dominate the category
- Memberships by fitness club type
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- Figure 11: Memberships in health and fitness clubs, by segment, 2007 and 2009
- Number of locations shrinking as membership grows
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- Figure 12: U.S. health and fitness club membership and number of locations, 2005-10
Competitive Context
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- America, the land of the sedentary
- Exercising to video games
- Running clubs get into the fast lane
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- Figure 13: Number of Americans who run, 2008-10
- Figure 14: Number of running clubs, 2006-10
Leading Companies
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- Key points
- Sales at luxury fitness clubs fall
- Sales steady at mid-tier fitness clubs
- Leading health club chains
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- Figure 15: leading health and fitness club chains, 2007 and 2009
- Noteworthy budget fitness clubs
- 24 Hour Fitness
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- Figure 16: Revenues for 24 Hour Fitness, 2009-2010
- Anytime Fitness
- Snap Fitness
- Planet Fitness
Innovations and Innovators
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- 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
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- Category overview
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- Figure 17: Advertising expenditures by industry leaders, 2008-09
- Overview of the brand landscape
- Brand analysis: Bally
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- Figure 18: Bally, 2011
- Brand analysis: Gold’s Gym
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- Figure 19: Gold’s Gym, 2011
- Brand analysis: Planet Fitness
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- Figure 20: Planet Fitness, 2011
- Online initiatives
- Apps
- YouTube
- Other
- Television presence
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- Figure 21: Gold’s Gym, television ad, 2010
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- Figure 22: Planet Fitness, television ad, 2011
- Figure 23: Anytime Fitness, television ad, 2011
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- Figure 24: Curves, television ad, 2010
Health and Fitness Club Usage
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- Key points
- All-purpose gyms are the most popular
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- Figure 25: Health and fitness club membership, by gender, February 2011
- Gym membership is for the young
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- Figure 26: Health and fitness club membership, by age, February 2011
- Parents more likely to belong to an all-purpose gym
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- Figure 27: Health and fitness club membership, by presence of children in household, February 2011
How Long Consumers have had a Gym Membership
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- Key points
- As respondents age, gym membership lengthens
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- Figure 28: Length of current gym membership, by age, February 2011
- Length of gym membership at any club
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- Figure 29: length of current gym membership versus any gym membership, February 2011
- Older respondents have been members of gyms for longer periods
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- Figure 30: Previous gym membership rates, by age, February 2011
- Having children brings longer gym memberships
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- Figure 31: Length of current gym membership, by presence of children in household, February 2011
- Less affluent more likely to have shorter gym memberships
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- Figure 32: Previous gym membership length, by household income, February 2011
Important Factors in Gym Selection
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- Key points
- Location, cleanliness, and friendliness matter
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- Figure 33: Importance rating of various characteristics in gym selection, February 2011
- Almost everything is important to women in choosing a gym
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- 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
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- Figure 35: Summary of very important characteristics in gym selection, by age, February 2011
- Respondents with children want a lot in a gym
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- Figure 36: Summary of very important characteristics in gym selection, by children in household, February 2011
- The affluent have prosaic concerns
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- Figure 37: Summary of very important characteristics in gym selection, by household income, February 2011
Cost of Membership
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- Key points
- Most pay for their membership
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- Figure 38: Responsibility for paying for health club membership, by gender, February 2011
- 25-34s more likely to pay for memberships
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- Figure 39: Responsibility for paying for health club membership, by age, February 2011
- About $48 is average monthly cost
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- Figure 40: Average monthly cost and type of gym membership, by gender, February 2011
Attitudes toward Health and Fitness Clubs
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- Key points
- Attitudes toward gyms over time: the good, the bad, and otherwise
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- Figure 41: Attitudes toward health and fitness clubs, March 2009
- Gyms are overcrowded
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- Figure 42: Overcrowding at the gym, by gender, February 2011
- 18-34s report overcrowding
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- Figure 43: Overcrowding at the gym, by age, February 2011
Struggles with Exercising
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- Key points
- Women have problems with motivation
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- Figure 44: Struggles with exercise, by gender, February 2011
- 18-34s lack motivation, are bored
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- Figure 45: Struggles with exercise, by age, February 2011
- More affluent more likely to think exercising at the gym is boring
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- Figure 46: Struggles with exercise, by household income, February 2011
Use of and Interest in Training Options
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- Key points
- Respondents are interested in using trainers
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- Figure 47: Use of and interest in personal training options, February 2011
- 25-34s more likely to be using trainers
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- Figure 48: Current users of personal training options, by age, February 2011
- Parents use personal trainers
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- Figure 49: Current users of personal training options, by children in household, February 2011
- Women more interested in trying personal trainers
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- Figure 50: Interested in trying personal training, by gender, February 2011
- 18-34s more interested in trying personal trainers
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- Figure 51: Interested in trying personal training, by age, February 2011
Shunning the Gym—Attitudes of Nonmembers
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- Key points
- Price/value are key barriers
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- Figure 52: Reasons for not having a current gym membership, by gender, February 2011
- Reasons for not belonging to a gym changes with age
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- Figure 53: Reasons for not having a current gym membership, by age, February 2011
- Income and not exercising for different reasons
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- Figure 54: Reasons for not having a current gym membership, by household income, February 2011
Race and Hispanic Origin
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- Key points
- Hispanic respondents more likely to have joined a gym in the past year
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- Figure 55: Previous gym membership rates, by race and Hispanic origin, February 2011
- Hispanics have a tough time with motivation
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- Figure 56: Struggles with exercise, by race and Hispanic origin, February 2011
- Hispanics, minorities want a lot out of a fitness club
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- 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
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- Figure 58: Reasons for not having a current gym membership, by race and Hispanic origin, February 2011
Cluster Analysis
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- Unsatisfied Newbies
- Characteristics
- Opportunity
- Social Exercisers
- Characteristics
- Opportunity
- Fitness Basics
- Characteristics
- Opportunity
- Characteristic tables
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- 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
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- 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
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- 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
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- Figure 66: Use of personal training options, by health and fitness club clusters, June 2011
- Demographic tables
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- 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
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- Not married and with children have greatest rates of club memberships
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- 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
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- 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
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- Figure 73: Summary of very important characteristics in gym selection, by marital status and children in household, February 2011
Appendix: Other Useful Consumer Tables
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- Gender plays little role in length of membership
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- Figure 74: Length of current gym membership, by gender, February 2011
- Affluent respondents more likely to belong to a large, all-purpose gym
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- Figure 75: Health and fitness club membership, by household income, February 2011
- Without children have longest membership at any gym
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- Figure 76: Previous gym membership length, by children in household, February 2011
- 18-24s and 45+s pay the most for monthly memberships
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- Figure 77: Average monthly cost and type of gym membership, by age, February 2011
- Personal trainer use
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- Figure 78: Current users of personal training options, by gender, February 2011
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- Figure 79: Current use of and interest in trying personal training options, by household income, February 2011
Appendix: Trade Associations
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