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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- The market
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- Figure 1: Total U.S. revenue and fan chart forecast of health and fitness clubs, at current prices, 2007-17
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- Figure 2: U.S. health and fitness club members and number of clubs, 2007-12
- Market factors
- Age
- Obesity
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- Figure 3: Currently a health club member, by body mass index, March 2013
- The consumer
- Attitudes toward health and fitness clubs
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- Figure 4: Attitudes toward health clubs, by gender, March 2013
- Reasons to join
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- Figure 5: Influence in joining a health club, March 2013
- Reasons not to join by age
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- Figure 6: Barriers to joining a health club, by age, March 2013
- What we think
Issues in the Market
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- How can clubs compete against cheaper alternatives and retain members?
- How will the Affordable Care Act (ACA) affect the market of gyms and health clubs?
- How does the prevalence of smaller specialized studios affect the demand for larger, all-purpose gyms?
Insights and Opportunities
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- Going outside the club
- Food and drink
- Music helps to increase motivation
- Branding fitness
- Partnering with apps
Trend Applications
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- Trend: Click and Connect
- Trend: Help Me Help Myself
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Club revenues continue to grow, but not as strong as expected
- Sales and forecast of health and fitness clubs
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- Figure 7: Total U.S. revenue sales and forecast of health and fitness clubs, at current prices, 2007-17
- Figure 8: Total U.S. revenue sales and forecast of health and fitness clubs, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 9: Total U.S. revenue and fan chart forecast of health and fitness clubs, at current prices, 2007-17
Market Drivers
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- Key points
- Incidence of exercise
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- Figure 10: Exercise participation and location, January 2004-November 2012
- Demographics
- Age
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- Figure 11: Population, by age, 2008-18
- Figure 12: Exercise participation in the past year, by age, October 2011-November 2012
- Race/ethnicity
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- Figure 13: Population, by race and Hispanic origin, 2008-18
- Figure 14: Exercise participation in the past year, by race/Hispanic origin, October 2011-November 2012
- Impact of geography
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- Figure 15: Type of health club currently a member of, by geography, March 2013
- Figure 16: Exercise participation in the past year, by geography, October 2011-November 2012
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- Figure 17: Percent of residents active to a healthy level*, by state, 2012
- Household income
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- Figure 18: Median household income, in inflation-adjusted dollars, 2001-11
- Obesity
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- Figure 19: Body mass index, by key demographics, and membership status, March, 2013
- Figure 20: Prevalence of obesity among children and teens aged 2-19, 1971-2010
- Seasonality
Health and Fitness Club Membership
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- Key points
- Gym membership remains low
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- Figure 21: Health and fitness club membership status, March 2013
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- Figure 22: Health and fitness club membership status (not a member), March 2013
- Men more likely than women to belong to all-purpose gym
- Gyms need to appeal to older consumers
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- Figure 23: Type of health club currently a member of, by gender and age, March 2013
- More money, more members
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- Figure 24: Type of health club currently a member of, by household income, March 2013
- Black and Hispanic respondents willing to invest in membership
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- Figure 25: Type of health club currently a member of, by race/Hispanic origin, March 2013
- Exercise at a gym more often
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- Figure 26: Frequency of exercise, by exercised at a fitness club or program, October 2011-November 2012
Competitive Context
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- Working out at home
- Running outside
- Active video games (i.e., Nike+, Xbox Kinect Training, Wii)
- Apps (i.e., Nike Training Club, MyFitnessPal, Runkeeper)
- Videos/DVDs/OnDemand and other technologies
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- Figure 27: Wello.com online ad
- Social discounts (i.e., exercise programs through Groupon)
- Classes at retail locations (i.e., Athleta, Lululemon)
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- Figure 28: Exercise activities and tools, any interest in using, May 2012
- Strategies to keep gyms in play
Health Club Performance
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- Key point
- Growth not as healthy as expected
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- Figure 29: Average health and fitness club revenue per member, 2007-12
- Figure 30: U.S. health and fitness club members and number of clubs, 2007-12
Innovations and Innovators
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- New classes
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- Figure 31: Kangoo Jumps product shot
- Personalized locations
- New opportunities
- Equipment
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- Figure 32: ViPR product shot
Company Profiles
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- Crunch
- Equinox
- Flirty Girl Fitness
- LA Fitness
- Life Time Fitness
- Planet Fitness
- Demographics of club visitors
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- Figure 33: Brand of clubs visited, by key demographics, March, 2013
- Characteristics of club visitors
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- Figure 34: Attitudes toward health clubs, by brand of club visited, March 2013
- Club influences
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- Figure 35: Any influence in joining a health club, by brand of club visited, March 2013
- Gym members mostly engaged in healthy life choices
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- Figure 36: Attitudes/Opinions about diet and health, exercised at a fitness club or program, October 2011-November 2012
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Sex appeal
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- Figure 37: David Barton Gym ad, “Look better naked,” 2013
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- Figure 38: World Gym online promotion, “$0 enrollment fee,” 2013
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- Figure 39: Equinox online ad, “Dexterity,” 2013
- Figure 40: Equinox out-of-home ad, “Stair master,” 2013
- Strategy: Value positioning
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- Figure 41: Planet Fitness, Out-of-home, “$10 a month,” “Only a dumbbell would pay more,” 2013
- Figure 42: Planet Fitness ad, “Ten Bucks,” 2012-13
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- Figure 43: XSport Fitness online ad, 2013
- Strategy: Everyone is welcome
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- Figure 44: Planet Fitness ad, “I got a serious burn on today,” 2013
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- Figure 45: Planet Fitness ad, “You’re so hot, hey hottie,” 2013
- Strategy: Inspire me
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- Figure 46: 24 Hour Fitness, “Stick with it: Shane’s story,” 2013
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- Figure 47: Life time Fitness, “My Life time Fitness,” 2013
Social Media – Health and Fitness Clubs
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- Key points
- Social media metrics
- Market overview
- Brand usage and awareness
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- Figure 48: Usage and awareness of selected health and fitness clubs, March 2013
- Interaction with health and fitness clubs
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- Figure 49: Interaction with health and fitness clubs, March 2013
- Online conversations
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- Figure 50: Online conversations on selected health and fitness clubs, April 6-May 5, 2013
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- Figure 51: Online conversations on selected health and fitness clubs, by day, April 6-May 5, 2013
- Where are people talking about health and fitness clubs?
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- Figure 52: Online conversations on selected health and fitness clubs, by page type, April 6-May 5, 2013
- What are people talking about?
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- Figure 53: Types of conversations around selected health and fitness clubs, April 6-May 5, 2013
- Figure 54: Types of conversations around selected health and fitness clubs, by day, April 6-May 5, 2013
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- Figure 55: Types of conversations around selected health and fitness clubs, by page type, April 6-May 5, 2013
- Analysis by brand
- LA Fitness
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- Figure 56: LA Fitness—key social media indicators, May 2013
- Key online campaigns
- What we think
- Planet Fitness
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- Figure 57: Planet Fitness—key social media indicators, May 2013
- Key online campaigns
- What we think
- Life Time Fitness
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- Figure 58: Life Time Fitness—key social media indicators, May 2013
- Key online campaigns
- What we think
- Crunch
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- Figure 59: Crunch—key social media indicators, May 2013
- Key online campaigns
- What we think
- Equinox
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- Figure 60: Equinox—key social media indicators, May 2013
- Key online campaigns
- What we think
- Flirty Girl Fitness
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- Figure 61: Flirty Girl Fitness—key social media indicators, May 2013
- What we think
Attitudes Toward Health Clubs
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- Key points
- Belonging to a gym is expensive
- Costs of time and energy
- Women struggle a little more than men
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- Figure 62: Attitudes toward health clubs, by gender, March 2013
- Younger people struggle with cost
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- Figure 63: Attitudes toward health clubs, by age, March 2013
- Expense more of a barrier for both past and future members
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- Figure 64: Attitudes toward health clubs, by membership status, March 2013
- Young men appreciate social aspects of a gym
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- Figure 65: Attitudes toward current gym, by gender and age, March 2013
Barriers to Joining a Health Club
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- Key points
- Free alternatives prevent people from joining
- Appealing to women with weights
- Appealing to men
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- Figure 66: Barriers to joining a health club, by gender, March 2013
- Younger generations looking to save money, while older generations need motivation
- Motivating older exercisers
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- Figure 67: Barriers to joining a health club, by age, March 2013
- Those from lower income households unable to exercise
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- Figure 68: Barriers to joining a health club, by household income, March 2013
- Consumers looking for flexible memberships
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- Figure 69: Barriers to joining a health club, by attitudes toward health clubs, March 2013 (Part 1)
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- Figure 70: Barriers to joining a health club, by attitudes toward health clubs, March 2013 (Part 2)
Interest in Health and Fitness Club Attributes
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- Key points
- Customizable options more affordable than traditional memberships
- Unique offerings can expand membership, especially among younger adults
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- Figure 71: Attributes interested in at a health club, by age, March 2013
- Customizable solutions to appeal to the masses
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- Figure 72: Attributes interested in at a health club, by attitudes toward health clubs, March 2013
Health Club Membership Influence
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- Key points
- Convenient locations most important
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- Figure 73: Influence in joining a health club, March 2013
- Classes vs. weights
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- Figure 74: Any influence in joining a health club, by gender, March 2013
- Younger respondents want it all
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- Figure 75: Any influence in joining a health club, by age, March 2013
Custom Consumer Group: Teens
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- Key point
- Exercise habits of teens
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- Figure 76: Teen exercise participation and location, January 2006-November 2012
- Teen boys exercise more than teen girls
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- Figure 77: Teen exercise location and frequency of exercise, by gender, October 2011-November 2012
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- Figure 78: Teen opinions about leisure time, by gender, October 2011-November 2012
- Older teens exercise more than younger teens
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- Figure 79: Teen exercise location and frequency of exercise, by age, October 2011-November 2012
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- Figure 80: Teen opinions about sports and video games, by gender, October 2011-November 2012
- Teens who exercise at fitness clubs more likely to love sports
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- Figure 81: Teen opinions about leisure time, exercised at a fitness club or program, October 2011-November 2012
Spotlight on Body Mass Index (BMI)
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- Key points
- Increase gym membership with overweight and obese adults
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- Figure 82: Type of health club currently a member of, by body mass index, March 2013
- Overweight and obese struggle with motivation
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- Figure 83: Attitudes toward health clubs, by body mass index, March 2013
- Make health clubs more attainable for overweight and obese
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- Figure 84: Barriers to joining a health club, by body mass index, March 2013
- Offer diet and nutrition advice to help those who struggle with diet
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- Figure 85: Attributes interested in at a health club, by body mass index, March 2013
- Influencing those who are overweight to join
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- Figure 86: Any influence in joining a health club, by body mass index, March 2013
Appendix – Other Useful Consumer Tables
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- Health and fitness club membership
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- Figure 87: Type of health club currently a member of, by gender, March 2013
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- Figure 88: Type of health club currently a member of, by age, March 2013
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- Figure 89: Type of health club currently a member of, by presence of children in household, March 2013
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- Figure 90: Type of health club currently a member of, by brand of club visited, March 2013
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- Figure 91: Type of health club currently a member of, by gender, March 2013
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- Figure 92: Type of health club currently a member of, by age, March 2013
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- Figure 93: Type of health club currently a member of, by body mass index, March 2013
- Attitudes toward health and fitness clubs
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- Figure 94: Attitudes toward health clubs, by race/Hispanic origin, March 2013
- Barriers to joining a health club
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- Figure 95: Barriers to joining a health club, by gender and age, March 2013
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- Figure 96: Barriers to joining a health club, by attitudes toward health clubs, March 2013 (Part 1)
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- Figure 97: Barriers to joining a health club, by attitudes toward health clubs, March 2013 (Part 2)
- Interest in health and fitness club attributes
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- Figure 98: Attributes interested in at a health club, by gender and age, March 2013
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- Figure 99: Attributes interested in at a health club, by membership status, March 2013
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- Figure 100: Attributes interested in at a health club, by attitudes toward health clubs, March 2013
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- Figure 101: Attributes interested in at a health club, by attitudes toward health clubs, March 2013
- Influences
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- Figure 102: Any influence in joining a health club, by gender and age, March 2013
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- Figure 103: Any influence in joining a health club, by attitudes toward health clubs, March 2013
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- Figure 104: Any influence in joining a health club, by attitudes toward health clubs, March 2013
- BMI demographics
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- Figure 105: Body mass index, by key demographics, March, 2013
Appendix – Social Media – Health and Fitness Clubs
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- Online conversations
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- Figure 106: Online conversations on selected health and fitness clubs, April 6-May 5, 2013
- Figure 107: Online conversations on selected health and fitness clubs, by day, April 6-May 5, 2013
- Figure 108: Online conversations on selected health and fitness clubs, by page type, April 6-May 5, 2013
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- Figure 109: Types of conversations around selected health and fitness clubs, April 6-May 5, 2013
- Figure 110: Types of conversations around selected health and fitness clubs, by day, April 6-May 5, 2013
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- Figure 111: Types of conversations around selected health and fitness clubs, by page type, April 6-May 5, 2013
Appendix – Brand Usage or Awareness
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- Figure 112: Brand usage or awareness, March 2013
- Figure 113: Crunch usage or awareness, by demographics, March 2013
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- Figure 114: LA Fitness usage or awareness, by demographics, March 2013
- Figure 115: Equinox usage or awareness, by demographics, March 2013
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- Figure 116: Planet Fitness usage or awareness, by demographics, March 2013
- Figure 117: Lifetime Fitness usage or awareness, by demographics, March 2013
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- Figure 118: Flirty Girl Fitness usage or awareness, by demographics, March 2013
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Appendix – Activities Done
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- Figure 119: Activities done, March 2013
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Appendix – Trade Associations and Partnerships
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