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Health and Fitness Clubs - UK - July 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Private health and fitness club membership passes the 6 million mark
Competition for new members will limit revenue growth over the next five years
Figure 1: Value of the UK private health and fitness club market, 2014-24
Figure 2: Volume of the UK private health and fitness club market, 2014-24
More leisure time is being spent on gym visits
Figure 3: Use of gyms/leisure centres in the past month, October 2017-May 2019
Companies and brands
PureGym continues to expand its number of locations
Figure 4: Leading private health and fitness club operators, by number of sites, June 2019
The Gym Group cements its positions as the second-largest gym brand
Figure 5: Leading private health and fitness club operators, by estimated membership numbers, June 2019
The consumer
Rise in private health and fitness club membership to 18%
Figure 6: Health and fitness club membership, March 2019
Leisure centre membership lags behind private health clubs
Figure 7: Membership of public leisure centres, March 2019
Cost is the main concern for non-members
Figure 8: Reasons for not joining a health and fitness club, March 2019
Over six in 10 members use gyms three times a week or more
Figure 9: Frequency of health and fitness club visits, March 2019
Half of people are paying £15-39.99 per month for membership
Figure 10: Health and fitness club membership fees, May 2018 and March 2019
People expect clean gyms and working equipment even at low-cost facilities
Figure 11: Attitudes towards health and fitness club facilities, March 2019
Classes and group exercise motivate more people than individual workouts
Figure 12: Attitudes towards health and fitness club classes, March 2019
Keeping members updated on their progress is vital
Figure 13: Attitudes towards health and fitness clubs, March 2019
Friendly instructors and varied classes are key to driving usage
Figure 14: Drivers of health and fitness club usage, March 2019
What we think
ISSUES AND INSIGHTS
Varied classes and friendly instructors are vital for boosting attendance
The facts
The implications
The desire for tracking performance is driving the use of technology in fitness
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Private health and fitness club membership passes the 6 million mark
Competition for new members will limit revenue growth over the next five years
Membership fees continue to grow and dominate revenue
More leisure time is being spent on gym visits
Leading health and fitness clubs rapidly expanding their number of sites
Franchise model is supporting growth in locations and local ownership
MARKET SIZE AND FORECAST
Private health and fitness club membership passes the 6 million mark
Competition for new members will limit revenue growth over the next five years
Figure 15: Value of the UK private health and fitness club market, 2014-24
Figure 16: Value of the UK private health and fitness club market, 2014-24
Figure 17: Volume of the UK private health and fitness club market, 2014-24
Figure 18: Volume of the UK private health and fitness club market, 2014-24
Forecast methodology
MARKET SEGMENTATION
Membership fees continue to grow and dominate revenue…
…but clubs are seeking to expand revenue streams
Figure 19: Consumer spending in private health and fitness clubs, 2014-19
MARKET DRIVERS
More leisure time is being spent on gym visits
Figure 20: Use of gyms/leisure centres in the past month, October 2017-May 2019
Leading health and fitness clubs rapidly expanding their number of sites
Franchise model is supporting growth in locations and local ownership
Tracking health via technology is driving the fitness market
Diversification of exercise trends driving new specialist sites
Home workouts providing new competition to the gym market
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
PureGym continues to expand its number of locations
The Gym Group cements its positions as the second-largest gym brand
Health and fitness innovations showcased at CES 2019
Apple expands the use of its GymKit technology
Top 10 health and fitness club advertising spend declines in 2018
KEY PLAYERS 
PureGym
Figure 21: PureGym estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
The Gym Group
Figure 22: The Gym Group estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
Anytime Fitness
Figure 23: Anytime Fitness estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
DW Fitness First
Figure 24: DW Fitness First estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
Nuffield Health
Figure 25: Nuffield Health estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
David Lloyd Leisure
Figure 26: David Lloyd Leisure estimated site numbers, member numbers, revenue, region, offer and outlook, June 2019
MARKET SHARE
PureGym continues to expand its number of locations…
Figure 27: Leading private health and fitness club operators, by number of sites, June 2019
…while membership is now approaching 1.2 million
Figure 28: Leading private health and fitness club operators, by estimated membership numbers, June 2019
LAUNCH ACTIVITY AND INNOVATION
Health and fitness innovations showcased at CES 2019
Apple expands the use of its GymKit technology
Black Box opens two VR gym booths in the US
Peloton set to open permanent London studios
Third Space set to expand further in London
East London cross-fit studio Blok expands into Manchester
Increasing focus on total wellbeing and mental health
ADVERTISING AND MARKETING ACTIVITY
Total health and fitness club advertising spend declines in 2018
Figure 29: Total above-the-line, online display and direct mail advertising expenditure on health and fitness clubs, by top 10 advertisers, 2018
Sponsorships and partnerships
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 30: Attitudes towards and usage of selected brands, April 2019
Key brand metrics
Figure 31: Key metrics for selected brands, April 2019
Brand attitudes: Market leader PureGym deemed the best value for money
Figure 32: Attitudes, by brand, April 2019
Brand personality: Expanding number of locations is making budget brands more accessible
Figure 33: Brand personality – macro image, April 2019
Nuffield Health seen as offering the most expert service
Figure 34: Brand personality – micro image, April 2019
Brand analysis
PureGym mass appeal down to value for money and widespread locations
Figure 35: User profile of PureGym, April 2019
Nuffield Health’s wider wellbeing focus boosts trust in expertise
Figure 36: User profile of Nuffield Health, April 2019
David Lloyd Clubs offer a more exclusive, high-end option
Figure 37: User profile of David Lloyd Clubs, April 2019
DW Fitness First has an accessible, fun brand image
Figure 38: User profile of DW Fitness First, April 2019
Anytime Fitness is struggling for brand awareness
Figure 39: User profile of Anytime Fitness, April 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Rise in private health and fitness club membership to 18%
The strongest growth potential is among 16-24 year olds
Cost is the main concern for non-members
Over six in 10 members use gyms three times a week or more
Half of people are paying £15-39.99 per month
People expect clean gyms and working equipment even at low-cost facilities
Quality instructors are key for three quarters of people
Classes and group exercise motivate more people than individual workouts
Keeping members updated on their progress is vital
Friendly instructors and varied classes are key to driving usage
HEALTH AND FITNESS CLUB MEMBERSHIP
Rise in private health and fitness club membership to 18%
Figure 40: Health and fitness club membership, March 2019
The strongest growth potential is among 16-24 year olds
Figure 41: Health and fitness club usage, by age, March 2019
Leisure centre membership lags behind private health clubs
Figure 42: Membership of public leisure centres, March 2019
Public leisure centres are most popular among 16-24 year olds
Figure 43: Membership of pubic leisure centres, by age, March 2019
REASONS FOR NOT USING HEALTH AND FITNESS CLUBS
Cost is the main concern for non-members
Figure 44: Reasons for not joining a health and fitness club, March 2019
Concerns over appearance are dissuading more young people and women
Figure 45: Reasons for not joining a health and fitness club, by gender, March 2019
FREQUENCY OF HEALTH AND FITNESS CLUB USE
Over six in 10 members use gyms three times a week or more
Figure 46: Frequency of health and fitness club visits, March 2019
25-34 year olds are the most frequent users of health and fitness clubs
Figure 47: Health and fitness club usage, by age, March 2019
MEMBERSHIP FEES OF HEALTH AND FITNESS CLUBS
Half of people are paying £15-39.99 per month for membership
Younger men are paying the lowest membership fees
Figure 48: Health and fitness club membership fees, May 2018 and March 2019
ATTITUDES TOWARDS HEALTH AND FITNESS CLUBS
People expect clean gyms and working equipment even at low-cost facilities
Figure 49: Attitudes towards health and fitness club facilities, March 2019
Quality instructors are key for three quarters of people
Classes and group exercise motivate more people than individual workouts
Figure 50: Attitudes towards health and fitness club classes, March 2019
Keeping members updated on their progress is vital
Nearly nine in 10 people prefer to work out when clubs are quiet
Figure 51: Attitudes towards health and fitness clubs, March 2019
Enjoyment is more important than location for Older Millennials
Figure 52: Health and fitness clubs – CHAID – tree output, March 2019
DRIVING THE USE OF HEALTH AND FITNESS CLUBS
Gyms will come under increasing pressure from home workouts and fitness apps
Friendly instructors and varied classes are key to driving usage
Gyms must utilise technology to help people track workout progress
Prioritise varied classes to encourage more women to attend
Figure 53: Drivers of health and fitness club usage, March 2019
Gyms could boost attendance among three quarters of people
Figure 54: TURF Analysis – health and fitness clubs, March 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Figure 55: Table – TURF Analysis – health and fitness clubs, March 2019
CHAID methodology
Figure 56: Health and fitness clubs – CHAID – table output, March 2019
APPENDIX – MARKET SIZE AND FORECAST
Market value
Figure 57: Forecast of consumer expenditure on private health and fitness clubs, 2019-24
Market volume
Figure 58: Forecast of private health and fitness club user numbers, 2019-24
Forecast methodology

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