Last month, IHRSA released The IHRSA Health Club Consumer Report: 2014 Health Club Activity, Usage, Trends and Analysis. While the demographics and participation data are specific to the US, club operators from around the globe can benefit from its content and the resulting improved understanding of their guests, members and prospective members.
The 2014 report also examines topics including membership growth, attrition and opportunities for club operators.
The report highlights a positive correlation between membership tenure and attendance, as members who stay on-board for at least 10 years say they use their club on average 139 days a year. Identifying member engagement strategies and implementing relevant ancillary programmes will help operators facilitate regular attendance and long-term tenure. The report delves into specific applications operators can employ, including loyalty programmes and customised personal and small group training offerings.
The 2014 report also covers:
Macro health club membership trends: An examination of club and membership growth, diversity and differentiation, supply and demand.
How members use clubs: Analysis of the activities and usage practices of club members, both present and future.
The cost of membership – the value equation: Insight into the relationship of fees to the consumer price index, the member and club value equation, and where the industry is heading from a price value perspective.
Member demographics and the impact on the industry: An exploration of gender, household, ethnicity and educational demographics, as well as how national demographics are influencing the health club industry.
Overarching insights for operators: A summary of the opportunities for the health club industry, as well as the marketing and programming options for club operators.
New to this year’s report are analyses of economic indicators, studio consumers, ‘core’ and ‘super’ personal training users, and insights for the future.
