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had reduced the frequency of their gym willing to understand the evolving predominantly driven via new club
attendance, while just 6 per cent said demands and motivations of consumers; openings. However, as the rate of club
they were using the gym more to avoid operators that are willing to look much openings has slowed, so the need to
doing other, more expensive social more closely at the factors acting as a examine why people are not joining, or
activities such as going to the pub. barrier to membership growth are likely why they are leaving, arises.
Many remained too committed to give to benefit most in the coming year. Mintel research shows the average
up altogether, but almost a fi fth of private Historically this was perhaps not membership/joining fee revenue per
club users claimed to have switched to necessary, as membership growth was member of a UK health and fi tness club to
a ‘pay as you go’ gym or a be £384 excluding VAT in 2009 –
cheaper private club. Public TABLE 2 – TYPE OF GYM OR HEALTH or £442 including VAT, equating
leisure centres and gyms are CLUB CURRENTLY USED (AS AT JULY 09) to around £37 a month – and
private health clubs’ biggest for some of the major chains the
rivals: around one in six
TYPE OF FACILITY % OF RESPONDENTS
fi gure is signifi cantly higher.
respondents had opted for a Cost therefore remains a
Public leisure centre / gym 25
private club, while one in four major issue for many consumers,
said they attended a public Private club 16 and the emergence of the
leisure centre (see table 2). budget health club sector – a
Hotel gym 11
concept already well-established
consumer motivation in both the US and mainland
However, although the
Gym at college/university/other place
10 Europe – has the potential to
current economic crisis
of education
attract a large tranche of new
throws up a host of challenges
Company gym at place of work 8
consumers into the market.
for the industry, it also offers Motivation is also a key
benefits to those businesses Source: GMI/Mintel Base: 4,000 internet users aged 16+ factor to winning over
january 2010 © cybertrek 2010 Read Health Club Management online 57
healthclubmanagement.co.uk/digital
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