mintel
report
Keep up appearances:
Clubs should be aware
that members’ standards
regarding service and
cleanliness remain high
customers. More than one in three of
those questioned by Mintel said the
encouragement of a friend is, or would
be, key to motivation. This highlights the
importance of two-for-one or ‘join with
a friend’ style deals. In terms of further
motivation, one in three consumers
would like to use a personal trainer but
say they can’t afford it, suggesting that
operators could be doing more to offer
this style of service in a format – small
group training, for example – that
would make it more accessible to those
potentially keen to engage.
However, while the budgets – the
disposable income – of gym users in
Britain have fallen, their standards
haven’t. The quality of changed by the recession, but it seems want more exercise variety than is
changing rooms, some areas of importance have stood possible in their front rooms.
for example, fi rm; even when economic times are Furthermore, the factors that have
was important tough, operators cannot afford to let driven the development of the market
to almost half their service delivery standards drop. to date are still relevant – increasing
of all those levels of obesity, overall steady growth
questioned. attracting new markets in levels of personal disposable income,
Attitudes may At just over 10 per cent of the adult greater focus on body image/looks, a
have been population, penetration of health clubs in decline in the traditional voluntary
the UK remains low – particularly when sports club model, and so on.
compared to the US where, according to Despite the tough market conditions
Mintel estimates, it’s nearly double that seen in 2009, longer-term prospects
level (around 15 per cent of the total for the overall health and fi tness club
population, or 19.5 per cent of the adult industry in the UK therefore remain
population). This suggests significant positive. Total membership fees
opportunity for growth in the UK, with revenue is expected to have broken
an untapped pool of potential members. through the £2bn barrier for the fi rst
Innovations in the world of gaming time in 2009, despite the slowdown
have the potential to benefi t the in new openings and the impact of
industry in this respect. For example, the economic recession – an increase
the Fitness First-branded Nintendo accounted for by slightly higher
Wii product – NewU Fitness First membership fees, combined with a
Personal Trainer – includes a free growth in member numbers (5.26
fi ve-day pass to a Fitness First million members in 2009, compared
club with every game, while Wii to 5.18 million in 2007). However,
Fit has introduced a new segment understanding changing consumer
of the population to the benefi ts needs will be key to success in 2010.
of working out. Clubs have an
Innovations in the world of gaming opportunity to use the popularity michael oliver is senior
may help to introduce new segments of these workouts to generate new leisure analyst at mintel
of the population to working out memberships from people who now
healthclub@leisuremedia.com
58 Read Health Club Management online january 2010 © cybertrek 2010
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