consumer research


Figure 2 Attitudes to physical activity


You can get enough in your daily life without doing sport or exercise


Physical activity is better for your health if it gets you out of breath


Physical activity is better for your health if you keep it up for at least 30 minutes


Physical activity is good for your health even if only for 10 minutes at a time


Physical activity is good for your health even if it is moderate


0 Strongly agree Agree In addition, other research by


Leisure-net Solutions – based on focus groups among club members


– suggests that weight loss and improvement of body shape is actually an even bigger motivator than fi gures indicate. There’s a tendency for people to say that their motivation is holistic and about “being more healthy”, when in reality the key motivator is how they look rather than how they feel.


a timely problem Lack of time is still a very real barrier to


exercise in many people’s minds. Just under half of respondents (45 per cent) said it’s what prevents them from being more active – down 9 per cent on last year. Lack of confidence (13 per cent) and “not sure what to do” (12 per cent) were the next two most important factors – both significantly up on last year’s findings (see Figure 3, below). The perception of time as a barrier


is one that must be addressed by operators, regardless of whether it is in reality a true barrier or just an


Neutral 20 40 Disagree 60 80 Strongly disagree


excuse. As long as people feel they’re ‘time defi cient’, physical activity providers will have to fi nd innovative ways to address this in the way they programme, market and deliver their services. Coming up with alternatives that can be slotted in before, during or after a working day


– such as providing express workout programmes and 30-minute group exercise classes – must be a priority. It’s also time we addressed consumers’


false, but nonetheless common, perception that a workout must last hours in order to be valuable, both physically and in terms of getting their money’s worth. If consumers can be convinced that short, intense workouts can be just as – if not more – effective than long gym sessions, their perception of receiving value for their monthly membership fee will also increase.


the price of fitness The number of people who would


consider using their local leisure centre or health club was up significantly on


The number of people saying they would consider using their local club has gone up to 58 per cent


last year, with over half (58 per cent) of the sample saying they were open to the idea (compared to 41 per cent in 2009) – perhaps thanks to ongoing messages from the media and government. As with barriers to exercise,


once again pricing is an important consideration – reducing fees would strongly encourage just over a third (34 per cent) of respondents to use their local leisure centre or health club, followed by improved facilities and a better range of facilities/equipment. However, while lower prices is always


the most quoted ‘encouragement factor’ for people to use their local centres/ clubs more, detailed analysis and qualitative research continuously shows that lowering price will not, in itself, make a difference to more than a small percentage of the population. Price is closely related to value for money and a gym membership only becomes


‘expensive’ if it’s not being used regularly. However, some consumers still


Not enough time Lack of confi dence


Not sure how to start/what to do Other


Health problems Costs involved


No convenient and accessible facilities


0% 10% 20% 30% 40% 50% Benchmark


Hafos11 66


don’t fully understand the proposition that leisure centres and health clubs are now offering. Many people haven’t visited their local leisure centre since they were a child, or been in a health club at all. Is it therefore surprising that so many people see a price quoted for using these facilities in isolation, and conclude that it’s ‘expensive’? As a sector, we need to better


Figure 3 What’s stopping you doing more? (those who would like to be more active)


Read Health Club Management online at healthclubmanagement.co.uk/digital


explain the benefi ts associated with the charge and with using the facilities on a regular basis.


healthclub@leisuremedia.com mike hill is md of


leisure-net solutions january 2011 © cybertrek 2011 100


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