RESEARCH ROUND-UP
Figure 3 What’s stopping you doing more? (those who would like to be more active)
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
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 signifi cantly on 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
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 confi dence (13 per cent) and “not sure what to do” (12 per cent) were the next two most important factors – both signifi cantly up on last year’s fi ndings (see Figure 3, above). 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 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
‘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 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 explain the benefi ts associated with the charge and with using the facilities on a regular basis.
FOR FURTHER INFORMATION
For more information about the HAFOS survey, to purchase a full report or for more detailed analysis – or to fi nd out about other research undertaken by Leisure-net – please contact Leisure-net Solutions at
info@leisure-net.org or call +44 (0)1603 814233
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