INDUSTRY INSIGHTS


Member interaction data will be used to build effective strategies aimed at increasing usage, says Nic Jarvis MICHAEL SCOTT SCUDDER, industry consultant


EUROPE There will likely be no net growth in clubs or members across Europe in 2011 – as many clubs will disappear as start up, while members will churn at best. European operators will gravitate more and more towards small


group training while trying to hold steady on one-to- one personal training revenues. The bigger chains and larger, more well-off independent clubs will experiment with à la carte membership pricing. Clubs in Greece, Spain and Ireland face tough times due


to the performance of the local economies; it will take a long time to get these markets back on track. Meanwhile the UK, Germany, France and Italy will see even more low-price players coming into the market.


THE US The US faces a tough economic year in 2011 – almost a repeat of 2010. GDP growth predictions are uniformly now less than 2 per cent for the year, which won’t keep pace with infl ation. There will be no net growth in memberships for a


seventh straight year. Meanwhile, between 8 and 15 per cent of US clubs will close, led by small studios. Older ‘ma and pa’ clubs may struggle in economy-tested regions, and not-for-profi t sites will continue to feel the pinch. However, there will be growth in the low-price sector, led by Planet Fitness which will add 100 more clubs to get to close to 500 by year-end. Crunch, Equinox and Gold’s Gym will also roll out value-priced clubs. Savvy clubs will emphasise small group training, trying to


shore up dwindling one-to-one PT revenues. And industry- wide there will be great emphasis on group exercise. Payroll effectiveness and effi ciency are vital in wage-strapped clubs.


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