a minimum of 100 days per year, typically hold onto their membership longer than casual users (less than 50 visits per year). Core users average 5.4 years for memberships, while casual users average 3.9 years. How can a club operator transform the casual into a core user, prolonging their membership by 1.5 years, and, thus, insure their business’ bottom line? The report describes a variety of approaches— such as an early introduction to group exercise, and discounted personal training sessions for new members—that can be utilized to target, motivate, and actively involve the occasional visitor. The report’s findings and the possible courses of action suggested go far beyond sales and retention, however. “The IHRSA Health Club Consumer Report has been a great tool to measure our current business effectiveness both in terms of the performance of our current sites and in our feasibility planning for expansion or the construction of new sites,” attests Jeremy Brutus, the executive vice president of American Leisure, a national chain based in Nanuet, New York. “It, alongside our actuals and other real-time data, tells a revealing story, and verifies that we’re listening and respond- ing to our members’ and clients’ requests and needs.” Clubs may be the report’s principal audience, but this publi- cation also imparts significant value to other industry players, including investors, consultants, suppliers, and certifying agencies. “The IHRSA Health Club Consumer Report provides sound research, keen insight, and an astute perspective on the fitness industry,” concludes David Van Daff, the general manager of membership and activation for the National Academy of Sports Medicine (NASM), of Chandler, Arizona, a leading certification and advanced-credentialing agency. “My compliments to IHRSA for having created such a highly beneficial and extremely valuable report.”—|
– Melissa Rodriguez,
mr@ihrsa.org
“The IHRSA Health Club Consumer Report provides sound research, keen insight, and an astute per- spective on the fitness industry.”
Figure 1: U.S. Health Club Membership (in thousands)
Figure 3: Health Club Membership Fees
CLUB CONSUMERS: CRASH COURSE
A PDF version of The IHRSA Health Club Consumer Report: 2011 Health Club Activity, Usage, Trends, & Analysis is available to association members for $49.95 and to nonmembers for $99.95. A special edition with a supplement containing full cross- tabular data is also available at a cost of $69.99 for IHRSA members and $149.95 for nonmembers. To obtain a copy of either, please log on to
ihrsa.org/store.—|
ihrsa.org | DECEMBER 2011 | Club Business Internat ional 45
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