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Wii Play proves popular at AARP event
| CBI’s Eye on the Economy | Fees for Club Dues and Lessons Up in Early Winter
> For the first time in a year, club fees increased slightly in December and, again, in January. In December, club dues were 1.76% higher than they were in December of 2010, while fees for lessons were up by 0.49%. In January, club dues rose by a nominal 0.14% year-to-year, while fees for lessons logged a more impres- sive jump of 3.07%. The increases mimicked the pricing for all items during the
period, which was up by 2.96% in December and 5.65% in January. Steady-to-increased pricing for all items coincided with a drop in the unemployment rate, which was 8.3% in January, compared with 9% for January 2011. Capitalizing on the narrowing pricing disparity between fees
and dues, club operators took advantage of the slowly improving economic conditions during what, historically, is the busiest time
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of the year for the industry. Operators, however, must continue to provide value at an affordable price. According to the IHRSA Trend Report, 59% of nonmember Americans ages 16 and older cite cost as a barrier to membership. Clubs can overcome this obstacle by offering basic, flexible, and affordable plans with amenities and nondues services available for an additional, separate fee. To justify an increase in fees for lessons, operators can develop
specialized and trendy lessons and workshops. For example, sports- specific training or instruction in disciplines such as yoga, Pilates, or the martial arts may be offered at an extra cost. Seasonal group training workshops are another viable option. —|
For more information, please log on to
ihrsa.org/research.
Consumer Prices & National Economic Trends (% change same month previous year)
Short Takes | Video Exercise Games Suit the Elderly
High-tech “exergames” have been a big hit with kids. Well, it turns out that older adults—individuals well past 50—can enjoy them, too. While research at Michigan State University has shown that the games—
including Wii, Microsoft Kinect, and Playstation Move—offer some cardiovascular benefits, they don’t compare to traditional workouts. However, because they provide light-to-moderate exercise, they may be ideal for seniors. One Australian study, which looked at older people in 54 assisted-living
facilities, concluded that those who exercised using Wii technology improved their mobility, range of motion, dexterity, and coordination. They were also distracted from any pain they felt, benefitted from the social engagement involved, and experienced an increased sense of self-esteem. —|
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Club Dues (NSA*) Fees for Lessons (NSA) All Items (NSA)
Note: NSA: Not Seasonally Adjusted 24 Club Business Internat ional | APRIL 2012 |
ihrsa.org
Michael Buckner
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