RESEARCH ROUND-UP
FIGURE 3: What’s stopping you from doing more?
10% 37%
n Not enough time - work n Other n Health problems n Lack of confidence n No convenient and accessible facilities n Costs involved n Not enough time - childcare n Not enough time - home n Not sure how to start/what to do
11% 3% 2% 1%
who had been inspired by the Games to be more active fell into this category.
A CONFIDENCE BOOST 12% 12% 13%
FIGURE 4: To what extent would the following encourage you to use leisure centres/facilities? (strongly encourage/encourage)
Lower costs (prices) More information Improved facilities
Better programming – single sex sessions Better range of facilities/equipment Better transport
More child care facilities n HAFOS 2012 29% 25% 0% 10% 20% 30% 40% 50% 60%
the Games had encouraged them personally to be more active, and only 8 per cent of previously inactive people said the Games had motivated them to get moving. Among respondents who had been
encouraged by the Games to be more active, most had taken to running/walking (49 per cent), followed by using a gym/ health club (30 per cent). Only 9 per cent said they had taken up formal sport. Of those who were encouraged by the Olympics to be more active, 7 per
38 Health Club Handbook 2013
cent had done no moderate activity in the previous three months. Ten per cent had previously achieved only 1 x 30 minutes of moderate activity a week, and 19 per cent previously did 2 x 30. In total, therefore, 36 per cent of those who were inspired by the Games to be more active had previously not been meeting the recommended guidelines of 3 x 30 minutes. Nevertheless, the group that saw the biggest uplift was those already achieving 3 x 30 – 24 per cent of those
62% 47% 44% 43% 42%
Nevertheless, there has been a positive shift in consumer perception regarding the importance and relevance of exercise, and this is reflected in the industry’s own confidence levels. Results from the FICS report show that confidence is generally up across a range of indicators compared to two years ago. For example, almost half (42 per cent) of senior managers across the public and private sectors of the leisure, health and fitness industry said they were more or much more confident, up from 26 per cent in 2010; only 12 per cent said they were less so, a very similar figure to two years ago. Confidence levels in primary income streams were also up significantly, rising from 23 per cent to 39 per cent. Major challenges facing the sector over
the next 12 months are seen to be the economy in general, at 43 per cent, followed by member retention at 15 per cent and utility costs at 11 per cent. But while the macro economic conditions remain a challenge and competition from new models continues to increase, the perception seems to be that there’s light at the end of the tunnel, with most key indicators improving compared to both 12 and 24 months ago.
DIVERSIFY AND CONQUER?
The key challenge that still remains is principally breaking through the 10–15 per cent participation barrier. Opportunities for attracting new
customers lie in ever more diverse areas. FICS demonstrated three key trends the sector has witnessed in 2012, which it will continue to experience in 2013. Firstly, the specialisation of the sector, with health and fitness clubs increasingly differentiating themselves by price (budget
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