There’s some evidence that saturation of budget options is being approached in some areas; competition is likely to intensify
Wearable technology could be used to encourage desk-bound workers to move around more
live stream, or by downloading classes from an online library. They may also welcome the opportunity to rent fi tness monitoring equipment that will measure their activity levels throughout their day, not just when they are in the health club. Mintel’s research also indicates some
potential for offering dietary advice via email or text, and that current users would be prepared to pay a modest amount (around £8.50 a month) to receive this. Meanwhile, among non-members,
well over a third (37 per cent) say they prefer to pay per visit. Such pay as you go options represent an excellent way for clubs to encourage trial among prospective members – but clubs should perhaps put a limit on how long people can take advantage of this facility, or price
www.healthclubhandbook.com
it so a monthly membership is cheaper if they visit more than twice a week. A further 24 per cent of non-users who
are potential club users say they would prefer to belong to a club where they pay only for the facilities they choose to use, suggesting that more fl exible memberships are another strategy clubs could pursue to maximise their appeal to potential users. With modern access technology – keys, wristbands or cards – this should be relatively easy to deliver and police. And for the more apathetic consumers,
the most obvious route is trial, perhaps offering a reward in return for meeting a challenge (e.g. cycle or run on a machine for two minutes) or bringing exercise to places where people go in large numbers, such as a shopping centre or high street.
Potentially there’s a whole new audience
who may never have any desire to enter a physical club, but who would welcome the opportunity to take part in outdoor or home-based structured fi tness activity, whether an outdoor run, a class in a park or a workout streamed to their home. ●
FIND OUT MORE Mintel’s latest Health and Fitness Clubs UK report was published in June 2014, its Healthy Lifestyles report in July 2014, and Sports Participation in September 2014. Website:
www.mintel.com Twitter:
www.twitter.com/mintelnews LinkedIn:
http://www.linkedin.com/ groups?mostPopular=&gid=1888954
Health Club Handbook 2015 65
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