TheEffectofCleanlinesson
Figure 10. Cleanliness affects club usage.
UsageandNon-DuesRevenue
To what degree does the cleanliness of the
health club or gym you currently use affect
your use of the club?
Effects of Cleanliness on Usage Behavior Consumers indicated that their usage is
Members of health clubs who perceive affected by the cleanliness of a health club
their club to be extremely clean are and half of the resulting behaviors were
20% more likely to use the club two or related to avoidance tactics, such as avoiding
more times per week than members who specific areas, services or amenities, or not
perceived their club as unclean. changing clubs (see Tables 6 and 7).
affected;
affected;
52%
48%
Table6. Unclean club leads to behavior change.
UNCLEAN CLUB LEADS TO COMMON AVOIDANCE BEHAVIORS n=600
Members’ Usage
Affected by Club
Cleanliness
Figure 11. Members who perceive the club
(n=286)
as extremely clean purchase additional fee-
based services per month.
Avoid restrooms, showers, locker rooms, saunas 14%
On average,how many times per month
Avoid dirty equipment/areas 13%
do you purchase the services available at
the health club or gym you currently use
Feel at risk for illness 9%
for an additional fee?
Don’t go to dirty clubs/go to another club 9%
Don’t want to work out or go as often 8%
8ormore
timesper
month;
Avoid pool 1%
26%
oncea
month;
Avoid childcare 1%
2-7times
54%
permonth;
20%
n=299
Growing the Business: Increasing
Non-Dues Revenues
More than four in 10 members indicated
that they spend money on additional
services (e.g., juice bar, pro shop, personal
training, etc.) at the club that are not
included in membership dues. Members
who rate the club extremely clean purchase
7.23 additional fee-based services per
month compared to only 4.26 additional
fee-based services per month purchased
by members who perceive their club as
Table7. When the club is unclean, members adapt compensating behaviors, such as:
extremely unclean through somewhat
> Washing hands more often or using a hand sanitizer clean (see Figure 11).
> Cleaning equipment before use
> Wearing or using something as a barrier (shoes, sandals, towel, mat, etc.)
8 2008 IHRSA’s Guide to Health Club Cleanliness
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