INDUSTRY RESEARCH
CONSUMER MOTIVATION TABLE 2 – TYPE OF GYM OR HEALTH CLUB
However, although the economic crisis throws up a host of CURRENTLY USED (AS AT JULY 09)
challenges, it also offers opportunities to those businesses
willing to understand the evolving demands and motivations TYPE OF FACILITY % OF RESPONDENTS
of consumers; operators that are willing to look much more
Public leisure centre / gym 25
closely at the factors acting as a barrier to membership
growth are likely to benefi t most in the coming year.
Private club 16
Historically this was perhaps not necessary, as membership
Hotel gym 11
growth was predominantly driven via new club openings.
However, as the rate of openings Gym at college / university /
10
slows, so the need to examine
other place of education
why people are not joining, or
Company gym at place of work 8
why they are leaving, arises.
Mintel research shows Source: GMI/Mintel Base: 4,000 internet users aged 16+
average membership/joining
fee revenue per member of health club sector – a concept already well-established in
a UK health club in 2009 both the US and mainland Europe – has the potential to
was £384 excluding VAT, attract a large tranche of new consumers into the market.
or £442 including VAT, Motivation is also a key factor to winning over customers.
equating to around £37 a More than one in three of those questioned by Mintel say
month; for some of the major the encouragement of a friend is, or would be, key to their
chains, the fi gure is signifi cantly being able to stay motivated. This highlights the importance
higher. Cost therefore remains a of two-for-one or ‘join with a friend’ style deals. In terms of
major issue for many consumers, further motivation, one in three consumers would like to use
and the emergence of the budget a personal trainer but say they can’t afford it, suggesting that
operators could be doing more to offer this style of service
in a format – small group training, for example – that would
make it more accessible to those potentially keen to engage.
However, while the disposable income of gym users
©IST
in Britain might have fallen as a result of the recession, it
OCKPHO
seems their standards and expectations stand fi rm. The
quality of changing rooms, for example, was important to
T
O
almost half of all those questioned. Even when economic
.COM/NANCY LOUIE
times are tough, operators cannot afford to let their service
delivery standards drop.
ATTRACTING NEW MARKETS
At just over 10 per cent of the adult population, penetration
Can computer games bring a new audience to fi tness? of health clubs in the UK remains low – particularly when
30
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