60 active minutes
A total of 122 new private and public fitness centres opened during the year 2009–10
luxury, consumers are expected to trade down to cheaper alternatives such as local authority-run facilities or the up-and-coming budget gyms. However, regardless of their size or
level of budget, existing and new health clubs can counter this threat by adopting a more inter-personal relationship with their members in order to maintain or grow their membership base. This cannot be emphasised enough. All sport participation in the UK – and indeed in most countries – expands through a system of networks. This may be through links with a sport club, or through friends and wider relations in a local community. Much progress has been made already,
especially through partnerships with schools. In Scotland, for example, 32 Active School partnerships have been forged with local authorities, which facilitate the transition between school
Michael Jordan at the Olympic stadium: the Games mark a huge opportunity for our sector
sport and community sport. A white paper published by Nielsen stresses this point and expects signifi cant changes in the fi tness sector in the near future. Another example is the government’s
Change4Life programme and the FIA’s MoreActive4Life scheme, in which more than 1,200 health clubs and leisure centres took part – a joined- up bid to increase levels of physical activity in communities throughout Britain. Participating facilities reported an average of 200 referrals through MoreActive4Life. Reports suggest that the most popular element of the scheme was a six-week gym programme, which attracted 80 per cent of participants and as a result of which 44.7 per cent of participants converted to full gym membership. The programme has been reported as being the single most successful consumer engagement programme the industry has ever undertaken in terms of stimulating consumer interest, tracking performance and winning the Department of Health’s confi dence. All of these communities and
networks can be enhanced using the internet. Thanks to mobile telecommunications, people are already developing a ‘permanent connection’ between themselves and the world accessed via the internet, and this has changed the conduct of everyday business and personal life. Health and fi tness operations are strongly behind in these terms, and clubs and centres should strive for a more active connection, via the internet, with active and inactive members in the near future.
february 2011 © cybertrek 2011 Do your kids get theirs every day?
search online for Change4Life
for more info
MoreActive4Life was the most successful marketing programme ever undertaken by the industry
future trends Despite the current economy, in 2010 and 2011 the health and fitness market will grow by 1.4 per cent and 3 per cent in real terms, reaching £2.1bn in value. This is reinforced by the Active People Survey, which shows growth in sports participation during the year 2009–10. In 2010 and 2011, prices will rise by 1.4
per cent and 2.1 per cent respectively, while during the period 2010–2014, market value will increase by 17 per cent in real terms, reaching £2.5bn. Meanwhile, the sector-specifi c infl ation rate will remain at around 2 per cent up to 2014. In real terms, excluding infl ation, the fi tness market will grow strongly in the two years following the Olympics – annual growth rates of 4.2 per cent and 4.7 per cent. Although factors such as cheap subscriptions and a demand for healthy living will drive growth, the London Olympic Games and the Glasgow Commonwealth Games are expected to further boost and stabilise the market.
healthclub@leisuremedia.com themis kokolokakis,
senior research fellow, sirc, sheffi eld hallam university
Read Health Club Management online at
healthclubmanagement.co.uk/digital 41
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