IHRSA EUROPE UPDATE Who are our members?
IHRSA’s latest health club consumer report is out now. Kristen A Walsh offers an overview
Usage, Trends & Analysis. This annual publication provides demographics and participation data on American health club consumers. This year’s edition focuses on multi-year trends, covering the economic recession and recovery.
I
Club attendance “Drawing from four years of consumer data, The IHRSA Health Club Consumer Report analyses consumer activity and behaviour relative to the fitness industry and interprets findings to help club operators identify profit centre opportunities,” says Jay Ablondi, IHRSA’s executive vice president of global products. “As IHRSA reported earlier this year,
health club utilisation reached an all-time high of 59 million consumers in 2011. The report analyses the characteristics of these health club consumers and provides credible data that club owners, developers and industry suppliers can use in their efforts to grow their customer base.” US health club member attendance
also reached an all-time high with an average of 102.5 visits per member in 2011. From 2008 to 2011, the total number of members who visited their club at least 100 times a year increased by 17.6 per cent, from 20.5 million to 24.1 million. New to this year’s report is analysis of
the fastest growing member segments, growing and declining in-club activities, and opportunities for growth. The typical ‘core’ member, who uses
their health club an annual minimum of 100 days, has the following characteristics: • Slightly more likely to be male than female •Average age of 42.9 years • College graduate or higher • Average membership tenure of 5.4 years
n September, IHRSA published The IHRSA Health Club Consumer Report: 2012 Health Club Activity,
NEWS
While the average member is 42.9 years old, there are opportunities in the Baby Boomer segment
Market share T e IHRSA Health Club Consumer Report also covers the following topics:
Health club membership fees and market share by club type: In 2011, consumers paid an average of US$42.55 in monthly membership fees, up from US$40.94 in 2008. Club fees and market share for fi tness-only, multi-purpose, non-profi t, and corporate/business facilities are analysed.
Health club member participation rates: Roughly 18 per cent of Americans aged six and older are members of a health club. T is section also includes member penetration rates for the 48 contiguous states and Washington, DC.
Health club member profi les: Health club members are broken down by activity and club type. Activity type breakouts include group exercise, soſt exercise, weights and resistance, and cardio.
Health club member usage: Also provided is an in-depth analysis of member attendance, club participation, and non-club activity participation.
22 Take part in the Health Club Management reader survey:
www.surveymonkey.com/s/NQDN2R6
Personal training consumers: A total of 6.4 million Americans used personal training services in 2011. Demographics of personal training users are included in the new report.
Growing segments Findings from T e IHRSA Health Club Consumer Report point to opportunities for growth within the Generation X and Baby Boomer segments. Along with other targeted strategies, weight management programmes and sports-specifi c training may help engage these two key groups. T e IHRSA Health Club Consumer
Report is based on analysis of 38,742 online interviews that were carried out with a nationwide sample of individuals and households in early 2012. T is publication is available in PDF format at www.ihrsa. org/consumer-report for US$79.95 (IHRSA member price) or US$199.95 (non- members).
Please contact
store@ihrsa.org with any questions.
November/December 2012 © cybertrek 2012
© ANDREW BASSETT/
SHUTTERSTOCK.COM
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