Health Club Management Handbook 2013

RESEARCH ROUND-UP “APPS COULD HELP

EXTEND OPERATORS’ BRANDS BEYOND THE CONFINES OF THEIR CLUBS,

GENERATING REVENUE AND STIMULATING MEMBERSHIP SALES”

preferring to have the option to pay for them only if they choose to use them.

Brand extension With many of the major operators not considering any significant new openings, and member numbers flat or in some cases declining, new revenue streams will be key to growth. Mintel’s research has found good levels of interest in products and services that would allow operators to extend their brands and generate more revenue from both members and non-members. The most prominent of these is fitness

assessments, which nearly two-fifths of consumers said they would be prepared to buy from fitness operators. Around a third also expressed an interest in paying for advice on diet and nutrition, as well as physio, massage and medical assessments. All of these products could be delivered

inside or outside the club. They also offer gyms a valuable opportunity to establish a dialogue with non-members, providing a platform from which to try and encourage them to trade up to membership. Additionally, there is an opportunity to make inroads into the at-home fitness

30 Health Club Handbook 2013

sector, through the provision of exercise videos that can be downloaded and followed at home – perhaps even a live YouTube channel so people can follow classes at home. In our research, these concepts were particularly appealing to younger people. Similarly, younger people were also much

more likely than average to be interested in paying for mobile phone apps from health and fitness operators – another area that could help extend operators’ brands beyond the confines of their clubs, generate incremental revenue and stimulate membership sales.

Around a third of consumers said they would pay extra for services such as massage

For further information

Mintel’s latest Health and Fitness Clubs - UK report was published in November 2012. Web: For details of the latest reports into the health and fitness sector, visit www.mintel.com Twitter: www.twitter.com/mintelnews LinkedIn: Join in the debate in the Mintel group – http://www.linkedin.com /groups?mostPopular=&gid=1888954

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