More females are motivated by appearance than males


Figure 1: Proportion of members reporting progress in the previous three months


100 90 80 70 60 50 40 30 20 10 0


94 89 82 75 54 37 I am healthier I visited the


club as often as planned


I lost weight


I feel fitter


I improved my appearance


motivated by fitness, appearance, enjoyment or social factors according to gender, age group, length of membership and visit frequency. The proportion of members reporting


• A higher proportion of females than males report being motivated by fitness


• In general, the oldest health club members reported lower levels of


July 2014 © Cybertrek 2014 and appearance, but less so enjoyment. motivation than younger members,


high levels of motivation was similar across all categories, but marked differences were seen by gender, age, length of membership and visit frequency.


I made new friends


I improved my muscle tone


I have enjoyed exercise


I have more energy


• Length of membership was not strongly related to level of motivation, although


especially when it came to appearance as a motivator. Three-quarters of the youngest members reported being highly motivated by appearance, compared to just one-fifth of the oldest members.


• In general, frequent club users are more highly motivated than low


long-standing members were less likely to report being highly motivated by appearance compared to newer members.


frequency club users. Members who are highly motivated by enjoyment tend to use their club more frequently.


I feel happier 72 81 85 88 About TRP 10,000™


Conducted in partnership with The Retention People, TRP 10,000™ is the biggest and most comprehensive survey of member behaviour ever carried out in the fitness industry: 10,000 health and fitness members completed a baseline survey of their exercise habits and membership behaviour between July and September 2013. During regular intervals over the coming years, they will be followed up to measure changes to their habits and membership behaviour. The results in this article are


for members who completed the survey from July-September 2013 and who were followed up until the end of January 2014. In the follow- up period, 1,526 of participating members cancelled membership. For more details of methodology,


see part one of the series – HCM April 14, p38.


Progress reports So what do members say they have made progress on in the last three months? Figure 1 (see above) shows that


members report at least some recent Read Health Club Management online at healthclubmanagement.co.uk/digital 49


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