IHRSA Europe update Consumer insight
IHRSA’s new 2014 IHRSA Health Club Consumer Report offers valuable insight into consumers’ usage patterns
IHRSA calendar Visit
www.ihrsa.org/meetings for details and to register for these events
16–19 October 2014 14th Annual IHRSA European Congress Amsterdam, The Netherlands
6 November 2014 Successfully Launch a Nutrition and Weight Management Program in Your Club (Webinar)
18–21 November 2014 ChinaFit / IHRSA China Management Forum Guangzhou, China
11–14 March 2015 IHRSA 2015 Los Angeles, California, US
The 2014 report looks at club membership and growth, diversity and differentiation L
ast month, IHRSA released The IHRSA Health Club Consumer Report: 2014 Health Club Activity, Usage, Trends and Analysis. While the demographics
and participation data are specific to the US, club operators from around the globe can benefit from its content and the resulting improved understanding of their guests, members and prospective members. The 2014 report also examines topics including membership growth, attrition and opportunities for club operators. The report highlights a positive correlation
between membership tenure and attendance, as members who stay on-board for at least 10 years say they use their club on average 139 days a year. Identifying member engagement strategies and implementing relevant ancillary programmes will help operators facilitate regular attendance and long-term tenure. The report delves into specific applications operators can employ, including loyalty programmes and customised personal and small group training offerings. The 2014 report also covers:
• Macro health club membership trends: An examination of club and membership
growth, diversity and differentiation, supply and demand.
• How members use clubs: Analysis of the activities and usage practices of club
members, both present and future. 28 Read Health Club Management online at
healthclubmanagement.co.uk/digital
• The cost of membership – the value equation: Insight into the relationship of
fees to the consumer price index, the member and club value equation, and where the industry is heading from a price value perspective.
• Member demographics and the impact on the industry: An exploration of
gender, household, ethnicity and educational demographics, as well as how national demographics are influencing the health club industry.
• Overarching insights for operators: A summary of the opportunities for
the health club industry, as well as the marketing and programming options for club operators. New to this year’s report are analyses of economic indicators, studio consumers, ‘core’ and ‘super’ personal training users, and insights for the future.
The 2014 IHRSA Health Club Consumer Report was compiled in partnership with ClubIntel, led by industry veterans Stephen Tharrett and Mark Williamson. This publication is available in PDF format at
www.ihrsa.org/ consumer-report for US$99.95, or US$199.95 for non-members.
The 2014 winner was Kim Austin Kenyon of Gold’s Gym Dutchess County
Community award: apply now
IHRSA is now accepting applications for its annual Outstanding Community Service Award, which will be presented during IHRSA 2015 in Los Angeles, California. This award is presented to an IHRSA member who has made a longstanding commitment to making a difference in, and beyond, their community. The 2014 winner was Kim Austin Kenyon of Gold’s Gym Dutchess County (pictured above accepting the award from Brent Darden at IHRSA 2014). Log on to
www.ihrsa.org/awards to apply by the 14 November deadline.
October 2014 © Cybertrek 2014
PHOTO:
WWW.SHUTTERSTOCK.COM/ANDRESR
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