Insight from the report

How club operators, developers and suppliers can apply the consumer research findings

1. Opportunities abound within the youth market. The under-18 group is underrepresented among health club members, relative to the overall US population. Club operators are well positioned to provide offerings to complement the unique exercise goals and needs of the youth market.

2. Don't overlook the Gen X market. The percentage of members between the ages of 35 and 54 has remained steady over the past five years, encompassing 33 per cent of the total share of membership. Attract and retain Gen X consumers with programmes that appeal to them and their children.

3. Appeal to older age groups by catering to their unique health goals. The over-54 group is tied with the under-18 segment as the fastest growing age bracket. However, like the under-18 population, this older segment is underrepresented relative to the overall US population. It’s important to consider the unique characteristics of this age cohort.

4. Maximise Millennial market potential. Rather than placing the emphasis solely on facilities and amenities, consider how all aspects of your club, including staff, can work together to create the customised training and experience the Millennial consumer is looking for.

5. Bridge the income gap with affordable and inclusive options. Health club consumer research findings reveal opportunities to serve lower income consumers: affordably priced clubs, small group training (SGT) and community programmes can all help to boost the likelihood of lower income households joining clubs.

6. Personal training and SGT can benefit clubs, developers and suppliers. Operators: use PTs that serve your target market’s needs. Developers: position your company as a training specialist for a specific niche. Suppliers: The IHRSA Health Club Equipment Report shows that over 80 per cent of clubs use equipment in training programmes.

7. Embrace multi-club users. In 2016, more than 12 million health club members belonged to more than one facility, representing 22 per cent of total memberships. Savvy club operators can embrace this phenomenon as an indicator of consumers' willingness to invest significantly in their health and fitness.

8. Equipment manufacturers must look beyond the sale of traditional kit and traditional clients to prosper in the future. Build upon equipment technology to facilitate social engagement. Envision your business not as an equipment manufacturer, but as a fitness experience and digital entertainment provider.

Operators should find new ways to appeal to the older market / shutterstock

Get the report

The 2017 IHRSA Health Club Consumer Report is available at:
www.ihrsa.org/consumer-report
The price is US $99.95 for IHRSA members, and US $199.95 for
non-members.

About IHRSA

IHRSA is the global trade association which represents 10,000 health and fitness facilities and suppliers. Locate an IHRSA club at www.healthclubs.com

Learn how IHRSA can help your business at www.ihrsa.org