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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Fitronics: Game changing growth

The UK health club sector could grow to engage up to 35 per cent of the population, according to a Fitronics study, reports Marc Jones

Published in Health Club Management 2022 issue 3
Fitronics worked with YouGov and Dr Melvyn Hillsdon to understand non-members / photo: shutterstock/BGStock72
Fitronics worked with YouGov and Dr Melvyn Hillsdon to understand non-members / photo: shutterstock/BGStock72
The greatest potential for growth lies in targeting people who are already active but are not members of a health club

In recent focus groups, health and fitness operators said they wanted to understand growth opportunities in the market.

As a result, Fitronics commissioned YouGov and Dr Melvyn Hillsdon to carry out a landmark study into non-members to better understand the growth potential of the sector.

A survey of over 2,000 adults was undertaken, designed as a representative sample of the UK population. Research questions focused on gaining insight into important areas, such as the potential for growth, audience size, and the proportion of active and inactive non-members.

Breaking down the sample, 55 per cent had never been a member of a health club, while 30 per cent were lapsed members and 14 per cent were current members.

In addition, 45 per cent were active at or above the recommended government level, 42 per cent were active, but at lower levels than recommended and 13 per cent were inactive.

Key findings
The findings revealed a substantial opportunity to increase membership in the UK fitness market by 10.9m members, taking market penetration from the current level of 14 per cent up to 35 per cent.

For some years, the industry has been focused on attracting the 85 per cent of the UK population who are not yet members of a health club, however, this new research suggests the greatest potential for growth lies in targeting people who are already active but are not members of a gym, health club or leisure centre.

Priorities
Attracting active non-members requires persuading them away from their existing ways of being active and represents a new marketing challenge, especially if the activities they’re engaged with are free.

Within the target group of active non-members, researchers found those who’ve never been a member would be harder to reach than lapsed members, as those who’ve never joined see fewer reasons to do so.

Motivation
Across the entire sample, the main factors that people said would increase the probability of them joining a club were cost and access. However, friendly staff, a range of exercise offerings and peoples’ preferred equipment were also ranked as important.

Across the active non-member sample, people were nine times more likely to say membership was important to them if they thought there would be friendly staff, whereas affordability only doubled the likelihood of them saying membership was important.

Finding a balance
With the growing movement within the industry to reach and nurture inactive non-members, there is –of course – a balance to be struck between delivering social and community value and commercial gains and deliverables.

There is, therefore, an opportunity to focus on, to onboard and to attract active non-members, alongside people in the harder-to-reach non-active market.

More: www.fitronics.com

Get the report

• You’ll be able to download the full Fitronics report from April 2022.

• Part two of this research will explore attitudes, values and behaviours in more depth when it’s published later this year.

• Register your interest using the QR code

https://www.leisureopportunities.co.uk/images/2022/726987_732091.jpg
The UK health club sector could grow to engage up to 35 per cent of the population, according to a Fitronics study, reports Marc Jones
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features

Sponsored: Fitronics: Game changing growth

The UK health club sector could grow to engage up to 35 per cent of the population, according to a Fitronics study, reports Marc Jones

Published in Health Club Management 2022 issue 3
Fitronics worked with YouGov and Dr Melvyn Hillsdon to understand non-members / photo: shutterstock/BGStock72
Fitronics worked with YouGov and Dr Melvyn Hillsdon to understand non-members / photo: shutterstock/BGStock72
The greatest potential for growth lies in targeting people who are already active but are not members of a health club

In recent focus groups, health and fitness operators said they wanted to understand growth opportunities in the market.

As a result, Fitronics commissioned YouGov and Dr Melvyn Hillsdon to carry out a landmark study into non-members to better understand the growth potential of the sector.

A survey of over 2,000 adults was undertaken, designed as a representative sample of the UK population. Research questions focused on gaining insight into important areas, such as the potential for growth, audience size, and the proportion of active and inactive non-members.

Breaking down the sample, 55 per cent had never been a member of a health club, while 30 per cent were lapsed members and 14 per cent were current members.

In addition, 45 per cent were active at or above the recommended government level, 42 per cent were active, but at lower levels than recommended and 13 per cent were inactive.

Key findings
The findings revealed a substantial opportunity to increase membership in the UK fitness market by 10.9m members, taking market penetration from the current level of 14 per cent up to 35 per cent.

For some years, the industry has been focused on attracting the 85 per cent of the UK population who are not yet members of a health club, however, this new research suggests the greatest potential for growth lies in targeting people who are already active but are not members of a gym, health club or leisure centre.

Priorities
Attracting active non-members requires persuading them away from their existing ways of being active and represents a new marketing challenge, especially if the activities they’re engaged with are free.

Within the target group of active non-members, researchers found those who’ve never been a member would be harder to reach than lapsed members, as those who’ve never joined see fewer reasons to do so.

Motivation
Across the entire sample, the main factors that people said would increase the probability of them joining a club were cost and access. However, friendly staff, a range of exercise offerings and peoples’ preferred equipment were also ranked as important.

Across the active non-member sample, people were nine times more likely to say membership was important to them if they thought there would be friendly staff, whereas affordability only doubled the likelihood of them saying membership was important.

Finding a balance
With the growing movement within the industry to reach and nurture inactive non-members, there is –of course – a balance to be struck between delivering social and community value and commercial gains and deliverables.

There is, therefore, an opportunity to focus on, to onboard and to attract active non-members, alongside people in the harder-to-reach non-active market.

More: www.fitronics.com

Get the report

• You’ll be able to download the full Fitronics report from April 2022.

• Part two of this research will explore attitudes, values and behaviours in more depth when it’s published later this year.

• Register your interest using the QR code

https://www.leisureopportunities.co.uk/images/2022/726987_732091.jpg
The UK health club sector could grow to engage up to 35 per cent of the population, according to a Fitronics study, reports Marc Jones
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
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A new report by Deloitte, outlining the social and economic value of the global health ...
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Barry’s has entered the world of retail, opening a studio in the new Flannels flagship ...
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It’s a known fact that gamification is an effective method to make everyday activities and work more fun.
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Company profiles
Company profile: Les Mills UK
For over 50 years Les Mills has been leading the way in fitness to inspire ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Wearable technology solutions
MyZone: Wearable technology solutions
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Spa software
SpaBooker: Spa software
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Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
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Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
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Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
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tbc, Dunedin, New Zealand
Diary dates
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