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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Statistics: Cause for optimism

How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM

Published in Health Club Management 2021 issue 8
People using employee fitness schemes are showing strong signs of returning / photo: shutterstock/jacob lund
People using employee fitness schemes are showing strong signs of returning / photo: shutterstock/jacob lund
Hybrid work practices are seeing people combining commuting with working from home – gym operators must ensure they can match this new behaviour

Recovery. It’s the word on everyone’s lips right now. Especially in the UK and other parts of the world where restrictions are being reduced. But what does ‘recovery’ look like for our sector? After months of closures and reduced capacities, what can operators look forward to in terms of attendance?

There is no centralised data source showing the complete market picture when it comes to trading in the world’s health clubs, gyms and studios, so we need to access and aggregate all available numbers to try to establish a picture of what’s going on.

Gympass works in partnership with 50,000 fitness facilities globally – 2,600 of them in the UK and around 12,000 in the US, with others in Latin America and elsewhere – to offer employees access to fitness and wellness activities as part of companies’ corporate health programmes.

It has been tracking performance pre-pandemic and post-lockdowns within these cohorts.

The sample is by definition skewed towards people who are in employment, but nonetheless, offers useful insights.

UK and US results
In the UK in February 2020 – pre-lockdown – the company recorded 63,504 consumer check-ins to health clubs, studios and gyms. By May 2021 – only weeks after reopening – the Gympass Recovery Index saw its UK operators pass the halfway mark in terms of recovery, with 53 per cent of the visits – or 33,657 check-ins – when compared to the pre-pandemic numbers.

This means they fared better than they had done in previous reopening phases in August and October 2020, when 33 per cent and 51 per cent of members respectively returned to the gym.

By June 2021, the figure rose to 61 per cent – or 38,737 check-ins – showing the speed of recovery.

Looking at other markets within the Gympass network, an extremely confident return to the gym was seen in Brazil and the US by June 2021, with 116 per cent and 95 per cent return rates respectively, when compared with pre-pandemic levels – Brazil being boosted by a short lockdown.

Total visits across the Gympass network globally saw a new high in June 2021 of 4.1m check-ins, up from 3.9m in February 2020 (vs 4m in May 2021). These results show operators in this cohort on their way back to full strength.

As expected with the new world of hybrid working, there are some interesting trends in terms of how visit numbers have differed across locations, with suburban areas seeing a stronger recovery compared to cities, as a significant proportion of people continued to limit their visits to the office.

In the US, the most active region post-lockdown has been the northeast, with the highest number of gym visits. By May 2021, New York had seen a 160 per cent increase in activity levels. Elsewhere in the US, California was just behind at 153 per cent.

Global results
So what has been drawing people back to their health clubs and studios?
Strength training has been the biggest draw globally, with 60 per cent of visitors heading straight for the resistance machines, dumbbell racks and functional training rigs. Consumers’ wait to get back to the weights has been long and drawn out, with this mode of training the hardest for people to replicate at home.

By comparison, only 15 per cent of visits globally in our sample were for cardio training, perhaps indicating people had found their ‘fix’ by running, cycling and downloading HIIT workouts during lockdown.

The timing of these in-facility sessions was well spread across the week and previously popular times were quick to be re-established. We saw some members sticking to the routine they know, with 12.7 per cent back at the traditional peak time of 6.00pm and 12.2 per cent at 7.00pm.

However, this varies from country to country. In the US, for example, members within the Gympass cohort have gone from being night owls during the pandemic to early birds, with 7.00am renewing its top spot as the favourite time to work out. Across Europe and the UK, 5.00pm (7.2 per cent of members) and 7.00pm (12.9 per cent) are still the most popular times.

This gives us an indication that working from home makes things look pretty similar, however as people return to the office we might see a change in attendance times.

Hybrid results
While the industry pivoted brilliantly to bring a wealth of activity to people in their homes and gardens, it wasn’t possible to recreate the gym or group exercise environments. The kit, the energy and motivation drawn from working out alongside others remains a huge selling point for facilities.

While the recovery is most definitely underway, with some operators already back to pre-pandemic levels, it won’t be plain sailing for all facilities and some will need to work hard to keep members engaged in brick and mortar activities. Lockdown brought a proliferation of fitness and wellness services onto people’s phones and into their homes. Fitness fans are now used to the ultimate convenience when it comes to choosing their next workout.

Hybrid work practices are likely to see people combining commuting with working from home, operators will need to ensure they can match this new behaviour. Offering digital classes, virtual PT sessions and a range of mental health and wellness options alongside their in-person delivery will keep all bases covered. Not just for now but in case, dare we say it, restrictions tighten again.

What we’re seeing from members is hugely positive. They’re craving the sense of community that a gym or a studio brings and are returning in big numbers. For the coming months, we expect our sample in the UK to return to pre-pandemic levels and predict this will be even higher in the US and Brazil. We believe the hybrid model will shape the immediate future of how people want to work out and it’s fantastic to see members coming back into facilities once again.

We can be confident that the recovery is underway, but we must not be complacent. The fleet of foot operators and those who truly listen to what their members are asking for and watch closely how their members are behaving have every opportunity to emerge from the pandemic with strength and confidence.

Gympass funding round

In June 2021, Gympass secured a funding round of US$220m, valuing the company at US$2.2bn. This investment is to drive growth, ‘improve the product experience’ and continue the company’s expansion into categories such as digital fitness, mental health and nutrition.

Cesar Carvalho is CEO of Gympass
7.00am is now the favourite time to work out in the US / photo: shutterstock/jacob lund
7.00am is now the favourite time to work out in the US / photo: shutterstock/jacob lund
https://www.leisureopportunities.co.uk/images/2021/212004_944344.jpg
Cesar Carvalho shares insights about recovery in sectors of the global gym market
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features

Statistics: Cause for optimism

How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM

Published in Health Club Management 2021 issue 8
People using employee fitness schemes are showing strong signs of returning / photo: shutterstock/jacob lund
People using employee fitness schemes are showing strong signs of returning / photo: shutterstock/jacob lund
Hybrid work practices are seeing people combining commuting with working from home – gym operators must ensure they can match this new behaviour

Recovery. It’s the word on everyone’s lips right now. Especially in the UK and other parts of the world where restrictions are being reduced. But what does ‘recovery’ look like for our sector? After months of closures and reduced capacities, what can operators look forward to in terms of attendance?

There is no centralised data source showing the complete market picture when it comes to trading in the world’s health clubs, gyms and studios, so we need to access and aggregate all available numbers to try to establish a picture of what’s going on.

Gympass works in partnership with 50,000 fitness facilities globally – 2,600 of them in the UK and around 12,000 in the US, with others in Latin America and elsewhere – to offer employees access to fitness and wellness activities as part of companies’ corporate health programmes.

It has been tracking performance pre-pandemic and post-lockdowns within these cohorts.

The sample is by definition skewed towards people who are in employment, but nonetheless, offers useful insights.

UK and US results
In the UK in February 2020 – pre-lockdown – the company recorded 63,504 consumer check-ins to health clubs, studios and gyms. By May 2021 – only weeks after reopening – the Gympass Recovery Index saw its UK operators pass the halfway mark in terms of recovery, with 53 per cent of the visits – or 33,657 check-ins – when compared to the pre-pandemic numbers.

This means they fared better than they had done in previous reopening phases in August and October 2020, when 33 per cent and 51 per cent of members respectively returned to the gym.

By June 2021, the figure rose to 61 per cent – or 38,737 check-ins – showing the speed of recovery.

Looking at other markets within the Gympass network, an extremely confident return to the gym was seen in Brazil and the US by June 2021, with 116 per cent and 95 per cent return rates respectively, when compared with pre-pandemic levels – Brazil being boosted by a short lockdown.

Total visits across the Gympass network globally saw a new high in June 2021 of 4.1m check-ins, up from 3.9m in February 2020 (vs 4m in May 2021). These results show operators in this cohort on their way back to full strength.

As expected with the new world of hybrid working, there are some interesting trends in terms of how visit numbers have differed across locations, with suburban areas seeing a stronger recovery compared to cities, as a significant proportion of people continued to limit their visits to the office.

In the US, the most active region post-lockdown has been the northeast, with the highest number of gym visits. By May 2021, New York had seen a 160 per cent increase in activity levels. Elsewhere in the US, California was just behind at 153 per cent.

Global results
So what has been drawing people back to their health clubs and studios?
Strength training has been the biggest draw globally, with 60 per cent of visitors heading straight for the resistance machines, dumbbell racks and functional training rigs. Consumers’ wait to get back to the weights has been long and drawn out, with this mode of training the hardest for people to replicate at home.

By comparison, only 15 per cent of visits globally in our sample were for cardio training, perhaps indicating people had found their ‘fix’ by running, cycling and downloading HIIT workouts during lockdown.

The timing of these in-facility sessions was well spread across the week and previously popular times were quick to be re-established. We saw some members sticking to the routine they know, with 12.7 per cent back at the traditional peak time of 6.00pm and 12.2 per cent at 7.00pm.

However, this varies from country to country. In the US, for example, members within the Gympass cohort have gone from being night owls during the pandemic to early birds, with 7.00am renewing its top spot as the favourite time to work out. Across Europe and the UK, 5.00pm (7.2 per cent of members) and 7.00pm (12.9 per cent) are still the most popular times.

This gives us an indication that working from home makes things look pretty similar, however as people return to the office we might see a change in attendance times.

Hybrid results
While the industry pivoted brilliantly to bring a wealth of activity to people in their homes and gardens, it wasn’t possible to recreate the gym or group exercise environments. The kit, the energy and motivation drawn from working out alongside others remains a huge selling point for facilities.

While the recovery is most definitely underway, with some operators already back to pre-pandemic levels, it won’t be plain sailing for all facilities and some will need to work hard to keep members engaged in brick and mortar activities. Lockdown brought a proliferation of fitness and wellness services onto people’s phones and into their homes. Fitness fans are now used to the ultimate convenience when it comes to choosing their next workout.

Hybrid work practices are likely to see people combining commuting with working from home, operators will need to ensure they can match this new behaviour. Offering digital classes, virtual PT sessions and a range of mental health and wellness options alongside their in-person delivery will keep all bases covered. Not just for now but in case, dare we say it, restrictions tighten again.

What we’re seeing from members is hugely positive. They’re craving the sense of community that a gym or a studio brings and are returning in big numbers. For the coming months, we expect our sample in the UK to return to pre-pandemic levels and predict this will be even higher in the US and Brazil. We believe the hybrid model will shape the immediate future of how people want to work out and it’s fantastic to see members coming back into facilities once again.

We can be confident that the recovery is underway, but we must not be complacent. The fleet of foot operators and those who truly listen to what their members are asking for and watch closely how their members are behaving have every opportunity to emerge from the pandemic with strength and confidence.

Gympass funding round

In June 2021, Gympass secured a funding round of US$220m, valuing the company at US$2.2bn. This investment is to drive growth, ‘improve the product experience’ and continue the company’s expansion into categories such as digital fitness, mental health and nutrition.

Cesar Carvalho is CEO of Gympass
7.00am is now the favourite time to work out in the US / photo: shutterstock/jacob lund
7.00am is now the favourite time to work out in the US / photo: shutterstock/jacob lund
https://www.leisureopportunities.co.uk/images/2021/212004_944344.jpg
Cesar Carvalho shares insights about recovery in sectors of the global gym market
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
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Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
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Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
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In a major move against the gym market, Apple has revealed a number of upgrades ...
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During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured supplier news
Featured supplier news: Surge integrates Fisikal with HubSpot to drive business efficiencies and grow revenue
As Surge expands its offer with the launch of a third dedicated Electronic Muscle Stimulation (EMS) studio this summer – this time in Fleet Street, London – the brand reflects on the vital role of its estate wide digital ecosystem, created in partnership with Fisikal, designed to drive business efficiencies and commercial success.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Mindbody
Mindbody is the leading technology platform for the wellness industry, featuring an app that allows ...
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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