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Hedgehog Concept Ltd
Hedgehog Concept Ltd
Hedgehog Concept Ltd
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

News

Trending now....Kristen Walsh picks out some of the highlights of IHRSA’s new Trend Report

By Kristen Walsh, IHRSA | Published in Health Club Management 2014 issue 4

In February, IHRSA published The IHRSA Trend Report: Volume 3, Issue 3.

The quarterly trend report – conducted in partnership with the Leisure Trends Group – analyses health club consumer behaviour among Americans aged 16 and older. The latest report compares findings from the second and third quarters of 2013.

Millennial interest
According to the report, membership reached an all-time high during the quarter ending 30 June 2013, due largely to increased participation among Millennials (Generation Y: members between the ages of 21 and 30). One-in-four Millennials (27 per cent) reported belonging to a health club – the largest penetration rate of any generation to date.

“For health clubs wanting to attract and maintain Millennials, findings suggest focusing on programmes aimed at retaining these members beyond their short-term membership agreements,” says Jay Ablondi, IHRSA’s executive vice president of global products. “Targeted seasonal activity and sports-specific training programmes will also be effective at maintaining and improving membership levels among this group.”

Also reported are findings and club opportunities based on gender. When it comes to maintaining their membership, women say they continue using their club because they want to get in shape, it’s convenient, and they want to attend group exercise classes. Men say they return to have fun, because they feel an obligation to make use of the money they spend on their membership, and for social interaction.

Says Ablondi: “The social opportunities that come from attending a health club are increasingly important to consumers, and clubs should offer events that allow members to interact socially.”

For those who cancelled their memberships, expense was claimed as the number one reason; it was also the main factor claimed to put people off joining in the first place. “The Trend Report discusses ways to make price-sensitive consumers more comfortable, such as offering new member promotions and tiered membership options,” says Melissa Rodriguez, IHRSA senior research manager.

Key questions
Each quarterly report contains responses and analysis based on the following questions:
1. Are you currently a member of a health club (a dues-paying member with a PAYG, monthly, seasonal or annual pass)?
2. What keeps you coming back to use the health club you currently belong to?
3. Which of the following are personal goals for using the club you currently belong to?
4. What keeps you from joining a club now?
5. Why did you leave your former club?

FOR MORE INFORMATION

For more detailed findings and growth opportunities, download a pdf of The IHRSA Trend Report at www.ihrsa.org/research. It’s free to IHRSA members and costs US$99.95 for non-members.

DEFINITIONS

Membership
- Members: Those who are currently members of a health club.  
- Non-members: Those who are not currently members of a health club, and never were.
- Former-members: Those who were members of a health club at one time, but are not currently.

GENERATIONS
- Generation Z: Members between the ages of 16 and 20 years.
- Generation Y: Members between the ages of 21 and 30 years.
- Generation X: Members between the ages of 31 and 45 years.
- Baby Boomer Generation: Members between the ages of 46 and 65 years.
- Eisenhower Generation: Members over the age of 65 years.

Events diary
Visit www.ihrsa.org/calendar

5–8 August 2014
The IHRSA Institute: Executive Education for Club Professionals
Chapel Hill, North Carolina, US

28–30 August 2014
15th Annual IHRSA / Fitness Brasil Latin American Conference & Trade Show – São Paulo, Brazil

16–19 October 2014
14th Annual IHRSA European Congress – Amsterdam, The Netherlands

11–14 March 2015
IHRSA 2015: The Annual International Convention and Trade Show – Los Angeles, California, US

About IHRSA

Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.
To learn how IHRSA can help your business thrive, visit www.ihrsa.org

Locate a quality IHRSA club at www.healthclubs.com

Sector stats: A note from Belgium

Eric Vandenabeele
Eric Vandenabeele
Eric Vandenabeele,

Director,

De Fitness Organisatie (DFO)


I think, to a large extent, the impact of the bad economic situation in Belgium came under the radar. While other markets crashed, the Belgian economy experienced zero growth, or at worst a small decline. Even with higher unemployment, most citizens’ financial situation therefore isn’t too dreadful.

That said, there has been some short-term pressure, as well as increased competition from low-cost solutions, which has meant that small enterprises in the fitness sector have had to lower their prices to prevent members from dropping out and switching to other clubs. Unfortunately, this has resulted in some closures.

In my mind, this could probably have been avoided, as recent studies show that Flemish people practise more sport than ever before and are willing to invest in their health. However, there’s no gym-based participation among youngsters and only a small increase in adult participation; most people seek sport in various other environments. Running is, by far, the most popular sport, with 30 per cent of active adults saying they run.

I think the greatest challenge for the fitness industry is to latch onto this evolution and diversification of the way people exercise. This means stepping away from the traditional fitness offering and looking for creative solutions, including a broader variety of activities, family offers, and most importantly out-of-club activities.

In addition, it’s up to fitness industry leaders to lobby for better financial conditions for the club business, based on the economic value and the indirect and direct macro economic benefits through the impact on public health. Of course, directly linked to this, our industry has to make actual participation in club activities a priority, rather than people simply ‘joining the club’.

This piece was excerpted from The IHRSA European Health Club Report: Size & Scope of the Fitness Industry, which was published in October 2013.

Running is by far the most popular physical activity in Belgium, with 30 per cent of active adults running / photo: www.shutterstock.com/Jaromir Chalabala
Running is by far the most popular physical activity in Belgium, with 30 per cent of active adults running/ photo: www.shutterstock.com/Jaromir Chalabala

Ask the experts: Staff codes of conduct for social media

Is it within our rights as an employer to have our staff sign a code of conduct agreement for social media use? Josh Gerber, marketing director for Brick Bodies Fitness Services, offers his thoughts:

Josh Gerber
Josh Gerber
Josh Gerber,

Marketing Director,

Brick Bodies Fitness Services


“As an employer, it’s well within your right to have your staff sign a code of conduct for social media. We allow our employees the option of joining the Brick Bodies social network, but employees must then be aware that, with any posts they make on their social media pages, they’re making statements that are a representation of the company.

Some key points to include are:
- Employees cannot use the sites for anything personal during work hours.
- Employees cannot make any posts that give a negative connotation to the company or its employees.
- Employees cannot post anything illegal.
- Include information about how to handle friend requests from club members. If the employee chooses not to participate in the company community, they should direct members to the company’s social media pages.
- Conversations via social media with current or potential members should be handled with the same level of professionalism as if they were talking to someone inside the club.

Ultimately, when they make posts, employees must always ask themselves: Does this help or hurt the brand?
Read more answers to this question at www.ihrsa.org/industryleader

Employees must be professional on social media / photo: www.shutterstock.com/Minerva Studio
Employees must be professional on social media/ photo: www.shutterstock.com/Minerva Studio
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/HCM2014_4IHRSA.gif
Eric Vandenbeele presents an overview of the Belgian market, while Kristen Walsh highlights IHRSA's new Trends Report
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
People
Our COVID-19 measures make our clubs significantly safer than any other public space
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
Features
Staff welfare
No-one’s sure how things will feel after a long break from the norm, but operators must be prepared for raised levels of anxiety and concern among staff and members
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Partner briefing
BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
Features
Supplier showcase
Working with Precor, Aberdeen Sports Village has undergone a £500k overhaul to strengthen the user experience and put digital connectivity at the core of its offering
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Locking solutions
Monster Padlocks: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

News

Trending now....Kristen Walsh picks out some of the highlights of IHRSA’s new Trend Report

By Kristen Walsh, IHRSA | Published in Health Club Management 2014 issue 4

In February, IHRSA published The IHRSA Trend Report: Volume 3, Issue 3.

The quarterly trend report – conducted in partnership with the Leisure Trends Group – analyses health club consumer behaviour among Americans aged 16 and older. The latest report compares findings from the second and third quarters of 2013.

Millennial interest
According to the report, membership reached an all-time high during the quarter ending 30 June 2013, due largely to increased participation among Millennials (Generation Y: members between the ages of 21 and 30). One-in-four Millennials (27 per cent) reported belonging to a health club – the largest penetration rate of any generation to date.

“For health clubs wanting to attract and maintain Millennials, findings suggest focusing on programmes aimed at retaining these members beyond their short-term membership agreements,” says Jay Ablondi, IHRSA’s executive vice president of global products. “Targeted seasonal activity and sports-specific training programmes will also be effective at maintaining and improving membership levels among this group.”

Also reported are findings and club opportunities based on gender. When it comes to maintaining their membership, women say they continue using their club because they want to get in shape, it’s convenient, and they want to attend group exercise classes. Men say they return to have fun, because they feel an obligation to make use of the money they spend on their membership, and for social interaction.

Says Ablondi: “The social opportunities that come from attending a health club are increasingly important to consumers, and clubs should offer events that allow members to interact socially.”

For those who cancelled their memberships, expense was claimed as the number one reason; it was also the main factor claimed to put people off joining in the first place. “The Trend Report discusses ways to make price-sensitive consumers more comfortable, such as offering new member promotions and tiered membership options,” says Melissa Rodriguez, IHRSA senior research manager.

Key questions
Each quarterly report contains responses and analysis based on the following questions:
1. Are you currently a member of a health club (a dues-paying member with a PAYG, monthly, seasonal or annual pass)?
2. What keeps you coming back to use the health club you currently belong to?
3. Which of the following are personal goals for using the club you currently belong to?
4. What keeps you from joining a club now?
5. Why did you leave your former club?

FOR MORE INFORMATION

For more detailed findings and growth opportunities, download a pdf of The IHRSA Trend Report at www.ihrsa.org/research. It’s free to IHRSA members and costs US$99.95 for non-members.

DEFINITIONS

Membership
- Members: Those who are currently members of a health club.  
- Non-members: Those who are not currently members of a health club, and never were.
- Former-members: Those who were members of a health club at one time, but are not currently.

GENERATIONS
- Generation Z: Members between the ages of 16 and 20 years.
- Generation Y: Members between the ages of 21 and 30 years.
- Generation X: Members between the ages of 31 and 45 years.
- Baby Boomer Generation: Members between the ages of 46 and 65 years.
- Eisenhower Generation: Members over the age of 65 years.

Events diary
Visit www.ihrsa.org/calendar

5–8 August 2014
The IHRSA Institute: Executive Education for Club Professionals
Chapel Hill, North Carolina, US

28–30 August 2014
15th Annual IHRSA / Fitness Brasil Latin American Conference & Trade Show – São Paulo, Brazil

16–19 October 2014
14th Annual IHRSA European Congress – Amsterdam, The Netherlands

11–14 March 2015
IHRSA 2015: The Annual International Convention and Trade Show – Los Angeles, California, US

About IHRSA

Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.
To learn how IHRSA can help your business thrive, visit www.ihrsa.org

Locate a quality IHRSA club at www.healthclubs.com

Sector stats: A note from Belgium

Eric Vandenabeele
Eric Vandenabeele
Eric Vandenabeele,

Director,

De Fitness Organisatie (DFO)


I think, to a large extent, the impact of the bad economic situation in Belgium came under the radar. While other markets crashed, the Belgian economy experienced zero growth, or at worst a small decline. Even with higher unemployment, most citizens’ financial situation therefore isn’t too dreadful.

That said, there has been some short-term pressure, as well as increased competition from low-cost solutions, which has meant that small enterprises in the fitness sector have had to lower their prices to prevent members from dropping out and switching to other clubs. Unfortunately, this has resulted in some closures.

In my mind, this could probably have been avoided, as recent studies show that Flemish people practise more sport than ever before and are willing to invest in their health. However, there’s no gym-based participation among youngsters and only a small increase in adult participation; most people seek sport in various other environments. Running is, by far, the most popular sport, with 30 per cent of active adults saying they run.

I think the greatest challenge for the fitness industry is to latch onto this evolution and diversification of the way people exercise. This means stepping away from the traditional fitness offering and looking for creative solutions, including a broader variety of activities, family offers, and most importantly out-of-club activities.

In addition, it’s up to fitness industry leaders to lobby for better financial conditions for the club business, based on the economic value and the indirect and direct macro economic benefits through the impact on public health. Of course, directly linked to this, our industry has to make actual participation in club activities a priority, rather than people simply ‘joining the club’.

This piece was excerpted from The IHRSA European Health Club Report: Size & Scope of the Fitness Industry, which was published in October 2013.

Running is by far the most popular physical activity in Belgium, with 30 per cent of active adults running / photo: www.shutterstock.com/Jaromir Chalabala
Running is by far the most popular physical activity in Belgium, with 30 per cent of active adults running/ photo: www.shutterstock.com/Jaromir Chalabala

Ask the experts: Staff codes of conduct for social media

Is it within our rights as an employer to have our staff sign a code of conduct agreement for social media use? Josh Gerber, marketing director for Brick Bodies Fitness Services, offers his thoughts:

Josh Gerber
Josh Gerber
Josh Gerber,

Marketing Director,

Brick Bodies Fitness Services


“As an employer, it’s well within your right to have your staff sign a code of conduct for social media. We allow our employees the option of joining the Brick Bodies social network, but employees must then be aware that, with any posts they make on their social media pages, they’re making statements that are a representation of the company.

Some key points to include are:
- Employees cannot use the sites for anything personal during work hours.
- Employees cannot make any posts that give a negative connotation to the company or its employees.
- Employees cannot post anything illegal.
- Include information about how to handle friend requests from club members. If the employee chooses not to participate in the company community, they should direct members to the company’s social media pages.
- Conversations via social media with current or potential members should be handled with the same level of professionalism as if they were talking to someone inside the club.

Ultimately, when they make posts, employees must always ask themselves: Does this help or hurt the brand?
Read more answers to this question at www.ihrsa.org/industryleader

Employees must be professional on social media / photo: www.shutterstock.com/Minerva Studio
Employees must be professional on social media/ photo: www.shutterstock.com/Minerva Studio
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/HCM2014_4IHRSA.gif
Eric Vandenbeele presents an overview of the Belgian market, while Kristen Walsh highlights IHRSA's new Trends Report
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Locking solutions
Monster Padlocks: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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