GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Statistics: What's happening stateside?

New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports

Published in Health Club Management 2021 issue 11
64% of women say they prefer clubs that offer a variety of workouts / photo: ndab creativity/shutterstock
64% of women say they prefer clubs that offer a variety of workouts / photo: ndab creativity/shutterstock
Operators are adding new services, with the top five being wellness, nutrition, massage therapy, physical therapy and meditation

Consumers and wellness brands have been surveyed to understand how the industry has shifted over the past year and a half and more importantly, where it’s headed in the months to come.

The data gathered has been published in two studies: the Mindbody 2021 US Consumer Survey which was compiled from 1,232 responses and the Mindbody 2021 US Business Study, which received 1,200 responses.

“For fitness operators, knowledge is innovation waiting to happen,” says Mindbody CEO, Josh McCarter. “We hope these data points help inform operators’ business strategy, at a time that calls for you to adapt more rapidly than ever.”

Consumers are open to trying out something new in their routines

52 per cent of respondents shared that they’re more open to new workouts than they were before the pandemic.

In the US, some consumers are reluctant to return

Some consumers are still reluctant to return to the studio. The top five reasons are cited as feeling uncomfortable knowing not all attendees are vaccinated (29 per cent), not being comfortable near others (24 per cent), not being vaccinated yet (23 per cent), feeling too intimidated because they are out of shape/gained weight (19 per cent) and having established a new at-home virtual routine (17 per cent).

Cost and location matter to consumers, but they’re not everything

When it comes to choosing a fitness business, US consumers still cite location (37 per cent) and cost (36 per cent) as top considerations – and when motivating people to return, 37 per cent credit lower costs as a winning strategy. Unsurprisingly, cleanliness has also emerged as a key factor.

When it comes to other important factors, consumers also cite atmosphere (30 per cent), the time of classes (26 per cent), the variety of classes (25 per cent) and reputation (23 per cent), as well as instructors (23 per cent) and amenities (22 per cent).

The trend for bookings is upwards

Researchers found that studio bookings are recovering in the US. While the volume continues to vary considerably by state, the overall trend line for bookings is heading toward pre-pandemic levels and once restrictions were lifted or relaxed, state-by-state, pent-up consumer demand was, and continues to be, the driver for recovery.

Offering workout variety is a big advantage

69 per cent of men and 64 per cent of women stated they prefer a fitness studio or gym which have a variety of workout types available.

Men are working out more than women, both in-person and virtually

59 per cent of men are attending in-person classes compared with 40 per cent of women in the US. Furthermore, 52 per cent of men are attending in-person classes at boutique studios versus 37 per cent of women.

As we see virtual fitness continue in popularity, men in the US are also attending virtual classes significantly more than women (59 per cent versus 43 per cent of women).

The industry is clear about the challenges it’s facing

Franchise organisations state their top three obstacles to growth as learning how to more effectively optimise their business (45 per cent), getting new/more customers (45 per cent), and ‘keeping, engaging and retaining existing customers' (43 per cent).

Similarly, non-franchise organisations reported that their largest roadblocks are getting new/more customers (54 per cent), learning how to more effectively optimise their business (42 per cent) and optimising their use of technology and software (39 per cent).

Reinstating growth is a vital part of recovery

31 per cent of business owners said their goal is to maintain the business for the foreseeable future and 44 per cent say they’re ready to start growing again.

Diversifying services is key

88 per cent of fitness businesses have already added something besides fitness classes or training sessions to their roster of services. The top five supplemental services are wellness (45 per cent), nutrition (40 per cent), massage therapy (36 per cent), physical therapy (35 per cent) and meditation (31 per cent).

Technology continues to become more fundamental to success

The majority of franchise and non-franchise businesses have implemented, or plan to implement the following tech: livestreaming, video on demand, custom mobile apps and AI chatbots.

Drilling into the numbers (Table 1) shows a difference of approach to technology between non-franchise and franchise operators, with a total of 86 per cent of non-franchise operators using or planning to use livestreaming and a higher number – 92 per cent – of franchise operators going down this road.

Video on demand is also more popular with franchise businesses, with 85 per cent of non-franchise operators using or planning to use it, vs 94 per cent of franchise operators.

The opposite is true of custom mobile apps, with 94 per cent of non-franchise operators using or planning to use them vs 86 per cent of franchise operators.

The adoption of AI is further behind the curve, showing the potential for growth in this area. Again franchises showed greater interest, with only 77 per cent of non-franchise operators saying they are using or planning to use AI chatbots, against 86 per cent of franchise owners.

31 per cent of health clubs have added meditation to their roster of services / photo: fizkes/shutterstock
31 per cent of health clubs have added meditation to their roster of services / photo: fizkes/shutterstock
https://www.leisureopportunities.co.uk/images/2021/504704_60732.jpg
Research from tech firm Mindbody gives insights into the US health and fitness market
HCM magazine
The pandemic brought business as we knew it to a standstill. But not for long. Software companies were quick to provide solutions to help clubs adapt and now these are here to stay. Suppliers tell HCM how the pandemic is changing the industry for the better
HCM magazine
Most consumer-facing sectors have standards to reassure customers on matters of safety and quality. Now it’s the turn of our industry to go through this rite of passage
HCM magazine
EuropeActive and the European Committee for Standardisation are launching new standards for a wide range of health club operations, as Cliff Collins explains
HCM Magazine
HCM People
We’ve had approaches from people who want to buy the business, but there’s no desire within the team to sell. Hopefully we’ve got 20 years still to work
HCM Magazine
Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
HCM People
We were fortunate to be approached by Sheikh Mohammed – a Qatari entrepreneur – to develop the club
HCM Magazine
Flooring
As we wrap up 2021, flooring suppliers share their most exciting projects and launches from the past year
HCM Magazine
Interview
SATS is on a mission to help people of all ages become healthier and happier, with a focus on creating a product where the barriers to entry are low and the value to society high. Its CEO speaks to Kate Cracknell
HCM Magazine
Everyone’s talking about
Despite the renewed interest in health, a proportion of people remain nervous about going back to health clubs because of infection levels in the wider community. Would making adjustments to pricing help overcome these barriers? Kath Hudson investigates
HCM Magazine
Statistics
New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports
HCM Magazine
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Featured supplier news
Featured supplier news: Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses
2021 has been dubbed the year of the ‘Great Resignation’, with numerous people in the UK reassessing their career path.
Featured supplier news
Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Company profiles
Company profile: Safe Space Lockers
We provide a full turn-key solution for clients from design and consultation, through to bespoke ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Salt therapy products
Saltability: Salt therapy products
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
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

features

Statistics: What's happening stateside?

New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports

Published in Health Club Management 2021 issue 11
64% of women say they prefer clubs that offer a variety of workouts / photo: ndab creativity/shutterstock
64% of women say they prefer clubs that offer a variety of workouts / photo: ndab creativity/shutterstock
Operators are adding new services, with the top five being wellness, nutrition, massage therapy, physical therapy and meditation

Consumers and wellness brands have been surveyed to understand how the industry has shifted over the past year and a half and more importantly, where it’s headed in the months to come.

The data gathered has been published in two studies: the Mindbody 2021 US Consumer Survey which was compiled from 1,232 responses and the Mindbody 2021 US Business Study, which received 1,200 responses.

“For fitness operators, knowledge is innovation waiting to happen,” says Mindbody CEO, Josh McCarter. “We hope these data points help inform operators’ business strategy, at a time that calls for you to adapt more rapidly than ever.”

Consumers are open to trying out something new in their routines

52 per cent of respondents shared that they’re more open to new workouts than they were before the pandemic.

In the US, some consumers are reluctant to return

Some consumers are still reluctant to return to the studio. The top five reasons are cited as feeling uncomfortable knowing not all attendees are vaccinated (29 per cent), not being comfortable near others (24 per cent), not being vaccinated yet (23 per cent), feeling too intimidated because they are out of shape/gained weight (19 per cent) and having established a new at-home virtual routine (17 per cent).

Cost and location matter to consumers, but they’re not everything

When it comes to choosing a fitness business, US consumers still cite location (37 per cent) and cost (36 per cent) as top considerations – and when motivating people to return, 37 per cent credit lower costs as a winning strategy. Unsurprisingly, cleanliness has also emerged as a key factor.

When it comes to other important factors, consumers also cite atmosphere (30 per cent), the time of classes (26 per cent), the variety of classes (25 per cent) and reputation (23 per cent), as well as instructors (23 per cent) and amenities (22 per cent).

The trend for bookings is upwards

Researchers found that studio bookings are recovering in the US. While the volume continues to vary considerably by state, the overall trend line for bookings is heading toward pre-pandemic levels and once restrictions were lifted or relaxed, state-by-state, pent-up consumer demand was, and continues to be, the driver for recovery.

Offering workout variety is a big advantage

69 per cent of men and 64 per cent of women stated they prefer a fitness studio or gym which have a variety of workout types available.

Men are working out more than women, both in-person and virtually

59 per cent of men are attending in-person classes compared with 40 per cent of women in the US. Furthermore, 52 per cent of men are attending in-person classes at boutique studios versus 37 per cent of women.

As we see virtual fitness continue in popularity, men in the US are also attending virtual classes significantly more than women (59 per cent versus 43 per cent of women).

The industry is clear about the challenges it’s facing

Franchise organisations state their top three obstacles to growth as learning how to more effectively optimise their business (45 per cent), getting new/more customers (45 per cent), and ‘keeping, engaging and retaining existing customers' (43 per cent).

Similarly, non-franchise organisations reported that their largest roadblocks are getting new/more customers (54 per cent), learning how to more effectively optimise their business (42 per cent) and optimising their use of technology and software (39 per cent).

Reinstating growth is a vital part of recovery

31 per cent of business owners said their goal is to maintain the business for the foreseeable future and 44 per cent say they’re ready to start growing again.

Diversifying services is key

88 per cent of fitness businesses have already added something besides fitness classes or training sessions to their roster of services. The top five supplemental services are wellness (45 per cent), nutrition (40 per cent), massage therapy (36 per cent), physical therapy (35 per cent) and meditation (31 per cent).

Technology continues to become more fundamental to success

The majority of franchise and non-franchise businesses have implemented, or plan to implement the following tech: livestreaming, video on demand, custom mobile apps and AI chatbots.

Drilling into the numbers (Table 1) shows a difference of approach to technology between non-franchise and franchise operators, with a total of 86 per cent of non-franchise operators using or planning to use livestreaming and a higher number – 92 per cent – of franchise operators going down this road.

Video on demand is also more popular with franchise businesses, with 85 per cent of non-franchise operators using or planning to use it, vs 94 per cent of franchise operators.

The opposite is true of custom mobile apps, with 94 per cent of non-franchise operators using or planning to use them vs 86 per cent of franchise operators.

The adoption of AI is further behind the curve, showing the potential for growth in this area. Again franchises showed greater interest, with only 77 per cent of non-franchise operators saying they are using or planning to use AI chatbots, against 86 per cent of franchise owners.

31 per cent of health clubs have added meditation to their roster of services / photo: fizkes/shutterstock
31 per cent of health clubs have added meditation to their roster of services / photo: fizkes/shutterstock
https://www.leisureopportunities.co.uk/images/2021/504704_60732.jpg
Research from tech firm Mindbody gives insights into the US health and fitness market
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
Latest News
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New ...
Featured supplier news
Featured supplier news: Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses
2021 has been dubbed the year of the ‘Great Resignation’, with numerous people in the UK reassessing their career path.
Featured supplier news
Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Company profiles
Company profile: Safe Space Lockers
We provide a full turn-key solution for clients from design and consultation, through to bespoke ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Salt therapy products
Saltability: Salt therapy products
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
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
Search news, features & products:
Find a supplier:
Technogym
Technogym
Partner sites