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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
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Property & Tenders
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Diary dates
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ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
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12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
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25-28 Oct 2022
Messe Stuttgart, Germany
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25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
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
The Leisure Database Company (TLDB) has revealed its State of the Fitness Industry Report UK ...
Latest News
The Gym Group’s (TGG) plans and profit forecasts were presented to analysts and investors during ...
Latest News
A new physical activity programme called Big Sister has been launched in the UK to ...
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
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Featured supplier news
Featured supplier news: What’s the first thing you think about when selling gym equipment?
According to our poll the first thing 80 per cent of operators and gym owners think about when it’s time to sell gym equipment is how much your equipment is worth.
Featured supplier news
Featured supplier news: ACTIV partners with Fisikal to deliver custom branded member experience
ACTIV, a gym chain in Riyadh, Saudi Arabia, which operates separate gyms for men and women, has partnered with digital management solution expert Fisikal to create a custom branded experience for its members.
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.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: REGUPOL BSW GmbH
REGUPOL is one of the leading suppliers of sports and safety flooring, anti-slip mats for ...
Company profiles
Company profile: InBody UK
InBody provides products that are accurate, medically rated holding a CE mark and certified to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Spa software
SpaBooker: Spa software
trade associations
International SPA Association - iSPA: trade associations
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
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
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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