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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
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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Hyatt is piloting private gyms in five of its US hotels as part of its ...
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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 supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
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: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
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Company profiles
Company profile: Myzone
It’s time to give more people more ways to move. Myzone is an innovative heart ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
trade associations
International SPA Association - iSPA: trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
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Runcorn
Halton Borough Council
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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
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tbc, Dunedin, New Zealand
Diary dates
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Tobacco Dock, London, United Kingdom
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