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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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HCM People

Grant Campbell

GM, Nobu Hotel London, Portman Square Portman Square
It was important to create a high-end gym that offers as much value to the local community as it does to hotel guests
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Research
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Featured supplier news
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Featured supplier news
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Catalogue Gallery
Click on a catalogue to view it online
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Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Spa software
SpaBooker: Spa software
On demand
Fitness On Demand: On demand
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
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Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
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

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
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
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Featured supplier news
Featured supplier news: Dr Paul Bedford and Andreas Paulsen to speak at Sibec Europe-UK
Questex’s Sibec Europe-UK, Europe’s leading hosted buyer event for the fitness industry, will take place on 27-30 September 2022 at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
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.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Everyone Active
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone ...
Company profiles
Company profile: Power Plate
Power Plate’s whole body and targeted vibration training and therapy helps users feel better by ...
Supplier Showcases
Supplier showcase - Safespace – Star treatment
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Parkwood Leisure Appoints New Strategic Director
Parkwood Leisure is delighted to announce that Andy Farr will be re-joining the business as Strategic Director from September 2022.
Featured press releases
Featured press releases: ukactive Kids and Nike announce first ever UK finalists for Active School Hero
ukactive Kids, in partnership with Nike, announced on 30 May the eight finalists for this year’s Active School Hero Award, recognising their efforts to get pupils active.
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Spa software
SpaBooker: Spa software
On demand
Fitness On Demand: On demand
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
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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