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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

News

Research: Nearly 90 per cent of Brits will spend the same or more on being active after lockdown. Motivation from instructors a major factor

In a major headline figure for operators, nearly 90 per cent of consumers say they intend to spend the same or more on being active as we come out of lockdown.

Researchers found 82.3 per cent of people in the UK are prepared to spend the same on being active and 7.5 per cent prepared to spend more after lockdown, making a positive total of 89.8 per cent. Only 10.2 per cent said they intend to spend less.

These are some of the headline numbers from new research by Leisure-net, which gathered one of the largest consumer samples ever constructed to tap the mood of the nation as we come out of lockdown.

The National Post Recovery Lockdown Recovery Survey, undertaken in partnership with Max Associates and 4Global’s Datahub, assembled a sample of over 65,000 consumers, who aired their views on activity.

When it comes to participation, 88 per cent of people in the UK say they will use gyms and leisure centres ‘more’ or ‘the same’ when they reopen, with only 8 per cent saying they will use them less and 4 per cent saying they will not return.

Some of this will be spread across different operators types, as the research showed people also intend to continue to exercise outside.

Analysts say it appears some of those that are more active now are finding alternative forms of exercise, by undertaking their own activity either indoors or outside and intend to continue this in the future as part of their exercise regime, while those who have been less active are waiting for their leisure centres and clubs to re-open.

Lisa Forsyth, director of Max Associates, says: “In the period after reopening with social distancing, operators will have to consider how they facilitate this additional demand from members.

“Capacities are likely to be reduced due to social distancing, while operators are also working to ‘regrow’ income from those members that cancel.

“Operators who can activate their parks and green spaces and provide good routes for active transport may be able to entice the self-motivated to outdoor workouts, providing space for those who prefer motivation from instructors and social aspects of the gym and classes.”

The team is the biggest thing members and customers missed by quite some margin – 45.8 per cent said they were ‘missing motivation from gym and class instructors’, while 11.1 per cent were ‘missing instruction from sports and swimming coaches’ – a total for the positive impact of staff of 59.6 per cent.

This correlates with research released last week by Datahub/4global, which shows that group exercise will be one of the first parts of the fitness offering to recover.

Other things missed by consumers have been socialising, at 33.3 per cent and competitive sport at 12.8 per cent.

While men and women are very similar in terms of reporting their reopening usage, people in younger age groups say they are four times more likely to use their centres and clubs more when they open, compared to the oldest age groups.

When questioned, 21.6 per cent reported being more active or significantly more active during lockdown and 26.5 per cent ‘about the same’, making a score on the positive side of 48.1 per cent.

In the other camp, 33 per cent said they had been less active and 19 per cent significantly less active, making a negative score of 52 per cent, and with this inactivity being weighted more towards gym users and swimmers.

In the ‘more active’ camp, more of the additional activity was undertaken by people in the 45-64-year-old age groups, with women having been more active than men. Around 24 per cent of them said they’ve undertaken more activity compared to 18 per cent of men.

There are also regional differences in how people have been choosing to exercise, with 72 per cent of people nationally walking, against 68 per cent in London.

With so many operators pivoting to digital and offering streaming, online and live classes, researchers asked consumers, “Would you be more likely to go back to the gym it offered online classes as part of the membership offer?”

In answer to this question 18.9 said ‘yes definitely’, 49.3 per cent said ‘perhaps/maybe’ and 31.9 per cent ‘definitely not’, making a positive result of nearly 70 per cent and indicating that digital has been a great investment for gyms and something that is likely to merit further development as an engagement tool.

Get the report:

Read a full analysis of the Leisure-net report in the June edition of HCM magazine, which is out in mid-June.

Sign up for a free digital subscription to HCM here and we'll send a copy through to you.

To get a free copy of the Leisure-net report summary or order a copy of the full report (£100 + VAT), contact David Monkhouse at Leisure-net.

Sign up for FREE ezines & magazines
In a major headline figure for operators, nearly 90 per cent of consumers say they intend to spend the same or more on being active as we come out of lockdown.
PTS,HAF,FIT,IND
2020/THUMB345606_273366_361513.jpg
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News

Research: Nearly 90 per cent of Brits will spend the same or more on being active after lockdown. Motivation from instructors a major factor

In a major headline figure for operators, nearly 90 per cent of consumers say they intend to spend the same or more on being active as we come out of lockdown.

Researchers found 82.3 per cent of people in the UK are prepared to spend the same on being active and 7.5 per cent prepared to spend more after lockdown, making a positive total of 89.8 per cent. Only 10.2 per cent said they intend to spend less.

These are some of the headline numbers from new research by Leisure-net, which gathered one of the largest consumer samples ever constructed to tap the mood of the nation as we come out of lockdown.

The National Post Recovery Lockdown Recovery Survey, undertaken in partnership with Max Associates and 4Global’s Datahub, assembled a sample of over 65,000 consumers, who aired their views on activity.

When it comes to participation, 88 per cent of people in the UK say they will use gyms and leisure centres ‘more’ or ‘the same’ when they reopen, with only 8 per cent saying they will use them less and 4 per cent saying they will not return.

Some of this will be spread across different operators types, as the research showed people also intend to continue to exercise outside.

Analysts say it appears some of those that are more active now are finding alternative forms of exercise, by undertaking their own activity either indoors or outside and intend to continue this in the future as part of their exercise regime, while those who have been less active are waiting for their leisure centres and clubs to re-open.

Lisa Forsyth, director of Max Associates, says: “In the period after reopening with social distancing, operators will have to consider how they facilitate this additional demand from members.

“Capacities are likely to be reduced due to social distancing, while operators are also working to ‘regrow’ income from those members that cancel.

“Operators who can activate their parks and green spaces and provide good routes for active transport may be able to entice the self-motivated to outdoor workouts, providing space for those who prefer motivation from instructors and social aspects of the gym and classes.”

The team is the biggest thing members and customers missed by quite some margin – 45.8 per cent said they were ‘missing motivation from gym and class instructors’, while 11.1 per cent were ‘missing instruction from sports and swimming coaches’ – a total for the positive impact of staff of 59.6 per cent.

This correlates with research released last week by Datahub/4global, which shows that group exercise will be one of the first parts of the fitness offering to recover.

Other things missed by consumers have been socialising, at 33.3 per cent and competitive sport at 12.8 per cent.

While men and women are very similar in terms of reporting their reopening usage, people in younger age groups say they are four times more likely to use their centres and clubs more when they open, compared to the oldest age groups.

When questioned, 21.6 per cent reported being more active or significantly more active during lockdown and 26.5 per cent ‘about the same’, making a score on the positive side of 48.1 per cent.

In the other camp, 33 per cent said they had been less active and 19 per cent significantly less active, making a negative score of 52 per cent, and with this inactivity being weighted more towards gym users and swimmers.

In the ‘more active’ camp, more of the additional activity was undertaken by people in the 45-64-year-old age groups, with women having been more active than men. Around 24 per cent of them said they’ve undertaken more activity compared to 18 per cent of men.

There are also regional differences in how people have been choosing to exercise, with 72 per cent of people nationally walking, against 68 per cent in London.

With so many operators pivoting to digital and offering streaming, online and live classes, researchers asked consumers, “Would you be more likely to go back to the gym it offered online classes as part of the membership offer?”

In answer to this question 18.9 said ‘yes definitely’, 49.3 per cent said ‘perhaps/maybe’ and 31.9 per cent ‘definitely not’, making a positive result of nearly 70 per cent and indicating that digital has been a great investment for gyms and something that is likely to merit further development as an engagement tool.

Get the report:

Read a full analysis of the Leisure-net report in the June edition of HCM magazine, which is out in mid-June.

Sign up for a free digital subscription to HCM here and we'll send a copy through to you.

To get a free copy of the Leisure-net report summary or order a copy of the full report (£100 + VAT), contact David Monkhouse at Leisure-net.

Sign up for FREE ezines & magazines
In a major headline figure for operators, nearly 90 per cent of consumers say they intend to spend the same or more on being active as we come out of lockdown.
PTS,HAF,FIT,IND
2020/THUMB345606_273366_361513.jpg

News

Technogym has announced the launch of live streaming and on-demand classes. The new content will
A number of gym operators are concerned that local lockdowns could come into effect in
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour
ukactive has announced that Active Uprising and the National Summit are going digital as part
EMD UK
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Industry body ukactive has today (1 July) hosted a delegation of government and public health
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Gymbox has broken ranks and announced it will reopen all its gyms on 4 July,
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Gyms and health clubs in Northern Ireland have been given the green light to reopen
SIBEC
SIBEC
1 - 15 of 11,499
Features
Opinion
The fitness & leisure industries should seek out ways to become advocates for the health and wellbeing of older adults
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
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
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
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
People
I want us to make sure we’re still the go-to sector with the greatest power to improve health and wellbeing in society. We absolutely must not abdicate that opportunity
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
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Aaron Smith

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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: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Locking solutions
Monster Padlocks: Locking solutions
Design consultants
Zynk Design Consultants: Design consultants
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
01-02 Oct 2020
Whittlebury Hall, Whittlebury, United Kingdom
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
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