6
Roughly 15% of health club
consumers used a personal trainer in
2018. Approximately 44% of personal
training users were female, while 56%
were male.
7
Roughly 26% of health club
consumers engaged in small group
training in 2018.Approximately 54%
of small group training participants
were female, while 46% were male.
8
Core health club members, who
attended the club for at least 100
days in 2018, accounted for nearly
47% of total members. Roughly one
out of five health club members
utilised the health club at least 200
days in 2018 (approximately 20%).
9
Average tenure for all health club
members was 4.8 years. Older
members stayed longer than
younger members as the 65+ age
group indicated being members for
an average of 7.5 years, while the
18-24 age group indicated being
members for an average of 2.9
years.
10
Roughly one out of five members
belonged to more than one club
(20%). Members of boutique studios
were more likely to belong to more
than one club than members of full-
service facilities.
The report also includes
recommendations for club
operators, including:
If you operate a fitness-only club,
decide whether or not you want
to be in the discount commodity
game.
At this moment in time, fitness
facility operators, especially those
in the fitness-only category, find
themselves competing in an industry
segment that’s dominated, possibly
monopolised, by ‘High Volume / Low
Price’ (HV/LP) operators (75% charge
less than $25, and 32% charge less
than $10 a month).
This chapter explores how large the
Generation Z membership base is
and, in particular, the size, scope,
and behaviours of those ranging in
age from 6 to 12 and 13 to 17.
Understanding the dynamics and
unique attributes of Generation Z
will surely help your club to thrive in
the coming years.
If your present business model is
fitness-only (equipment, group
exercise studios, and locker rooms),
then chances are, most of your
competitors will be in the low-price
game, and your existing and future
members will frame their buying
decision around the lowest price.
Consequently, if you plan to
continue to operate a fitness-only
model, your options include:
•
Lower your price and add
a little extra. Rather than go
head-to-head at $10, try $15
to $18, and then offer a few classes,
some virtual classes, and possibly
offer fee-based small group training.
•
Continue to operate at your
present price point, e.g., $30
to $40, but differentiate your
offering. Create a speciality, such
as a genre of group classes, small
group training, or coaching, that
none of your competitors offer.
•
Move up the chain. Add
physical and programming
amenities known to denote
value and a higher price point. For
example, you could add a court
for POP tennis and pickleball; add
a speciality studio and theme it;
create more tribal programming; or
partner with another small business
to incorporate a custom bundle
of services with higher perceived
value.
One of the most interesting sections
of the report is the chapter entitled
Generation Z and Its Impact on the
Health/Fitness Facility Industry.
The full 2019 IHRSA Health Club
Consumer Report includes individual
reports on the following:
• Generation Y
• Millennials
• Generation X
• Younger Baby Boomers
• Older Baby Boomers & Silent
Generation
Visit ihrsa.org/publications to to
learn more and to purchase the
125-page report. The price is $99.95
for IHRSA members and $199.95 for
non-members.
ABOUT IHRSA:
Founded in 1981, IHRSA – International
Health, Racquet & Sportsclub
Association – is the industry’s global
trade association, representing more
than 10,000 health and fitness facilities
and suppliers worldwide. Locate an
IHRSA club at www.healthclubs.com.
To learn how IHRSA can help your
business thrive, visit www.ihrsa.org.
John Holsinger, IHRSA’s Director, Asia
Pacific, can be contacted at
[email protected] or on mobile number
0437 393 369.
Generation Z represents 86 million
Americans who were born in the
year 2000 and later.
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