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Focus on consumer leisure time & activity ! Second Quarter 2012 ! August 2012 ! International Health, Racquet, & Sportsclub Association !
! ! Research powered by Leisure Trends Group (Boulder, CO)! !ihrsa.org/research ! !
and reach non-members. Racquet & Sportsclub Association is pleased to present the IHRSA Trend Report: Second Quarter 2012 Executive Summary. Jay Ablondi Executive VP of Global Products. This report provides in-depth analysis of member. non-member. This report provides valuable information on how to keep your current members engaged. lure back former consumers. IHRSA Melissa Rodriguez Senior Research Manager. Balancing member retention and acquisition efforts is no easy task. Over the second quarter 2012. However. while seven out of 10 had never been members before.Welcome The International Health. Club applications are also included to make findings actionable and profitable for club operators. Former and non-members present opportunities for club owners. 12% of Americans ages 16 and older were members of a health club. and former member behavior within and outside of health clubs. IHRSA ! ! !ihrsa. the role health clubs play in improving health is critical as physical inactivity continues to compound lifestylerelated illnesses.org/research ! ! . Roughly one out of five were former members.
org/research ! ! . 70% had never been members of a health club. 2012.Health Club Membership ! 12% Current 12% 12% of Americans ages 16 and older belonged to a health club over the quarter ending June 30.! Q2 2009 Q2 2012 19% Former 19% 70% Non-Member 69% Q: Are you currently a member of a health club?! ! ! !ihrsa.! 19% of Americans ages 16 and older were former members.
4% 20.7% Three out of ﬁve members cite “to feel better about myself” as a reason for joining their health club.1% 59.Health Club Members " Why People Join" To feel better about myself To look better To lose weight To build muscle To maintain weight I need to stay in shape To maintain strength To stay flexible For a specific health concern I need to get in shape To impress others To gain weight 8.! Less than 6% cite “to gain weight” as a reason for joining.! More than half select “to look better” and “to lose weight” as a reason for joining a club.7% 23.5% 37.1% 19.org/research ! ! .5% 54.1% 44.! Q: Which of the following are personal goals for using the health club you currently belong to?! ! ! !ihrsa.4% 51.6% 5.2% 25.5% 26.
4% 43. strength and cardiovascular equipment To get my work out in. rather than to socialize I need get in shape/stay in shape/stay healthy Access to group exercise classes It's at a convenient location to me My friends and family work out at the health club To make progress with my personal goals I feel obligated to go to the health club because of the money I spend on my membership Access to fitness professionals To have fun The social aspects of the health club 30.5% 21.5% 17.Health Club Members " Why People Stay" For overall health/wellbeing The variety of equipment.0% 49.5% 17. ! Q: What keeps you coming back to the health club you currently belong to?! ! ! !ihrsa.6% 21.! Equipment variety keeps members returning to their health clubs as nearly half select this option as a reason for staying.7% Roughly two-thirds of members stay at their health clubs for overall health/wellbeing.5% 65.! More than one out of four members cite “access to group exercise classes” as a reason for staying at their clubs.7% 25.6% 19.5% 18.1% 26.org/research ! ! .
2% 6.2% 23.1% 4.3% 12.4% 7.Health Club Members " Why People Quit" It was too expensive/I could not afford it I could exercise somewhere else for free I wasn’t using my membership/I wasn’t going I moved/the location was no longer convenient It was too crowded I felt out of place I lost my job There was no one there to guide me I developed an injury/surgery/other condition I wanted to participate in another type of exercise I did not like to exercise I met my fitness goals It was too intimidating Nobody I knew went to my former health club I didn’t reach my fitness goals I didn’t know what to do there Other 12.9% 27.0% 8.8% 26.! One out of ﬁve left their clubs because the location was no longer convenient.2% Cost is the number one reason why former members left their health clubs.7% 8.! Slightly more than one out of four left their club because they weren’t using their membership/weren’t going to the health club.0% 7.! Q: Why did you leave/quit your former health club? ! ! !ihrsa.7% 4.4% 6.7% 2.3% 6.1% 6.4% 44.org/research ! ! .
7% 7.! Non-members also cited “I would feel out of place” and “I do not exercise” as barriers to joining a club.7% 8.! Q: What keeps you from joining a health club now? ! ! !ihrsa.! Three out of 10 non-members exercise somewhere else for free.4% 7.5% 14.3% 29.9% 1.org/research ! ! .7% 16.6% 58.3% 10.4% 18.Health Club Members " Why People Don’t Join" Too expensive/cannot afford I exercise somewhere else for free I participate in another type of exercise outside the health club I would feel out of place I do not exercise No Time There is no health club located close to me Its too crowded Nobody I know goes to a health club I dont know what I would do there I have an injury/surgery/other condition and therefore cannot join a health club I am too out of shape to even think about it I might hurt myself I am not sure there is someone there to guide me 1.0% 12.4% Nearly six out of 10 consumers cite cost as a barrier to joining health clubs.3% 15.9% 11.
org/research ! ! .Consumer Leisure Time" Current.4% READING 36.2% 29.! COMPUTER-RELATED CHORES Non-Member Former Member Current Member Overall Q: Yesterday.9% 56.1% 28.7% 10.! Non-members are more likely to choose computer-related activities in their free time than former or current members.4% 9.7% 9.4% 60.3% 34.0% 10.8% 59. Former & Non-Members ! TELEVISION 59.1% 8.0% 26. what did you do during your free or leisure time.8% 31.! ! ! !ihrsa.2% SHOPPING 14.! Former members are more likely to choose reading than current & non-members.9% Three out of ﬁve current members watch television in their free time.7% 26.5% 12.1% 21.3% 13.
org/research ! ! .Consumer Leisure Time Preferences" Current. Former & Non-Members ! Current Member Television Movies Reading Spending Time/Visiting with Family & Friends Exercising Former Member Television Reading Spending Time/Visiting with Family & Friends Movies Walking/Swimming Non-Member Television Reading Movies Video/Computer Games Spending Time/Visiting with Family & Friends ! ! !ihrsa.
3% Current Member 87. and ﬁtness activities than nonmembers.6% Non-Member 44. Former & Non-Members ! 55.org/research ! ! . or ﬁtness activities? ! ! ! !ihrsa. recreational.5% Former Member 71. recreational. recreational or ﬁtness activity in the last three months. ! More than half of non-members did not participate in any sport. have you participated in any sport. Recreational & Physical Activities" Current.4% Current and former health club members are more likely to participate in sport.Sport.! 28.5% No Yes 12.7% Q: In the last three months.
org/research ! ! .Top 10 Physical Activities" Current Members ! Walking Bodybuilding/Weightlifting Jogging/Running Swimming Health Club/Spa Exercising Basketball Bicycling Tennis Football 17. bicycling. and/or football.6% 15. tennis.! Q: Which sport.6% 11.9% 27. recreational.3% 22. health clubs can offer sports-speciﬁc training or sports clubs focused on basketball.3% 14. or ﬁtness activities did you participate in during the last three months?! ! ! !ihrsa.8% 28.2% 24.5% 27.6% 38.7% Health club members can participate in several popular activities at their health club:! •!Walking! •!Bodybuilding! •!Jogging/Running! •!Swimming! •!Spa! •!Exercising! In efforts to address some of the other popular activities among members.
However.5% 7.0% 28.org/research ! ! .9% 9.! •!Walking! •!Swimming! •!Jogging/running! •!Bicycling! •!Hiking/backpacking! Former members are more likely to participate in swimming than non-members.5% 24. ! Q: Which sport.4% 14.9% 24. or ﬁtness activities did you participate in during the last three months?! ! ! !ihrsa.1% 9.2% 51. former members may also participate and/or train for popular activities at their local health clubs.5% Former members participate in several activities that can be enjoyed outdoors.Top 10 Physical Activities" Former Members ! Walking Swimming Exercising Jogging/Running Basketball Bodybuilding/Weightlifting Bicycling Bowling Hiking/Backpacking Tennis 15.9% 13. recreational.
2% 10. while slightly less than one out of ﬁve participated in jogging/running.1% 6. recreational.! Less than half participated in walking. more than half of non-members (55.5% 13. 2012. recreational. or ﬁtness activities for the quarter ending June 30.org/research ! ! . Only one out of four exercised.! Clubs can meet the needs of nonmembers lacking regular exercise and physical activity.1% 14. or ﬁtness activities did you participate in during the last three months?! ! ! !ihrsa.1% 22.1% 18.! Q: Which sport.5% As noted previously.5% 45.Top 10 Physical Activities" Non-Members ! Walking Exercising Jogging/Running Swimming Bicycling Bodybuilding/Weightlifting Basketball Hiking/Backpacking Fishing Yoga 6.3% 13.3% 16.6%) did not participate in sports.
2% No time It is difficult for me to get to a place where I can participate in my favorite activity Weather 10.2% 2.Activity Participation Barriers" Current.9% 2.2% 21.9% 27.6% 34.org/research ! ! .1% 4. Former & Non-Members ! Once I meet my other obligations.7% Health Q: What keeps you from participating in your #1 favorite sport more often?! ! ! !ihrsa.7% Family obligations 15.7% I don't have anyone to participate with 20.3% 38.1% 25.6% 37.2% 4.7% 4.2% 10.2% Work obligations 30.6% 3.2% 4.3% 13.3% 17. I am too tired 42.8% 13.1% 8.7% 7.8% Non-Member Former Member Current Member Cost 3.5% 37.0% 26.
! I am a Hubber ! My home is the hub of my universe–not just a place to eat and sleep. " I am a Spectator Entertain me. " I am an Achiever I love a challenge and the chance to win. I don’t want to work too hard at having fun. Just let me recover from the workday grind.org/research ! ! . I always strive for a personal best. " 21% 15% 6% 34% 24% I am an Adventurer I live for new experiences or adventures and the accompanying adrenaline rush. ! ! !ihrsa.Leisure Types*" All Americans ! Who are the Leisure Types™? I am a Healer " I’m overworked and stressed. ! Achiever Hubber Adventurer Healer Spectator *Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
! 18% Achiever Hubber Adventurer Healer Spectator *Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.org/research ! ! .Leisure Types*" Current Members ! One out of three current members are healers.! 17% 15% One out of ﬁve current members are spectators. ! ! !ihrsa.! 32% 19% Current members are more likely to be achievers than former and non-members.
! ! !ihrsa.org/research ! ! .! 39% 22% Former members are more likely to be adventurers than non-members.! 19% 6% Slightly more than one out of ﬁve are spectators.Leisure Types*" Former Members ! Two out of ﬁve former members are healers.! 14% Achiever Hubber Adventurer Healer Spectator *Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
! ! !ihrsa.Leisure Types*" Non-Members ! One out of three non-members are healers.! Non-members are more likely to be hubbers than former members.! 13% 5% 33% 25% One out of four non-members are spectators.! 24% Achiever Hubber Adventurer Healer Spectator *Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.org/research ! ! .
! –! Reward the most frequent users over the summer to encourage continued attendance over off-peak months.! Host in-club contests.! Track and celebrate progress of members.! Offer spa amenities.org/research ! ! . ! –! Studio/smaller clubs may consider contracting a message therapist during peak hours. rather than to socialize! •! Popular Physical Activities! –! Walking! –! Bodybuilding/weightlifting! –! Jogging/Running! •! Leisure Type: Healer/Achiever! ! ! !ihrsa.! –! Promote weight management over the holidays by rewarding members that stay on track with their weight loss goals.! –! Larger clubs may expand on current spa services and offer lunch-break length massages or pedicures.! –! Implement a “club points” program in which members accumulate points to use towards club amenities as they reach for goals. ! 3. ! 2.! •! Why They Stay! –! Overall wellbeing! –! Variety of equipment! –! Get my workout in.! –! Include a “member of the month” segment in your club e-newsletter to recognize member progress.Opportunities – Current Members ! Proﬁle! •! Why They Join! –! Feel better! –! Look better! –! Lose weight! Opportunities! 1.
surveys. ! Popular Leisure Activities! –! Offer a one-time partner/group training to –! Television! encourage frequent exercise with family and friends. ! –! Keep in touch with former members with targeted –! Cost! emails.org/research ! ! .! Former member pricing plans. ! ! ! !ihrsa.! Cultivate the former member’s interest in the outdoors and adventure.Opportunities – Former Members ! Proﬁle! •! Why They Quit! Opportunities! •! •! •! 1.! Popular Physical Activities! –! Organize an in-club hiking group for day trips in the spring and fall. spa.! –! Walking! –! Offer customized training and/or group exercise –! Swimming! programs for an outdoor-oriented active vacation.! –! Offer and promote non-member amenities available –! Exercise elsewhere for free! such as personal training. and promotions.! –! Exercising! –! Form partnerships with local outdoor sporting good retailers in efforts to offer member beneﬁts Leisure Type: Healer/Adventurer! at local stores.! –! Wasn’t using membership! 2. and group exercise.! –! Convenience/location! –! Offer discounted membership pricing for former members for the ﬁrst 3-6 months of their tenure.! –! Reading! –! Spending time with family & friends! 3.! Former member outreach.
! Integrate technology & entertainment into club offerings.! –! Offer complimentary ﬁtness club orientation and consultation with a trainer.! –! Offer quarterly ﬁtness evaluations to ensure members are using the club and are on track with their goals.! –! Implement a prospect and new member welcome program with targeted communications (electronic & print) and coupons for in-club amenities. spa services.! •! Popular Leisure Activities! –! Television! –! Reading! –! Movies/Computer Games! •! Popular Physical Activities! –! Walking! –! Exercising! –! Jogging/Running! •! Leisure Type: Healer/Hubber! ! ! !ihrsa.Opportunities – Non-Members ! Proﬁle! •! Why They Don’t Join! –! –! –! –! Cost! Exercise elsewhere for free! Participate in another exercise! Would feel out of place! Opportunities! 1.! Promote limited-time discounts to prospects. food & beverage.! Make the club feel like home.org/research ! ! . and other amenities.! –! Cutting edge interactive ﬁtness equipment can help entertain and engage potential members. ! 3.! 2.! –! Target communications of discounted membership plans to prospects who never joined.! –! Market limited-time discounts on personal training. ! –! Smartphone apps & an online club social network can keep members engaged away from the facility.
Contact Details IHRSA The International Health. Suppliers. For more information visit www. Racquet & Sportsclub Association is the fitness industry’s only global trade association. hospitality. associations.000 for profit health and fitness facilities and over 570 supplier companies in 71 countries. recreation.com or contact: Julia Day firstname.lastname@example.org Leisure Trends Group Leisure Trends Group is the leading provider of consumer research.org/research ! ! . Jay Ablondi Melissa Rodriguez jma@ihrsa. accurate retail sales data that includes margins and inventory. retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports.org email@example.com. and innovative targeted marketing solutions. travel and entertainment industries.com ! ! !ihrsa. resorts and financial analysts rely on Leisure Trends Group for actionable consumer insights. retailers. IHRSA represents over 10.
where comparisons are possible.4% at a 95% confidence level. weighting is used to match census data for age.000 annual interviews) began in 1989 and gives Leisure Trends Group deep insights into how Americans spend their leisure time. The four IHRSA questions were repeated each quarter to provide a final respondent sample of 4. 2011) of LeisureTRAK®. 1. Interviewing for the LeisureTRAK® is spread over 14 consecutive days in each quarter. A comparative analysis of responses to the four (4) proprietary IHRSA questions from 2008 to responses to the same four (4) questions in 2011 are included in this report. The overall results are projectable to the United States population.Background & Methodology Leisure Trend Group’s LeisureTRAK® tracks behavior in over 240 leisure. If necessary. the International Health. 2008) of LeisureTRAK® as well as the next three (3) fieldings. In 2008.1. Each quarter. In 2011.org/research ! ! . IHRSA contracted with Leisure Trends Group to add the same four (4) proprietary IHRSA questions as well as a fifth proprietary question to the third quarter fielding (September.3. proprietary IHRSA questions to the third quarter fielding (September.000 with a margin of error of +/. age 16 and over. ! ! !ihrsa. A disproportionate stratified random sample by census region and gender is used for the study to ensure accurate representation from these subgroups. This ongoing. age 16 and over. Racquet and Sportsclub Association (IHRSA) contracted with Leisure Trends Group to add four (4) custom. sports and recreational activities.0% at a 95% confidence level. with a margin of error of +/. travel. quarterly study of Americans (4. Only Americans age 16 and older are interviewed.000 online interviews are conducted using scientific sampling and a random online methodology to reach a representative sample of the American population.
monthly.org/research ! ! . -! To understand how members and non-members are different in a variety of areas both demographically and psychographically in terms of how they view leisure time and what motivates them to choose leisure activities.To investigate reasons for leaving or quitting a health club membership IHRSA’s Questions 1. One new question was added to the fielding of LeisureTRAK® in 2011 to meet IHRSA’s objective: . -! To discover the barriers to joining a health club for non-members. or annual pass. seasonal.! 5.! 4.! Are you currently a member of a health club? (A dues paying member with a daily punch.) What keeps you coming back to use the health club you currently belong to? Which of the following are personal goals for using the health club you currently belong to? What keeps you from joining a health club now? Why did you leave/quit your former health club?* *New in 2011 ! ! !ihrsa.! 3.Research Objectives Four original questions were added to the fielding of LeisureTRAK® to meet IHRSA’s objectives in 2008: -! To determine how many Americans are currently members of a health club or have been members in the past. -! To uncover the motivations and goals of current members.! 2.
Non-members: Those who are not currently a member of a health club.Respondents & Definitions Subgroup analysis is presented where relevant. Former-members: Those who were members of a health club at one time but are not currently. Leisure Types Definitions: I am a Healer " I’m overworked and stressed. I don’t want to work too hard at having fun. ! I am a Hubber ! My home is the hub of my universe–not just a place to eat and sleep. I always strive for a personal best. ! ! ! !ihrsa. Just let me recover from the workday grind. " I am an Achiever " I love a challenge and the chance to win. These subgroups are divided as follows: Members: Those who are currently a member of a health club.org/research ! ! . " I am a Spectator " Entertain me. " I am an Adventurer " I live for new experiences or adventures and the accompanying adrenaline rush.
or divulged to others in whole or in part without the express written consent of Leisure Trends Group. Racquet & Sportsclub Association (IHRSA). service. It may not be copied. reproduced. IHRSA and LTG must be referenced as the source. ! ! !ihrsa.org/research ! ! . or point of view without prior review and approval by Leisure Trends Group. Contact the Leisure Trends Group at 303-786-7900 x107 or jday@leisuretrends. Leisure Trends Group will complete this review within 48 hours of receipt. A note about Copyright: If data from this report is reproduced.This report is privileged and contains confidential information for the International Health. published. or LeisureTRAK® may not be used in any paid advertising in support of a product. Leisure Trends Group must review and approve all press releases and other documents prepared to assist in the public dissemination of all survey and research data it provides. used.com. usually within 24 hours. The Leisure Trends Group name.
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