1、1ACTIONABLE INDUSTRYINSIGHTS FOR 2023Part III 2022 Market Research ReportTOP CEOS WEIGH IN2TABLE OF CONTENTSIntroductionKey Findings From Entire Market ResearchMember Journey:From Joining to RejoiningBig Box Gym Usage Summary 3The goal of any health club or gym is to connect with consumers wherever

2、they may be on their fitness journey.Whether they are prospects,members,or previous members,as a club operator you want to understand their behaviors and motivations to best engage with them.The member journey goes from joiningto cancelling,hopefully back to rejoining.We have data that shows insight

3、s into this entire journey that we are excited to share with you.Weve also included perspectives that we gathered from the industrys top CEOs when we presented this data at the Club Industry CEO Summit.This document is the third installment of our 2022 Market Research Report.Be sure to read:Part I|H

4、ow to Optimize Personalization Through Fitness PersonasPart II|What Members Want:The Data Behind Member MotivationINTRODUCTIONRoutine Lifers21%Prefer gym workoutsWellness Lovers56%$25+25%Prefer gym workouts16%Prefer gym workouts10%Prefer gym workouts27%$25+69%$25+Fitness ExplorerCasual Consumer63%$2

5、54Consumers have broadened their definition of health and wellness from physical fitness to include mental health and acuityOutdoor activities and digital/online workouts were the dominant go-to workout regimens during the pandemicOffer the most relevance to active consumers(cardio equipment trainin

6、g,flexibility/stretching,free-weight training,equipment-based exercise classes,and health/wellness coaching)Most consumers who canceled gym memberships during the pandemic willlikely rejoinHEALTH&WELLNESSDEFINITIONOUTDOOR&ONLINEACTIVITIESFITNESS CLUBSOFFERINGSMEMBERSHIPCANCELATIONSKEY FINDINGSFROM E

7、NTIRE MARKET RESEARCH REPORTCEO Insight:“When exploring more holistic ways to incorporate mental health and nutrition into myoperations,its not always additive like a program.Its finding ways to incorporatethem into everything we do,including how we present ourselves.”CEO Insight:“Understanding how

8、members value mental health is a significant change that needs to be acknowledged and responded to.”5MEMBER JOINS6WHY JOIN A BIG-BOX GYM?Among consumers who are not currently a member,44%claim they were a member in the past,which is similar to 2021.Of those who have never been a member,the majority

9、simply are not interested(40%).This is actually great news,as the number of uninterested consumers has dropped from 2021 by 12 ppt.Affordability and convenience remain the necessity to attract and encourage membership.An interesting ingredient added to the mix,however,is making the club more welcomi

10、ng and less intimidating for new members.7MORE CONSUMERSARE BECOMING GYM MEMBERS8UNCONTROLLABLECONTROLLABLE“Just Not Interested”(dropped by 12pt in last 12 months)AffordabilityBuild into a routineNot intimidating and make it easy for me to learnMOTIVATING NEW JOINSWHAT YOU CAN AND CANT CONTROL9FLEXI

11、BILITYTRANSPARENCYTRIALMembership optionsPrice pointsContract optionsNo gimmicksStraightforward pricingNo playing gamesLimited trialTry before you buyExperience before committingPROMOTIONS THAT GAIN INTERESTCEO Insight:“Members want the convenience of click to join and cancel but that eliminates mak

12、ing the personal relationships within our four walls.Its an interesting point of view and the business side of it leads to questions we need to answer.”CEO Insight:“Were focused on earning our members trust through transparency.”10NEW MEMBER PROMOTIONStandard price point promotions seem to be a way

13、of the past.Campaigns and offers that have the highest appeal to active consumers will need to be transparent(no gimmicks),provide trials to test-drive the experience and offer flexible options with low commitment.Both marketing messages and sales processes should align to communicate these campaign

14、 promises without any surprises.CEO Insight:”Knowing the consumer is not looking for gimmicks,wants straightforward pricing,and free trials meanslooking at our sales and marketing in a whole new way.”11GYM USAGEAND PERCEPTIONCEO Insight:“Its never been more important than now to surprise members wit

15、h value.”12HUB OF FITNESS STACKOUTSIDE FITNESSBikingHiking Running WalkingRollerbladingClimbing PelotonMirrorYouTube WorkoutsFitness influencersInstagramNot affiliated with a gym membership AT-HOME FITNESSFREE ONLINE FITNESSSoulCycleBarrePilates F45,Orangetheory FitnessCrossfitSTUDIO CLASSESHealth C

16、lub Big-Box GymHEALTH CLUBSLeaguesVolleyballPickleballBasketball TennisGolfSPORTS ACTIVITIESDaily BurnLes Mills on-demandObeFitnessBeachbody Apple Fitness+DIGITAL-ONLY PROGRAMSIN-PERSONPERSONAL TRAINERTIEDCEO Insight:“Being at the hub of the fitness stack isnt about doingall of the 8 categories.Its

17、about focus on the uniquevalue proposition and doing a fewreally well.”CEO Insight:“Your business model has to focus on what you are trying to provide to members.”13GYM FREQUENCYThose who workout between 4 and 8 times a month show a 2 ppt increase.And interestingly,those who claim they couldnt worko

18、ut due to gym closure declined by 2 ppt,down to only 2%of the active consumers markets.When in the gym,the regimen of choice is to workout on their own(up 7 ppt from 2021).GroupX classes also show a nice increase,up 6 ppt.However,personal training shows a dip of 3 ppt.CEO Insight:“Seeing the 8 diffe

19、rent categories of fitness that our consumers areutilizing was like seeing 8 differentopportunities.”14PROGRAMIMPORTANCEActive consumers were asked to rate the importance they place on fitness/wellness programs,services and training options.The top five options remain similar to 2021.However,a coupl

20、e of areas have gained in importance:Flexibility/stretching grew in interest to become the top-rated optionFunctional resistance training grew and ranks within the top 5Meal tracking(new to the study this year)ranked within the top 10 optionsCEO Insight:Adding flexibility with a functional training

21、program could free up floor space to prevent cancellations.15PROGRAM TRENDS AND WANTSFLEXIBILITYSTRETCHINGFUNCTIONALRESISTANCEMEALTRACKINGCEO Insight:“Seeing flexibility and stretching as thetoptrend was a surprise and surely actionableintelligenceto act upon right away.”16MEMBERSHIP RATESMembership

22、 rates at Big-box gyms have increased among active consumers to levels higher than 2021.Considering there appears to be lower participation/usage in health clubs than in 2021,the increase in membership rates is remarkable.The length of tenure among this years active consumer is very similar to previ

23、ous years,with only a directional increase in those who are new to the market(14%who state they have joined within the past six months versus 13%in 2021).17ACTIVE CONSUMERWALLET SPENDSPEND$25/mo.SPEND$75-19918MEMBER CANCELATIONS19UNCONTROLLABLECONTROLLABLEFinancial budgetRelocationHealth and safety

24、protocolsLack of use|other obligationsToo crowded|intimated|lack of diverse equipmentWHY MEMBERS CANCELWHAT YOU CAN AND CANT CONTROL20MEMBERSHIPCANCELATIONSDuring the pandemic months,the industry experienced significant cancellations as never seen before,with nearly 60%of members stating they cancel

25、ed their membership.A turning point has occurred,as cancellations have been cut nearly in half from 2021,down to 26%.The top reasons for canceling are not within the clubs control-financial hardship and relocation.These two reasons for canceling have been primary for years,well before the pandemic.A

26、nother key reason for resigning that garners attention,and is definitely within the clubs purview,is establishing and adhering to health/safety protocols.This is the third most cited reason for canceling memberships.21MEMBER REJOINS22MOTIVATION TO REJOINFROM ENTIRE MARKET RESEARCH REPORTOffer progra

27、ms to address both mental and physical wellnessSet a tone within the gym using positive,empowering messagingProvide nutrition coaching and counseling/meal trackerBe inclusive and representative with diverse marketing imageryPROGRAMSTONENUTRITIONDIVERSITYTOOLSProvide accountability tools to help me m

28、eet my goalsCEO Insight:“With there being more categories of fitness than ever before,it is more important than ever to reach beyond the 4 walls ofyour club to engage with members where they are.”23WHY RE-JOINA GYM?Although nearly half of those who canceled their membership in 2021 said they would r

29、ejoin,that number has dropped to 26%in 2022.Similar to why Members resigned,they need affordable and convenient options(both of which show increases in importance from 2021).Providing accountability tools and offering programs to address both mental and physical wellness also garner significant cons

30、umer interest.24BIG BOX GYM USAGE SUMMARY25ABC Fitness Solutions()is the premier provider of software and related services for the health andfitness industry.Building on a reputation for excellence in support for clubs and their members,ABC is the trusted provider to boost performance and create aTo

31、talFitnessExperience for members of clubs of all sizes,whether anationalfranchise,regionalchain,or alocalgym.Founded in 1981,ABC helps nearly 24,000 clubs and facilities globally perform better and more profitably,offering a comprehensive SaaS club management solution that enables club operators to achieve optimal performance.Email:Website:https:/Phone:866-364-4596