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Entries in Stephen Tharrett (6)


How Gyms Can Cash in on Boomers' and Millennials' Purchasing Ideologies  

This post is a preview of the July 11 webinar, "Boomers and Millennials: Cashing in on their Distinct Purchasing Ideologies."

No doubt you've read an article, likely written by a baby boomer, detailing millennials' narcissism, tech-dependence, and other alleged shortcomings. But, despite these perceived differences, millennials and baby boomers actually have a lot in common when it comes to their purchasing ideologies.

Both groups, for instance, share a love for coupons, sales, and bargains. And both are comfortable with browsing, researching, and shopping online. Most importantly, baby boomers and millennials are now equally attractive demographics for health clubs, making it critical for club operators to rethink how they're engaging with both.

Continue reading "How Gyms Can Cash in on Boomers' and Millennials' Purchasing Ideologies."

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From WiFi to Community: What Millennials Want From Their Health Club

What’s next on the horizon for the health and fitness industry?
A revolution sparked by millennials, suggests Stephen Tharrett, the cofounder and principal of ClubIntel, an industry consultancy based in Highland Village, TX.

“Millennials—those individuals who were born between 1980 and 2000—are poised to dramatically change the industry, as they’re introducing a whole new purchasing mindset,” he says in the September issue of Club Business International. “Club operators are well advised to take note.”


The new issue of the IHRSA Health Club Consumer Report, produced by IHRSA and ClubIntel, supports Tharrett’s assertion. This annual best-selling research publication provides detailed information on participation trends among both health club member and nonmember consumers at U.S. fitness facilities.

The report identifies numerous new opportunities for club operators, but the one that shines brightest—because of the large size of the group and the small size of the current penetration rate—is the one offered by millennials.

Clearly, this group represents a promising, largely untapped market for the industry, prompting operators, equipment suppliers, and marketers to pose the question: “Who, exactly, are the millennials, and what do they want?”

Free WiFi and Intelligent Exercise Equipment

“Technology,” is the first word out of Dan Schawbel’s mouth when he’s asked what attracts millennials to a club. Schawbel is the founder and managing partner of Millennial Branding, a Boston-based research firm, and a New York Times best-selling author.

“They want free WiFi wherever they are. They’re the most connected generation in history,” he says. “So clubs should focus on having modern equipment, a strong online network, and a solid social media presence.”

The affinity these individuals have for technology is hardly surprising, since they were born and grew up with it. The Internet, smartphones, and social media have been an integral part of their daily lives.

Continue reading "What Millennials Want from Their Health Club."

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What You Don’t Know About Our Industry …

The 2015 IHRSA Health Club Consumer Report does!

Whether you’re a newcomer to the health and fitness club industry or a grizzled veteran. Whether you’re a novice or an acknowledged authority. Whether you’re a developer, investor, observer, or supplier, or simply a “fan” of all things exercise-related …

… you share one thing in common with everyone else in the industry: You have much to learn from IHRSA’s newest research publication.

The 2015 IHRSA Health Club Consumer Report: The Story behind Members and Their Health & Fitness Clubs is an exhaustive, nearly encyclopedic, 67-page document that clarifies, expands, and improves upon its 2014 predecessor.

Learn more about the 2015 IHRSA Health Club Consumer Report.

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Game Plan with IHRSA Health Club Consumer Report

If you’re new to the health and fitness club industry, you should read the 2014 edition of the IHRSA Health Club Consumer Report.

And, if you’re an industry veteran, you don’t have to be told that you need to read the 2014 edition of the IHRSA Health Club Consumer Report.

Recently released, this 113-page, PDF- format, research publication - the product of a joint effort by IHRSA and ClubIntel, a member and brand insights firm based in Highland Village, Texas - provides the most thorough, comprehensive, insight- ful, and up-to-date overview of the industry available.

“I’ve read the new 2014 edition of the IHRSA Health Club Consumer Report cover to cover,” wrote Brent Darden, IHRSA’s ex-officio and principal in Brent Darden Consulting, of Dallas, after reviewing an advance copy. “There’s tons of useful information in the report. I plan to make use of several of the findings, and recommend the report to anyone wishing to better understand the health club consumer and club business.”

Like its predecessors, the new IHRSA Health Club Consumer Report provides a wealth of the most up-to-date data (for calendar year 2013) on industry growth, membership demographics, club utilization, business models, price points, personal training, equipment usage, and other issues.

Read on to learn more about what is included in the IHRSA Health Club Consumer Report. 

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What You Won’t Read in CBI

CrossFit, the extreme exercise routine developed by Greg Glassman, has quickly become an international phenomenon. Recently, Reebok International, Ltd., one of the world’s leading sports brands, aligned itself with Glassman’s brainchild to create Reebok CrossFit: “The Sport of Fitness” to expand the CrossFit purview even further. All of the details and ramifications are explored in a feature article in an upcoming issue of CBI…but here’s something that you won’t read about CrossFit there.

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Improve Member Retention! 

Two of the industry’s most prolific and highly regarded authors have produced yet another book that’s definitely worth your consideration.

Fresh off the presses at Healthy Learning is 101 Strategies for Improving Member Retention in Health/Fitness Clubs by Stephen J. Tharrett and Patricia C. Amend.

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