If you are looking for fitness industry trends that can help with membership sales, retention and attrition, then IHRSA’s latest research publication, 2013 IHRSA Health Club Consumer Report will give you all the information you will need.
The report provides detailed insight into the participation trends of both member and non-member consumers in U.S. health club facilities. It is based on analysis of 42,356 online interviews that were conducted with a nationwide sample of individuals and households in early 2013.
“Although the industry has continued to serve consumers and post strong performance, challenges remain,” said Jay Ablondi, IHRSA’s executive vice president of Global Products. “The 2013 IHRSA Health Club Consumer Report serves as a valuable guide to how club operators can engage consumers and help them improve their health and fitness levels.”
The 2013 IHRSA Health Club Consumer Report was compiled in partnership with ClubIntel, led by industry veterans Stephen Tharrett and Mark Williamson.
The report also covers the following topics:
- Macro Health Club Membership Trends: an examination of club and membership growth, diversity and differentiation, supply and demand;
- How Members Use Clubs: analysis of the activities and usage practices of club members, how clubs are used now and will be used in the future;
- The Cost of Membership: The Value Equation: insights on the relationship of dues to the consumer price index, the member and club value equation, and where the industry is headed from a price value perspective;
- Member Demographics and the Impact on the Industry: an exploration of gender, household, ethnicity, and educational demographics as well as how national demographics are influencing the health club industry;
- Overarching Insights & Takeaways for Health Club Operators: a summary of the opportunities for the health club industry as well as the marketing and programming options for club operators.
“Club operators have come to rely on the annual 2013 IHRSA Health Club Consumer Report for a comprehensive understanding of member demographics and participation data,” said Melissa Rodriguez, IHRSA senior research manager. “This year’s report goes beyond statistics and numerical results to provide actionable data, highlighting the opportunities across demographic segments.”
Some key numbers that can be found in the report:
- The membership attrition rate in 2012 was 21.9 %, an improvement on 2011’s turnover of 23.4%
- Approximately 43% of members use the club less than once a week; 13% use it between once and twice a week.
- Members who come from households earning over $100,000 annually are three to four times more likely to remain a member after ten years than those from other household income categories
The 99-page publication is available in PDF format at ihrsa.org/consumer-report for $79.95 for members, $199.95 for non-members.