Latest Trend Report points out various growth opportunities
Tue, April 1, 2014 at 15:52
IHRSA in Generation Y, LLeisure Trends Group, Millennials, Research, Retention, Trend Report

The latest IHRSA Trend Report shows that Millennials (Generation Y) is playing a big part in health and fitness club membership reaching all-time highs for the quarter ending June 30, 2013.

More than one-fourth (27%) of those in Generation Y (ages 21-30) reported belonging to a club. It is the highest of any generation., according to numbers from the second and third quarters of 2013.

“For health clubs wanting to attract and maintain Millennials, findings suggest focusing on programs aimed at retaining these members beyond their short-term membership agreements,” said Jay Ablondi, IHRSA’s executive vice president of Global Products. “Targeted seasonal activity and sports-specific training programs will also be effective at maintaining and improving membership levels among this group.”

The IHRSA Trend Report, published quarterly in partnership with Leisure Trends Group, is focusing on health club consumer behavior of American ages 16 and older for the latest report, Volume 3 Issue 3. 

In addition to the differences and breakdown among generations, this quarter’s Trend Report breaks down findings among genders.  Among the findings was that women say they go to a gym to get in shape and they enjoy group fitness classes. Men, on the other hand, feel an obligation to make use the money spent on a membership and for social interaction.

“Cost remains the number one reason both men and women cancel their memberships or refrain from purchasing a membership at all,” said Melissa Rodriguez, IHRSA’s senior research manager. “The Trend Report discusses ways to make price-sensitive consumers more comfortable, such as offering new member promotions and tiered membership options.”

For even more detailed findings and opportunities for growth, download The IHRSA Trend Report: Volume 3, Issue 3. It is available in PDF format at ihrsa.org/research for free to IHRSA members and to non-members for $99.95 at ihrsa.org/store

 

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