Get a better handle on demographics and participation with latest IHRSA publication
Thu, September 4, 2014 at 15:02
Brad Spiegel in 2014 IHRSA Health Club Consumer Report, Demographics, Jay Ablondi, Melissa Rodriguez, Research

It’s a secret every club wants to discover - how to keep members longer.

According to the new IHRSA Health Club Consumer Report: 2014 Health Club Activity, Usage, Trends and Analysis, members who have been coming for at least 10 years, on average, will visit the club about 139 days a year.

Thus, identifying member engagement strategies and implementing relevant ancillary programs will help club operators facilitate regular attendance and long-term tenure

Well, IHRSA has good news for you. In addition to detecting trends and usage, the 2014 IHRSA Health Club Consumer Report digs deeper into specific applications that can be used in order to have more 10-year members. Loyalty programs, customized training and small group training classes are among a few of what is in the new publication.

"The 2014 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," said Melissa Rodriguez, IHRSA senior research manager.

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. 

The data for the report, which was compiled in partnership with ClubIntel, was culled from online interviews in January and February 2014.A total of 7,528 individual and 11,712 household surveys were completed.

"IHRSA's latest data on the American consumer reports that more than 62.1 million Americans utilized a health club in 2013. Further, 52.9 million Americans, that is 18.2% of the population 6 years or older, are health club members," said Jay Ablondi, IHRSA's executive vice president of Global Products. "By demonstrating a consistent ability to serve the health and wellness needs of consumers, the health club industry illustrates the important contribution it makes, every day, towards improving the health and well-being of tens of millions of people."

Club managers and operators historically have used the IHRSA Health Club Consumer Report to better understand demographics and participation data. In addition to that, this year’s report provides actionable data, demographic opportunities, and gain a better perception of clubs. It provides detailed insight into the participation trends of both member and non-member consumers in U.S. health club facilities. 

"Club operators have come to rely on the annual Health Club Consumer Report for a comprehensive understanding of member demographics and participation data," said Rodriguez. "This year's report goes beyond statistics and numerical results to provide actionable data, highlighting the opportunities across demographic segments. Club operators can cultivate a complete understanding of consumer demographics and perceptions of health clubs."  

The 2014 IHRSA Health Club Consumer Report is available in PDF format at ihrsa.org/consumer-report for $99.95; $199.95 for non-members. For more information on IHRSA research, visit  ihrsa.org/research. E-mail pr@ihrsa.org or call 617-951-0055 for media inquiries.

 

Article originally appeared on IHRSA (http://www.ihrsa.org/).
See website for complete article licensing information.