When it comes to ROI, few investment decisions are more important than your purchase of cardio units. On average, health clubs pay 45.9% of their total spending allocation on cardio equipment, according to The IHRSA Health Club Equipment Report: Spending, Utilization & Programming Trends. With research showing that training on cardio units is still the No. 1 member activity, you need to choose wisely.
“How you stock your gym is a crucial component of your club’s identity and success,” says IHRSA’s e-book, Buying Exercise Equipment for Your Health Club: A Purchasing Strategy. “According to The IHRSA Health Club Consumer Report, eight of the top 10 club attractions cited by members are equipment-related.”
But just as important as making purchasing decisions for brand-new facilities, club operators of existing clubs need to know when to invest in an equipment upgrade. That decision is a bit more complicated—and club owners often put it off. As IHRSA’s e-book says: “New prospects expect it, existing members request it, and staff push for it, but investors/owners often resist it.”
Mostly, reinvestment is a retention strategy. The IHRSA Health Club Equipment Report found that 73.2% of club owners say that their equipment purchasing decision is based on retaining existing members. The good news is that the average ROI industry-wide supports the decision to invest in equipment upgrades. The IHRSA Health Club Equipment Report cited above found that some clubs enjoy revenue growth as high as 33% after investing 13.4% of revenue into new equipment.
But even if the raw numbers add up that doesn’t tell you which equipment you should rely on in your upgrading strategy. You need to know what gives you more bang for your buck.