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The IHRSA Trend Report!
Focus on consumer leisure time & activity!
Second Quarter 2012!
August 2012!
International Health, Racquet, & Sportsclub Association!
Research powered by Leisure Trends Group (Boulder, CO)!
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Welcome
The International Health, Racquet & Sportsclub Association is pleased to present the IHRSA
Trend Report: Second Quarter 2012 Executive Summary. This report provides in-depth analysis
of member, non-member, and former member behavior within and outside of health clubs. Club
applications are also included to make findings actionable and profitable for club operators.
Over the second quarter 2012, 12% of Americans ages 16 and older were members of a health
club. Roughly one out of five were former members, while seven out of 10 had never been
members before. Former and non-members present opportunities for club owners.
Balancing member retention and acquisition efforts is no easy task. However, the role health
clubs play in improving health is critical as physical inactivity continues to compound lifestyle-
related illnesses. This report provides valuable information on how to keep your current
members engaged, lure back former consumers, and reach non-members.
Jay Ablondi
Executive VP of Global Products, IHRSA
Melissa Rodriguez
Senior Research Manager, IHRSA
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Health Club Membership!
Q: Are you currently a member of a health club?!
12% of Americans ages 16 and older belonged to a health club over the quarter ending June
30, 2012.!
19% of Americans ages 16 and older were former members; 70% had never been members
of a health club.!
69%
19%
12%
70%
19%
12%
Non-Member
Former
Current
Q2 2009
Q2 2012
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Health Club Members "
Why People Join "
Q: Which of the following are personal goals for using the health club you currently belong to?!
Three out of five members cite “to feel better about myself” as a reason for joining their health
club.!
More than half select “to look better” and “to lose weight” as a reason for joining a club.!
Less than 6% cite “to gain weight” as a reason for joining.!
5.5%
8.6%
19.5%
20.1%
23.4%
25.7%
26.2%
37.1%
44.7%
51.1%
54.4%
59.5%
To gain weight
To impress others
I need to get in shape
For a specific health concern
To stay flexible
To maintain strength
I need to stay in shape
To maintain weight
To build muscle
To lose weight
To look better
To feel better about myself
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Health Club Members "
Why People Stay "
Q: What keeps you coming back to the health club you currently belong to?!
Roughly two-thirds of members stay at their health clubs for overall health/wellbeing.!
Equipment variety keeps members returning to their health clubs as nearly half select this option as a reason for
staying.!
More than one out of four members cite “access to group exercise classes” as a reason for
staying at their clubs. !
17.0%
17.5%
18.5%
19.5%
21.6%
21.6%
25.5%
26.7%
30.1%
43.5%
49.4%
65.7%
The social aspects of the health club
To have fun
Access to fitness professionals
I feel obligated to go to the health club because of the
money I spend on my membership
To make progress with my personal goals
My friends and family work out at the health club
It's at a convenient location to me
Access to group exercise classes
I need get in shape/stay in shape/stay healthy
To get my work out in, rather than to socialize
The variety of equipment, strength and
cardiovascular equipment
For overall health/wellbeing
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Health Club Members "
Why People Quit "
Q: Why did you leave/quit your former health club?
Cost is the number one reason why former members left their health clubs.!
Slightly more than one out of four left their club because they weren’t using their membership/weren’t going to
the health club.!
One out of five left their clubs because the location was no longer convenient.!
2.9%
4.7%
4.7%
6.1%
6.1%
6.2%
6.3%
7.4%
7.4%
8.0%
8.7%
12.0%
12.3%
23.4%
26.2%
27.8%
44.2%
Other
I didn’t know what to do there
I didn’t reach my fitness goals
Nobody I knew went to my former health club
It was too intimidating
I met my fitness goals
I did not like to exercise
I wanted to participate in another type of exercise
I developed an injury/surgery/other condition
There was no one there to guide me
I lost my job
I felt out of place
It was too crowded
I moved/the location was no longer convenient
I wasn’t using my membership/I wasn’t going
I could exercise somewhere else for free
It was too expensive/I could not afford it
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Health Club Members "
Why People Don’t Join "
Q: What keeps you from joining a health club now?
Nearly six out of 10 consumers cite cost as a barrier to joining health clubs.!
Three out of 10 non-members exercise somewhere else for free.!
Non-members also cited “I would feel out of place” and “I do not exercise” as barriers to joining a club.!
1.4%
1.9%
7.3%
7.7%
8.4%
10.7%
11.3%
12.9%
14.0%
15.5%
16.3%
18.7%
29.6%
58.4%
I am not sure there is someone there to guide me
I might hurt myself
I am too out of shape to even think about it
I have an injury/surgery/other condition and therefore
cannot join a health club
I dont know what I would do there
Nobody I know goes to a health club
Its too crowded
There is no health club located close to me
No Time
I do not exercise
I would feel out of place
I participate in another type of exercise outside the health
club
I exercise somewhere else for free
Too expensive/cannot afford
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Consumer Leisure Time"Current, Former & Non-Members!
Q: Yesterday, what did you do during your free or leisure time.!
Three out of five current members watch television in their free time.!
Non-members are more likely to choose computer-related activities in their free time than former or current members.!
Former members are more likely to choose reading than current & non-members.!
9.9%
10.1%
29.7%
31.1%
59.3%
13.4%
12.0%
26.2%
21.8%
60.8%
14.3%
10.5%
36.7%
26.1%
56.4%
8.2%
9.7%
28.4%
34.0%
59.9%
SHOPPING
CHORES
READING
COMPUTER-RELATED
TELEVISION
Non-Member
Former Member
Current Member
Overall
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Consumer Leisure Time Preferences"Current, Former & Non-Members!
Current Member Former Member Non-Member
Television Television Television
Movies Reading Reading
Reading Spending Time/Visiting
with Family & Friends
Movies
Spending Time/Visiting
with Family & Friends
Movies Video/Computer Games
Exercising Walking/Swimming Spending Time/Visiting
with Family & Friends
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Sport, Recreational & Physical Activities "Current, Former & Non-Members!
Q: In the last three months, have you participated in any sport, recreational, or fitness activities? !
Current and former health club members are more likely to participate in sport, recreational, and fitness activities than non-members. !
More than half of non-members did not participate in any sport, recreational or fitness activity in the last three months.!
87.7%
71.5%
44.4%
12.3%
28.5%
55.6%
Current Member
Former Member
Non-Member
No
Yes
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Top 10 Physical Activities"Current Members!
Q: Which sport, recreational, or fitness activities did you participate in during the last three months?!
Health club members can participate in several popular activities at their health club:!•!Walking!•!Bodybuilding!•!Jogging/Running!•!Swimming!•!Spa!•!Exercising!
In efforts to address some of the other popular activities among members, health clubs can offer sports-specific training or sports clubs focused on basketball, bicycling, tennis, and/or football.!
11.8%
14.6%
15.3%
17.6%
22.6%
24.3%
27.2%
27.5%
28.9%
38.7%
Football
Tennis
Bicycling
Basketball
Exercising
Health Club/Spa
Swimming
Jogging/Running
Bodybuilding/Weightlifting
Walking
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Top 10 Physical Activities"Former Members!
Q: Which sport, recreational, or fitness activities did you participate in during the last three months?!
Former members participate in several activities that can be enjoyed outdoors. However, former members may also participate and/or train for popular activities at their local health clubs.!
•!Walking!•!Swimming!•!Jogging/running!•!Bicycling!•!Hiking/backpacking!
Former members are more likely to participate in swimming than non-members. !
7.0%
9.5%
9.9%
13.1%
14.9%
15.4%
24.2%
24.9%
28.5%
51.5%
Tennis
Hiking/Backpacking
Bowling
Bicycling
Bodybuilding/Weightlifting
Basketball
Jogging/Running
Exercising
Swimming
Walking
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Top 10 Physical Activities"Non-Members!
Q: Which sport, recreational, or fitness activities did you participate in during the last three months?!
As noted previously, more than half of non-members (55.6%) did not participate in sports, recreational, or fitness activities for the quarter ending June 30, 2012.!
Less than half participated in walking. Only one out of four exercised, while slightly less than one out of five participated in jogging/running.!
Clubs can meet the needs of non-members lacking regular exercise and physical activity.!
6.1%
6.1%
10.1%
13.2%
13.5%
14.3%
16.1%
18.3%
22.5%
45.5%
Yoga
Fishing
Hiking/Backpacking
Basketball
Bodybuilding/Weightlifting
Bicycling
Swimming
Jogging/Running
Exercising
Walking
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Activity Participation Barriers"Current, Former & Non-Members!
Q: What keeps you from participating in your #1 favorite sport more often?!
3.7%
4.9%
8.7%
10.3%
13.2%
20.8%
21.2%
30.1%
37.6%
4.6%
4.2%
17.0%
2.7%
7.3%
10.7%
27.7%
37.2%
38.5%
2.2%
4.1%
26.1%
3.2%
13.8%
15.2%
25.9%
34.6%
42.3%
Health
Weather
It is difficult for me to get to a place where I can participate in
my favorite activity
No time
Cost
I don't have anyone to participate with
Family obligations
Work obligations
Once I meet my other obligations, I am too tired
Non-Member
Former Member
Current Member
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Leisure Types*"All Americans!
6%
34%
21%
24%
15%
Achiever Healer
Hubber Spectator
Adventurer
Who are the Leisure Types™? I am a Healer "
I’m overworked and stressed. Just let me recover from the workday grind. !
I am a Hubber !My home is the hub of my universe–not just a place to
eat and sleep. "
I am a Spectator Entertain me. I don’t want to work too hard at having fun. "
I am an Adventurer I live for new experiences or adventures and the accompanying adrenaline rush. "
I am an Achiever I love a challenge and the chance to win. I always strive for a personal best. !
*Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
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Leisure Types*"Current Members!
15%
32%
18%
19%
17%
Achiever Healer
Hubber Spectator
Adventurer
*Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
One out of three current members are healers.!
One out of five current members are
spectators.!
Current members are more likely to be achievers than former and non-members.!
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Leisure Types*"Former Members!
*Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
Two out of five former members are healers.!
Slightly more than one out of five are
spectators.!
Former members are more likely to be adventurers than non-members.!
6%
39%
14%
22%
19%
Achiever Healer
Hubber Spectator
Adventurer
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Leisure Types*"Non-Members!
*Leisure Types™ is a proprietary categorization of consumer behavior by the Leisure Trends Group.
One out of three non-members are healers.!
One out of four non-members are
spectators.!
Non-members are more likely to be hubbers than former members.!
5%
33%
24%
25%
13%
Achiever Healer
Hubber Spectator
Adventurer
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Opportunities – Current Members!Profile!•! Why They Join!
–! Feel better!
–! Look better!
–! Lose weight!
•! Why They Stay!
–! Overall wellbeing!
–! Variety of equipment!
–! Get my workout in, rather than to socialize!
•! Popular Physical Activities!–! Walking!
–! Bodybuilding/weightlifting!
–! Jogging/Running!
•! Leisure Type: Healer/Achiever!
Opportunities!1.! Track and celebrate progress of members.!
–! Include a “member of the month” segment in your club e-newsletter to recognize member progress.!
–! Implement a “club points” program in which members accumulate points to use towards club amenities as they reach for goals. !
2.! Host in-club contests.!
–! Reward the most frequent users over the summer to encourage continued attendance over off-peak months.!
–! Promote weight management over the holidays by
rewarding members that stay on track with their weight loss goals. !
3.! Offer spa amenities.!
–! Larger clubs may expand on current spa services
and offer lunch-break length massages or pedicures.!
–! Studio/smaller clubs may consider contracting a message therapist during peak hours.!
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Opportunities – Former Members!Profile!•! Why They Quit!
–! Cost!
–! Exercise elsewhere for free!
–! Wasn’t using membership!
–! Convenience/location!
•! Popular Leisure Activities!–! Television!
–! Reading!
–! Spending time with family & friends!
•! Popular Physical Activities!–! Walking!
–! Swimming!
–! Exercising!
•! Leisure Type: Healer/Adventurer!
Opportunities!1.! Former member outreach. !
–! Keep in touch with former members with targeted emails, surveys, and promotions.!
–! Offer and promote non-member amenities available such as personal training, spa, and group exercise.!
2.! Former member pricing plans.!
–! Offer discounted membership pricing for former members for the first 3-6 months of their tenure. !
–! Offer a one-time partner/group training to encourage frequent exercise with family and friends.!
3.! Cultivate the former member’s interest in the outdoors and adventure.!
–! Organize an in-club hiking group for day trips in the spring and fall.!
–! Offer customized training and/or group exercise programs for an outdoor-oriented active vacation.!
–! Form partnerships with local outdoor sporting
good retailers in efforts to offer member benefits at local stores. !
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Opportunities – Non-Members!Profile!•! Why They Don’t Join!
–! Cost!
–! Exercise elsewhere for free!
–! Participate in another exercise!
–! Would feel out of place!
•! Popular Leisure Activities!–! Television!
–! Reading!
–! Movies/Computer Games!
•! Popular Physical Activities!–! Walking!
–! Exercising!
–! Jogging/Running!
•! Leisure Type: Healer/Hubber!
Opportunities!1.! Promote limited-time discounts to prospects.!
–! Target communications of discounted membership plans to prospects who never joined.!
–! Market limited-time discounts on personal training, food & beverage, spa services, and other amenities.!
2.! Integrate technology & entertainment into club offerings. !
–! Smartphone apps & an online club social network can keep members engaged away from the facility.!
–! Cutting edge interactive fitness equipment can help entertain and engage potential members. !
3.! Make the club feel like home.!
–! Implement a prospect and new member welcome program with targeted communications (electronic & print) and coupons for in-club amenities.!
–! Offer complimentary fitness club orientation and consultation with a trainer.!
–! Offer quarterly fitness evaluations to ensure
members are using the club and are on track with their goals.!
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Contact Details
IHRSA
The International Health, Racquet & Sportsclub Association is the fitness industry’s only
global trade association. IHRSA represents over 10,000 for profit health and fitness
facilities and over 570 supplier companies in 71 countries.
Jay Ablondi jma@ihrsa.org
Melissa Rodriguez mr@ihrsa.org
Leisure Trends Group
Leisure Trends Group is the leading provider of consumer research, retail market
intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the
sports, recreation, hospitality, travel and entertainment industries. Suppliers, retailers,
associations, resorts and financial analysts rely on Leisure Trends Group for actionable
consumer insights, accurate retail sales data that includes margins and inventory, and
innovative targeted marketing solutions. For more information visit
www.leisuretrends.com or contact:
Julia Day jday@leisuretrends.com
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Background & Methodology
Leisure Trend Group’s LeisureTRAK® tracks behavior in over 240 leisure, travel, sports and recreational
activities. This ongoing, quarterly study of Americans (4,000 annual interviews) began in 1989 and gives
Leisure Trends Group deep insights into how Americans spend their leisure time.
Each quarter, 1,000 online interviews are conducted using scientific sampling and a random online
methodology to reach a representative sample of the American population, age 16 and over. A
disproportionate stratified random sample by census region and gender is used for the study to ensure accurate representation from these subgroups. If necessary, weighting is used to match census data for
age. Only Americans age 16 and older are interviewed. Interviewing for the LeisureTRAK® is spread over
14 consecutive days in each quarter. The overall results are projectable to the United States population,
age 16 and over, with a margin of error of +/- 3.0% at a 95% confidence level.
In 2008, the International Health, Racquet and Sportsclub Association (IHRSA) contracted with Leisure
Trends Group to add four (4) custom, proprietary IHRSA questions to the third quarter fielding (September,
2008) of LeisureTRAK® as well as the next three (3) fieldings. The four IHRSA questions were repeated each quarter to provide a final respondent sample of 4,000 with a margin of error of +/- 1.4% at a 95%
confidence level.
In 2011, IHRSA contracted with Leisure Trends Group to add the same four (4) proprietary IHRSA questions
as well as a fifth proprietary question to the third quarter fielding (September, 2011) of LeisureTRAK®. A comparative analysis of responses to the four (4) proprietary IHRSA questions from 2008 to responses to
the same four (4) questions in 2011 are included in this report, where comparisons are possible.
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Research Objectives
Four original questions were added to the fielding of LeisureTRAK® to meet IHRSA’s objectives in 2008:
-! To determine how many Americans are currently members of a health club or have been members in the past.
-! To understand how members and non-members are different in a variety of areas both demographically and
psychographically in terms of how they view leisure time and what motivates them to choose leisure activities.
-! To uncover the motivations and goals of current members.
-! To discover the barriers to joining a health club for non-members.
One new question was added to the fielding of LeisureTRAK® in 2011 to meet IHRSA’s objective:
- To investigate reasons for leaving or quitting a health club membership
IHRSA’s Questions
1.! Are you currently a member of a health club? (A dues paying member with a daily punch, monthly, seasonal, or annual pass.)
2.! What keeps you coming back to use the health club you currently belong to?
3.! Which of the following are personal goals for using the health club you currently belong to? 4.! What keeps you from joining a health club now?
5.! Why did you leave/quit your former health club?*
*New in 2011
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Respondents & Definitions Subgroup analysis is presented where relevant. These subgroups are divided as follows:
Members: Those who are currently a member of a health club.
Non-members: Those who are not currently a member of a health club. Former-members: Those who were members of a health club at one time but are not currently.
Leisure Types Definitions:
I am a Healer "I’m overworked and stressed. Just let me recover from the workday grind. !
I am a Hubber !My home is the hub of my universe–not just a place to eat and sleep. "
I am a Spectator "Entertain me. I don’t want to work too hard at having fun. "
I am an Adventurer "
I live for new experiences or adventures and the accompanying adrenaline rush. "
I am an Achiever "
I love a challenge and the chance to win. I always strive for a personal best. !
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This report is privileged and contains confidential information for the International
Health, Racquet & Sportsclub Association (IHRSA). It may not be copied,
published, reproduced, used, or divulged to others in whole or in part without the
express written consent of Leisure Trends Group.
The Leisure Trends Group name, or LeisureTRAK® may not be used in any paid
advertising in support of a product, service, or point of view without prior review and
approval by Leisure Trends Group.
A note about Copyright: If data from this report is reproduced, IHRSA and LTG must
be referenced as the source. Leisure Trends Group must review and approve all
press releases and other documents prepared to assist in the public dissemination of
all survey and research data it provides; Leisure Trends Group will complete this
review within 48 hours of receipt, usually within 24 hours. Contact the Leisure Trends
Group at 303-786-7900 x107 or jday@leisuretrends.com.