Ihrsa trend report_q2_2012

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!ihrsa.org/research! !

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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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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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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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


Movies Video/Computer Games

Exercising Walking/Swimming Spending Time/Visiting


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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!


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


Basketball

Jogging/Running

Exercising

Swimming

Walking

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Top 10 Physical Activities"Non-Members!


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


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


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!


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!


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!


–! 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!


–! 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 [email protected]

Melissa Rodriguez [email protected]

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 [email protected]

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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. !

! !


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 [email protected].

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