Research
Four out of the five most attractive workout options named by US consumers are featured in gyms and health clubs
New
insights A US study investigating consumer attitudes to gyms, health clubs and studios reveals a new focus on wellness, as well as opportunities for operators to grow their businesses
T
he IHRSA Foundation and ABC Fitness Solutions commissioned ClubIntel to conduct a research study examining the motivations and behaviours of US fitness consumers. The resulting report, called The Next Fitness Consumer, (www.HCMmag.com/ClubIntelABC), shows that post-lockdown exercise enthusiasts highly value the physical and mental health benefits of exercise. Researchers found an active consumer preference for a ‘total fitness experience’ with highly personalised delivery, meaning operators are no longer advised to follow a one-size-fits-all approach. “Consumers are looking for more choices when it comes to creating their fitness journey,” says Bill Davis, CEO of ABC, “they want variety in equipment, programming, and facilities.”
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Issue 10 2021 ©Cybertrek 2021
What motivates consumers to exercise? Active consumers value physical activity for benefits beyond appearance and weight loss. Nearly half (46 per cent) of consumers surveyed said being active is their number one goal, with mental wellbeing ranking second at 35 per cent and weight loss third at 32 per cent. A previous IHRSA report, The COVID era fitness consumer: Part 4 (www.HCMmag.com/COVID4), showed that fitness consumers have been engaging in exercise during the pandemic as a means to manage their stress and mental wellbeing. Recently, The World Health Organization (www.HCMmag.com/WHOmentalhealth) reported the impact of the pandemic on disrupting mental health services across the globe and although it’s no cure for serious mental illness, independent studies have shown the vital role
