HCM Issue 11 2021

Page 66

S tat s

What’s happening Stateside? New research from tech firm Mindbody gives insights into the state

C

of the US health and fitness market, as Lauren McAlister reports

onsumers and wellness brands have been surveyed to understand how the industry has shifted over the past year and a half and more importantly, where it’s headed in the months to come. The data gathered has been published in two studies: the Mindbody 2021 US Consumer Survey which was compiled from 1,232 responses and the Mindbody 2021 US Business Study, which received 1,200 responses. “For fitness operators, knowledge is innovation waiting to happen,” says Mindbody CEO, Josh McCarter. “We hope these data points help inform operators’ business strategy, at a time that calls for you to adapt more rapidly than ever.”

Consumers are open to trying out something new in their routines 52 per cent of respondents shared that they’re more open to new workouts than they were before the pandemic.

In the US, some consumers are reluctant to return Some consumers are still reluctant to return to the studio. The top five reasons are cited as feeling uncomfortable knowing not all attendees are vaccinated (29 per cent), not being comfortable near others (24 per cent), not being vaccinated yet (23 per cent), feeling too intimidated because they are out of shape/ gained weight (19 per cent) and having established a new at-home virtual routine (17 per cent).

66

Issue 11 2021 ©Cybertrek 2021

Cost and location matter to consumers, but they’re not everything When it comes to choosing a fitness business, US consumers still cite location (37 per cent) and cost (36 per cent) as top considerations – and when motivating people to return, 37 per cent credit lower costs as a winning strategy. Unsurprisingly, cleanliness has also emerged as a key factor. When it comes to other important factors, consumers also cite atmosphere (30 per cent), the time of classes (26 per cent), the variety of classes (25 per cent) and reputation (23 per cent), as well as instructors (23 per cent) and amenities (22 per cent).