news Consumer demand for health clubs returning
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PHOTO: SHUTTERSTOCK/MLADEN ZIVKOVIC
emand for health clubs and gyms in the UK was ‘back to normal’ by the end of January 2022, according to proprietary search data from Hussle. The insight shows that customer demand volumes for gyms nearly doubled between December 2021 and January 2022, going up by 96.7 per cent. The volume of customer searches in January 2022 was back up to 95 per cent of the absolute volumes seen in January 2020 – the historic peak of the fitness market in the UK. The impact of Plan B measures (the reimposition of homeworking in the UK during January) are also having an impact and Hussle says that while its insight numbers signify a return to “normal” levels of demand for gyms, this demand remains soft, with the usual January uplift being deferred. “While high demand is great for the sector, the demand varies in quantity and quality,” Hussle said.
The volume of searches in January 2022 was 95 per cent of those in January 2020
”We group customer search terms into ‘high’ and ‘low’ intent cohorts. For example, a high-intent search term might relate to specific gym exercises or venues, indicating a customer who is more likely to be ‘transactional’. “A low-intent search term would be more generic, such as ‘gym’ or ‘gyms near me’ which indicates a
customer who is in a consideration phase, without this necessarily progressing to a transaction. “Our data shows that while the low-intent search terms did increase dramatically, the high-intent search terms lagged behind.” More: http://lei.sr/B5M2d_H
Bannatyne Group grows wellness portfolio
PHOTO: SHUTTERSTOCK/SANTYPAN
The appointment-only spa is also selling health club memberships
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Issue 2 2022 ©Cybertrek 2022
PHOTO: BANNATYNE
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he Bannatyne Group has opened the doors to its first airport spa at Teesside International Airport, in Northern England. Following a £100,000 investment, the travel spa launched in the airport’s departure lounge and is open to all passengers travelling from the newly refurbished airport. Airport workers are also offered a corporate rate and can benefit from off-peak periods during gaps in the flight schedule. Bannatyne is waiting to see how successful the spa is before considering any further sites. “We’ll continue to monitor customers’ demands to ascertain if we need to roll out extra treatments that aren’t offered,” said Karen Wilkinson, operations director at Bannatyne
We’ll monitor customers’ demands to ascertain if we need to roll out extra treatments Karen Wilkinson
The company is cross-marketing its other spas and health club memberships to airport customers through both fixed and digital options within the airport terminal. Staff will also recommend venues and offerings within the Bannatyne portfolio. More: http://lei.sr/m2C7V_H
