HCM Issue 8 2021 by Leisure Media

PHOTO: TGG

Clubs in residential areas are faring better, but The Gym Group expects its city sites to recover

Our membership is getting close to pre-pandemic levels

Richard Darwin The Gym Group

ince reopening, trading has outperformed the company’s expectations, reflecting strong demand for the return to gyms. Our membership is now getting close to pre-pandemic levels. Total membership has increased from 547,000 at the end of February 2021 and now stands at 734,000 as of 28 June, versus 794,000 in December 2019. All members are now paying, with the free freeze option removed in April. Our affordable pricing continues to remain firm, with the average headline price of our standard ‘Do It’ monthly membership at £19.09 as of 28 June, compared to £18.81 in December 2020. The proportion of members taking up our premium membership, ‘Live It’, has continued to grow, with take-up at 24.7 per cent at the end of June, compared to 22.5 per cent in December 2020. Member satisfaction scores are higher than pre-COVID levels, reflecting positive feedback from

Member satisfaction scores are higher than they were pre-COVID, says Darwin

members on safety and cleanliness protocols and the enthusiasm and friendliness of gym colleagues. Gym visits have been strong, with the average number of visits per member per week running at 1.4 since re-opening, compared with 1.2 for the comparative period in 2019. Before we reopened we polled our current and former members and 50 per cent said they planned to exercise the same amount, while 30 per cent said they planned to exercise more going forward.

Our members are delighted to be working out in the gym again, with visits per member and new joiner sign-up rates at record levels as part of the ongoing trend for people to lead healthier lifestyles. Although some of our central London and other city-centre locations have been slower to recover, we expect this to change as people gradually return to the office. This health crisis has demonstrated the importance of physical activity for all of the UK population.