What motivates members to return to the gym? A US study reveals the trends
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
star job
Mount Kelly Swim Centre
£9.90ph / £19,305 FTE
Tavistock, Devon
Everyone Active
Competitive
South Oxhey Leisure Centre, Watford
Energie Fitness
Winchester, Hants.
star job
Wycombe Abbey School
£22,000 - £24,000
High Wycombe, Bucks
Anglian Water
£30,000 - £35,000pa depending on experience
Oakham, Rutland

What motivates members to return to the gym? A US study reveals the trends

Location and cost are the top considerations for consumers when it comes to choosing a health club
Concerns about being around unvaccinated people is a top reason for not returning to gyms
The findings come from the State of the Fitness Industry Report 2021 by Mindbody
The survey shows that more than a third of health club members still choose their club either due to the location or by cost
Job opportunities
Carn Brea Leisure Centre
£35,000 - £45,000 pa
location: Carn Brea Leisure Centre, Cornwall, United Kingdom
Radley College
Good Salary
location: Abingdon, Oxfordshire, United Kingdom
Leicester City Council
£22,183 - £24,491 + pension + benefits
location: Spence Street Sports Centre, Leicester, United Kingdom
more jobs

Location and cost are the top considerations for consumers when it comes to choosing a health club – while concerns about being around unvaccinated people is a top reason for not returning to gyms.

The findings come from the State of the Fitness Industry Report 2021 by Mindbody, which surveyed both consumers and wellness brands to understand how the fitness industry’s shifted during the pandemic – and where it’s headed in the months to come.

The survey shows that more than a third of health club members still choose their club either due to the location (37 per cent), or by cost (36 per cent) – a trend witnessed before the pandemic.

What has changed, however, is that the cleanliness of a studio or club is now a key consideration too, with exactly a third (33 per cent) of consumers listing it as a reason to choose a club.

When it comes to reasons for reluctance to return to a studio or club, more than one in four (29 per cent) said they weren't comfortable knowing that not all attendees are vaccinated, while another 24 per cent said they were not comfortable being near others.

The report also shows that the impact of virtual and digital fitness on club membership levels might be less than initially thought, with 17 per cent of consumers saying that they would not return to a physical gym due to having developed a new digital fitness regime during the pandemic.

The report also suggests that operators offering workout variety have a huge advantage.

A strong majority of survey respondents said they prefer a fitness studio or gym with a variety of workout types available — with men (69 per cent) citing it as slightly more influential than women (64 per cent).

The pandemic has seemingly also affected consumers' willingness to try something new – more than half of all respondents (52 per cent) said they’re more open to new workouts than they were before the pandemic.

According to the report, while fitness brands are reporting many of the same challenges they’ve always faced – including acquiring and retaining customers – optimising processes and technology has become more important than ever.

"When it comes to business challenges, bringing in new customers is at the top of the list," Mindbody said.

"Retention, for both customers and staff, remains as big a challenge as ever too, if not bigger.

"Beyond that, nearly half of fitness brands (45 per cent franchise and 42 per cent non-franchise organizations) reported a need to learn how to more effectively optimise the business.

"COVID forced us all apart, which has put a bigger spotlight on the power of software for business operations.

"The ability to collaborate and conduct business online isn’t just a matter of efficiency and convenience anymore – it’s now essential to survive and grow.

"More than a third of all fitness brands also reported struggling to get the capital they need to grow: 38 per cent currently take advantage of commercial business loans, and an additional 34 per cent say they plan to get one within the next 6 months."

When it comes to predicting future trends, the Mindbody report suggests that diversification will continue, as operators look to adopt an omnichannel approach, embracing both physical sites and the digital world.

"Consumers are seeking fitness and wellness like never before – it’s up to brands to maximise the opportunity," the report reads.

"Now’s the time to adopt technology, hire and retain top talent, and create standout experiences for customers."

To download and read the full report, click here.

Sign up for FREE ezines & magazines
Location and cost are the top considerations for consumers when it comes to choosing a health club – while concerns about being around unvaccinated people is a top reason for not returning to gyms.
PTS,HAF,FIT,IND,RES
2021/THUMB348738_865920_100852.jpg

More News

1 - 15 of 43,565
21 Jan 2022
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the disease. The finding comes from a six-year study that followed ... More
20 Jan 2022
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to more than US$15m. FitLab will use the funding to scale ... More
19 Jan 2022
Boutique chain Trib3 will become one of the first fitness operators to establish a presence in the metaverse, making its workouts available in The Sandbox. ... More
19 Jan 2022
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, adjustable dumbbells to work with Amazon's virtual assistant Alexa. The ... More
18 Jan 2022
The Workforce State of Mind Survey, now in its second year, has begun to gather data to gain insights into how the mental health of ... More
18 Jan 2022
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after launching into the franchising market. The company's hybrid business model ... More
Fitness On Demand
Fitness On Demand
17 Jan 2022
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 Planet Fitness fitness clubs in the US – in a ... More
14 Jan 2022
People living in London have been advised to avoid or reduce strenuous exercise today (Friday 14 January) – especially outdoors – due to exceptionally high ... More
14 Jan 2022
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant increase in the number of people looking at gyms via ... More
12 Jan 2022
The UK government should encourage – and make it easier – for doctors and other health and care professionals to refer people to fitness facilities ... More
12 Jan 2022
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New Year Honours List 2022. Sesnan founded the social enterprise in ... More
11 Jan 2022
4 Global – a partner in the Moving Communities initiative – has completed an initial public offering (IPO) on the London Stock Exchange's Alternative Investment Market, ... More
Mark Anthony Personal Training Ltd
Mark Anthony Personal Training Ltd
10 Jan 2022
Myzone has secured a US$17.2m worth of investment from growth capital investor BGF – a move that values the brand at US$102m. The deal is ... More
10 Jan 2022
The Cleveland Clinic’s chief wellness officer Michael Roizen predicts longevity will become the next major disruptor, according to his recent interview with Spa Business. “There ... More
06 Jan 2022
Physically active people are 50 per cent more likely to develop higher levels of antibodies after receiving a vaccine, when compared to those who are ... More
Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces
1 - 15 of 43,565
FIBO Exhibition
FIBO Exhibition