Elevate
Elevate
Elevate
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
Everyone Active
Competitive rates of pay
South Oxhey Leisure Centre, Watford
City of London Corporation
£40,056 - £44,934pa + local govt pension + benefits
Epping Forest, Essex
New Hall School
£25,000pa + excellent benefits
Chelmsford, Essex

Having a gym membership can make people feel better about themselves – even if they don't go

People feel powerful benefits from having a gym membership even if they never go
A new research study looked at why "sleepers" continue to pay for a service they’re not using
It showed that 23 per cent retain memberships because they love the idea that they "can go if they want to"
16 per cent said that having a membership simply made them “feel good”
Job opportunities
New Hall School
£25,000pa + excellent benefits
location: Chelmsford, Essex, United Kingdom
City of London Corporation
£40,056 - £44,934pa + local govt pension + benefits
location: Epping Forest, Essex, United Kingdom
more jobs

People can feel real, powerful benefits from having a gym or health club membership even if they never step inside the facility they are members of.

A new research study which set out to understand why members continue to pay for a service they’re not using – often referred to as "sleepers" – found that nearly one in four (23 per cent) retain their membership because they love the idea that they "can go if they want to".

Perhaps more importantly, the study – conducted by Active Insight (formerly Leisure-net Solutions) in partnership with HCM – found that 16 per cent saying that having a membership simply made them “feel good”, with a further 10 per cent declaring that the social kudos of being a member of a specific club was a major factor in their decision-making process.

The Active Insight/HCM Health Club Sleeper Insight Report 2023 also found 16 per cent saying they kept paying for memberships because they think it will encourage them to be more active at some point in the future, with 11 per cent saying that it will motivate them to exercise, eventually.

Nearly 9 per cent agreed with the statement "I feel fitter just by having the membership”, while 8 per cent agreed that “I feel more active just by having the membership". Six per cent agreed that “I feel healthier by just having the membership”.

The research was conducted in June 2023 by deploying Active Insight’s consumer insight panel from a national database and representative sample of 250 people.

For the purposes of the research, a lapsed member was defined as a member of a facility (public or private) who had not attended in the previous three months, but who was still paying for their membership.

They were asked to select the reason or reasons that applied to their rationale for paying for membership but not attending.

The study was the brainchild of Liz Terry, editor of HCM magazine and CEO of Leisure Media, who has always hypothesised that people must experience tangible benefits from being a member of a health club even if they don’t use it.

“I was very keen to see the issue of ‘sleepers’ being thoroughly researched, to explore the possibility that some people feel powerful benefits from identifying as the kind of person who would have a health club membership – even if they didn’t use it – and that having this feeling about themselves has a real value to them," Terry said.

She added that, rather than being something the industry should be apologetic about, the whole issue of ‘sleepers’ was something that needed to be researched and better understood, so the health and fitness sector could gain more insight into what motivates customers, as well as identifying the benefits consumers perceive.

"Sleepers are likely to be gaining benefits in the vital areas of self-identity and hopefulness and feeling mental health and self-esteem benefits from being a member," she said.

“Hopefulness and a feeling of potential and opportunity are hard for some people to find in today’s world.

“I believe that having a health club membership can give people the feeling that there is opportunity there if they choose to take it. Even choosing not to go could be giving people a feeling of agency.”

• The study is the first of a series of research projects being planned and Active Insight and HCM who will also be partnering to conduct more sleeper research going forward.

• To read more about the study and the results – including how differently "sleeper" men and women see the benefits they get – click here for the latest issue of HCM

• The research is copyright Cybertrek Ltd 2023. Please feel free to refer to it in wider reporting, but ensure Active Insight and HCM magazine are credited as the original source of the research.

Sign up for FREE ezines, news alerts & magazines
People can feel real, powerful benefits from having a gym or health club membership even if they never step inside the facility they are members of.
HAF,FIT,IND,PTS,SAM,PHR
2023/THUMB351830_155427_563895.jpg

More News

1 - 15 of 44,314
01 Mar 2024
The first bricks and mortar Kinrgy studio opens today (1 March) in West Hollywood. Founded by Emmy Award-winning dancer, Julianne Hough, the brand started as ... More
29 Feb 2024
Orangetheory and Self Esteem Brands have revealed plans to merge 'as equals' creating a new company with around US$3.5 billion a year in sales and ... More
29 Feb 2024
In the same week as tennis legend, Andre Agassi, was appointed to the board of Life Time, the company has released strong year-end results, achieving ... More
28 Feb 2024
According to a pilot study by Yale School of Medicine, exercise can not only slow down the neurodegeneration associated with Parkinson’s Disease, there is evidence ... More
28 Feb 2024
Self Esteem Brands (SEB), owner of Anytime Fitness, has released year-end results which show year-on-year revenues up by 12.3 per cent and the launch of ... More
28 Feb 2024
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in its clubs. The ‘Be Comfortable’ programme includes behavioural guidelines for ... More
27 Feb 2024
Speaking exclusively in the current issue of HCM magazine, Third Space CEO, Colin Waggett, says he is feeling optimistic, as the company gears up to ... More
27 Feb 2024
Australian exercise and active health trade body, AUSactive, has partnered with the national Royal Life Saving and Swimming Pool & Spa Association to develop a ... More
26 Feb 2024
Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated flagship Siro resort in Dubai. Situated within the striking One ... More
26 Feb 2024
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The Well HQ, educating its trainers on how best to support ... More
23 Feb 2024
As Planet Fitness announces strong year-end results there are reports the company is planning a move into the Spanish market. CFO Tom Fitzgerald is also ... More
23 Feb 2024
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data of their employees to be used for attendance checks and ... More
22 Feb 2024
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a class action lawsuit being brought against the company for financial ... More
22 Feb 2024
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder, Ben Francis following the release of year-end results that were ... More
21 Feb 2024
More consumers are realising meditation is beneficial, but many give up because it’s difficult to master the mind. The Muse headset has been designed to ... More
1 - 15 of 44,314
Elevate
Elevate