1、eBookCrack the CodeABC Ignite Confidential 2023Key InsightsIgnite Clubs Membership Trends for H1:2020-20233ABC Ignite Confidential 20234ABC Ignite Confidential 2023JOINS IN THE LAST 3 YEARS ARE IN THE YOUNGER AGE CATEGORYOLDER MEMBERS STARTING TO COME BACK IN THE LAST YEAR3232286219-2526-3435-5455-6

2、5Over 65142541419-2526-3435-5455-65Over 65Age and Join%Last 3 Years Age and Join%Increase Last 12 Months vs Previous 12 MonthsNEW JOINSMILLENNIALS&GEN Z62%New joins in the last 3 YEARSof those come fromONLINE JOINShave increased by39%in the last 3 YEARSwith MILLENNIALS&GEN ZGen Z&Millennials=42%of U

3、.S.Population5ABC Ignite Confidential 2023Source:KASASAMillennialsGen ZBirth Years:1980 to 1994/6Current Age:25 to 40Size:72.1 million 21.6%US PopulationMedia Consumption:95%still watch TV,but Netfix edges out traditionalcable as the preferred provider.Cord-cutting in favor of streaming services is

4、the popular choice.This generation is extremely comfortable with mobile devices,but 32%will still use a computer for purchases.They typically have multiple social media accounts.Shaping Events:The Great Recession,the technological explosion of the internet and social media,and 9/11.Finances:Massive

5、student debt causes this generation to delay major life purchases.Birth Years:1997 to 2012Current Age:9 to 24Size:68 million 20.4%US PopulationMedia Consumption:The average Gen Zer received their first mobile phone at age 10.3 years.Many of them grew up playing with their parents mobile phones or ta

6、blets.They have grown up in a hyper-connected world and the smartphone is their preferred method of communication.On average,they spend 3 hours a day on their mobile device.Shaping Events:Smartphones,social media,never knowing a country not at war,and seeing the financial struggles of their parents(

7、Gen X).Finances:Similar to Gen X(their parents)in financial attitudes,but wanting to avoid debt after seeing Millennials struggle.ABC Ignite Confidential 202361220281525Less than sixmonthsSix months toa yearOne to threeyearsThree to fiveyearsGreater thanfive yearsTENURE OF MEMBERSHIP13372228Less tha

8、n 4x4x to 8x9x to 12xGreater than 12xMONTHLY USAGE343416862LESS THAN$20$21 TO$69$70 TO$125$126 TO$175$176 TO$225$226 OR MOREMONTHLY DUES FOR MEMBERSHIP OR GYM USAGE452120191714Membership Tenure&UsageTYPE OF FACILITY MEMBER OF OR USE$295$378$437$483$399 19-2526-3435-5455-65Over 65FEMALES SPEND MUCH M

9、ORE THAN MALES ON SERVICES IN CLUB WHICH MAKES LIFETIME VALUE HIGHER OVERALLOLDER MEMBERS TEND TO STAY LONGER,HAVE HIGHER LIFETIME SPENDLifetime Value including Dues10M North American Members at 2,000 LocationsABC Fitness Portfolio Data:OLDER MEMBERS TAKE MORE CLASSES AND EVENTS334449515419-2526-343

10、5-5455-65Over 65Event Participation by Age Last 3 YearsFEMALES TAKE MORE CLASSES AND EVENTS THAN MALESEvent Participation by Gender Last 3 YearsFitnessProfilesABC Ignite Confidential 20238Convenient locationEquipment I wantCleanlinessLow membership feeNice atmosphereOpen 24 hoursHours of operationCl

11、asses I likeUseful website/appUse specific personal trainer57%45%47%43%40%40%50%35%39%34%32%30%37%28%22%25%8%14%9%13%AMONG GYM MEMBERSSource:Murphy Research State of Our Health Syndicated Study Base Gym Members 2019(n 1 471)2022(n 2 066)2019 2022Spending HabitsABC Ignite Confidential 20239of those s

12、urveyed would absolutely not give up their club or studio membership if the economic situation were to worsen.Thats more than take out and leisure travel.46%IF ECONOMIC SITUATION WORSENS,WHICH WOULD YOU ABSOLUTELY NOT GIVE UP?Price Sensitivity for Traditional ClubsABC Ignite Confidential 2023100%10%

13、20%30%40%50%60%70%80%90%100%too inexpensiveinexpensiveexpensivetoo expensiveMaximum=$60Optimum=$45-$50Minimum=$40PRICE SENSITIVITY METER HEALTH CLUB OR BIG-BOX GYM MONTHLY DUES(AMONG MEMBERS)37%38%14%5%4%2%LESS THAN$20$21 TO$69$70 TO$125$126 TO$175$176 TO$225$226 OR MORETRADITIONAL HEALTH CLUBS MONT

14、HLY DUESPrice Sensitivity for Ad-Hoc ServicesABC Ignite Confidential 202311PRICE SENSITIVITY METERFEES FOR AD-HOC SERVICES SUCH AS PERSONAL TRAINING,RECOVERY THERAPIES,FEE-BASED GX(AMONG THOSE WHO CURRENTLY PURCHASE SERVICES)0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%too inexp

15、ensiveinexpensiveexpensivetoo expensiveMaximum=$119Optimum=$110Minimum=$95Nearly 30%of members/users claim to purchase additional services at their club or studio.The services can range from personal training,recovery therapies,fee-based group exercise classes and the like.Keep in mind,the fees are

16、service dependent and does not suggest a group exercise class is equivalent in fee as personal training or recovery therapy.FitnessPersonas13IHRSA 2022:Optimize Personalization Using Fitness Personas|October 16,2023The Next Fitness Consumer PersonasPrefer to Workout in the GymMoney spent on fitnessF

17、itness Explorer(19%)Routine Lifers(34%)Casual Consumers(17%)Wellness Lovers(30%)21%Prefer gym workouts63%$2525%Prefer gym workouts56%$25+10%Prefer gym workouts27%$25+16%Prefer gym workouts69%$25+14IHRSA 2022:Optimize Personalization Using Fitness Personas|October 16,2023Wellness LoversFitness Goals3

18、0%Balances fitness,nutrition and mental/physical wellbeing“Im in pursuit of all aspects of wellness-physical,spiritual,mental and emotional.”DemographicsWorkoutsFULL-TIME 61%AgeRegionIncomeEmployment25 to 39 years old(36%)Southwest,Southeast,Pacific0-50K(27%)50-100K(31%)100K+(42%)More than 12x a mon

19、th 55%More than 8x a month 34%Prefer soloworkouts63%FrequencyGym FrequencyOn their ownOwn EquipmentTo be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemicPurchaseAt-home equipment61%Big BoxGyms49%Prefer to workoutin gyms/c

20、lubs25%MembershipGyms/Clubs69%72%89%52%$25+per month 56%Monthly Spend15IHRSA 2022:Optimize Personalization Using Fitness Personas|October 16,2023Fitness ExplorerFitness Goals19%Continuously seeks out new fitness programs,products and services“Im a bit promiscuous with my pursuit of finding an inspir

21、ing workout.”DemographicsWorkoutsFULL-TIME 61%AgeRegionIncomeEmployment25 to 39 years old(41%)Southeast,Southwest,Midwest,Pacific0-50K(26%)50-100K(44%)100K+(30%)More than 12x a month 39%More than 4-8x a month 40%Prefer soloworkouts64%FrequencyGym FrequencyOn their ownOwn EquipmentTo be generally act

22、iveMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemicPurchaseAt-home equipment71%Big BoxGyms51%Prefer to workoutin gyms/clubs16%MembershipGyms/Clubs63%62%82%59%$25+per month 69%Monthly Spend16IHRSA 2022:Optimize Personalization Using Fitne

23、ss Personas|October 16,2023Casual ConsumersFitness Goals17%Fitness motivation is primarily event driven(vacation beach body,wedding,etc.)“My fitness is motivated by an upcoming vacation or event”DemographicsWorkoutsFULL-TIME 52%AgeRegionIncomeEmploymentSouthwest,Midwest,0-50K(37%)50-100K(35%)100K+(1

24、8%)Retired(24%)Less than 4x a month 27%Less than 4x a month 45%Prefer soloworkouts88%FrequencyGym FrequencyOn their ownOwn EquipmentTo be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemicPurchaseAt-home equipment35%Big Box

25、Gyms16%Prefer to workoutin gyms/clubs10%MembershipGyms/Clubs73%55%57%35%$25+per month 27%25 to 39 years old(53%)Monthly SpendRoutine LifersWellnessLoverFitnessExplorerCasual ConsumerFitness PersonasAgeWallet SpendIncome0-50K(37%)50-100K(35%)100K+(18%)25 to 39 years old(53%)66 years or older(35%)0-50

26、K(26%)50-100K(42%)100K+(32%)25 to 39 years old(41%)0-50K(26%)50-100K(44%)100K+(30%)25 to 39 years old(36%)0-50K(27%)50-100K(31%)100K+(42%)Follows a consistent regimen day in and day outBalances fitness,nutrition,mental and physical well-beingContinuously seeks out new fitness programs,products and s

27、ervicesFitness motivation is primarily event driven(vacation beach body,wedding,etc.)17ABC Ignite Confidential 2023$25per month:63%$25+per month 56%$25+per month 69%$25+per month 27%Big BoxGyms33%MembershipBig BoxGyms51%Big BoxGyms49%Big BoxGyms16%Prefer soloworkouts83%On their ownPrefer soloworkout

28、s64%Prefer soloworkouts63%Prefer soloworkouts88%Personas+UtilizationWellness Lovers and Fitness Explorers represent nearly three-fourths of all Members/Users at studios.Traditional Health Clubs/Gyms have a higher representation of Routine Lifers(30%)than other facility types.This profile provides a

29、unique view,and opportunity,for those operating studios where a significant proportion of their consumers have a balanced philosophy that encompasses multiple facets of wellness:fitness,nutrition and mental/physical wellbeing.18ABC Ignite Confidential 2023Active ConsumerClub/Studio User29%28%Traditi

30、onalStudioGroup Ex30%14%18%30%35%32%49%46%18%23%23%32%28%24%14%15%5%7%Routine LiferWellnessLoverFitnessExplorerCasual ConsumerFitness Goals19ABC Ignite Confidential 2023To be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsMaintained fitness level through pand

31、emic66%61%80%55%To be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemic63%62%82%59%To be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemic69%72%

32、89%52%To be generally activeMaintain/improve mental/health/stress reliefOn track to meet their goalsImproved fitness level through pandemic73%55%57%35%Routine LifersWellnessLoverFitnessExplorerCasual Consumer20IHRSA 2022:Optimize Personalization Using Fitness Personas|October 16,2023Fitness Consumer

33、 PersonasFitness Consumer PersonasDominant Traits ComparisonRoutine LifersRoutine LifersWellness LoversWellness LoversFitness ExplorersFitness ExplorersCasual ConsumersCasual ConsumersAge66+(35%)25-39(30%)25-39(41%)25-39(53%)RegionSouthwest,Midwest,PacificSoutheast,Southwest,PacificSoutheast,Midwest

34、,Southwest,PacificSouthwest,MidwestIncome0-50K(26%)50-100K(42%)100K+(32%)0-50K(27%)50-100K(31%)100K+(42%)0-50K(26%)50-100K(44%)100K+(30%)0-50K(37%)50-100K(35%)100K+(18%)EmploymentFull-time(36%)Retired(38%)Full-time(61%)Full-time(61%)Full-time(52%)Retired(24%)Workout FrequencyMore than 12x a month(52

35、%)More than 12x a month(55%)More than 12x a month(39%)Less than 4x a month(27%)Workout RoutineOutdoors(54%)Outdoors(57%)Outdoors(60%)Outdoors(46%)Prefer to workout in Clubs/Gyms21%25%16%10%Fitness Throughout PandemicMaintained fitness level(55%)Improved fitness level(52%)Improved fitness level(59%)I

36、mproved fitness level(35%)Number 1 GoalTo be generally active(66%)Maintain/improve health/stress relief(72%)To be generally active(63%)To be generally active(73%)Number 2 GoalMaintain/improve health/stress relief(61%)To be generally active(69%)Maintain/improve health/stress relief(62%)Maintain/impro

37、ve health/stress relief(55%)On track to reach goals80%89%82%57%Monthly spend on health/fitnessLess than$25 a month(63%)More than$25 a month(56%)More than$25 a month(69%)More than$25 a month(27%)Big Box gym members33%49%51%16%Gym workout frequencyMore than 12x a month(35%)More than 8x a month(34%)4-8

38、x a month(40%)Less than 4x a month(45%)Gym workout regimenWorkout on their own(83%)Workout on their own(63%)Workout on their own(64%)Workout on their own(88%)Fitness ProfilesTraditional Health Clubs/Gyms have a higher representation of Routine Lifers(30%)than other facility types.This profile provid

39、es a unique view,and opportunity,for those operating studios where a significant proportion of their consumers have a balanced philosophy that encompasses multiple facets of wellness:fitness,nutrition and mental/physical wellbeing.32%23%30%15%49%32%14%5%46%28%18%7%Traditional Health club or gymFitne

40、ss training studio(e.g.,personal training,HIIT,small group training,etc.)Group exercise studio(e g core spin Pilates barre yoga etc)Wellness Lover:You prioritize fitness,nutrition and mental and physical well-being in an effort to have a balanced wellness routineFitness Explorer:An early adopter who

41、 looks for new fitness programs,products and services to include into your wellness routineRoutine Lifer:Follow a similar fitness routine for years(rarely miss a morning run,consistently attend the same group classes)Casual Consumer:Fitness is not a priority,but may work out to address a certain eve

42、nt(summer vacation,wedding,etc.)FITNESS PROFILE BY FACILITY TYPE50454035302520151050ABC Ignite Confidential 20232122IHRSA 2022:Optimize Personalization Using Fitness Personas|October 16,2023The Industrys OpportunityFitness Personas and Big-Box Gym MembershipRoutine LiferWellness LoverFitness Explore

43、rCasual ConsumerActive ConsumersBig-Box Gym Members34%30%19%17%33%30%51%16%Gym/StudioProduct&ServicesHot trends within the fitness industry are prevalent within some markets and not at all in others.To assist with enhancing value,we posed a series of trends to Members/Users to get a read on availabi

44、lity and priority.Opportunity can be found by looking at the number to the left where there is marked demand.ABC Ignite Confidential 202323GYM/STUDIO PRODUCT AND SERVICE OFFERINGS261325322629323541272531353230343332312837364352433840383634313639Products that promote better immune health(supplements,

45、vitamins,and personal hygiene)Services or programs that promote better fitness to achieve goals(exercise programs and accountability systems)Better nutrition,eating right(diet programs,nutrition apps,mealtracking)Services that promote better self-care or appearance(skin care,hair care,salon services

46、,etc.)Mental health and mindfullness programs such as yoga,meditationclasses,mindfulness appsWorkout regimens or programs geared for getting better sleepExercise Recovery(e.g.,infrared saunas,cryotherapy,cold tubs,massage chairs,etc.)Spiritual wellbeing(e.g.,meditation,breathwork,gratitiduepractice,

47、martial arts)Biotech wellness(e.g.,red light therapy devices,shock wavetherapy,cool laser therapy,microcurrent facials tools,etc.)Micro workouts(e.g.,quick fitness challenges or short sessions)Community-building initiatives that facilitate a sense ofconnection,togetherness and supportThere are NOT n

48、early enough programs or services available to achieve thisThere are some,but I wish there were more Product&Services PrioritiesNow that weve found where the opportunities are,we wanted to find out what products/services were in demand.What did the Active Consumer want?They want to meet their goals.

49、ABC Ignite Confidential 2023243742444547485053565762Biotech wellness(e.g.,red light therapy devices,shock wavetherapy,cool laser therapy,microcurrent facials tools,etc.)Services that promote better self-care or appearance(skincare,hair care,salon services,etc.)Micro workouts(e.g.,quick fitness chall

50、enges or shortsessions)Spiritual wellbeing(e.g.,meditation,breathwork,gratitiduepractice,martial arts)Products that promote better immune health(supplements,vitamins,and personal hygiene)Community-building initiatives that facilitate a sense ofconnection,togetherness and supportExercise Recovery(e.g

51、.,infrared saunas,cryotherapy,coldtubs,massage chairs,etc.)Workout regimens or programs geared for getting bettersleepMental health and mindfullness programs such as yoga,meditation classes,mindfulness appsBetter nutrition,eating right(diet programs,nutrition apps,meal tracking)Services or programs

52、that promote better fitness to achievegoals(exercise programs and accountability systems)PRIORITY TO PLACE ON PROVIDING PRODUCTS/SERVICES(%OF VERY HIGH/HIGH PRIORITY)Top Drivers Member Experience 2FitnessProfilesABC Ignite Confidential 202326Source:Murphy Research State of Our Health Syndicated Stud

53、yBase Gym Members 2019(n=1,471),2022(n=2,066)Convenient locationEquipment I wantCleanlinessLow membership feeNice atmosphereOpen 24 hoursHours of operationClasses I likeBe with friends/familyClean/well-appointed locker roomsLarge sizeAmenities like spa,steam room or cafBe with like-minded peopleUsef

54、ul website/appUse specific personal trainerSmall sizeOn-site child care57%45%47%43%40%40%50%35%39%34%32%30%37%28%22%25%22%23%24%23%18%21%18%19%18%18%8%14%9%13%9%9%8%13%AMONG GYM MEMBERS 2019 2022MemberExperienceStudios generate higher level of delight than traditional health clubs.Members/Users are

55、just as likely to remain and provide a referral for traditional health clubs as they are for the studios.ABC Ignite Confidential 2023274.24.14.24.34.34.44.34.44.44.44.54.44.44.354.5Overall,I am delightedwith my experience.I love myclub/gym/studio.I will refer thisclub/gym/studio to afriend,colleague

56、 orfamily member.I will remain a memberor continue using theclub/gym/studio overthe next six months.Overall,I receive agreat value with myclub/gym/studio.THE MEMBER EXPERIENCETraditional Health ClubsGX StudiosFitness Training StudiosTop 5 Value DriversABC Ignite Confidential 202328ABC Ignite Confide

57、ntial 2023Traditional Club Value DriversFor traditional health clubs to create“great value”for the members/users,by far,four of the key drivers are emotionally-centric and include:Upbeat and motivating environmentStrong,positive reputation Comfortable,safe and familiar environmentFriendly and welcom

58、ing The product offering and facility are not to be dismissed and have a strong relationship with value creation as well:Current and up-to-date equipmentClean and well-maintained locker roomsEquipment is available when neededGood variety of equipment to choose fromABC Ignite Confidential 2023290.500

59、.500.490.480.460.460.460.460.460.440.440.430.430.430.430.430.430.430.420.420.000.100.200.300.400.500.60The facility atmosphere/environment is upbeat and motivating.The club/gym/studio has a strong,positive reputation.The gym equipment is current and up to date.Provides a comfortable,safe and familia

60、r environment for working out.Locker rooms are clean and well maintained.The atmosphere is friendly and welcoming.The club/gym/studio keeps me well informed of its events and activities.The gym equipment is available when I need it.There is a good variety of gym equipment to choose from.The workout

61、environment allows you to freely express yourself.I have confidence and trust in the trainers.The facilities are clean and well maintained.The workout environment is high energy and fun.The gym has adequate space for stretching and functional activities.The gym equipment is well maintained.The group

62、 exercise instructors are highly qualified.There is good air ventilation throughout the club/gym/studio.The gym is well organized/layed out.The reception staff provide a warm welcome.The club/gym/studio is supportive in the pursuit of my fitness goals.TRADITIONAL HEALTH CLUBS TOP 20 VALUE DRIVERS(CO

63、RRELATION FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeGroup Exercise Value DriversGroup Exercise Studios drive value heavily by:Members having a strong sense of belonginginstructors who are motivational/inspirational.The environment should be high energy and funE

64、nsure equipment is available when needed.Service elements of high importance to driving value include:Communications to keep members informed of events at the studioAttentive staffHighly qualified trainersTrainers are available to answer questionsABC Ignite Confidential 2023300.570.530.500.490.490.4

65、80.480.480.480.470.470.460.460.450.450.450.430.430.430.430.430.430.430.000.100.200.300.400.500.60I have a strong sense of belonging at the club/gym/studio.The group exercise instructors are motivating and inspirational.The gym equipment is available when I need it.The workout environment is high ene

66、rgy and fun.The club/gym/studio keeps me well informed of its events and activities.When broken the gym equipment is repaired in a timely manner.Is like being part of a family or close-knit caring community.The facility atmosphere/environment is upbeat and motivating.The staff are attentive.The work

67、out environment allows you to freely express yourself.The trainers are highly qualified.Since joining(or using)this facility I have achieved at least one of my goals.Trainers are available to answer workout,health and fitness questons free of charge.The atmosphere is friendly and welcoming.There is

68、a diverse mix of fitness enthusiasts.The services and programs offered help me achieve my health and fitness goals.There is a good variety of gym equipment to choose from.There is good air ventilation throughout the club/gym/studio.I have formed friendships with other members/clients of the club/gym

69、/studio.Group exercise classes are high quality.Offers innovative and trendsetting programs and services.Has knowledgeable,professional and inspiring instructors/trainers.The trainers/instructors are instrumental with helping me achieve my health and fitnessGROUP EXERCISE STUDIOS TOP 23 VALUE DRIVER

70、S(CORRELATION FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeFitness TrainingValue DriversAmong the key value drivers for Fitness Training Studios five attributes stand out,two of which are emotionally driven:Friendly/welcoming atmosphereCurrent and up-to-date equip

71、mentConfidence and trust in the trainersGood air ventilationGood variety of equipmentService levels appear to play a strong role as well:Staff that are attentiveBeing supportive of fitness goalsABC Ignite Confidential 2023310.510.500.500.490.490.490.480.460.460.460.460.460.450.450.450.450.450.440.44

72、0.440.400.420.440.460.480.500.52The atmosphere is friendly and welcoming.The gym equipment is current and up to date.I have confidence and trust in the trainers.There is good air ventilation throughout the club/gym/studio.There is a good variety of gym equipment to choose from.The staff are attentiv

73、e.The club/gym/studio is supportive in the pursuit of my fitness goals.The services and programs offered help me achieve my health and fitness goals.There is a sense of community among the staff and members.I follow my club/gym/studio on social mediaThe club/gym/studio keeps me well informed of its

74、events and activities.I have a strong sense of belonging at the club/gym/studio.There is a diverse mix of fitness enthusiasts.Since joining(or using)this facility I have achieved at least one of my goals.The reception staff provide a warm welcome.Is like being part of a family or close-knit caring c

75、ommunity.Has knowledgeable,professional and inspiring instructors/trainers.The workout environment allows you to freely express yourself.Offers a variety of inspiring classes that keep you engaged.The facility atmosphere/environment is upbeat and motivating.FITNESS TRAINING STUDIOS TOP 20 VALUE DRIV

76、ERS(CORRELATION FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeClubIntel3MembershipsAround 32%of the memberships have been acquired in the past year,whereas 25%of the memberships have been active for more than five years.Interestingly,regardless of the duration or l

77、ocation of their workouts,slightly more than 40%of the members are frequent users who exercise more than nine times a month.ABC Ignite Confidential 2023FitnessProfilesTraditional Health Clubs/Gyms have a higher representation of Routine Lifers(30%)than other facility types.This profile provides a un

78、ique view,and opportunity,for those operating studios where a significant proportion of their consumers have a balanced philosophy that encompasses multiple facets of wellness:fitness,nutrition and mental/physical wellbeing.ABC Ignite Confidential 202332%23%30%15%49%32%14%5%46%28%18%7%Wellness Lover

79、:You prioritize fitness,nutrition and mental and physical well-being in an effort to have balancedwellnFitness Explorer:An early adopter wholooks for new fitness programs,products and services to include intoyour wellneRoutine LIfer:Follow a similar fitnessroutine for years(rarely miss a morningrun,

80、consistently attend the same groupCasual Consumer:Fitness is not apriority,but may work out to address acertain event(summer vacation,wedding,etc.)Traditional Health club or gymFitness training studio(e.g.,personal training,HIIT,small group training,etc.)Group exercise studio(e.g.,core,spin,Pilates,

81、barre,yoga,etc.)FITNESS PROFILE BY FACILITY TYPE50454035302520151050Exercise RegimenFor Active Consumers1.Outside Fitness(53%)2.At-Home Equipment(48%)3.Free Online Fitness(26%)Members/Users1.Outside Fitness(51%)2.At-Home Equipment(47%)3.Health Club/Big-Box Gym(42%)24131619223616253721291419431217351

82、0189143861448102611195372247142820265111420102030405060At home fitness equipment(e.g.,Peloton/Mirror)Digital-only program(e.g.,Daily Burn,Les Millson Demand,Obe Fitness,Beachbody,AppleFree Online Fitness(e.g.,YouTube workouts,fitness influencers,instagram)Studios(e.g.,SoulCycle,Barre,pilates,F45,Ora

83、ngetheory Fitness,Crossfit)Sports activities and/or leagues(e.g.,volleyball,pickleball,basketball,tennis,golf)Outside fitness(e.g.,biking,hiking,running,walking,rollerblading,climbing)In-person Personal Trainer(Not affiliated witha gym membership)Health Club or Big-Box Gym2023 Gym/Studio User2023 Ac

84、tive Consumer20222021Pre CovidABC Ignite Confidential 2023Spending HabitsHealth Club/Gym/Studio Memberships topped the list as the#1 item they would not give up with 46%of the mentions!This is significantly higher than restaurants/takeout(37%)and leisure travel(34%),both of which are high priorities

85、 for consumers.131625273234353746111216232832353737522625243937383244365125212133403732453854In-club fitness services(e.g.,personal training,t itil hi l tki t)App-based,self-directed fitness programs(e.g.,coaching,personal training,etc.)Fitness wearables to monitor progress(e.g.,Fitbit,Jawbone,Whoop

86、,Apple Watch,Myzone,Polar)Electronics&Home Furnishing purchasesSelf-care(e.g.,spas,massage,facials,hair,mani/pedis,etc.)Entertainment(e.g.,concerts,streaming,movies,etc.)Leisure TravelGym usage(e.g.,drop-in classes,Classpass,etc.)Restaurants/TakeoutHealth club/gym/studio membershipGroup Exercise Stu

87、dioFitness Training StudioTraditional Health ClubMembers/UsersIF ECONOMIC SITUATION WORSENS,WHICH WOULD YOU ABSOLUTELY NOT GIVE UP?ABC Ignite Confidential 2023Price Sensitivity for Traditional Clubs0%10%20%30%40%50%60%70%80%90%100%too inexpensiveinexpensiveexpensivetoo expensiveMaximum=$60Optimum=$4

88、5-$50Minimum=$4037%38%14%5%4%2%LESS THAN$20$21 TO$69$70 TO$125$126 TO$175$176 TO$225$226 OR MOREPRICE SENSITIVITY METER HEALTH CLUB OR BIG-BOX GYM MONTHLY DUES(AMONG MEMBERS)TRADITIONAL HEALTH CLUBS MONTHLY DUESABC Ignite Confidential 2023Price Sensitivity for Ad-Hoc ServicesNearly 30%of members/use

89、rs claim to purchase additional services at their club or studio.The services can range from personal training,recovery therapies,fee-based group exercise classes and the like.Keep in mind,the fees are service dependent and does not suggest a group exercise class is equivalent in fee as personal tra

90、ining or recovery therapy.PRICE SENSITIVITY METERFEES FOR AD-HOC SERVICES SUCH AS PERSONAL TRAINING,RECOVERY THERAPIES,FEE-BASED GX(AMONG THOSE WHO CURRENTLY PURCHASE SERVICES)0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%too inexpensiveinexpensiveexpensivetoo expensiveMaximum=$1

91、19Optimum=$110Minimum=$95ABC Ignite Confidential 2023Gym/StudioProduct&ServicesHot trends within the fitness industry are prevalent within some markets and not at all in others.To assist with enhancing value,we posed a series of trends to Members/Users to get a read on availability and priority.Oppo

92、rtunity can be found by looking at the number to the left where there is marked demand.GYM/STUDIO PRODUCT AND SERVICE OFFERINGS261325322629323541272531353230343332312837364352433840383634313639Products that promote better immune health(supplements,vitamins,and personal hygiene)Services or programs t

93、hat promote better fitness to achieve goals(exercise programs and accountability systems)Better nutrition,eating right(diet programs,nutrition apps,meal tracking)Services that promote better self-care or appearance(skin care,hair care,salon services,etc.)Mental health and mindfullness programs such

94、as yoga,meditation classes,mindfulness appsWorkout regimens or programs geared for getting better sleepExercise Recovery(e.g.,infrared saunas,cryotherapy,cold tubs,massage chairs,etc.)Spiritual wellbeing(e.g.,meditation,breathwork,gratitidue practice,martial arts)Biotech wellness(e.g.,red light ther

95、apy devices,shock wave therapy,cool laser therapy,microcurrent facials tools,etc.)Micro workouts(e.g.,quick fitness challenges or short sessions)Community-building initiatives that facilitate a sense of connection,togetherness and supportThere are NOT nearly enough programs or services available to

96、achieve thisThere are some,but I wish there were moreTh PLENTY f i il bl t hi thiABC Ignite Confidential 2023Product&Services PrioritiesNow that weve found where the opportunities are,we wanted to find out what products/services were in demand.What did the Active Consumer want?They want to meet thei

97、r goals.3742444547485053565762Biotech wellness(e.g.,red light therapy devices,shockwave therapy,cool laser therapy,microcurrent facialstools,etc.)Services that promote better self-care or appearance(skin care,hair care,salon services,etc.)Micro workouts(e.g.,quick fitness challenges or shortsessions

98、)Spiritual wellbeing(e.g.,meditation,breathwork,gratitidue practice,martial arts)Products that promote better immune health(supplements,vitamins,and personal hygiene)Community-building initiatives that facilitate a sense ofconnection,togetherness and supportExercise Recovery(e.g.,infrared saunas,cry

99、otherapy,cold tubs,massage chairs,etc.)Workout regimens or programs geared for getting bettersleepMental health and mindfullness programs such as yoga,meditation classes,mindfulness appsBetter nutrition,eating right(diet programs,nutritionapps,meal tracking)Services or programs that promote better f

100、itness toachieve goals(exercise programs and accountabilitysystems)PRIORITY TO PLACE ON PROVIDING PRODUCTS/SERVICES(%OF VERY HIGH/HIGH PRIORITY)ABC Ignite Confidential 202330351823292824140510152025303540Active ConsumerClub/Studio UserWellness Lover:You prioritize fitness,nutrition and mental and ph

101、ysicalwell-being in an effort to havebalanced wellnFitness Explorer:An early adopterwho looks for new fitness programs,products and services to includeinto your wellneRoutine LIfer:Follow a similar fitnessroutine for years(rarely miss amorning run,consistently attend thesame groupCasual Consumer:Fit

102、ness is not apriority,but may work out to addressa certain event(summer vacation,wedding,etc.)FitnessProfilesFitness Profiles were used to segment respondents based on their personal philosophy and beliefs on fitness and their approach to being active.FITNESS PROFILES(%of Total)ABC Ignite Confidenti

103、al 2023MemberExperienceStudios generate higher level of delight than traditional health clubs.Members/Users are just as likely to remain and provide a referral for traditional health clubs as they are for the studios.4.24.14.24.34.34.44.44.44.44.44.54.44.44.44.4Overall,I amdelighted with myexperienc

104、e.I love myclub/gym/studio.I will refer thisclub/gym/studio toa friend,colleagueor family member.I will remain amember orcontinue using theclub/gym/studioover the next sixmonths.Overall,I receive agreat value with myclub/gym/studio.THE MEMBER EXPERIENCETraditional Health ClubsGX StudiosFitness Train

105、ing StudiosABC Ignite Confidential 2023Traditional Club Value Drivers0.500.500.490.480.460.460.460.460.460.440.440.430.430.430.430.430.430.430.420.420.000.100.200.300.400.500.60The facility atmosphere/environment is upbeat and motivating.The club/gym/studio has a strong,positive reputation.The gym e

106、quipment is current and up to date.Provides a comfortable,safe and familiar environment for working out.Locker rooms are clean and well maintained.The atmosphere is friendly and welcoming.The club/gym/studio keeps me well informed of its events and activities.The gym equipment is available when I ne

107、ed it.There is a good variety of gym equipment to choose from.The workout environment allows you to freely express yourself.I have confidence and trust in the trainers.The facilities are clean and well maintained.The workout environment is high energy and fun.The gym has adequate space for stretchin

108、g and functional activities.The gym equipment is well maintained.The group exercise instructors are highly qualified.There is good air ventilation throughout the club/gym/studio.The gym is well organized/layed out.The reception staff provide a warm welcome.The club/gym/studio is supportive in the pu

109、rsuit of my fitness goals.TRADITIONAL HEALTH CLUBS TOP 20 VALUE DRIVERS(CORRELATION FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeFor traditional health clubs to create“great value”for the members/users,by far,four of the key drivers are emotionally-centric and inc

110、lude:Upbeat and motivating environmentStrong,positive reputation Comfortable,safe and familiar environmentFriendly and welcomingThe product offering and facility are not to be dismissed and have a strong relationship with value creation as well:Current and up-to-date equipmentClean and well-maintain

111、ed locker roomsEquipment is available when neededGood variety of equipment to choose fromABC Ignite Confidential 2023Group Exercise Value DriversGroup Exercise Studios drive value heavily by:Members having a strong sense of belonginginstructors who are motivational/inspirational.The environment shou

112、ld be high energy and funEnsure equipment is available when needed.Service elements of high importance to driving value include:Communications to keep members informed of events at the studioAttentive staffHighly qualified trainersTrainers are available to answer questions0.570.530.500.490.490.480.4

113、80.480.480.470.470.460.460.450.450.450.430.430.430.430.430.430.430.000.100.200.300.400.500.60I have a strong sense of belonging at the club/gym/studio.The group exercise instructors are motivating and inspirational.The gym equipment is available when I need it.The workout environment is high energy

114、and fun.The club/gym/studio keeps me well informed of its events and activities.When broken the gym equipment is repaired in a timely manner.Is like being part of a family or close-knit caring community.The facility atmosphere/environment is upbeat and motivating.The staff are attentive.The workout

115、environment allows you to freely express yourself.The trainers are highly qualified.Since joining(or using)this facility I have achieved at least one of my goals.Trainers are available to answer workout,health and fitness questons free of charge.The atmosphere is friendly and welcoming.There is a di

116、verse mix of fitness enthusiasts.The services and programs offered help me achieve my health and fitness goals.There is a good variety of gym equipment to choose from.There is good air ventilation throughout the club/gym/studio.I have formed friendships with other members/clients of the club/gym/stu

117、dio.Group exercise classes are high quality.Offers innovative and trendsetting programs and services.Has knowledgeable,professional and inspiring instructors/trainers.The trainers/instructors are instrumental with helping me achieve my health and fitnessGROUP EXERCISE STUDIOS TOP 23 VALUE DRIVERS(CO

118、RRELATION FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeABC Ignite Confidential 2023Fitness TrainingValue DriversAmong the key value drivers for Fitness Training Studios five attributes stand out,two of which are emotionally driven:Friendly/welcoming atmosphereCurr

119、ent and up-to-date equipmentConfidence and trust in the trainersGood air ventilationGood variety of equipmentService levels appear to play a strong role as well:Staff that are attentiveBeing supportive of fitness goals0.510.500.500.490.490.490.480.460.460.460.460.460.450.450.450.450.450.440.440.440.

120、400.420.440.460.480.500.52The atmosphere is friendly and welcoming.The gym equipment is current and up to date.I have confidence and trust in the trainers.There is good air ventilation throughout the club/gym/studio.There is a good variety of gym equipment to choose from.The staff are attentive.The

121、club/gym/studio is supportive in the pursuit of my fitness goals.The services and programs offered help me achieve my health and fitnessThere is a sense of community among the staff and members.I follow my club/gym/studio on social mediaThe club/gym/studio keeps me well informed of its events and ac

122、tivities.I have a strong sense of belonging at the club/gym/studio.There is a diverse mix of fitness enthusiasts.Since joining(or using)this facility I have achieved at least one of my goals.The reception staff provide a warm welcome.Is like being part of a family or close-knit caring community.Has

123、knowledgeable,professional and inspiring instructors/trainers.The workout environment allows you to freely express yourself.Offers a variety of inspiring classes that keep you engaged.The facility atmosphere/environment is upbeat and motivating.FITNESS TRAINING STUDIOS TOP 20 VALUE DRIVERS(CORRELATI

124、ON FACTORS)Emotional QualityService QualityFacility QualityProduct QualityPrice/TimeABC Ignite Confidential 2023FitnessProfilesFitness Profiles were used to segment respondents based on their personal philosophy and beliefs on fitness and their approach to being active.ABC Ignite Confidential 202346

125、30351823292824140510152025303540Active ConsumerClub/Studio UserWellness Lover:You prioritize fitness,nutrition and mental and physical well-being in an effort to have balanced wellnFitness Explorer:An early adopter wholooks for new fitness programs,productsand services to include into your wellneRou

126、tine LIfer:Follow a similar fitnessroutine for years(rarely miss a morningrun,consistently attend the same groupCasual Consumer:Fitness is not a priority,but may work out to address a certainevent(summer vacation,wedding,etc.)47ABC Ignite Confidential 2023Value EquationThe Member Value EquationCommo

127、dities that Drive SatisfactionIntangibles that Drive DelightMember ValueFacility QualityProduct QualityService QualityEmotional QualityPriceTimeABC Ignite Confidential 202348Its Time to Get Them EngagedEmotional and Service Quality are influencing member value driversABC Ignite Confidential 202349Le

128、verage Data to make decision and investmentsAlign Product,Packagingand Pricing to yourIdeal Client ProfileTechnology can streamline your internal process More importantly can influence your member interactionKey TakeawaysLets Connect!50ABC Ignite Confidential 2023ABC IgniteABC_Ignite#ABCIgniteLIVE W

129、ebinar ConversationAn Online Survey among Health and Fitness Club Members/Users within the top 40 MSAs across the U.S.Audience identification.Respondents were recruited using an online panel and identified based on screening questions to profile individuals who meet specific target audience criteria

130、(Interest in living an active lifestyle and health club/gym/studio membership status).Survey distribution and collection.Working with ClubIntels panel partner,an email invitation was sent to approximately 6,700 targeted consumers with a link to the survey.Geographically,the top 40 MSAs across the U.

131、S.were sourced.Survey responses.In all,2028 consumers met the screener qualifications to participate in the study.These responses were carefully monitored to elicit a nationally representative sample and significant data points for analyzing and creating consumer segment profiles.DISCLAIMERThe stati

132、stical information contained in this report is representative of the individuals responding to this survey.All reasonable efforts were taken by ClubIntel to assure data comparability within the scope and limitations of the reporting process.However,the data contained in this report is not necessaril

133、y based on third-party audited data.The statistical validity of any given number varies depending upon sample sizes and the amount of consistency among responses for any data point.The data in this survey is representative of the sentiments reported by the targeted respondents.ClubIntel and ABC Fitn

134、ess Solutions,therefore,make no representations or warranties with respect to the results of this study and shall not be liable to clients or anyone else for any information inaccuracies,or errors or omissions in content,regardless of the cause of such inaccuracy,error or omission.In no event shall ClubIntel or ABC Fitness Solutions be liable for any consequential damages.ABC Ignite Confidential 202351Methodology and DisclaimerThanks