1、Drive Sales&Revenue Crack the CodeIntroductionThe purpose of this eBook is to help the reader crack the sales code and increase revenue for their gym.To do this,well look at the most recent industry data,including portfolio numbers from 10 million members at 2000 locations.Well look at:The Current I

2、gnite TrendsAudience:Gen Z&MillennialsThe New JoinsMembership Tenure&UsageSpending HabitsThis content was originally included in our recent webinar:Crack the Sales Code:Drive Sales and Revenue.ABC Ignite Confidential 2023Ignite Clubs Membership Trends for H1:2020-20233ABC Ignite Confidential 2023New

3、 AudiencesGen Z is emerging as one of the bigger generational influences within the fitness space.Driven by technology as a primary influencer of their buying behavior,they crave a digital experience more than any other generation.4ABC Ignite Confidential 2023Gen Z&Millennials=42%of U.S.Population5A

4、BC 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 Netflix edges out traditionalcable as the preferred provider.Cord-cutting in favor of streaming services is the popular ch

5、oice.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 student debt c

6、auses 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 tablets.They hav

7、e 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(Gen X).Finance

8、s:Similar to Gen X(their parents)in financial attitudes,but wanting to avoid debt after seeing Millennials struggle.Buying Behavoirs of Millennials and Gen ZOver the last 3 years weve seen the Millennial and Gen Z age demographic joining at increased levels(62%of new joins are Millennials and Gen Z)

9、.They are also specifically joining online.As youll see on the next page,there has been a 39%increase of online registrations from these two generations.6ABC Ignite Confidential 20237ABC Ignite Confidential 2023JOINS IN THE LAST 3 YEARS ARE IN THE YOUNGER AGE CATEGORYOLDER MEMBERS STARTING TO COME B

10、ACK IN THE LAST YEAR3232286219-2526-3435-5455-65Over 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 JOINS have increased by39%in the last 3 YEAR

11、Swith MILLENNIALS&GEN ZOlder GenerationsIn tandem with these younger generations joining the gyms weve seen older generations returning to the gyms at a high rate.What is interesting here is that were seeing different age cohorts participating in different experiences at the club and that is affecti

12、ng the distribution of spend in each demographic.This shows operators that those who join are doing so for the experience that is offered.By tailoring the onboarding experience to match what we see in the following pages,a gym owner can unlock increased sales.8ABC Ignite Confidential 2023$295$378$43

13、7$483$399 19-2526-3435-5455-65Over 65FEMALES SPEND MUCH MORE 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

14、MEMBERS TAKE MORE CLASSES AND EVENTS334449515419-2526-3435-5455-65Over 65Event Participation by Age Last 3 YearsFEMALES TAKE MORE CLASSES AND EVENTS THAN MALESEvent Participation by Gender Last 3 YearsMembership Tenure&UsageOn the next page we will see data that breaks down the lifetime of a member

15、and their usage/wallet share.What is revealed is that onboarding programs should cater to the age demographic and interests specific to experience which leads to longer tenure.10ABC Ignite Confidential 2023ABC Ignite Confidential 2023111220281525Less than sixmonthsSix months toa yearOne to threeyear

16、sThree to fiveyearsGreater thanfive yearsTENURE OF MEMBERSHIP13372228Less than 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

17、OF OR USEFitnessProfilesABC Ignite Confidential 202312Convenient locationEquipment I wantCleanlinessLow membership feeNice atmosphereOpen 24 hoursHours of operationClasses 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 MEMBERS

18、Source:Murphy Research State of Our Health Syndicated Study Base Gym Members 2019(n=1,471),2022(n=2,066)2019 2022This chart highlights that members are more likely now to spend money on experiences versus convenience.Highlighted in red,you see how convenience is on the decline in 2022.In green you c

19、an see how technology is valued more.Spending HabitsABC Ignite Confidential 202313of those surveyed 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.Its clear that spending habits directly correlated to

20、a members wellbeing have a higher share in their spend.46%IF ECONOMIC SITUATION WORSENS,WHICH WOULD YOU ABSOLUTELY NOT GIVE UP?Price SensitivityThe next two charts show that pricing has less of an effect on users these days.In other words,increasing membership prices may not adversely affect the bus

21、iness the way it had previously.Clubs and owners can and should focus on the value of membership and experiences that are improved or increased with their price point.14ABC Ignite Confidential 2023Price Sensitivity for Traditional ClubsABC Ignite Confidential 2023150%10%20%30%40%50%60%70%80%90%100%t

22、oo 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 MONTHLY DUESPrice Sensitivity for

23、 Ad-Hoc ServicesABC Ignite Confidential 202316PRICE 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

24、 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 service dependent and does no

25、t suggest a group exercise class is equivalent in fee as personal training or recovery therapy.ConclusionWe hope you enjoyed going through our exclusive portfolio data.We think that within the data are key points you can use to boost your revenue and crack the sales code.To learn more about how Igni

26、te can help you reach your sales goals,schedule a demo now.17ABC Ignite Confidential 2023ABC Fitness(ABC)is the market-leading software and services provider for fitness businesses globally.Building upon a legacy of excellence,ABC enables fitness operators of all sizes,anywhere in the world,to trans

27、form their vision of fitness into reality.Whether a boutique studio,international franchise,regional club chain,local gym,or personal trainer,ABC provides the industry insights,technology,and innovation to partner for growth long term.Founded in 1981,ABC helps over 35 million members around the world and processes over$8.8B+in payments annually for 24,000 clubs in over 92 countries.Email:Website:https:/Phone:866-364-4596