Gym attendance high but barriers to exercise still significant

A recent mining of data by fitness software company iconnect360 revealed that 57.9% of gym members are visiting their gyms each month, and of those that visit the gym, their average number of visits per month is 7.4.

From this iconnect360 suggest that although there is a greater awareness of the need to exercise and lead an active healthy lifestyle, there are more barriers for over 40% of gym members than just getting to the gym to exercise.

IBISWorld research shows that the gym and fitness industry is a $1.4 billion industry in Australia, steadily growing at a rate of 3.5% per year over the past five years.

However, at the same time the prevalence of obesity in Australian adults has increased from 22% in 2010 to 26% in 2015, presenting the seemingly contradictory scenario that while the fitness industry is growing so are Australian’s obesity levels.

iconnect360 gym Chief Executive Trent Brown explains “the challenge for professionals in the health and fitness industry is to use the data our software provides about gym memberships and attendance, to help members overcome barriers to exercise.”

Last year the Fitness Industry Survey revealed that 60% of gym members are satisfied with their gym.

The Survey, undertaken by Ezypay, which distributes iconnect360 software interviewed over 11,300 respondents from Singapore, Australia, New Zealand, Malaysia and Hong Kong on the main reason they signed up for a gym membership as well as what they like about their gym or fitness club.

The findings also included citations from members on what they feel business owners of fitness centres and gyms should work on to further push the satisfaction rating above 60%.

A gym with a strategic location remains as the number one reason over 50% of gym members continue to subscribe to a gym or fitness club.

A Survey respondent stated “(the gym) is located across the road from my house and I have been using the facilities for 30 years".

‘Value for money’ was cited as the second highest factor in determining a member’s long-term commitment.

Remarks such as “full range of equipment, types of classes, all forms of training range, swimming pool, women’s only classes, flexible class times after working hours and high quality training sessions" indicates that gym members are willing to invest in fitness clubs and gyms that provide greater perceived value, as opposed to training centres that provide only the most basic equipment and supervision.

This data is further reinforced by members responding to the question on where their gym should be investing in the future.

One in four gym members believe that gyms and fitness centres should provide more group fitness classes whereas a substantial 41% of gym members believe that fitness centres should provide bigger facilities and better equipment for their members.

The professionalism of the staff ranked in as the third determining factor of whether or not a member will prolong his/her membership at a gym or fitness centre.

Over 60% of gym members believe that interaction with the fitness club staff during each visit is important, suggesting that staff should be trained to extend their service and dialogue with their clients past a successful sales pitch.

One Survey respondent best surmised this by saying, “Location, cleanliness and equipment are all good, but the instructor’s personality and ability to motivate is crucial to the participant’s enjoyment levels and desire to keep returning."

Since 2008, the Fitness Industry Survey has proven that gym member satisfaction has remained steady at a rate of 60%.

Click here for more information on the Fitness Industry Survey.

To contact Ezypay/iconnect360 click here to view their entry in the Australasian Leisure Management Supplier Directory.

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