New ClubIntel research shows fitness consumers demanding highly personalised service

New consumer research from ClubIntel shows that the active consumer motivation for a ‘total fitness experience’ demands highly personalised delivery and suggests that the fitness industry can no longer provide a ‘one size fits all’ approach.

The newly released research, commissioned by the IHRSA Foundation and web-based club management software provider ABC Fitness Solutions, shows motivation to stay fit post-pandemic is less about consumers and members having a solid physique and more about achieving a holistic approach to physical exercise and mental well-being.

Conducted in June this year, The Next Fitness Consumer Report explains that fitness routines have changed since the start of the pandemic, with businesses needing to appreciate that delivering options for the consumer are paramount, stating “it’s about connecting home and outdoor fitness with gym workouts and trainer-led programs to stay active, feel good, and connect with like-minded individuals”.

Key findings from The Next Fitness Consumer Report include:

• Two-thirds of Americans report they are currently active, an indicator that fitness is broader than just physical exercise and inclusive of mental health and acuity.

• Outdoor activities and digital/online workouts are here to stay - consumers want fitness delivered to them.

• Despite growing fitness awareness, regular exercise may be a privilege of the well-off, highlighting the need for the fitness industry to overcome barriers of inequity.

• The fitness club and studio will remain the go-to hubs of active consumers.

• Among those who previously cancelled their membership at big-box gyms, half say they plan on returning in the next six to 12 months.

Commenting on the findings, Bill Davis, Chief Executive of ABC Fitness Solutions, stated “this report gave us timely insight about what the future of fitness holds for the industry.

“As consumers look for more choices to create their fitness journey, they want a variety in equipment, programming, and facilities. Four out of the five most relevant modalities are features in gyms and fitness clubs, making them well-positioned for growth across multiple segments and demographics.”

The demand already shows as fitness clubs using ABC Fitness Solutions in the USA experienced 26% more new member joins in the second quarter of 2021 when compared to the same quarter in 2019. Year-to-date experience is on track to surpass the overall 2019 trend by nearly 10%.

Melissa Rodriguez, Director of research and insights for the International Health, Racquet & Sportsclub Association (IHRSA) added “fitness and wellness are top of mind for the active consumer.

“While the majority of Americans value regular exercise, a significant segment of inactive consumers want to engage in physical activity, presenting an opportunity for the fitness industry.”

The Next Fitness Consumer Report offers an Active Consumer Profile that examines responses by specific segments - such as gender, age, ability, and income. Also included in the report is a 'Fitness Mix', which discusses consumers:

• • Goals,

• • Exercise regimens,

• • Fitness mix and routine,

• • Workout frequency,

• • Exercise expenditures,

• • Preference for exercise equipment.

Click here to access a copy of The Next Fitness Consumer Report via the ABC Fitness Solutions’ website.