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ihrsa.org/research The IHRSA Trend Report Focus on Generations X & Y Fourth Quarter 2011 Executive Summary February 2012 International Health, Racquet, & Sportsclub Association Research powered by Leisure Trends Group (Boulder, CO)
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Page 1: Ihrsa trend report_q4_2011_

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The IHRSA Trend Report

Focus on Generations X & Y Fourth Quarter 2011 Executive Summary

February 2012

International Health, Racquet, & Sportsclub Association

Research powered by Leisure Trends Group (Boulder, CO)

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Welcome

The International Health, Racquet & Sportsclub Association is pleased to present the IHRSA Trend Report: Fourth Quarter 2011 Executive Summary. This report examines why Americans join, stay, and quit their health clubs. Also provided are non-members’ barriers to joining a club.

As you will soon discover, 16% of Americans ages 16 and older were members of a health club over the quarter ending December 31, 2011. Roughly one out of five Americans were former members. Generation Y was more likely than any other generation to be a former member.

This report should expand your understanding of health club consumer behavior. In-depth analysis of Generations X & Y includes insight into club applications that can help you better attract and retain these two segments. Along with The IHRSA Health Club Consumer Report, this report provides you with a comprehensive overview of health club consumer research.

May the following pages enhance your efforts to cultivate an outstanding member experience!

Jay Ablondi Executive VP of Global Products, IHRSA

Melissa Rodriguez Senior Research Manager, IHRSA

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Health Club Membership

Q: Are you currently a member of a health club?

16% of Americans ages 16 and older belong to a health club.

22% were members at a previous time.

62% have never been members of a health club.

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Health Club Membership �by Generation

In Q4 2011, all generations were represented in health club membership. Baby Boomers had the lowest penetration rate among generations.

Generation Y was more likely to be a former member than any other generation.

•  Generation X was more likely to be a former member than the Eisenhower Generation.

Baby Boomers are more likely to be a non-member than Gen X & Y.

Q: Are you currently a member of a health club?

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Health Club Members �Why People Join �

Q: Which of the following are personal goals for using the health club you currently belong to?

The majority of members join a health club to stay healthy or in shape.

One out of five members join a health club for a specific health concern.

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Health Club Members by Generation�Why People Join – Top Reasons

30%

56%

62%

58%

31%

42%

41%

36%

54%

51%

45%

40%

47%

48%

47%

48%

54%

57%

57%

65%

60%

30%

40%

52%

92%

To maintain strength

To look better

To lose weight

I need to stay in shape

I need to stay healthy

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

Generation X, Y & Z health club members cite “I need to stay in shape” as the number one reason for joining a health club.

Needing to stay healthy, in shape, look better, and maintain strength also rank high among Gen X & Y as a personal goal for using the health club.

The Eisenhower Generation is likely to join a health club to stay healthy more than any other generation. Nearly two-thirds of Baby Boomers also cite this reason for joining.

Q: Which of the following are personal goals for using the health club you currently belong to?

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Health Club Members by Generation�Why People Join – Additional Reasons

17%

12%

6%

34%

57%

34%

12%

51%

23%

18%

28%

42%

42%

46%

38%

32%

5%

12%

16%

35%

43%

44%

34%

34%

0%

1%

22%

40%

31%

35%

57%

56%

0%

0%

22%

17%

52%

60%

84%

56%

To gain weight

To impress others

For a specific health concern

I need to get in shape

To build muscle

To maintain weight

To stay flexible

To feel better about myself

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

Q: Which of the following are personal goals for using the health club you currently belong to?

Generation X & Y are more likely than Baby Boomers to belong to a club in order “to impress others.”

Flexibility ranks high as a personal goal for joining a health club among the Eisenhower and Baby Boomer Generations. Four out of five members from the Eisenhower Generation selected this reason for joining a health club.

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Health Club Members �Why People Stay �

Q: What keeps you coming back to the health club you currently belong to?

The majority of members stay at their health clubs for overall health/wellbeing.

Location is a significant factor for remaining a health club member. Half of members selected this reason for staying.

Nearly two out of five (38%) of members keep coming back to their health club for the variety of equipment.

17%

19%

19%

29%

33%

37%

38%

44%

50%

50%

58%

The social aspects of the health club

My friends and family work out at the health club

Access to fitness professionals

Access to group exercise classes

To have fun

To get my work out in, rather than to socialize

The variety of equipment, strength and cardiovascular equipment

To make progress with my personal goals

It's at a convenient location to me

I need get in shape/stay in shape/stay healthy

For overall health/wellbeing

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Health Club Members by Generation�Why People Stay – Top Reasons

Although convenience ranks high among all members, Baby Boomers are more likely than Gen X, Y, & Z to cite this reason for staying at their health clubs.

Overall, getting/staying in shape & healthy and convenience rank higher among the older generations than the younger segments.

Q: What keeps you coming back to the health club you currently belong to?

19%

51%

17%

44%

60%

33%

48%

40%

38%

49%

32%

35%

45%

37%

52%

50%

47%

67%

74%

67%

51%

46%

66%

53%

69%

The variety of equipment, strength and cardiovascular equipment

To make progress with my personal goals

It's at a convenient location to me

I need get in shape/stay in shape/stay healthy

For overall health/wellbeing

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

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Health Club Members by Generation�Why People Stay – Additional Reasons

Q: Which of the following are personal goals for using the health club you currently belong to?

The X, Y, and Eisenhower Generations are more likely than Baby Boomers to stay at their health club “to have fun.”

Access to group exercise classes and fitness professionals is important to Generation Y. Gen Y is more likely than Gen X & Eisenhowers to select access to fitness professionals and more likely than Gen Z to select access to classes.

0%

9%

16%

26%

18%

35%

56%

15%

30%

26%

29%

37%

40%

31%

17%

16%

20%

9%

30%

44%

31%

19%

17%

15%

21%

26%

13%

37%

15%

0%

9%

9%

23%

46%

52%

I feel obligated to go to the health club because of the money I spend on my

membership

The social aspects of the health club

My friends and family work out at the health club

Access to fitness professionals

Access to group exercise classes

To have fun

To get my work out in, rather than to socialize

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

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Health Club Members �Why People Quit �

Q: Why did you leave/quit your former health club?

Cost is the number one reason why former members left their health clubs.

Roughly one out of four left their club because they moved/the location was no longer convenient.

1%

4%

4%

5%

5%

6%

6%

6%

7%

8%

11%

11%

13%

21%

24%

27%

44%

Other

I didn’t reach my fitness goals

I developed an injury/surgery/other condition and therefore had to leave my health club

I did not like to exercise

I didn’t know what to do there

I met my fitness goals

Nobody I knew went to my former health club

There was no one there to guide me

It was too intimidating

I wanted to participate in another type of exercise outside of the health club

I lost my job

It was too crowded

I felt out of place

I wasn’t using my membership/I wasn’t going to the gym/health club

I moved/the location was no longer convenient

I could exercise somewhere else for free

It was too expensive/I could not afford it

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Health Club Members by Generation�Why People Quit – Top Reasons

Consistent with overall results, cost is the most frequently cited reason for quitting for the X, Y, and Baby Boomer Generations.

Gen X is more likely than Gen Y to select moving/the location was no longer convenient as a reason for leaving.

Gen Y is more likely than Gen X & Boomers to select “it was too crowded.”

Q: Why did you leave/quit your former health club?

4%

12%

27%

35%

23%

29%

28%

10%

21%

16%

12%

16%

27%

38%

8%

9%

9%

24%

33%

32%

46%

17%

5%

11%

20%

22%

23%

51%

0%

12%

12%

40%

25%

12%

36%

I lost my job

It was too crowded

I felt out of place

I wasn’t using my membership/I wasn’t going to the gym/health club

I moved/the location was no longer convenient

I could exercise somewhere else for free

It was too expensive/I could not afford it

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

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Health Club Members by Generation�Why People Quit – Additional Reasons

Q: Why did you leave/quit your former health club?

Gen Y is more likely than Boomers to select “it was too intimidating” as a reason for leaving their health club.

4%

5%

4%

11%

0%

8%

4%

4%

0%

3%

1%

7%

3%

9%

6%

8%

15%

8%

6%

1%

3%

3%

8%

5%

5%

7%

11%

4%

11%

2%

10%

3%

7%

7%

2%

8%

0%

0%

24%

0%

0%

0%

0%

0%

12%

I didn’t reach my fitness goals

I developed an injury/surgery/other condition and therefore had to leave my

health club

I did not like to exercise

I didn’t know what to do there

I met my fitness goals

Nobody I knew went to my former health club

There was no one there to guide me

It was too intimidating

I wanted to participate in another type of exercise outside of the health club

Eisenhower

Baby Boomer

Gen X

Gen Y

Gen Z

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Health Club Members �Why People Don’t Join �

Q: What keeps you from joining a health club now?

Cost is the number one barrier to joining health clubs. Three out of five consumers selected this reason.

One out of four non-members exercise somewhere else for free.

3%

4%

4%

7%

7%

8%

10%

10%

11%

15%

17%

18%

19%

25%

59%

Other

I am not sure there is someone there to guide me

I might hurt myself

I am too out of shape to even think about it

I dont know what I would do there

I have an injury/surgery/other condition and therefore cannot join a health club

Nobody I know goes to a health club

There is no health club located close to me

Its too crowded

I participate in another type of exercise outside the health club

I do not exercise

I would feel out of place

No Time

I exercise somewhere else for free

Too expensive/cannot afford

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Health Club Members by Generation�Why People Don’t Join – Top Reasons

Two-thirds of Gen X’ers cite cost as the reason for not joining a health club.

Gen X, Y, & Z are more likely than Boomers to select “No Time” as a barrier to joining a health club.

Gen Y is more likely than Baby Boomers to select “it’s too crowded.”

Q: What keeps you from joining a health club now?

11%

12%

19%

14%

23%

28%

45%

15%

15%

15%

25%

26%

30%

55%

14%

12%

12%

15%

25%

30%

66%

10%

18%

20%

17%

14%

18%

61%

2%

22%

26%

21%

4%

34%

45%

Its too crowded

I participate in another type of exercise outside the health club

I do not exercise

I would feel out of place

No Time

I exercise somewhere else for free

Too expensive/cannot afford

Eisenhower

Boomer

Gen X

Gen Y

Gen Z

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Health Club Members by Generation�Why People Don’t Join – Additional Reasons

Q: What keeps you from joining a health club now?

Gen Y more likely than X and Eisenhower Generations to select “I don’t know what I would do there” as a barrier to joining.

Gen Y & Z are more likely than Boomers to select “nobody I know goes to a health club.”

3%

2%

9%

11%

2%

19%

16%

6%

3%

6%

13%

3%

15%

10%

3%

2%

5%

3%

4%

8%

6%

4%

6%

7%

7%

13%

7%

11% 7%

I am not sure there is someone there to guide me

I might hurt myself

I am too out of shape to even think about it

I dont know what I would do there

I have an injury/surgery/other condition and therefore cannot join a health club

Nobody I know goes to a health club

There is no health club located close to me

Eisenhower

Boomer

Gen X

Gen Y

Gen Z

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Opportunities – Generation X Profile •  31-45 years old •  17% Current Members

•  24% Former Members

•  60% Non-members •  Goals

–  Stay healthy –  Stay in shape –  Lose weight

•  Reasons for leaving –  Cost –  Exercise somewhere else free –  Location/convenience –  Did not use

Opportunities •  Former member marketing may help regain

Gen X’ers. Focus on how an affordable health club membership can help this segment reach their personal goals.

•  Encourage frequent attendance from current members. Frequent usage is typically associated with long-term membership. Contacting members that did not use the club in the last 30 days to encourage attendance may go a long way in retaining Gen X for years ahead.

•  If your clubs is under development or relocating, make the location convenient. For Gen X, ensure your club is on the way home from their commute, local to their offices, or close to the homes of young families.

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Opportunities – Generation X (cont’d) Profile •  31-45 years old •  17% Current Members

•  24% Former Members

•  60% Non-members •  Reasons for Staying

–  Overall health/wellbeing

–  Convenient location

–  Have Fun

•  Barriers –  Cost

–  Exercise somewhere else free

–  Time

Opportunities •  To keep Gen X engaged and enjoying

the health club experience, implement fun and unconventional club programming.

–  Update group exercise offerings regularly to reflect what is “hot & new” in fitness.

–  Offer activity or sports-specific small group training workshops regularly.

•  Hire experienced and educated fitness professionals that will engage Gen X’ers so they look forward to using their health clubs.

•  Use social media, e-mail marketing, and/or your website to distribute time-saving workouts free to members.

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Opportunities – Generation Y Profile •  21-30 years old •  19% Current Members

•  32% Former Members

•  50% Non-members •  Goals

–  Stay in shape –  Stay healthy –  Maintain weight –  Maintain strength

•  Barriers –  Cost –  Exercise somewhere else free –  Time

Opportunities •  To address the cost barrier for Gen Y, offer

discounted membership plans for students/recent graduates and other prospects under the age of 30.

•  Offer club amenities/benefits that will encourage this segment to stay fit:

–  Workouts accessible online through your website or social media platforms,

–  Health and fitness tips delivered via SMS text or Twitter, and

–  Quarterly fitness evaluations free to the member.

•  Include time-saving exercise programs among your group exercise offerings.

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Opportunities – Generation Y (cont’d) Profile •  21-30 years old •  19% Current Members

•  32% Former Members

•  50% Non-members •  Reasons for Staying

–  Overall health/wellbeing –  Make progress with goals –  Have fun –  Access to group exercise & fitness

professions

•  Reasons for Leaving –  Cost –  Exercise somewhere else free –  Too crowded

Opportunities •  Offer an off-peak membership plan for a

reduced fee from typical membership dues so this segment can access the club when during specified hours of club operation.

•  Similar to Gen X, in order to keep Gen Y enjoying the health club experience, implement fun and unconventional club programming.

–  Update group exercise offerings regularly to reflect what is “hot & new” in fitness.

–  Offer activity or sports-specific small group training workshops regularly.

•  Regularly update social media platforms to engage Gen Y outside of the club. Use social media to announce upcoming workshops, group exercise schedules, and promote dialogue among Gen Y members.

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Contact Details

IHRSA The International Health, Racquet & Sportsclub Association is the fitness industry’s only global trade association. IHRSA represents over 10,000 for profit health and fitness facilities and over 570 supplier companies in 71 countries.

Jay Ablondi [email protected] Melissa Rodriguez [email protected]

Leisure Trends Group Leisure Trends Group is the leading provider of consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports, recreation, hospitality, travel and entertainment industries. Suppliers, retailers, associations, resorts and financial analysts rely on Leisure Trends Group for actionable consumer insights, accurate retail sales data that includes margins and inventory, and innovative targeted marketing solutions. For more information visit www.leisuretrends.com or contact:

Julia Day [email protected]

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Background & Methodology

Leisure Trend Group’s LeisureTRAK® tracks behavior in over 240 leisure, travel, sports and recreational activities. This ongoing, quarterly study of Americans (4,000 annual interviews) began in 1989 and gives Leisure Trends Group deep insights into how Americans spend their leisure time.

Each quarter, 1,000 online interviews are conducted using scientific sampling and a random online methodology to reach a representative sample of the American population, age 16 and over. A disproportionate stratified random sample by census region and gender is used for the study to ensure accurate representation from these subgroups. If necessary, weighting is used to match census data for age. Only Americans age 16 and older are interviewed. Interviewing for the LeisureTRAK® is spread over 14 consecutive days in each quarter. The overall results are projectable to the United States population, age 16 and over, with a margin of error of +/- 3.0% at a 95% confidence level.

In 2008, the International Health, Racquet and Sportsclub Association (IHRSA) contracted with Leisure Trends Group to add four (4) custom, proprietary IHRSA questions to the third quarter fielding (September, 2008) of LeisureTRAK® as well as the next three (3) fieldings. The four IHRSA questions were repeated each quarter to provide a final respondent sample of 4,000 with a margin of error of +/- 1.4% at a 95% confidence level.

In 2011, IHRSA contracted with Leisure Trends Group to add the same four (4) proprietary IHRSA questions as well as a fifth proprietary question to the third quarter fielding (September, 2011) of LeisureTRAK®. A comparative analysis of responses to the four (4) proprietary IHRSA questions from 2008 to responses to the same four (4) questions in 2011 are included in this report, where comparisons are possible.

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Research Objectives

Four original questions were added to the fielding of LeisureTRAK® to meet IHRSA’s objectives in 2008:

-  To determine how many Americans are currently members of a health club or have been members in the past.

-  To understand how members and non-members are different in a variety of areas both demographically and psychographically in terms of how they view leisure time and what motivates them to choose leisure activities.

-  To uncover the motivations and goals of current members.

-  To discover the barriers to joining a health club for non-members.

One new question was added to the fielding of LeisureTRAK® in 2011 to meet IHRSA’s objective:

- To investigate reasons for leaving or quitting a health club membership

IHRSA’s Questions

1.  Are you currently a member of a health club? (A dues paying member with a daily punch, monthly, seasonal, or annual pass.)

2.  What keeps you coming back to use the health club you currently belong to? 3.  Which of the following are personal goals for using the health club you currently belong to? 4.  What keeps you from joining a health club now? 5.  Why did you leave/quit your former health club?*

*New in 2011

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Respondents & Definitions Subgroup analysis is presented where relevant. These subgroups are divided as follows:

Members: Those who are currently a member of a health club. Non-members: Those who are not currently a member of a health club. Former-members: Those who were members of a health club at one time but are not currently.

Generation Z: Those between the ages of 16 and 20 Generation Y: Those between the ages of 21 and 30 Generation X: Those between the ages of 31 and 45 Baby Boomers: Those between the ages of 46 and 65 Eisenhower Generation: Those 66 and older

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This report is privileged and contains confidential information for the International Health, Racquet & Sportsclub Association (IHRSA). It may not be copied, published, reproduced, used, or divulged to others in whole or in part without the express written consent of Leisure Trends Group.

The Leisure Trends Group name, or LeisureTRAK® may not be used in any paid advertising in support of a product, service, or point of view without prior review and approval by Leisure Trends Group.

A note about Copyright: If data from this report is reproduced, IHRSA and LTG must be referenced as the source. Leisure Trends Group must review and approve all press releases and other documents prepared to assist in the public dissemination of all survey and research data it provides; Leisure Trends Group will complete this review within 48 hours of receipt, usually within 24 hours. Contact the Leisure Trends Group at 303-786-7900 x107 or [email protected].