WHAT ARE YOU UP AGAINST?
Budget facilities, bootcamps, boutique gyms, fitness apps, exergaming, nutritional science… and new innovations hitting the market each week. Modern customers are changing too. Today’s members are after fast, effective fitness that breaks new ground.
Eighty one per cent of Millennials exercise or would like to (compared to only 61% of Baby Boomers) – but truth is they are drawn away from traditional clubs.
In fact, a massive 76% of regular exercisers are Millennials, and 50% of exercisers doing gym-type activities are Millennials. This all sounds like great news except they are flocking to boutique fitness facilities. The latest research is showing 42% of gym goers are training in boutique studios, and this number is increasing every year.
To make matters worse, traditional clubs are struggling to keep the members that do join, over a year they can lose on average 50%. Seventy nine per cent of those over 18 years old either exercise regularly or would like to – but they are disappearing from clubs just as fast as they sign up. One third of new gym members stop attending by month three, and half of all new members won’t make it to the six-month mark.