In July, IHRSA released The IHRSA Trend Report: Volume 3, Issue 2. Conducted in partnership with the Leisure Trends Group in Boulder, Colorado, the quarterly IHRSA Trend Report analyzes health club consumer behavior among Americans ages 16 and older. The latest edition focuses on attitudes and perceptions surrounding health clubs by marital status, income level, and sports participation.
“Although health club members tend to be affluent and active, health club operators have many opportunities to attract prospects of various income levels as well as non-sports participants,” said Jay Ablondi, IHRSA’s executive vice president of global products. “The latest installment of The IHRSA Trend Report suggests marketing and programming ideas to attract underrepresented groups such as ‘pay-as-you-go’ plans and workshops for fitness novices.”
Findings by income level were consistent with results from IHRSA’s annual health club consumer study. According to The IHRSA Trend Report, Americans with household incomes of more than $80,000 a year are the most likely to be members of a health club, while those who earn less than $40,000 a year are the least likely to be members. The IHRSA Health Club Consumer Report shows that more than half of health club members (55%) earn at least $75,000 in annual household income. Considering that membership is directly correlated to income level, tiered (affordable) membership pricing options may be incredibly valuable to potential members.
The IHRSA Trend Report also highlights that nearly one out of four (24%) of sport participants are members compared to 5% of non-sport participants. Club operators may customize offerings for athletes and non-athletes, alike, attempting to keep the sports participants challenged and fit for their activity of choice, while welcoming those unfamiliar with regular physical activity through non-intimidating exercise programs.
“In addition to exploring the marketing and programming opportunities for club operators, The IHRSA Trend Report examines why Americans are joining or not joining and staying at or leaving their health clubs,” said Melissa Rodriguez, IHRSA’s senior research manager. “Overall, Americans cite ‘overall health/wellbeing’ as the number one reason for remaining health club members. However, Americans with distinct income levels, marital status, and extent of sports participation stay for reasons beyond overall health, including convenience, equipment variety, and to get in shape.”
The IHRSA Trend Report: Volume 3, Issue 2 (74 pages) is available as a PDF at ihrsa.org/research. It is free for IHRSA members and US $99.95 for non-members. Please contact firstname.lastname@example.org with questions.
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