Health club membership demographics and motivators are changing
Understand the market and develop programs and retail products that sell.
Health Club Demographics
The popularity of fitness clubs has spread out over all age groups. While consumers ages 18 to 54 still make up the lion’s share of gym memberships, revenue will be driven by two other demographics that are relatively new targets for the industry: the elderly and teens.
For this reason the 18-34 and 35-54 age groups should remain primary targets. However, health club owners should also consider attracting the 55-and-up crowd with low-impact functional fitness programs and retail products related to health maintenance, including blood pressure monitoring and activity trackers.
Up until now the fitness industry has ignored teenagers. But the generation is a viable target market for gym owners. Not only is the demographic a revenue driver, but gym owners can also feel good about instilling a lifelong commitment into teens to exercise and eat right. More and more cutting-edge clubs are tailoring innovative programs to those 12-17 years old including yoga, karate, kickboxing and outdoor activities as well as selling them complementary fitness-related retail products.
Health Club Motivators
While appearance has long been the main reason for training, rising healthcare costs and reforms are making the American public more attuned to the need to stay healthy. Media attention on the benefits of fitness and the need to reduce obesity is opening up new angles for your marketing messages.
Without doubt, health club membership demographics and motivators are changing. By understanding the market and knowing what matters to your audiences, you can successfully develop programs and retail products that sell.
While this Fit Fact has provided segmentation information to help you understand the market and successfully develop programs and retail products that sell, you may want additional information. ELIVATE™ can help. Whether you need further advice on choosing the best merchandise to retail or storing, displaying or pricing your inventory, call us today at 800.537.5512 or send us an email.
Get tips to attract new clients, inspire members and be the first to know what’s hot in the fitness market! Sign up now.