nielsen global consumer exercise trends survey 2014
TRANSCRIPT
NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2013)
AUGUST 2014
CONSUMER FITNESS TRENDS STATISTICS & INSIGHTS FOR FITNESS
FACILITIES
RESEARCH
NORWAY
FINLAND
SWEDEN
GERMANY
ITALY
SPAIN
FRANCE
NETHERLANDS UNITED KINGDOM
DENMARK
BRAZIL
AUSTRALIA
WEST COASTSOUTH
CENTRAL
EAST COAST
SAMPLE: 4,610 across 13 countries
WEIGHTING:After the survey closed, weighting was used to correct any minor imbalances. Variables used for weighting were based on official population figures for age, gender and region.INDEPENDENT:Online survey, with consumers randomly invited to participate from Survey Sampling International, a leading global panel provider representing of the market demand.
85%
FACTS & INSIGHTS
1. WHO EXERCISES?
2. WHAT ARE EXERCISERS DOING?
3. WHERE AND WHY ARE THEY EXERCISING?
4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
6. LES MILLS5. GROUP FITNESS EXERCISERS
WHO EXERCISES?Globally, 78% of the adults over 18 years old exercise or would like to
Another 39% are not currently exercising to keep fit and healthy but would like to
22% 39%
39%
22% have no interest in exercising
39% exercise regularly with 87% exercising 3 or more times
a week
FACTS
81% of Millennials (18 to 34 year olds) exercise or would like to (vs. only 61% of Boomers)
36% are not currently exercising to keep fit and healthy but would like to
20% 45%
36%
20% have no interest in exercising
45% exercise regularly
27% of the adult population (18+) attend a fitness facility
27%
24% 22%
18%
9% Never been
Lapsed
Have no interest in exercising
Member
Casual member
WHO WOULD CONSIDER JOINING?20% of regular exercisers who are not member of a gym would
25% of exercise considerers who are not member of a gym would
60% of lapsed members would
36% of Millennials (aged 18-34) would
43% of Millennials (aged 18-34) would
(24% of the adult population)
INSIGHTS WHO EXERCISES?
Fitness centers have real growth opportunities in specific areas.
The vast majority of the adult
population either exercise
regularly or would like to.
The market of people
in the exercise contemplation stage is equally important
to the regular exercisers one (39%
of the adult population).
A HUGE OPPORTUNITY IF OPERATORS CAN UNDERSTAND THEIR REQUIREMENTS AND GAIN A DEEPER UNDERSTANDING OF THE STAGES OF CHANGE (CONTEMPLATION, PLANNING AND RELAPSE) FOR INDIVIDUALS IN EACH CATEGORY.
of regular exercisers who are not currently attending a gym would consider doing so
20% of exercise considerers who are not currently attending a gym would consider
25%
81% of lapsed members, would consider rejoining their local gym
60% 61% for Boomers.
The Millennials
>>exercise or would like to versus
WHAT ARE THE EXERCISERS DOING?
FACTS
FITNESS IS THE WORLD’S BIGGEST ‘SPORT’
29%27%31%
59%
12%13%4% 7%
13%15%10%
15%7%
22%21%18%
7%12%
GYM-TYPE ACTIVITIES = 61%
61% of regular exercisers are currently doing gym-type activities.
36% of regular exercisers do fitness class type of activities.
37% of regular exercisers are currently doing equipment-type activities.High frequency exercisers using
equipment type activities are also likely to attend between 3-5 group fitness classes per week.
76% of regular exercisers are aged 18 to 34 years old
69% of exercisers that aren’t doing gym-type activities would consider.
36% FITNESS CLASS
ACTIVITIES
37% EQUIPMEN
T TYPE ACTIVITIES
Runn
ing/
Tri
Swim
min
g
Cycl
ing
Wal
king
Team
spo
rts
Indi
vidu
al s
port
s
Grou
p tr
aini
ng –
out
door
s
Grou
p tr
aini
ng –
indo
ors
Fitn
ess
clas
ses
in m
usic
Yoga
Pila
tes
Dan
ce
Wor
king
out
PT
Free
wei
ghts
Wei
ghts
mac
hine
s
Card
io m
achi
nes
Boxi
ng
Oth
er
29%27%31%
59%
12%13% 13%15%10%
15%22%21%18%
12%4% 7% 7%7%
FACTS
MILLENNIALS DOMINATE ALL FITNESS CLASS ACTIVITIES.
FITNESS CLASS ACTIVITIES*
GROUP TRAINING INDOORS
FITNESS CLASSES TO MUSIC - INDOORS
YOGA PILATES DANCE WORK OUT WITH PT
FREE WEIGHT
WEIGHT MACHINE
CARDIO MACHINES
BOXING
* Fitness class activities defined as 'Group training – indoors' OR 'Fitness classes to music – indoors' OR 'Dance' OR 'Yoga' or 'Pilates'
18-34 years
35-54 years
55+ years
WHAT ARE THE EXERCISERS DOING?
46%
39%
27%
10%
5% 5%
19%
11%
8%
20%
15%
7%
16%
7% 6%
24%
10%10%
13%
5% 4%
30%
20%
12%
24%
16%
12%
30%
20%
12% 13%
3%1%
INSIGHTS WHAT ARE THE EXERCISERS DOING?SHIFTING FOCUS TOWARD MILLENNIALS. 48% of exercisers do gym-type activities - Half the target market.
The huge majority Millennials who regularly exercise are doing gym-type activities
OPERATORS WILL BENEFIT
BY
Re-engineering their overall value proposition and marketing towards them despite all the commentary
Designing and promoting assisted
exercise with Millennials
in mind.
Promoting and offering more fitness class activities
• Equal in popularity to equipment type activities
• Almost twice as popular for considerers
The principle of ‘caveat emptor’ applies as the range of offering and
investment increases, trying to be all things to all people. Lower risk
investment exists with the promotion and delivery of fitness class activities for both users and considerers. Further retention and
referral opportunities exist in the cross promotion of fitness classes to
high frequency equipment users.
around ‘Baby Boomers’, who are a tougher market to reach and less-likely to consider gym-type activities.
FACTS
LARGE MULTI-PURPOSE GYM/FITNESS CENTER/HEALTH CLUB
SMALL BOUTIQUE GYM WITH A SINGLE ACTIVITY
LOCAL/COMMUNAL/RECREATION/CHURCH HALL
PERSONAL TRAINING STUDIO
AT YOUR HOMEDEDICATED DANCE, YOGA OR PILATES STUDIO
FITNESS CLASSES TO MUSIC TEAM TRAINING PERSONAL TRAINING
WHERE ARE THEY EXERCISING?
MILLENNIALS (18 – 34 YEARS)
HOME EXERCISERS
82%
82% of Gym members & casual gym members also exercise at home
45% of high frequency gym attendees also use a DVD/pre-recorded workout at home
45%
52% of all gym members are doing either a DVD and/or gaming and/or online workout program (rising to 70% for high frequency gym attendees)
52%
37%
37% of the market (defined as those who are either regularly exercising or those who aren’t currently exercising but would like to) are doing either a DVD and/or gaming and/or online workout program at home
ALL AGES48%
49%
41%
23%
35%
25%
20%25%24%
18%23%
30%
20%16%
21% 19%15%
17%
25%44%
38%
25%
37%
26%
17%
24%27% 26%
19%
36%30%
19%19%
26%31%
24%
USER FACTS WHY ARE THEY EXERCISING?
MAIN DRIVERS THAT PEOPLE EXERCISE:
40%27%
32%37%
GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.)
31%33%
FUN
23%16%
CALM / RELAXING CONVENIENT
23%20% 17%
CHALLENGING
ALL AGES
THE IDEAL FITNESS EXPERIENCE IS:
MILLENNIALS
USER FACTS WHY ARE THEY EXERCISING?WHEN THE GOING GETS TOUGH, THE REASON PEOPLE EXERCISE IS:
Knowing it is good for me
Knowing it will give me a pick-me-up Achieving my
end fitness goal
61%
47%
32%35% 31%26%
ALL AGESMILLENNIALS
FACTS WHY ARE THEY GOING TO BOUTIQUE GYM’S / FACILITIES?
The type of people that go there
The atmosphere/vibe
I get more personalised attention / coaching from staff
I like to follow new trends in fitness activities
63% 63%
47% 42%40% 38%
29% 34%
ALL AGESMILLENNIALS
INSIGHTS WHERE AND WHY ARE THEY EXERCISING?
Hugely popular with the Millennials who crave assisted ad social exercise, authentic experiences, atmosphere and opportunity to connect with ‘like-minded’ people in their workouts.
Large multi-purpose fitness facilities remain the most popular venue across all activities…
…However they are losing market share quickly to new
business models, in particularly
micro-gyms.
Dedicated types of spaces are best suited
to achieve these desires.
PREFERRED EXERCISE SPACES
SHIFTING
ADAPT OR …
AMPLIFY MESSAGING AROUND ‘GETTING AND MAINTAINING HEALTH’.
FOCUS ON OVERCOMING BARRIERS, PROMOTING AND OFFERING AN EFFORTLESS, CONVENIENT ACCESS TO EXERCISE AND SUPPORTING MEMBERS IN THE CHALLENGING PROCESS OF CREATING AN EXERCISE HABIT.
This is the main reason for people to exercise; research shows that it delivers higher attendance than the more superficial goals relating to appearance.
Millennials - 'Getting/staying in shape' ranks higher than 'getting/maintaining health’, which should be reflected in the messaging and offering.
‘Feeling too tired’ is the most used excuse to not exercise regularly, closely followed by 'busy schedule' and ' lack motivation’. Motivational messaging to improve attendance should reinforce the WHY. Key messages include:
• 'exercise is good for me’• 'exercise provides a pick-me-up’ • 'exercise acts as a means to an end fitness
goal’
THE 'IDEAL EXERCISE EXPERIENCE – PROMOTE AND DELIVER.
Fun and convenience - key drivers regardless of age. Millennials (18-34 years) - 'challenging' replaces 'calm/relaxing'.
Operators can create the optimum mix and volume of 'ideal exercise experiences' by assessing the % of challenging versus calm/relaxing workouts benchmarked against membership age demographics.
INSIGHTS WHERE AND WHY ARE THEY EXERCISING?
HOME SPACE FUELS THE GYM SPACE.
HOME EXERCISE COMPLEMENTS GYM
PARTICIPATION RATHER THAN
COMPETES WITH IT.
Promoting the 'live club version' of the home activities. The motivational benefits of the venue and working out with others.
Offering free home workouts, especially free weights, yoga, dance and fitness classes to music.
DVDs/Gaming and online platforms provide the greatest opportunity to engage members and educate prospects at home through the various stages of exercise change.
INSIGHTS WHERE ARE THEY EXERCISING?
USER FACTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
22%
14%9%
50%
36%31% 29% 28%
TOP DRIVERS WHY PEOPLE ATTEND THEIR CURRENT FITNESS FACILITY ARE:
Convenient location
Great atmosphere Great
equipmentGreat fitness classes to music
My friends go there
WHEN ASKED THE MAIN REASON
Convenient location (22%)
Great fitness classes to music (14%)
Great equipment (9%)
Location is convenient to me
The atmosphere/ vibe is good
The equipment
They offer fitness classes to music
My friends go there
CONSIDERER FACTS
WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
THE TOP THREE THINGS GROUP FITNESS CONSIDERERS LIKE ABOUT GROUP FITNESS CLASSES ARE…
CONSIDERATION OF GROUP FITNESS:31% of gym members who don’t currently do fitness classes to music would consider
21% of casual members who don’t currently do fitness classes to music would consider
21% of lapsed members/never been a member who don’t currently do fitness classes to music would consider.
37%
28%
Great music
27%
Exercise style/ structure/
method
Motivation
31%
21%
21%
INSIGHTS
• Apart from 'convenient location' which is the primary driver, the mix of people, atmosphere, equipment and great fitness classes are key value drivers.
• ‘Affordable' and 'offer a good deal' only rank as the 6th & 11th drivers respectively.
• #1 'controllable' draw card
• Create synergies with other drivers; i.e. 'great atmosphere' and 'my friends go there‘.
3rd highest driver for all ages and very important to Millennials.
WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
SHIFT FOCUS TOWARDS
BUILDING VALUE VERSUS
DISCOUNTING
AMPLIFY THE PROMOTION AND
OFFERING OF ‘GREAT FITNESS
CLASSES
SELECTION AND
MAINTENANCE OF EQUIPMENT
REMAINS FUNDAMENTAL
WHO IS DOING FITNESS CLASS ACTIVITIES?
THE LARGEST SEGMENT
ACROSS ALL AGE GROUPS
MILLENNIALS (18-34) ARE MORE LIKELY TO BE DOING FITNESS CLASS ACTIVITIES
2.5 TIMES BIGGER
THAN GEN X (35 TO 49
YEARS)
6 TIMES BIGGER
THAN BABY BOOMERS (50 TO 60 YEARS).
FEMALES, and more specifically FEMALE MILLENNIALS, are more likely to be doing fitness class activities
THE DOMINANT PROFILE FEMALE OUTNUMBERING MALES 5:1
36%
52%OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS CLASS ACTIVITIES.
JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD CONSIDER.
GROUP FITNESS EXERCISERS
HIGHER ATTENDANCE
34% 45%
56%
54%
10% 1%
45% gym attendees who participate in group fitness visit their
gym 5+ times per week. In comparison to only 34% for all gym attendees.
High (5+ times a week)
Medium (1-4 times per week)
Low (less than once per week)
All gym attendees
Gym attendees who participate in group fitness
USER FACTS
CANCELLATION RATES46% of group fitness users are likely to cancel their membership or stop attending their gym if their preferred class was cancelled.
LEADS GENERATION84% of group fitness attendees recommend their current facility to their friends and family compared to 76% of gym attendees. Just over half of regular exercisers who are not currently participating in fitness classes would.
LONGER TENURE AMONG MEMBERS
9% 11%
29% 38%
61% 51%
All gym attendees
Gym attendees who participate in group fitness
61% of all gym attendees are with their facility for less than 12
months.
In comparison to 51% for gym attendees who
participate in group fitness.
38% of gym attendees attending group fitness
classes remain loyal for 1 to 5 years versus 29% for
total gym attendees.
11% vs. 9% remain loyal for more than 5 years.
New (less than 12m)
Medium (1-5 years)
Long (5+ years)
CONSIDERER FACTS GROUP FITNESS EXERCISERS
KEY DRIVERS ARE:
WHEN CONSIDERING
'FITNESS CLASSES TO MUSIC', THE
FOLLOWING IS MOST
IMPORTANT TO MEMBERS.
57% 51% 44% 42%
MAIN BARRIERS TO ATTENDING :
• A DISLIKE OF BEING CROWDED. CROWDING IS CONSIDERED 2X AS IMPORTANT AS A DETERRENT.
• A DISLIKE OF WORKING OUT WITH OTHER PEOPLE.
• PRICE OF CLASSES (IF ADDITIONAL TO MEMBERSHIP).
Large room
Small amount of people in
the class
Price of class
Instructor
37%
KEY PARTICIPANTS DRIVERS:
30% 27% 26% 26%
Ener
gy o
f a b
ig g
roup
Exer
cise
sty
le /
str
uctu
re /
met
hod
Conv
enie
nt s
ched
ule
times
Inst
ruct
or
SUBSTANCE OVER
STYLE IS THE IDEAL INSTRUCTOR PREFERENCE
50%
28%
Great music
27%
Exercise style/ structure/
methodMotivation
INSIGHTS GROUP FITNESS EXERCISERS
Investing in recruitment and training of instructors. Members are demanding higher quality and more coaching.
Offering programs that are relevant to Women and Millennials
Building bigger studios – Participants rank 'the energy of big group' number
one driver and considerers rank 'a large room as the most important driver
(57%).
Promoting different aspects whether you are talking to users or
considerers. With considerers focus on:
OPERATORS CAN IMPROVE
OVERALL PARTICIPATION
BY…
GROUP FITNESS MATTERS – OPERATORS CAN HAVE CONFIDENCE THAT IF WELL EXECUTED, IT CAN DRIVE ATTENDANCE, RETENTION, REFERRALS AND MEMBERSHIP GROWTH.
• ‘Great music, a motivating environment and great programing delivered by a well educated coach’.
• ‘Assisted’ versus ‘Group’ - working out with other people is what puts non-attendees off.
• ‘Not crowded’, ‘small group training’.
FACTS LES MILLSOFFERING LES MILLS IS THE PROVEN WAY TO INCREASE GROUP FITNESS ATTENDANCE, MEMBER LOYALTY, REFERRALS AND THEREFORE MEMBERSHIP ACQUISITION, RETENTION AND PROFIT.
A third of the market know of Les Mills
52% of gym attendees know of Les Mills
On average Les Mills users attend 3.1 classes per week
93% of Les Mills users have recommended their current facility to friends and family, compared to 84% of 'group fitness attendees' and 76% of 'gym attendees'.
INVESTING ON RESULTSLes Mills is a strategic choice for those operators looking to increase group fitness attendance, member loyalty, referrals and therefore membership and profit.
PARTNERING WITH THE BEST
INSIGHTS
Les Mills allows operators to focus on member experience execution using 'best in class resources', avoiding the pitfalls of trying to create and execute member experience programs.
Les Mills has researched backed tools to help operators survive and thrive.