2012 Australian & New Zealand Fitness Industry Survey

68% 32%BY GENDER

AGE 19.5% 17-25 YRS 29% 26-35 YRS MOST MEMBERS 24% 36-45 YRS WERE AGED 26-30 YRS 18.5% 46-55 YRS 8% 56-65 YRS 2% 65+ YRS ON OF MEMBE CATI RS LO 81% 19%

WHERE EXACTLY WHERE EXACTLY 49% AUCKLANDMEMBERS LIVE MEMBERS LIVE 3% HAMILTON - WAIKATOIN AUSTRALIA IN NEW ZEALAND 1% BAY OF PLENTY 1% TARANAKI NT 1% 2% HAWKES BAY QLD 11% 4% NELSON TASMAN WA 7% 28% WELLINGTON SA 7% NSW 52% 8% CHRISTCHURCH - CANTERBURY ACT 2% VIC 19% 2% DUNEDIN - COASTAL OTAGO TAS 1% 2% OTHER AREAS

WE ASKED MEMBERS WHAT TYPES OF FITNESS CLUBS THEY’D JOINEDPrivately owned part of a chainPrivately owned single clubFranchise club Most membersCouncil owned and managed had joined privatelyCouncil owned - Contract managedUniversity club owned clubs thatLicensed club / RSL / Catholic club are part of a chain

OF THE MEMBERS WE SURVEYED, THEOVERWHELMING MAJORITY WERE STILLCURRENT MEMBERS OF A FITNESS CLUBFITNESS CLUBMEMBER

WERE EXPIRED MEMBERS LIKELYTO REJOIN A FITNESS CLUB IN THE FUTURE? 57% 12% 31%

WE ASKED EXPIREDMEMBERS HOW 50%LONG THEY HAD 47%PLANNED ON 40%BEING A MEMBERVERSUS 30%HOW LONG THEY 23% 21%ACTUALLY WERE 20% 25%A MEMBER OFTHEIR FITNESS 10% 19% 9% 10% 8% 17%CLUB 4% 2% 6% 5% 0% 4% UNDER 1MTH 1- 3MTHS 3-6MTHS 6-12MTHS 12-18MTHS 18-24MTHS 24 MTHS+ WE ASKED IF PEOPLE WERE LIKELY TO REJOINCOUCH POTATO A FITNESS CLUB IN THE FUTURE FITNESS JUNKIE

OVERALL HOW SATISFIED ARE MEMBERS WITH THEIR FITNESS CLUBS?35 % 12 % 17 %VERY SATISFIED OKAY VERY UNSATISFIED 25 % 10 % SOMEWHAT SATISFIED SOMEWHAT UNSATISFIED

WHICH MONTH MEMBERS JOINED THEIR FITNESS CLUB?12%10%8%6%4%2% 9% 8% 8% 7% 6% 7% 8% 9% 10% 12% 11% 5%0% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

THE BIGGEST INFLUENCES THAT AFFECTED MEMBERS’ AS YOU CAN SEEDECISIONS TO JOIN THEIR FITNESS CLUB THERE ARE A LOT OF FACTORS THAT MEMBERS CONSIDER WHEN THEY DECIDE TO JOIN A FITNESS CLUB. MOST RESPONDENTS 81% LOCATION SAID LOCATION WAS AN INFLUENCE 49% FACILITIES 41% VALUE FOR MONEY 34% CLUB ATMOSPHERE 23% TRUSTED STAFF FACILITIES 21% AMOUNT OF EQUIPMENT STAFF 19% JOINING TERMS - NO JOINING FEE VALUE 17% HOURS ATMOSPHERE 17% JOINING TERMS - NO CONTACT 9% OTHER 2% PAYING FOR A MEMBERSHIP & NOT USING IT

WE ASKED 80%MEMBERS HOW 70%LONG THEY 64%HAD BEEN A 60%MEMBER OF THEIR 50%FITNESS CLUBAND 40% 24%HOW LONG THEY 30%PLANNED TO STAY 18%A MEMBER THERE 20% 11% 13% 13% 10% 4% 4% 3% 11% 10% 6% 3% 0% UNDER 1MTH 1- 3MTHS 3-6MTHS 6-12MTHS 12-18MTHS 18-24MTHS 24 MTHS+ WE ASKED IF PEOPLE WERE LIKELY TO REJOINCOUCH POTATO A FITNESS CLUB IN THE FUTURE FITNESS JUNKIE

WHEN DECIDINGBETWEEN TWO LOCATIONCLUBS THEREASONSMEMBERS CHOSETHE FITNESS CLUBTHEY JOINED 24 HOUR CLUB 63% VALUE FOR MONEY NO JOINING 34 % FEES 17 % EQUIPMENT NO CONTRACT 17 % MEMBERSHIP 32% -UP-TO-DATE / LOTS OF / NEW OR NEAR NEW 24% DIFFERENCE IN PRODUCT 29% AND SERVICES 25% CHEAPER STAFF - CUSTOMER SERVICE MEMBER RECEIVED DURING TOUR OR PHONE CALLS

MEMBERS WHO HAVE USED OR – YES 47 % 53 %ARE CURRENTLY USING APERSONAL TRAINER NO WE ASKED MEMBERS ‘WHEN USING YOUR PERSONAL TRAINER WHAT OUTCOMES DID YOU RECEIVE?’ EXTRA MOTIVATION 71% A BETTER UNDERSTANDING OF WHAT TO DO 58% GUIDANCE ON DIET & NUTRITION 41% I ACHIEVED MY GOALS 40% 25% SOMEONE TO TALK TO DURING MY WORKOUT 5% DID NOT MEET MY EXPECTATIONS 3% I DIDN’T ACHIEVE MY GOALS BUT I STILL USE MY PT 3% NONE - IT WAS A WASTE OF MONEY0% 10% 20% 30% 40% 50% 60% 70%

CLUB COMMUNICATION PREFERRED BY MEMBERS53% 17% 9% 7% 4% 4% 2% 2% 1%EMAIL EMAILED IN PERSON CLUB ONLINE PHONE CALL POSTED SMS TEXT STANDARD NEWSLETTER NOTICE SOCIAL NEWSLETTER MAIL BOARD MEDIA

MEMBERS SAID RECIEVING A MOTIVATIONAL CALL FROM THEIR CLUB WAS HELPFUL ANNOYING WOULD BE THE DIFFERENCE TO NOT GOOD CUSTOMER ATTENDING SERVICE NO DIFFERENCE

76%I DONT HAVE ANY SOCIAL MEDIA ACCOUNTS 22% 16% MEMBERS HAVE ACTIVE ACCOUNTS ON THE FOLLOWING 15% SOCIAL MEDIA CHANNELS MEMBER HAS A BLOG 4% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80%

NET PROMOTER SCORE (NPS)Promoters (score 9-10) are loyal enthusiasts who will keepbuying and refer others, fuelling growth.Passives (score 7-8) are satisfied but unenthusiastic customerswho are vulnerable to competitive offerings.Detractors (score 0-6) are unhappy customers who candamage your brand and impede growth through negativeword-of-mouth.How to work out your Net Promoter Score (NPS):NPS = % of Promoters – % of Detractors HOW LIKELY ARE MEMBERS TO RECOMMEND THEIR CLUB TO A COLLEAGUE OR FRIEND? NPS 19

BROUGHT TO YOU BY: www.ezypay.com.auFITNESS SURVEY ON FACEBOOK FITNESS SURVEY ON TWITTERwww.facebook.com/fitnesssurvey @fitness_survey

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2012 Australian & New Zealand Fitness Industry Survey

by Simon Hall

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2012 Australian & New Zealand Fitness Industry Survey Presentation Transcript