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Gym Survey Results

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Please find a presentation covering my survey results over gym memberships: Price Vs. Attributes.

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Gym Survey Results

  1. 1. Andrea Cizek MSMK 620: Marketing Analytics Bellevue University Dr. Julia Cronin-Gilmore
  2. 2. Hypothesis  The majority of people are willing to pay more for a gym membership if the gym provides extra added value.
  3. 3. Objectives 1. Understand how consumers research gyms before joining 2. Understand what factors affect consumers joining a gym. 3. Measure which fitness classes are the most popular 4. Understand the role discounts play in purchasing a membership. 5. Gauge the retention rate and understand the factors that impact retention. 6. Gauge the demographics of the participants of the survey.
  4. 4. Understand how consumers research gyms before joining  The majority of survey participants indicated that it is important to research a gym before joining.  88% look up features and classes on the website  81% Compare prices to other local gyms  Others responded that they read online reviews and tour the gym
  5. 5. Understand what factors affect consumers joining a gym  Over half of the respondents indicated that they would pay more for a gym that offers a fitness class  The graph below shows that 28% of respondents would join an second gym in addition to the free gym they have at work or school
  6. 6. Extra Services  The graph below ranks the services that add the most value to the respondent’s gym experience  Having a personal trainer was not important to most respondents
  7. 7. Measure which fitness classes are the most popular  51% agree that fitness classes are an important aspect of a gym  Most Popular Classes Ranked:
  8. 8. Understand the role discounts play in purchasing a membership.  50% of respondents have used a coupon for a free gym trail  The Graph Below shows that new membership discounts are the most frequently used
  9. 9. Understand the role discounts play in purchasing a membership. • The majority of consumers agree that it is important to provide different kinds of discounts for members • Consumers are likely to join a gym if a free or discounted trial period is offered • Consumers are not likely to leave their gym for a new gym based off a discount
  10. 10. Gauge the retention rate and understand the factors that impact retention.  35% of respondents are very satisfied with their current gym.  58% of the respondents normally stay at their gym for 1-3 years
  11. 11. Gauge the retention rate and understand the factors that impact retention.  The majority of people would cancel their membership due to Price  Other common reasons to cancel a gym membership include: Location, Hours, and Fitness Class Selection
  12. 12. Gauge the demographics of the participants of the survey.  The demographics graphs below show that the majority of the respondents are between the ages of 25-34 years old and employed.  Out of the 26 responses, 14 (54%) were female and 12 were male (46%)
  13. 13. Summary of Hypothesis  As the hypothesis suggest, members would be willing to pay more for extra services -Extra Services in this case= Fitness Classes  18 out of the 26 respondents or 69% agreed that they would pay more for a gym if a variety of fitness classes were offered.
  14. 14. Objective Conclusions  Weight loss is the most popular reason for joining a gym  Yoga and Pilates classes are the most popular fitness classes  Price is a main factor when gym memberships get canceled or do not get renewed

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