2. Hypothesis
The majority of people are willing to pay more for a
gym membership if the gym provides extra added
value.
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
Editor's Notes
Photo by: Roxanne Robijins from How to Find Your Perfect Fitness Class. (2015, June 11).