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2014 US Health Club Technology Survey Report
14 Questions On Key Trends

Are Clubs Adopting New Technologies ?
Fitness Ind...
2014 US Health Club Technology Survey Report
Greetings,
Thanks for reviewing the 2014 U.S. Health Club Technology Survey R...
2014 US Health Club Technology Survey Report
Survey Recap
Deployment Dates: November 13-27, 2013 | Total Facilities Respon...
2014 US Health Club Technology Survey Report
The Fitness Industry Technology Council is a group of professionals represent...
SURVEY
#INFOGRAPHIC

Fitness Industry Technology Council
January 2014 U.S. Health Club Industry Technology Survey
IS YOUR ...
Is Your Web Site Configured For Mobile Devices ?

60

Percentage Of All Club
Facilities With Mobile
Configured Web Sites

Ac...
Are You Buying Ads That Display On Smartphones ?

20

Percentage Of All Club
Facilities Buying
Mobile Ads

Monthly Dues

A...
What Are Your Primary Advertising Methods ?

83

Percentage Of All Clubs
Use Social Media
As A Key Ad Method

Web sites an...
Can Consumers Join Your Health Club Online ?

30

Percentage Of All Clubs
Allowing Online
Memberships

Cisco’s IBSG study ...
Can Members Access Their Accounts Online ?

39

Percentage Of All Clubs
Providing Online Account
Access

61% of global con...
Does Your Club Have A Facebook Page ?

97

Percentage Of All Clubs
Have A Facebook
Page

There are over 25 Million active ...
Does Your Club Use Facebook Ads ?

32

About 5% of Facebook Page users purchase Facebook
ads today, significantly lower tha...
Does Your Club Use Google+ ?

31

Percentage Of All Clubs
Using Google+

A 2013 report found while Google+ boasted 500 mil...
Does Your Club Use Linkedin ?

39

Percentage Of All Clubs
Using Linkedin

In 2013 43% of marketers found a customer on Li...
Does Your Club Use Twitter ?

51

Percentage Of All Clubs
Using Twitter

Around 15% of online adults are Twitter users, mu...
Does Your Club’s Key Leader Use Twitter ?

27

Percentage Of All Clubs
With Key Leader Using
Twitter

Influence marketing c...
Does Your Club Have A Mobile App ?

31

Percentage Of All Clubs
With A Mobile App

One out of 10 Starbucks transactions ar...
Do You Have Interactive Smartphone Capability ?

29

More than 70% of exercisers use technology while
working out accordin...
Is Interoperability Important To You ?

33

Interoperability is the ability of equipment, software and
devices to work tog...
Is Cost A Barrier For Technology Use In Your Club ?

62

Percentage Of All Clubs
Say Cost Is A
Barrier

Smartphone prices ...
2014 US Health Club Technology Survey Report
Thanks For Reading The Fit-C Survey Report.
As you can see, many areas of tec...
2014 US Health Club Technology Survey Report
14 Questions On Key Trends

Thanks For Reading The Report
Please Share This C...
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2014 U.S. Health Club Technology Survey Report

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Over 700 health clubs in the U.S. participated in this survey which addresses technology adoption and was concluded at the end of 2013. The survey was funded by the Fitness Industry Technology Council, a non-profit organization working to promote technology standards. The report shares the trend results and includes infographic information and analysis,

Published in: Business, Technology
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2014 U.S. Health Club Technology Survey Report

  1. 1. 2014 US Health Club Technology Survey Report 14 Questions On Key Trends Are Clubs Adopting New Technologies ? Fitness Industry Technology Council 2014 | www.fittechcouncil.org
  2. 2. 2014 US Health Club Technology Survey Report Greetings, Thanks for reviewing the 2014 U.S. Health Club Technology Survey Report. The Fitness Industry Technology Council, with the help of Michael Scudder’s Fitness Business Council, and promotional support from IHRSA, received survey responses from 746 U.S. based health clubs that addressed key questions on the adoption of technology. From how health clubs are leveraging mobile trends to the adoption of social media marketing and more, you’ll find some interesting details inside. Technology is revolutionizing health and fitness. A variety of technologies are enabling ways of doing things that a few years ago were impossible. However costs are impeding wider adoption and many technologies in clubs are not interoperable. Therefore big opportunities exist for the future. We wish to thank the many leading industry participants who are part of the fitness industry technology council and ask you to join us. We are entering a new era. The industry must prepare for the implications of these new technologies and work towards standards that enable us to be a larger part of this transformative period where primary prevention becomes increasingly relevant. Wishing you a wonderful 2014. BRYAN K. O’ROURKE, President www.fittechcouncil.org US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 2
  3. 3. 2014 US Health Club Technology Survey Report Survey Recap Deployment Dates: November 13-27, 2013 | Total Facilities Responded: 746 Respondent Make Up: 89% Were Owners, Partners Or General Managers Respondents By Monthly Membership Fees: $100+ : 15% | $75 - $99 : 18% | $50 - $74 : 10% | $30 - $49 : 31% | Under $30 : 26% Survey Questions 1. Is your web site configured for mobile devices ? 2. Are you buying ads that display on smartphones ? 3. What are your primary methods of advertising ? 4. Can consumers join your club onlne ? 5. Can members access their account online ? 6. Does your club have a Facebook page ? 7. Does your club purchase Facebook ads ? 8. Does your club use Google+ ? 9. Does your club use Linkedin ? 10. Does your club use Twitter ? 11. Does your club’s leader use Twitter ? 12. Does your club have a mobile app ? 13. Does your club have interactive smartphone capabilities ? 14. Is cost a barrier to technology use in your club ? US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 3
  4. 4. 2014 US Health Club Technology Survey Report The Fitness Industry Technology Council is a group of professionals representing leading organizations in the fitness industry. The council seeks to grow the industry, improve user experience and mature the collection of real-time wellness data through the creation of interoperability standards for equipment and devices. Thanks go to our partners for their contributions. Please join us today www.fittechcouncil.org - Bryan O’Rourke, CEO Please join us. We need your voice and your contributions. As a 501.3(c) our annual dues are very affordable and our work will help create a bright future for the industry. Thank you US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 4
  5. 5. SURVEY #INFOGRAPHIC Fitness Industry Technology Council January 2014 U.S. Health Club Industry Technology Survey IS YOUR CLUB’S WEB SITE MOBILE-DEVICE CONFIGURED? MONTHLY MEMBERSHIP $100+ $75-$99 $50-$74 $30-$49 133 18% 77 10% 231 31% YES 60% Under $30 113 15% 192 26% DOES YOUR CLUB BUY ADS THAT DISPLAY ON SMART PHONES? ALL FACILITIES: 100+: $75-$99: $50-$74: $30-$49: Under $30: 100+: $75-$99: $50-$74: $30-$49: Under $30: CAN CONSUMERS JOIN YOUR FACILITY ONLINE? Yes 26% Yes 15% Yes 23% Yes 12% Yes 30% 100+: $75-$99: $50-$74: $30-$49: Under $30: CAN MEMBERS ACCESS THEIR “ACCOUNTS” ONLINE? Yes 46% Yes 55% Yes 15% Yes 26% Yes 32% 100+: $75-$99: $50-$74: $30-$49: Under $30: Yes 72% Yes 50% Yes 28% Yes 32% Yes 34% ALL FACILITIES: $100+: 89% 90% 95% 94% 89% 84% 83% 82% 90% 81% 84% 77% 74% 74% 80% 79% 74% 68% 68% 72% 75% 68% 69% 64% SOCIAL MEDIA PAGES MEMBER REFERRAL CAMPAIGNS EMAIL MARKETING FLYERS DOES YOUR FACILITY USE GOOGLE+? DOES YOUR CLUB’S LEADER USE TWITTER? ALL FACILITIES: ALL FACILITIES: ALL YES 31% YES 27% 100+: $75-$99: $50-$74: $30-$49: Under $30: 100+: $75-$99: $50-$74: $30-$49: Under $30: 100+: $75-$99: $50-$74: $30-$49: Under $30: DOES YOUR FACILITY HAVE A FACEBOOK PAGE? YES 97% Yes 100% Yes 100% Yes 96% Yes 96% Yes 95% Yes 28% Yes 30% Yes 34% Yes 33% Yes 27% Yes 36% Yes 35% Yes 19% Yes 21% Yes 39% ALL FACILITIES: ALL FACILITIES: ALL FACILITIES: 100+: $75-$99: $50-$74: $30-$49: Under $30: YES 39% YES 51% Yes 26% Yes 35% Yes 36% Yes 36% Yes 27% 100+: $75-$99: $50-$74: $30-$49: Under $30: Yes 69% Yes 70% Yes 43% Yes 40% Yes 48% 100+: $75-$99: $50-$74: $30-$49: Under $30: Yes 67% Yes 40% Yes 34% Yes 27% Yes 36% YES 29% 100+: $75-$99: $50-$74: $30-$49: Under $30: 49% 60% 51% 56% 50% 49% 51% 45% 47% 49% 45% 43% 41% 35% 38% 40% 25% 23% 23% 25% 23% 20% 20% 26% 10% 21% 18% 14% 15% 14% 5 FACILITIES: YES 62% 18% 10% 19% 13% 15% 10% 17% 12% 11% ALL FACILITIES: YES 33% Join The @Fittechcouncil Today #FutureOfFitness 100+: $75-$99: $50-$74: $30-$49: Under $30: Yes 44% Yes 20% Yes 49% Yes 30% Yes 23% OVERALL “SCORE” BY PRICE SEGMENT: (This is a count of Pink [negative 10% or greater] and Blue marks [positive 10% or greater] from “All Facilities” numbers. $100+: $75-$99: $30-$49: Under $30: 7% Yes 46% Yes 75% Yes 60% Yes 70% Yes 55% IS IT IMPORTANT TO YOU THAT YOUR FITNESS EQUIPMENT HAVE INTER-OPERABILITY CAPABILITIES (I.E. “TALK” WITH SOFTWARE OR OTHER TECHNOLOGICAL COMMUNICATION)? $50-$74: CRM INTEGRATION ALL 100+: $75-$99: $50-$74: $30-$49: Under $30: 23% 26% Yes 56% Yes 30% Yes 36% Yes 20% Yes 25% 25% 31% 100+: $75-$99: $50-$74: $30-$49: Under $30: 30% 33% YES 31% 30% 44% IS COST A BARRIER TO TECHNOLOGICAL USE FOR YOUR FACILITY? FACILITIES: 36% 41% ALL 48% 49% Yes 46% Yes 5% Yes 38% Yes 23% Yes 27% DOES YOUR FACILITY USE A MOBILE APP? 57% 19% MOBILE ADVERTISING A Non-Profit Consortium Of Leading Fitness & Technology Brands Obtain the Complete Report & Join Us www.Fittechcouncil.org 61% 23% CALLS TO ACTION 55% 29% LANDING PAGES 65% 31% BLOGS 64% 42% RADIO/TV YES 32% FACILITIES: < $30: 43% NEWSPAPER DOES YOUR FACILITY USE LINKEDIN? $30-$49: 47% INTERNET KEYWORD TRACKING DOES YOUR FACILITY USE TWITTER? $50-$74: 54% DIRECT MAIL DOES YOUR FACILITY USE FACEBOOK ADS? $75-$99: 55% BROCHURES FACILITIES: ALL WHAT ARE YOUR PRIMARY METHODS OF ADVERTISING? WEB SITE YES 39% YES 30% DOES YOUR CLUB HAVE INTERACTIVE SMART PHONE CAPABILITIES FOR MEMBERS? BY Yes 77% Yes 35% Yes 68% Yes 64% Yes 48% ALL FACILITIES: ALL FACILITIES: YES 20% ADOPTION OF TECHNOLOGY HEALTH CLUBS ALL FACILITIES: (SINGLE MEMBER) FEES NUMBER OF RESPONDING CLUBS REPRESENTED & PERCENTAGE OF TOTAL. LET’S CONNECT Blue 11 Blue 5 Blue 6 Blue 3 Blue 2 Pink 1 Pink 5 Pink 5 Pink 7 Pink 8 Net Score: 19 Net Score: 0 Net Score: 1 Net Score: -4 Net Score: -6 Ranking: #1 Ranking: #3 Ranking: #2 Ranking: #4 Ranking: #5
  6. 6. Is Your Web Site Configured For Mobile Devices ? 60 Percentage Of All Club Facilities With Mobile Configured Web Sites According to comScore, in 2014 there will be more mobile Internet users than desktop users globally. Monthly Dues Percentage Yes $100+ 77% U.S. adults already spend more time on mobile than they do on desktop browsing, according to eMarketer. $75 - $99 35% $50 - $74 68% According to Adobe, more than 45% of U.S. businesses do not have a mobile-friendly site. $30 - $49 64% Under $30 48% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 6
  7. 7. Are You Buying Ads That Display On Smartphones ? 20 Percentage Of All Club Facilities Buying Mobile Ads Monthly Dues According to Google, 84 percent of smartphone shoppers use their phones while in a physical store. In the first half of 2013 mobile advertising increased 145% to $3 billion, doubling its share of digital advertising spend. Percentage Yes $100+ 26% $75 - $99 15% $50 - $74 23% $30 - $49 12% Under $30 30% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 7
  8. 8. What Are Your Primary Advertising Methods ? 83 Percentage Of All Clubs Use Social Media As A Key Ad Method Web sites and social media were the first and second most popular advertising methods used by clubs in the survey. Only 42% of all clubs use Newspaper and 54% use Direct Mail, while Email marketing is the 4th most popular advertising method comprising 68% of surveyed clubs. Integrating CRM with advertising, to provide targeted marketing, is used by only 14% of clubs. Monthly Dues Use SM For Advertising $100+ 82% $75 - $99 95% $50 - $74 81% $30 - $49 84% Under $30 77% Social Media As Primary Advertising Method US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 8
  9. 9. Can Consumers Join Your Health Club Online ? 30 Percentage Of All Clubs Allowing Online Memberships Cisco’s IBSG study found that a majority of consumers have advanced beyond the capabilities of most retailers. Cisco’s Customer Experience Report found that consumers prefer more automated and personalized digital buying experiences. A huge opportunity exists between what most clubs are offering in the way of high quality self service buying and what consumers are expecting. Monthly Dues Percentage Yes $100+ 46% $75 - $99 55% $50 - $74 15% $30 - $49 26% Under $30 32% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 9
  10. 10. Can Members Access Their Accounts Online ? 39 Percentage Of All Clubs Providing Online Account Access 61% of global consumers prefer to shop in an omnichannel, self-service and automated way according to Cisco’s Customer Experience Report. According to Forrester Research, organizations will differentiate themselves by delivering consistent and customizable customer experiences digitally. A clear opportunity in online service exists in the Club market. Monthly Dues Percentage Yes $100+ 72% $75 - $99 50% $50 - $74 28% $30 - $49 32% Under $30 34% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 10
  11. 11. Does Your Club Have A Facebook Page ? 97 Percentage Of All Clubs Have A Facebook Page There are over 25 Million active small business Facebook Pages today globally. Monthly Dues Percentage Yes $100+ 100% 128 million people in the U.S. use Facebook daily and 78% of those are Mobile Users. $75 - $99 100% $50 - $74 96% A recent Pew Research study showed that 57% of Facebook users are 50-64, 73% are 30-49, and 86% are 18-29 years of age. $30 - $49 96% Under $30 95% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 11
  12. 12. Does Your Club Use Facebook Ads ? 32 About 5% of Facebook Page users purchase Facebook ads today, significantly lower than the surveyed club showing 32% using paid Facebook ads. Percentage Of All Clubs Use Facebook Ads The ability to target groups and geographies with a large user base makes this a very attractive tool. Percentage Yes $100+ 26% $75 - $99 35% $50 - $74 36% $30 - $49 A recent CMO Council-Nielsen report reflected confusion among brand leaders who want “improved clarity around the actual return on advertising investments”. A 2013 Forrester survey observed that “marketers have struggled to keep up with consumers.” Monthly Dues 36% Under $30 27% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 12
  13. 13. Does Your Club Use Google+ ? 31 Percentage Of All Clubs Using Google+ A 2013 report found while Google+ boasted 500 million users, businesses were not seeing it as a platform worth participating in at this point. Using the Google+ platform enhances Google Search via something called “Social Search” which offers results based on friends connected via the platform. Expect Google+ to continue to build its relevance. Monthly Dues Percentage Yes $100+ 28% $75 - $99 30% $50 - $74 34% $30 - $49 33% Under $30 27% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 13
  14. 14. Does Your Club Use Linkedin ? 39 Percentage Of All Clubs Using Linkedin In 2013 43% of marketers found a customer on Linkedin according to a recent study. The Company page profile on Linkedin is an effective platform that enables recommendations, product and service displays, and other content. 41% of business owners in a recent WSJ survey cited Linkedin as beneficial to their company. Monthly Dues Percentage Yes $100+ 67% $75 - $99 40% $50 - $74 34% $30 - $49 27% Under $30 36% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 14
  15. 15. Does Your Club Use Twitter ? 51 Percentage Of All Clubs Using Twitter Around 15% of online adults are Twitter users, much lower than Facebook. 69% $75 - $99 70% $50 - $74 Twitter, which recently conducted an IPO, is experiementing with paid ads for small businesses. Percentage Yes $100+ Twitter is an open platform which allows users to monitor conversations by geography and terms. Monthly Dues 43% $30 - $49 40% Under $30 48% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 15
  16. 16. Does Your Club’s Key Leader Use Twitter ? 27 Percentage Of All Clubs With Key Leader Using Twitter Influence marketing can drive brand awareness and increase social influence. 90% of consumers trust the recommendation of peers. Some of the worlds most important leaders communicate on twitter. @ChuckRunyon, @MeredithPoppler @RobertDyer @SarahRobbOh and @Sfable are some of the many active twitter participants who are successful leaders in key health club brands and organizations. Monthly Dues Percentage Yes $100+ 36% $75 - $99 35% $50 - $74 19% $30 - $49 21% Under $30 39% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 16
  17. 17. Does Your Club Have A Mobile App ? 31 Percentage Of All Clubs With A Mobile App One out of 10 Starbucks transactions are now made via their mobile app; that is 3 million weekly transactions. Mobile commerce is here to stay and growing fast. According to a recent Adobe report only 7% of businesses have a mobile app. The report shared that check-in rewards and advertising promotions including QR codes were effective for those that do. Health clubs have a much higher adoption than most industries. Monthly Dues Percentage Yes $100+ 56% $75 - $99 30% $50 - $74 36% $30 - $49 20% Under $30 25% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 17
  18. 18. Do You Have Interactive Smartphone Capability ? 29 More than 70% of exercisers use technology while working out according to a recent industry survey. Percentage Of All Clubs With Interactive SPhone Capability Monthly Dues 57% of members bring a smartphone or tablet to the gym but only 32% of gyms have equipment that interacts with their devices. Creating a better user experience across a variety of platforms, equipment and devices is important to the future and is what the Fitness Industry Technology Council is hoping to help do. Percentage Yes $100+ 46% $75 - $99 5% $50 - $74 38% $30 - $49 23% Under $30 27% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 18
  19. 19. Is Interoperability Important To You ? 33 Interoperability is the ability of equipment, software and devices to work together within and across organizational and brand boundaries in order to advance the effective delivery of fitness and wellness for individuals and communities. Industries like computing, automotive, and communications, among others, have created standards to enable interoperability. There has historically been to little cooperation in the fitness and health club industry to foster interoperability. Fit-C believes interoperability is essential to the future of the health club industry. Percentage Of All Clubs Who Think Interoperability Is Important Monthly Dues Percentage Yes $100+ 44% $75 - $99 20% $50 - $74 49% $30 - $49 30% Under $30 23% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 19
  20. 20. Is Cost A Barrier For Technology Use In Your Club ? 62 Percentage Of All Clubs Say Cost Is A Barrier Smartphone prices are expected to fall in the next three years at an annual rate of 7%. This will spur continued double digit growth for the devices globally. Percentage Yes $100+ 46% $75 - $99 75% $50 - $74 60% $30 - $49 70% Under $30 Increasingly wide spread adoption of mobile, Internet and other digital platforms and services will continue to as prices fall and the barrier to adoption is lowered. Monthly Dues 55% US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 20
  21. 21. 2014 US Health Club Technology Survey Report Thanks For Reading The Fit-C Survey Report. As you can see, many areas of technology are being widely adopted by health club operators. Methods of advertising and service are being increasingly delivered using new technologies. Given that the cost of these technologies are dropping, adoption will likely continue to increase. A significant opportunity exists with respect to the creation of interoperability standards. We must realize that competition for fitness and wellness services is rapidly emerging outside of the bricks and mortar health club industry. Therefore, to remain relevant in the arena of primary prevention, we must think in terms of the customer and what they will increasingly expect. Their experience should not be dampened by our being unable to create intperoperability standards which makes it easier for customers to use technology in clubs and become more satisfied with the experience. We’d love you to become a part of www.fittechcouncil.org . Membership is very affordable and as a 501.3(c) tax deductible. The fitness industry technology council is looking to help our industry realize the need to move forward with new technology standards. We thank our members and encourage you to share this report with your friends and colleagues. Wishing you a wonderful 2014. BRYAN K. O’ROURKE, President www.fittechcouncil.org US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org 21
  22. 22. 2014 US Health Club Technology Survey Report 14 Questions On Key Trends Thanks For Reading The Report Please Share This Content In Your Social Networks Join Us @Fittechcouncil Join Us At www.fittechcouncil.org Fitness Industry Technology Council 2014 - all rights reserved 22

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