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Nielsen Global Consumer Exercise Trends Survey 2014

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Global consumer survey of exercise trends and thinking in 2014. An interesting read of what matters to consumers about exercise.

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Nielsen Global Consumer Exercise Trends Survey 2014

  1. 1. CONSUMER FITNESS TRENDS STATISTICS & INSIGHTS FOR FITNESS FACILITIES NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2013) AUGUST 2014
  2. 2. RESEARCH NORWAY FINLAND SWEDEN GERMANY ITALY SPAIN FRANCE DENMARK NETHERLANDS UNITED KINGDOM EAST COAST BRAZIL AUSTRALIA WEST COAST SOUTH CENTRAL 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 85% of the market demand.
  3. 3. FACTS & INSIGHTS 1. WHO EXERCISES? 2. WHAT ARE EXERCISERS DOING? 3. WHERE AND WHY ARE THEY EXERCISING? 4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? 5. GROUP FITNESS EXERCISERS 6. LES MILLS
  4. 4. 1. WHO EXERCISES?
  5. 5. WHO EXERCISES? Globally, 78% of the adults over 18 years old exercise or would like to 22% have no interest in exercising 22% 39% exercise regularly with 87% exercising 3 or more times 39% 39% Another 39% are not currently exercising to keep fit and healthy but would like to a week FACTS 81% of Millennials (18 to 34 year olds) exercise or would like to (vs. only 61% of Boomers) 20% have no interest in exercising 20% 45% exercise regularly 45% 36% 36% are not currently exercising to keep fit and healthy but would like to 27% of the adult population (18+) attend a fitness facility 27% Never been 9% Lapsed Have no interest 18% in exercising Member Casual member 22% 24% WHO WOULD CONSIDER JOINING? 20% of regular exercisers who are not member of a gym would 36% of Millennials (aged 18-34) would 25% of exercise considerers who are not member of a gym would 43% of Millennials (aged 18-34) would 60% of lapsed members would (24% of the adult population)
  6. 6. INSIGHTS WHO EXERCISES? 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). Fitness centers have real growth opportunities in specific areas. 20% of regular exercisers who are not currently attending a gym would consider doing so 25% of exercise considerers who are not currently attending a gym would consider The Millennials 81% 60% of lapsed members, would consider rejoining their local gym >> exercise or would like to versus 61% for Boomers. 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.
  7. 7. 2. WHAT ARE THE EXERCISERS DOING?
  8. 8. WHAT ARE THE EXERCISERS DOING? FACTS FITNESS IS THE WORLD’S BIGGEST ‘SPORT’ 31% 29%27% 59% 12%13% GYM-TYPE ACTIVITIES = 61% 4% 7% 13%15% 15% 10% 7% 22%21%18% 7% 12% 61% of regular exercisers are currently doing gym-type activities. 76% of regular exercisers are aged 18 to 34 years old 69% of exercisers that aren’t doing gym-type activities would consider. 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. 36% FITNESS CLASS ACTIVITIES 37% EQUIPMEN T TYPE ACTIVITIES Running/Tri Swimming 31% Cycling Walking Team sports Individual sports Group training – outdoors Group training – indoors Fitness classes in music 15% Yoga Pilates Dance Working out PT Free weights Weights machines Cardio machines Boxing Other 29%27% 59% 12%13% 13%15% 10% 22%21%18% 12% 4% 7% 7% 7%
  9. 9. FACTS WHAT ARE THE EXERCISERS DOING? 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 18-34 years 35-54 years 55+ years 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' 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%
  10. 10. 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.
  11. 11. 3. WHERE AND WHY ARE THEY EXERCISING?
  12. 12. FACTS LARGE MULTI-PURPOSE GYM/FITNESS CENTER/ HEALTH CLUB WHERE ARE THEY EXERCISING? 35% 25%24% 23% 21% 19% MILLENNIALS (18 – 34 YEARS) SMALL BOUTIQUE GYM WITH A SINGLE ACTIVITY 24% LOCAL/ COMMUNAL/ RECREATION/ CHURCH HALL 36% PERSONAL TRAINING STUDIO 17% AT YOUR HOMDEEDICATED DANCE, YOGA OR PILATES STUDIO FITNESS CLASSES TO MUSIC TEAM TRAINING PERSONAL TRAINING HOME EXERCISERS 82% 82% of Gym members & casual gym members also exercise at home 45% 45% of high frequency gym attendees also use a DVD/ pre-recorded workout at home 52% 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) 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 AGES 48% 49% 41% 23% 25% 20% 18% 30% 20% 16% 15% 25% 44% 38% 25% 37% 26% 17% 27% 26% 19% 30% 19%19% 26% 31% 24%
  13. 13. USER FACTS WHY ARE THEY EXERCISING? MAIN DRIVERS THAT PEOPLE EXERCISE: 40% 27% ALL AGES MILLENNIALS GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.) 32% 37% THE IDEAL FITNESS EXPERIENCE IS: 31% 33% FUN 23% 16% CALM / RELAXING CONVENIENT CHALLENGING 23% 20% 17%
  14. 14. 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- ALL AGES MILLENNIALS up Achieving my end fitness goal 61% 47% 35% 32% 31% 26%
  15. 15. 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 ALL AGES MILLENNIALS I like to follow new trends in fitness activities 63% 63% 47% 42% 40% 38% 29% 34%
  16. 16. INSIGHTS WHERE AND WHY ARE THEY EXERCISING? Large multi-purpose fitness facilities remain the most popular venue across all activities… 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. …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 …
  17. 17. INSIGHTS WHERE AND WHY ARE THEY EXERCISING? 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.
  18. 18. INSIGHTS WHERE ARE THEY 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. EXERCISING?
  19. 19. 4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
  20. 20. USER FACTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? 22% 9% 14% 50% 36% 31% 29% 28% TOP DRIVERS WHY PEOPLE ATTEND THEIR CURRENT FITNESS FACILITY ARE: Convenient location Great atmosphere Great equipment Great 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
  21. 21. 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 Exercise style/ structure/ method 27% Motivation 31% 21% 21%
  22. 22. INSIGHTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? • 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. SHIFT FOCUS TOWARDS BUILDING VALUE VERSUS DISCOUNTING AMPLIFY THE PROMOTION AND OFFERING OF ‘GREAT FITNESS CLASSES SELECTION AND MAINTENANCE OF EQUIPMENT REMAINS FUNDAMENTAL
  23. 23. 5. GROUP FITNESS EXERCISERS
  24. 24. WHO IS DOING FITNESS CLASS ACTIVITIES? OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS CLASS ACTIVITIES. MILLENNIALS (18-34) ARE MORE LIKELY TO BE DOING FITNESS CLASS ACTIVITIES THE LARGEST SEGMENT ACROSS ALL AGE GROUPS 6 TIMES BIGGER THAN BABY BOOMERS (50 TO 60 YEARS). 2.5 TIMES BIGGER THAN GEN X (35 TO 49 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% JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD CONSIDER.
  25. 25. GROUP FITNESS EXERCISERS HIGHER ATTENDANCE 45% gym attendees who participate in group fitness visit their gym 5+ times per week. In comparison to only 34% for all gym attendees. 34% 45% 56% 54% 10% 1% High (5+ times a week) Medium (1-4 times per week) Low (less than once per week) USER FACTS All gym attendees Gym attendees who participate in group fitness CANCELLATION RATES 46% of group fitness users are likely to cancel their membership or stop attending their gym if their preferred class was cancelled. LEADS GENERATION 84% 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 11% vs. 9% remain loyal for more than 5 years. 38% of gym attendees attending group fitness classes remain loyal for 1 to 5 years versus 29% for total gym attendees. In comparison to 51% for gym attendees who participate in group fitness. 61% of all gym attendees are with their facility for less than 12 months. New (less than 12m) Medium (1-5 years) Long (5+ years)
  26. 26. CONSIDERER FACTS GROUP FITNESS EXERCISERS KEY PARTICIPANTS DRIVERS: Energy of a big group Exercise style / structure / method 30% 27% 26% 26% KEY DRIVERS ARE: WHEN CONSIDERING 'FITNESS CLASSES TO MUSIC', THE FOLLOWING IS MOST IMPORTANT TO MEMBERS. 57% 51% 44% 42% Large room Small amount of people in the class Price of class Instructor 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). 37% Convenient schedule times Instructor SUBSTANCE OVER STYLE IS THE IDEAL INSTRUCTOR PREFERENCE 50% 28% Great music Exercise style/ structure/ method 27% Motivation
  27. 27. INSIGHTS GROUP FITNESS EXERCISERS GROUP FITNESS MATTERS – OPERATORS CAN HAVE CONFIDENCE THAT IF WELL EXECUTED, IT CAN DRIVE ATTENDANCE, RETENTION, REFERRALS AND MEMBERSHIP GROWTH. Offering programs that are relevant to Women and Millennials Investing in recruitment and training of instructors. Members are demanding higher quality and more coaching. 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… • ‘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’.
  28. 28. 6. LES MILLS
  29. 29. FACTS LES MILLS OFFERING LES MILLS IS THE PROVEN WAY TO INCREASE GROUP FITNESS ATTENDANCE, MEMBER LOYALTY, REFERRALS AND THEREFORE MEMBERSHIP ACQUISITION, RETENTION AND PROFIT. 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'. 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 INSIGHTS INVESTING ON RESULTS Les 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 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.
  30. 30. www.lesmills.com

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