New Zealand Fitness club members have their say
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The document summarizes the results of the 2011 New Zealand Fitness Industry Survey. Some key findings include: - 70% of fitness club members surveyed were female. The largest age groups were 26-35 years old (27%) and 36-45 years old (24%). - Most members reported being very satisfied or somewhat satisfied with their fitness club. Location, staff, and achieving goals were the top factors influencing long-term commitment. - Over half of members joined on their first visit to the club. The top reasons for returning included planning to return and following a price reduction. Lower prices and better location were the most common reasons prompting members to check out a new club. - Most clubs used Facebook to communicate
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New Zealand Fitness club members have their say
- 1. results from the 2011 New Zealand Fitness Industry Survey Simon Hall Ezypay Pty Ltd New Zealand fitness club members have their say!
- 3. 13,500 70% Females Age 20% 16yrs - 25yrs 27% 26yrs – 35yrs 24% 36yrs – 45yrs 19% 46yrs – 55yrs
- 4. member satisfaction Very Satisfied Somewhat satisfied OK Somewhart unsatisfied Very unsatisfied 0 10 20 30 40 TitleQ - How satisfied are you with your fitness club? 2011 2010
- 5. membership retention (expired) 0 4 8 11 15 Jan Feb Mar April May June July Aug Sept Oct Nov Dec Joined Left Q - Which month did you join and leave your fitness club?
- 6. 0 3 5 8 10 Jan Feb Mar April May June July Aug Sept Oct Nov Dec Joined membership retention Q - Which month did you join your fitness club?
- 7. 1 Location 2 Professional staff (polite, approachable) 3 Overall atmosphere 4 Personal Motivation 5 Machines in working order 6 Overall cleanliness 7 Engaging staff (making conversation) 8 Achieving goals 9 Variety of Group Fitness classes 10 The latest equipment and technology Q - What are the factors likely to have the greatest influence over your long-term commitment to staying at a club? membership retention
- 8. Q - How soon did you join your fitness club ? Joined on my first visit to the club 54% Returned within 3 days 24% Return between 4 and 7days 11% Returned over 1 weeks later 11% membership sales Q - If you did not join on your first visit what made you return? Planned to return 56% Following a reduction in price 10% Prompted by a friend 9% Seeing a cheaper membership offer 4.9% Following a call from the club 2.2%
- 9. 1 Lower Prices 2 Happy with current club 3 Better Location 4 Opening hours 5 Larger facilities / Different Program 6 A free pass from a friend 7 Better changing / Less sales driven 8 Just because it’s new 9 Looking for a change / Creche / Staff 10 Brand recognition Q - If a new club opened up close to your current location which of the following reasons would prompt you to check them out? competition
- 10. Q - What parts of a clubs website have you used or would find useful? marketing 1 Club timetable 2 Opening hours / changing ones / creche / pool 3 Track my workout / diet 4 Nutrition advices / articles 5 Check my visit history 6 Change my details 7 Exercise advice / articles 8 Check my payments 9 Join / renew online 10 Book a class or program / make a payment
- 11. Clubs with Facebook Pages marketing 67% 91% Why clubs use Facebook 1 To communicate with members 2 To share club news 3 To generate leads 4 Just started 49%
- 12. Q - Are you likely to recommend a friend to your club? marketing Net Promoter Score - NPS = -+27.5 50% 22.5%
- 13. 1 Reduced on-going fees 2 One month of membership 3 Personal Training sessions 4 GiftsVoucher Local business 5 I don’t need an incentive 6 Club merchandise - Bottle / towel 7 Entry into a draw Q - The BEST referral incentive ? MEMBER marketing 1 One Month FREE 2 Entry into a DRAW 3 Personal Training sessions 4 Reduced Monthly's 5 Club Merchandise T-shirt / Bag 6 Club merchandise - Bottle / towel 7 Gift Voucher Local Business Q - The best referral incentive? CLUB
- 14. 2012 Australian & New Zealand Fitness Industry Survey goes LIVE 1st December to 12 January Register your interest at www.facebook.com/fitnesssurvey Receive FREE report if your members complete the survey Watch out for