This document summarizes a survey about gym membership preferences. The survey found that most people research gyms online before joining and consider price and available classes. Over half would pay more for a gym offering fitness classes. The most popular classes were yoga and pilates. Retention was impacted by price, location, hours and class selection. Most members stayed 1-3 years and would cancel due to price increases. The majority of respondents were ages 25-34, employed, and split evenly between male and female.

1. Andrea Cizek
MSMK 620: Marketing Analytics
Bellevue University
Dr. Julia Cronin-Gilmore

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