This report includes a survey of 1,600 fitness facilities across 23 countries and 33 US states showing the adoption of various technologies. Prepared by Bryan O'Rourke, and the late Michael Scott Scudder with support from FITC the report provides insights into how technology is impact the fitness facility industry.

1. HOW DOES YOUR
FITNESS FACILITY
USE TECHNOLOGY?
Survey Report, June 2017
Foreign Countries: 23
U. S. States: 33
For-Profit: 72%
Not-for-Profit: 28%
Decision-makers: 96%
Responses: 1,594 clubs
Copyright Fitness Industry Technology Council/ & MSS Network

2. Table of Contents
2. Category/size facility operated
3. Type facility operated
4. Wearable tracking device use
Mobile app use
5. Texting use
Social media use
6. Email use
Website use
7. Can consumers buy memberships online?
8. Can members buy programs online?
Can members buy training online?
Can members buy specialty classes online?
9. Can members schedule programs participations online?
Can members schedule trainings online?
Can members schedule specialty classes participations online?
10. What technologies does your club and/or your staff use?
11. What percent of marketing budget is your “digital spend”?
12. Does digital marketing provide customer insights?
13. Do you understand use of social media to market your club?
14. Do you use equipment-based or sensor-technologies systems?
15. Do technologies used “track” participations?
16. What payment options are available?
17. Is club/member management system Cloud-based?
18. Does your organization use technologies is sales, training,
education?
19. Who manages technology in your organization?
20. Have you identified a reliable source for data analysis?
21. Do you have enough technology information to make good
decisions about technology use?
22. What consequences if you do NOT embrace technologies?
23. How do RESPONDENT facilities use (or not use) technologies?
29. Net Scores & Best/Worst
31. Noteworthy
2

3. Introduction & Executive Overview
July 7, 2017
Dear Fitness Industry Professional;
With nearly 1,600 fitness facility respondents across 23 countries, and 33 U.S. states this technology adoption survey shares keen insights about the state of
technology adoption in fitness facilities today. The report includes some comparisons to a prior research report concluded in 2015. Here are a few of the findings:
• While 66% of Facilities Use Social Media Over 34% Say They Are Unsure How To Use It;
• 60% of Respondents Spend Less Than 30% Of Marketing Dollars On Digital Advertising;
• Over 50% of Facilities Are Using Cloud Based Club Management Systems;
• 63% Of Facilities Report They Do No Have A Reliable Resource To Analyze Their Data;
• Only 3 Out Of 10 Respondents Think They Have Enough Information To Make Informed Technology Decisions; and
• 42% Of Respondents Show Little To No Concern About Falling Behind To More Technologically Savvy Competitors.
The mission of the fitness industry technology council is to educate the industry regarding technology in order to increase adoption resulting in enhanced user
experiences that will help growth the overall fitness industry space. The organization is made up of dozens of leading fitness brands and professionals, many of whom
are adopting and creating new solutions for fitness customers and business models.
We thank our supporters for their support in sharing this information with the industry as a whole. On a personal note, this research was compiled in concert with
Michael Scott Scudder, a long-time colleague and dear friend who suddenly passed away July 2, 2017. This was his last substantial research work which we
collaborated on and concluded in early June just before his death. We wish to thank Michael Scudder for his work and recognize the great contributions he has made
to FIT-C and the industry at large. He will be sorely missed by many.
Sincerely,
Bryan K. O’Rourke
President
FITC
3

4. 4
What category/size fitness facility do you operate?
NFP less than 5,000 ft2
NFP 5,000-9,999 ft2
NFP 10,000-19,999 ft2
NFP 20,000-34,999 ft2
Not For Profit (NFP) 35,000 ft2+
FP less than 5,000 ft2
FP 5,000-9,999 ft2
FP 10,000-19,999 ft2
FP 20,000-34,999 ft2
For Profit (FP) 35,000 ft2+
0% 8% 15% 23% 30%
29.8%
17.7%
11.6%
16.7%
16.7%
16.7%
4.7%
5.1%
4.7%
5.6%
Responses total more than 100% due to multiple sizes of facilities reported (companies operate more than one size of facility)

5. 5
What type fitness facility do you operate?
Responses total more than 100% due to multiple sizes of facilities reported (companies operate more than one size of facility)
Athletic club
(multiple services, child care, and sit-down food & beverage
Fitness + classes and other limited amenitites
(child care, no sit-down food & beverage)
Fitness + classes ONLY
(no childcare)
Fitness ONLY
(no classes, no childcare)
Goup fitness studio
Personal training and/or
small group training studio
Other
0% 10% 20% 30% 40%
14.0%
27.4%
21.9%
7.0%
23.7%
34.4%
32.6%

6. 0%
18%
35%
53%
70%
2015 2017
64%
50%
42%
30%
Wearable Tracking Devices
Mobile Apps
Does your facility or your
staff use/integrate with…
6

7. 0%
25%
50%
75%
100%
2015 2017
95%
91%
60%
73%
Texting Social Media
Does your facility or
your staff use?
7

8. 0%
20%
40%
60%
80%
100%
Email
2015 2017
96%94%
0%
20%
40%
60%
80%
100%
Website
2015 2017
95%96%
Does your facility or your staff use?
-1%+2%
8

9. 0%
13%
25%
38%
50%
2015 2017
43%
31%
9
Can consumers buy
memberships online?
+39%

10. 2017
2015
33%
37%
24%
34%
29%
42%
Programs Training Specialty Classes
Can members buy online?
+2%
+45%
+42%
10

11. 2017
2015
36%
40%
30%
38%
42%
43%
Program Participation 1-2-1 Small Training Groups
Specialty Class Participation
Can members schedule online?
+11%
+27%
+2%
11

12. TOP 3
▪ Email
▪ Web sites
▪ Social media
MIDDLE 3
▪ Mobile apps
▪ Club/member management software
▪ Texting
BOTTOM 3
▪ Diet/nutrition software
▪ Customer Engagement software
▪ Net Promoter Score software
12
What technologies does
your club and/or staff use?

13. Average percent-of-
budget “spend” for all
clubs: 27%
60% of facilities spend
less than 30% on digital
marketing
Digital
spendWhat % of your advertising/marketing
budget is allocated to digital marketing?
6.5%
24.2%
19.1%
9.8%
10.2%
9.8%
20.5%
More than 50%
40 - 49%
30 -39%
20 - 29%
10 -19%
Less than 10%
We don't do any digital marketing
13

14. 14
Digital
marketing
Average percent-of-budget
“spend” for all clubs: 27%
60% of facilities spend less than
30% on digital marketing
Does it provide you with customer
insights (age, sex, income
demographics, interests, etc.)?
6.5%
27.4%
66.1%
Yes
No
Not sure
2/3 of facilities say their digital
marketing provides them with
customer insights

15. 2/3 of facilities think they know
how to use social media for
marketing
Social
mediaDo you think you understand how to
use social media networks to market
your club?
23.7%
10.7%
65.6%
Yes
No
Not sure
15

16. 16
Feedback
systems
Average percent-of-budget
“spend” for all clubs: 27%
60% of facilities spend less than
30% on digital marketing
Do you use equipment-based
and/or sensor technologies feedback
systems?
0.9%
56.3%
42.8%
Yes
No
Not sure
Slightly more than 4 in 10
facilities use some type(s) of
technological feedback systems

17. 2/3 of facilities
say their technologies track
user’s workouts
Tracking
technologyDo the technologies you use track
users’ workouts across equipment,
class participations and/or training
sessions?
8.2%
27.8%
63.9%
Yes
No
Not sure
17

18. 18
Payment
systems
Average percent-of-budget
“spend” for all clubs: 27%
60% of facilities spend less than
30% on digital marketing
What payment options are available to
your members/clients?
EFT thru club/member mgmt software provider
EFT in other ways
In club i.e. cash, check, CCs
Other methods i.e. Paypal, Apple Pay, etc.
Invoice to members
Other
0% 20% 40% 60% 80%
7.0%
24.2%
14.4%
77.7%
14.9%
75.8%
3/4 of facilities
use EFT or
payment in club
Less than 15% of
facilities use
“digital payment”
methods

19. 13.5%
30.2% 56.3%
Yes
No
I'm Not Sure
Slightly more than 1/2 of
facilities report that their
club/member management
software is Cloud-based
Management
softwareIs your club/member management
software system Cloud-based?
19
18

20. 41.9%
58.1%
Yes
No
Nearly 6 in 10 facilities use
technologies for sales, staff
training and education
20
Technology
Does your organization use technologies
to assist in sales, staff training and
education, and understanding of programs
and club benefits?

21. Who manages technology in your organization?
IT manager on staff
" for IT managemetn
Our club owner
Our club manager
/marketing manager
echnology manager"
nology management
0% 8% 15% 23% 30%
5.12%
13.49%
5.12%
11.63%
19.53%
18.14%
26.98%
Only 45% of facilities employ professional management for their technologies 21

22. 63.3%
36.7%
Yes
No
Slightly more than 1/3 of
facilities think they have
“reliable sources” for data
analysis
Have you identified a reliable, trustworthy
source for analysis of the data accumulated
by your technology systems?
22
Data
analysis

23. 3.3%
36.3%
30.2%
30.2%
Yes
No
Not sure
Technology NOT significant in our business
Only 3 in 10
facilities think
they have enough
information to
make good
decisions about
technology use
Do you think you have enough information/
education about technologies development to
make good decisions on technology use in
your business?
Technology
development
23

24. 15.8%
26.1%
33.0%
25.1%
Greatly Concerned
Somewhat Concern
A Little Concerned
Not Concerned
42% of facilities show little or
no concern about
technological competition
Are you concerned that your business may fall
behind competitors if you DO NOT embrace
technologies at a greater level than at present?
24
Technology
use

25. How do all respondent facilities
use (or not use) technologies?
Pre-tax Profit Average Use equipment or sensor tech Enough info for tech use
25%
30%
37%
58%56%
43%
66%66%
27%
0%
25

26. How do respondent facilities by
category use (or not use) technologies?
Pre-tax
Profit Average
Digital marketing
provides
customer insights
Use equipment
or sensor tech
Use tech for sales,
staff training,
education, club benefits
Enough info
for tech use
32%31%34%
56%
49%49%
66%64%
20%
3%
24%
32%
38%
60%59%
42%
66%68%
29%
8%
For-Profits Not-For-Profits
Pre-tax
Profit Average
Digital marketing
provides
customer insights
Use equipment
or sensor tech
Use tech for sales,
staff training,
education, club benefits
Enough info
for tech use
40%
49%
54%
69%
51%51%
74%74%
28%
0%
23%27%
34%
56%58%
41%
64%66%
27%
8%
U.S. Clubs Non U.S. Clubs
26

27. How do respondent facilities by
category use (or not use) technologies?
Pre-tax
Profit Average
Digital marketing
provides
customer insights
Use equipment
or sensor tech
Use tech for sales,
staff training,
education, club benefits
Enough info
for tech use
23%44%37%49%63%53%63%72%28%9% 26%21%29%60%45%55%55%64%27%9% 19%22%31%72%38%41%59%84%26%9% 28%33%35%74%58%42%63%67%28%7% 29%32%36%60%54%47%70%66%26%8%
35K+ Clubs 20,000- 34,999 sq ft Clubs 10,000-19,999 sq ft Clubs 5,000-9,999 sq ft Clubs
Less than 5K sq ft Clubs
Pre-tax
Profit Average
Digital Marketing
"Spend" %
Digital marketing
provides
customer insights
Understand
Social Media
Marketing
Use equipment
or sensor tech
Club/member
mgmt software
is cloud-based
Use tech for sales,
staff training,
education, club benefits
Reliable data
analysis source
Enough info
for tech use
Greatly concerned
if do NOT
embrace technologies
21%34%39%53%71%53%74%71%33%12% 47%13%40%80%33%40%33%60%23%12% 36%30%38%62%46%54%54%70%29%6% 20%28%26%57%54%42%65%64%24%5% 29%35%44%69%61%44%71%72%29%8%
Athletic Clubs Fitness + Classes (FCL) Clubs, addtl svcs Fitness + Classes (FCN) Clubs, no svcs Fitness ONLY Clubs
Studios/Boutiques
27

28. How do all respondent facilities
use (or not use) technologies?
Can peple
buy online?
Wearables
used?
Texting
used?
Email
used?
Websites
used?
Net Promoter
Score
Member mgmt
software used?
63%
25%
20%
53%
95%
38%
96%95%
59%
64%
42%
62%
67%
28

29. How do respondent facilities by
category use (or not use) technologies?
Can peple
buy online?
Wearables
used?
Texting
used?
Email
used?
Websites
used?
Net Promoter
Score
Member mgmt
software used?
56%22%22%37%88%29%97%93%51%62%39%58%69% 67%27%22%50%98%40%96%95%64%65%45%62%66%
For-Profits Not-For-Profits
Can peple
buy online?
Wearables
used?
Texting
used?
Email
used?
Websites
used?
Net Promoter
Score
Member mgmt
software used?
57%11%31%57%94%23%94%100%66%71%54%71%60% 64%27%19%45%96%40%96%94%59%64%41%59%67%
U.S. Clubs Non U.S. Clubs
29

30. How do respondent facilities by
category use (or not use) technologies?
Can peple
buy online?
Wearables
used?
Texting
used?
Email
used?
Websites
used?
Net Promoter
Score
Member mgmt
software used?
42%21%7%37%93%30%88%95%49%67%57%65%63% 76%19%17%45%98%36%100%95%62%64%40%62%57% 45%21%0%37%100%47%89%92%55%76%50%59%66% 60%28%28%56%95%40%95%100%63%63%28%63%74% 74%24%33%54%97%43%97%94%59%73%50%68%74%
35K+ Clubs 20,000- 34,999 sq ft Clubs 10,000-19,999 sq ft Clubs 5,000-9,999 sq ft Clubs Less than 5K sq ft Clubs
Can peple
buy online?
Wearables
used?
Texting
used?
Email
used?
Websites
used?
Net Promoter
Score
Member mgmt
software used?
76%19%17%45%98%36%100%95%62%64%40%62%57% 60%20%20%47%100%27%100%100%60%60%27%67%67% 66%18%14%48%96%26%96%96%64%60%52%58%66% 60%21%25%51%94%35%96%95%58%63%40%58%69% 71%31%38%54%99%50%97%94%67%78%49%71%72%
Athletic Clubs FCL Clubs, addtl svcs FCN Clubs, no svcs Fitness ONLY Clubs Studios/Boutiques
30
0%

31. +1 point for result above the average
+2 points for best in category
-1 point for result below the average
-2 points for worst in category
Net Scores & Best/Worst
HIGHEST
▪ TYPE: Athletic Clubs with large footprints use technologies most fully and rank
highest (+26) with no “Worsts.”
▪ SIZE: 35,000ft2+ clubs rank highest (+11) with no “Worsts.”
▪ FOR-PROFITS (+10) outrank NOT-FOR-PROFITS (-12) with no “Worsts.”
▪ INTERNATIONAL clubs (+12) outrank U.S. clubs (-5).
LOWEST
▪ TYPE: Clubs that offer Fitness + Classes with limited additional services (child
care, juice bar, etc.) rank lowest (-18) with 2 “Worsts.”
▪ SIZE: 10,000-19,999ft2 clubs rank lowest (-13) with 5 “Worsts.”
MOST PROFITABLE
▪ Studios/Boutiques (12% average pre-tax profits), which use technologies
considerably more than traditional membership clubs.
▪ Fitness-only clubs (12%), though they score worst in 6 technology-use
categories.
31
NET SCORE
For-Profits 10
Not-For-Profits -12 4 Worsts
All U.S. Clubs -5
All Non-U.S. Clubs 12 6 Bests 2 Worsts
35K+ Clubs 11 1 Bests
20,000- 34,999 sq ft Clubs 8 2 Bests 1 Worsts
10,000-19,999 sq ft Clubs -13 2 Bests 5 Worsts
5,000-9,999 sq ft Clubs -1 3 Bests 1 Worsts
Less than 5K sq ft Clubs -7 1 Bests 4 Worsts
Athletic Clubs 26 6 Bests
Fitness + Classes (FCL) Clubs, addtl svcs -18 2 Worsts
Fitness + Classes (FCN) Clubs, no svcs 0 2 Worsts
Fitness ONLY Clubs -5 5 Bests 6 Worsts
Studios/Boutiques 8 5 Bests 1 Worsts

32. Noteworthy
DIGITAL MARKETING SPEND.
▪ Average digital-marketing spend as a percent of marketing budget is 27%.
▪ Lowest is Not-for-Profits at 20%; highest is Studio/Boutiques at 33%.
CUSTOMER INSIGHTS.
▪ General agreement among 2 out 3 clubs in all categories that technology use is providing customer insights.
SOCIAL MEDIA MARKETING.
▪ Most feel they understand social media marketing, though there is a fairly wide range of usage.
EQUIPMENT/SENSOR TECHNOLOGY USE.
▪ Equipment-feedback and/or sensor technologies are used by only abut 4 in 10 clubs.
CLOUD-BASED CLUB/MEMBER MANAGEMENT SOFTWARE.
▪ On average, more than half of clubs use Cloud-based software for management of members.
▪ Studios/Boutiques far outpace all other types of facilities in this category; Fitness-Only clubs lag way behind.
USING TECHNOLOGIES FOR SALES, STAFF TRAINING AND EDUCATION.
▪ As evidenced by nearly 60% of facilities using tech for training and education of staff, this is a category that will likely see increases in the
future.
32

33. RELIABLE DATA ANALYSIS SOURCE.
▪ One of the two categories where use percentages were lowest.
▪ Responses indicate that there is a huge across-the-industry need for professional data analysis to help drive business decisions and
strategies.
INFO FOR TECHNOLOGY DECISIONS.
▪ The lowest-percentage of users category. Indications are that an industry-wide effort to educate facilities on various types of technologies is
past due.
NON-TECHNOLOGY USE CONCERN LEVELS.
▪ The widest range-variance category.
▪ Overall concern that is clubs don’t use technologies they may fall prey to competitors is evidenced in only 25% of clubs.
▪ But the least technological concerns are shown in the club categories that have the lowest Net Scores.
▪ International clubs, which score substantially higher on overall technologies uses, also exhibit far greater technological concerns than do
U.S. clubs.
CAN PEOPLE BUY ONLINE?
▪ In general, 2 of 3 clubs have provided technologies for consumers to be able to purchase online.
▪ Larger-footprint clubs lead the way in this category; laggards are 5,000-9,999ft2 clubs and Studios/Boutiques.
33
Noteworthy

34. CAN PEOPLE SCHEDULE ONLINE?
▪ Generally, more than 60% of clubs enable online scheduling.
▪ Athletic Clubs and International clubs lead the way.
▪ Not-for-Profits and Fitness + Classes clubs bring up the rear in this category.
TECHNOLOGIES USED, HIGH MARKS:
▪ Email (96%), Social Media (95%), and Web sites are by far the most-used club technologies for contacting members and marketing to
members/prospects.
▪ In the second tier of technology use are Mobile Apps (64%), Club/Member Management software (63%), Texting (59%), and Customer
Relationship/Customer Engagement management softwares (53%).
▪ Use of Mobile Apps and CRM/CEM show the most significant gains, compared to 2015 data. Use of Texting shows the greatest decline in
use when compared to two years ago.
TECHNOLOGIES USED, LOW MARKS:
▪ Integration with Wearables (42%), use of Blogs to communicate (38%), Nutrition/Weight Management software use (25%), and use of
member-feedback Net Promoter Score software systems ran lowest.
▪ Wearables integration is up from the 2015 survey, but still not at the level anticipated.
▪ Of note is the extremely low or even non-existent use of Net Promoter Score software systems in clubs under 20,000ft2.
34
Noteworthy

35. (JUNE 2017)
All data collected, analyzed and reported by:
Michael Scott Scudder & Bryan K. O’Rourke