The document provides an overview of the fitness industry developments in Australia and overseas, highlighting the expansion of low-cost fitness chains and the increasing importance of online marketing and social media engagement for businesses. It includes statistics on online consumer behavior, mobile internet usage, and the effectiveness of webinars, emphasizing the role of technology in establishing relationships and listening to customers. Additionally, it touches on the necessity for businesses to adapt to changing consumer preferences in the digital landscape.

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So what has been happening in
the fitness industry since
FitnessBiz 2009?
“To ensure your longevity ask how you create the greatest value for
your users.” Evan Williams, Twitter co-founder at SXSW 2010

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In Australia:
Fitness Australia Board elections
PPCA result
ACCC Charging Fitness First
Fit N Fast launched
New CEOs for Good Life and Genesis
Acquisition & expansion for the major players in the co-ed fitness
industry: Fitness First, Genesis & Goodlife
24 hour chains expanding:
• Snap – 13 open & 6 opening/coming soon
• Jetts – 73 open & 41 opening soon
• Anytime – 50 open & 58 opening soon and an additional 144 territories sold
• Zoom – First club opened in Victoria in October
• Zap – Tasmania only 10 locations
• D’Fine247 – 3 locations

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Overseas
In the USA:
• Low cost operators
• First Night Club Health Club, NYC
In Europe:
• Low cost operators
• Equinox Fitness
• The failure of Free fitness

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Online Marketing Stats for Australia, 2010
This aggregation of facts & figures was first posted by digitalmarketinglab.com.au
Online Internet Usage in Australia - According to Nielsen, Australians spend an average of 17.6
hours a week online, making up 33 per cent of their total media time.
Average consumer online spend Australia - According to Frerk-Malte Feller, Managing Director,
PayPal - in the last six months alone the average consumer spent $1,223 online, an increase of
$130 from the second half of 2009.”
Online purchasing frequency - According to the ACRS’ latest report: “Value and Optimisation in
Multi-Channel Retailing”, approx 36% of Australians are making purchases online at least once a
month and 6% are buying online once every week
Social Network & Forum Usage - According to Hitwise Australia social networking and forum
usage increased 36.1% in the past year and overtook search engines as the most visited industry
by Australian Internet users in March 2010.

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Online Marketing Stats for Australia, 2010
The power of online WOM - According to a survey conducted by RightNow 16% of Australian
consumers said they had stopped doing business with a company because of a social media
discussion they had seen about how the company treats customers. Another 16% stated they had
also seen a positive consumer discussion about a company and had gone on to make a purchase.
Influence of Online Reviews - A study by RightNow found more than half of respondents (58 per
cent) deemed customer reviews and feedback online to be the most important source to
influence decision making, of least importance was advertising in any shape or form.
Australian Mobile Internet Usage - Australians’ ownership of internet enabled phones now sits at 43
per cent, with 29 per cent regularly using it to search, email, find maps and share their lives on
Facebook, Twitter and MySpace.
Mobile Internet Behaviour - Internet searches are the most popular online activity on the phones.
Some 73 per cent of mobile internet users users conduct online searches by mobile now,
compared with 30 per cent a year ago.

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Online Marketing Stats for Australia, 2010
Mobile Device Share - Nokia has 35% share of handsets in Australia vs Apple’s at 28%. Apples
share is expected to reach 61 per cent this year, according to MediaSmart.
Search Engine Market Share - According to Hitwise for the week ending the 10th of July 2010,
Google’s market share in Australia equated to 92.52%, Bing was 3.44% and Yahoo was 2.39%.

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• 75% of people had not used on-line or offline yellow pages in the last 12 months
• 80% used the web to research
• Only 58% of small businesses in Australia have a website
Don’t use on your emails: no-reply@; newsletter@; info@
Increase open rates increase by 7 to 10% if you re-send to un-opened emails 7 to 10 days later,
with a new subject line: “Did you miss . .”
Are you using Tweet Beep? Social Mention?

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Social Media
For many Gen Y & Gen X, Facebook has replaced email communication. This means if you
are emailing your members, they are getting your message.
Social media is not about advertising it is about connecting. So aim for engagement in your
social media posts and e-newsletters – eg pet of the month, competitions, etc
64% of marketers spend 5+ hours per week on social marketing & 39% spend 10+ hours per
week
Are you blogging?
Are you You Tubing?

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Some general info for you on Google
Are you using Google Analytics?
Are you using Google Alerts?
82% of consumers only go to the first page in Google (US)
Google survey - Customers understand and accept the pay per click on Google:
50% don’t mind clicking on sponsored links
39% want a choice between sponsored and organic
11% want only organic
Standard consumer journey on Google:
Awareness searches – looking for education – 500,000/mth
Consideration searches – why but a particular item/model – 50,000/mth
Purchase – where can I buy it – 200/mth

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Webinars:
• Survey results from companies who conduct webinars:
• Why conduct them:
– 69% to generate leads
– 57% build loyalty
– 40% drive website visits
– 69% increase brand awareness
• Are they effective though?
– 50% said YES for generating cost effective leads
– 47% said YES for generating quality leads
– 38% said YES for generating large volumes of enquiries

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• Technology is teaching us to be
human again.
• When you own the relationship
you own everything.
• Companies will be distinguished
by their quality of listening.

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Justin Tamsett
B.Ed (Phys & Health Education)
Feel free to contact JT: jt@activemgmt.com.au or 0438 015 677
Follow JT on Twitter: @JTActiveMgmt
To read JT’s blog: www.JustinTamsett.com
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