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Health & Fitness Clubs 2020Lean, Mean, Money-Making MachinesThe latest data from the International Health, Racquet & Sportsclub Association (IHRSA) reveals 2018 health industry global revenues were $94 billion, a 7.8% YOY increase. The total of 183 million total global members is forecast to increase to 230 million by 2030.The US health club industry was responsible for approximately one-third of the global total, or $32.2 billion, a 7.3% YOY increase. US memberships increased 2.6% to 62.5 million, and the number of clubs increased 2.8% to 39,570 locations.Approximately 71.5 million Americans used the services of health clubs during 2018, the other 9 million were non-members. Collectively, they accounted for more than 6 billion visits. Members used a facility an average of 104 days annually, non-members 24 10 US Health & Fitness Centers, by 2018 Revenues*CenterRevenues% ChangeCenterRevenues% Change#1: LA Fitness$2.09 BNegligible#6: Planet Fitness$572.9 M+33%#2: Life Time$1.75 B+12.9%#7: Town Sports International$443.0 M+7.6%#3: 24 Hour Fitness$1.51 B+4.78%#8: Gold’s Gym$302.0 M-5.0%#4: Equinox Holdings$1.43 B+10.0%#9: The Bay Club$294.7 M+25.0%#5: ClubCorp$1.11 B-6.6%#10: Capital Fitness dba X Sport$204.8 M+5.0%Club Industry, August 2019*from various sources and extrapolation of available dataBusiness Model MakeoverBudget clubs, which are typically defined as those with a monthly membership of less than $10 or $11–$25, have been the fastest growing business model in the industry, with approximately 3,000 of them in the US during 2019, or 7.5% of all facilities.The next phase of budget clubs is various differentiations, since a $10/month membership typically results in decreasing memberships and revenues in a highly competitive market.Some of the largest chains are opening facilities of less than 10,000 square feet. Others are offering multi-level pricing so members may choose additional amenities for more than $10/month, including classes, sauna usage, unlimited team training, etc.Adults 18+ Who Exercised 12+ Times at a Health Club During the Past Year, by Age Group, 2019Age GroupPercentIndexAge GroupPercentIndex18–2411.2%8650–549.2%9825–3419.6%11055–6414.0%8535–4419.6%11364–7410.6%10145–499.0%9875+6.9%95Based on The Media Audit’s September 2019 Aggregate Survey (57 US markets, 143 million+ adults)Boutique Fitness Studios Are BigThe boutique fitness studio model has also been popular. The latest data indicates approximately 42% of all health club members were members of a boutique studio during 2018, attracting primarily women, or 79% of members.Boutique studios are typically less than 10,000 square feet, and many are less than 5,000 square feet. They also are more likely to offer a specific fitness experience and are very member-centric.Boutique studios include barre, boxing and kickboxing, cycling, dance-oriented fitness, HIIT (high-intensity interval training), Pilates, personal training and yoga. Some studios are now offering VR (virtual reality) Suburban and Urban Fitness Studio Brands, 2019Suburban BrandsPercentUrban BrandsPercentOrangetheory>70%Barry’s Bootcamp>75%Pure Barre60%–70%Flywheel70%Bar Method60%–70%Soulcycle70%CrossFit60%–65%Yoga Works60%Club Intel, 2019Attracting Young Adults to FitnessBased on data from The Media Audit on page 1, young adults to the age of 44 represent the bulk of health & fitness club memberships, but like many retail sectors, health & fitness clubs must maintain and increase those membership numbers for the future.The IHRSA’s 2019 Health Club Consumer Report revealed older Millennials (25–34) had the largest number of annual visits, or 101, with Gen Zers averaging 77 annual visits. Younger adults (18–24) was the largest group with 2 or more memberships (34%).Gen Zers’ favorite club activities include running/walking; dance, step and other choreography; and swimming for fitness while 31% of Gen Zers are members of a nonprofit facilities, such as a YMCA/YWCA/JCC.Adults 18–24 and 25–34 Who Exercised 12+ Times at a Health Club During the Past Year, by Fans of Major Sports, 2019Sports FanAdults 18–24Adults 25–34PercentIndexPercentIndexMajor League Baseball (MLB)24.1%16229.9%144National Football League (NFL)33.8%15739.1%137National Basketball Association (NBA)31.8%15132.2%149National Hockey League (MHL)14.0%19316.9%171Major League Soccer (MLS)13.2%15310.6%123College football21.9%22118.1%164College basketball19.5%21315.2%172Based on The Media Audit’s September 2019 Aggregate Survey (57 US markets, 143 million+ adults)Trends in the US Fitness IndustryAccording to 2019 research from Club Intel, the top 5 equipment trends at US health & fitness clubs are traditional equipment/accessories, 84%; foam rollers, 82%; non-traditional equipment, 82%; upright bicycles, 80%; and elliptical trainers, 80%.The same research indicates a general pool (71%) is the top health & fitness club facility trend; followed by stretching zones, 69%; group cycling studio, 69%; functional training zones, 59%; and mind/body studios (yoga, tai chi, etc.), 54%.Within US health & fitness clubs, personal training was the top programming trend at 87%, with functional resistance training second at 79%; and then free weight training, 79%; senior fitness, 75%; and boot camp-style conditioning classes, 74%.Top 5 Technology Trends at US Health & Fitness Clubs, 2019TrendPercent#1: Club-based social media site70%#2: Online pricing of memberships and services46%#3: Online and mobile cloud-based registration or scheduling37%#4: Monthly electronic funds transfer (EFT) for personal training37%#5: Internet banner ads36%Club Intel, January 2020Tuning Business Muscles with TechA mobile app is not listed in the table above and fifth in the table below, but Club Intel’s analysis indicates every club needs a mobile app and definitely during the next few years. Members are obviously active individuals, so mobile engagement is critical.Black Box Virtual Reality Gym in Boise, ID is a tech pioneer in the industry. Members don a VR (virtual reality) headset and control a workout in a VR environment. Health & fitness clubs are also slow to provide streaming fitness on-demand, as Daily Burn and Peloton does, as just 5% of clubs worldwide offer this technology. Younger adults are particularly attracted to such 10 Technology Trends at Global Health & Fitness Clubs, 2019TrendPercent#1: Club-based social media site49%#2: Internet banner ads32%#3: Online pricing of memberships and services30%#4: Online purchase of memberships22%#5: Club-based mobile app21%#6: Online/Mobile cloud-based registering/reserving space in classes20%#7: Online and mobile cloud-based registration or scheduling20%#8: Monthly electronic funds transfer (EFT) for personal training19%#9: Use fitness wearables to support client efforts (Fitbit, Myzone, etc.)18%#10: Accept membership and/or services payments using digital payment gateways16%Club Intel, January 2020Additional AnalysisData from The Media Audit’s September 2019 Aggregate Survey of 57 US markets, representing more than 143 million adults, reveals a number of intriguing insights about those who exercised at a health club during the past year. The first of these are working women/mothers.Working Women/Mothers Who Exercised 12+ Times at a Health Club During the Past Year, 2019Women/MothersPercentIndexWorking women63.1%119Working women, 18–3424.4%130Working women, 35+38.7%113Affluent working women (household income $75K+)32.0%153Working mothers31.7%117Based on The Media Audit’s September 2019 Aggregate SurveyAdults 18+ Who Exercised 12+ Times at a Health Club During the Past Year and Internet Logon Activities During the Past Month, by Age Group, 2019Logon ActivitiesAdults 18–34Adults 35–49Adults 50+PercentIndexPercentIndexPercentIndexGoogle82.9%11885.9%11477.4%113Yahoo42.7%13059.1%12649.5%116YouTube81.7%11682.3%11363.8%113Facebook75.3%12478.9%11370.5%111LinkedIn37.0%16344.5%15931.3%153Twitter48.6%13046.2%13229.6%137Pinterest48.5%13948.8%13531.3%120Instagram72.1%13259.8%13429.9%137Snapchat60.0%13235.1%14711.8%149Amazon76.1%12782.3%12170.2%117Based on The Media Audit’s September 2019 Aggregate SurveyAdults 18+ Who Exercised 12+ Times at a Health Club During the Past Year, by Age Group and Ethnicity, 2019EthnicityAdults 18–34Adults 35–49Adults 50+PercentIndexPercentIndexPercentIndexCaucasian American44.0%10555.7%9876.5%100African American13.8%8110.2%838.2%98Latinx American30.6%10521.9%1079.1%102Asian American9.2%1009.8%1244.5%112Other2.5%882.4%921.7%97Spanish spoken weekly at home19.1%10913.4%1154.8%112Spanish spoken weekly at work/outside home13.4%10211.4%1163.4%113Based on The Media Audit’s September 2019 Aggregate SurveySources: International Health, Racquet & Sportsclub Association Website, 1/20; Club Industry Website, 1/20; Club Intel Website, 1/20; The Media Audit, 1/20.Updated: January 2020? 2020 Media Group Online, Inc. 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