Enticing Female Exercisers

Conventional Strength: The flipside of flipping tires. 1Precor Whitepaper Last Modified: Jan 2, 2013 | © 2013 Precor Incorporated

Enticing Female Exercisers INCREASING ENGAGEMENT WITHIN YOUR FACILITY

10.21.2014 | © 2013 Precor Incorporated

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Enticing Female Exercisers 2


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Enticing Female Exercisers: Increasing Engagement Within Your FacilityThe health club market has shown surprising resilience in difficult economic times. Health club membership grew in 2010 and 2011. In 2011, it reached an all-time high of 51.4 million members.

Despite this – and despite being half of the market for club membership – female members have a higher tendency to cancel their memberships than men. Starting in 2009, club memberships among women have been steadily declining. This Precor Research Report will help explain why that’s happening, and what facility managers can do to better retain female club members. Health Club Member Growth

Nearly 18% of Americans ages 6 and older are health club members, and they use their clubs more than ever before. In 2011, average attendance per member increased to an all-time high of 102 visits/year, up five visits from an average of 97 in 2010. Surveys show that the more visits per club member, the more value members place on their membership, and the more likely they are to renew. (IHRSA Report, 2012)

The breakdown for fitness center membership by age is a little surprising. While one would expect greater participation by baby boomers, the demographics that are growing fastest skew younger. Participation by 35-54 year olds grew by 18% from 2008 to 2011, while 18-34 year olds grew by 10%. See the chart to the right. (IHRSA 2012 Health Club Consumer Report)

Participation by 35-54 year olds grew by 18% from 2008 to 2011, while 18-34 year olds grew by 10%.

In years past, women have been more likely than men to subscribe to a club membership of some form. Whether it is through a community center, women’s fitness facility, or a commercial fitness club, women dominated the gym floor more than males mostly because they were not able to find adequate alternative facilities in which to exercise.

2008 2009 2010 2011

10

20

30

40

50

0

UNDER 18 18-34 34-54 55+

16.3

14.0

4.8

10.5

16.5

13.9

4.6

10.3

17.7

16.0

6.1

10.4

19.3

15.4

5.7

10.9



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Male club members are more likely than females to exercise somewhere else for free, by a margin of 32% to 26%.

What Do Health Club Members Want?

Men and women go to fitness centers for essentially the same reasons: to have overall good health and well-being, to live a full life, and to keep their weight in check.

A general “keep in shape” is given the highest importance in recent surveys as a reason for participating in cardio exercise (90%). It rated as significantly more important than the next reason — weight maintenance (74%).

Health club members cite a need to stay healthy (53%), stay in shape (47%), feel better about themselves (44%), and look better (44%) as top goals for using their health club. (Precor Survey, 2013)

Younger men and women (18-34) are motivated by achieving an attractive physical appearance, and engaging in the social atmosphere. Young women place the highest importance on keeping in shape (rather than bulking up), but also on appearance attributes of looking toned and attractive.

Older men and women place increased importance on keeping up with the physical tasks of everyday life and enhancing their cognitive functions. Older women are focused on maintenance: bone density, blood flow and circulation, and flexibility. They also want to age gracefully.

To the right is a 2012 chart of fitness center activities, showing the member participation rate for each activity. (IHRSA 2012 Health Club Consumer Report)

GROUP EXERCISE

SOFT EXERCISE

WEIGHTS & RESISTANCE

CARDIO MACHINE

ActivityAerobic (Low-Impact)Other Exercise to MusicAerobics (High-Impact)BootcampAquatic ExerciseAerobics (Step)Cardio KickboxingCalisthenics

StretchingYogaPilates TrainingTai Chi

Weight/Resistance MachineFree Weights (Hand Weights)Free Weights (Dumbbells)Free Weights (Barbells)Abdominal Machine/Device

TreadmillElliptical Motion TrainerStationary Cycling (Upright)Stair Cimbing MachineStationary Cycling (Recumbent)Rowing MachineStationary Cycling (Group)Cross-Country Ski Machine

Percent ofMemberParticipation18.4%17.3%13.0%13.0%8.6%6.9%5.9% 6.1%

23.2%16.3%6.1%1.7%

45.2%37.3%31.6%26.3%22.5%

44.0%30.8%22.7%15.6%11.7%11.5%9.5%2.6%



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What Women Want

Focusing just on female club members, research indicates that:

• Younger women 18-34 years of age are motivated by appearance: looking toned, attractive, maintaining weight, and looking strong.

• Middle-aged women 35-54 years of age share some of the same appearance motivations as younger exercisers, but begin to focus on aging gracefully, maintaining weight, maintaining bone density, and improving circulation.

• Older women 55+ place higher importance on aging factors like circulation and bone density.

Based on IHRSA research, participation rates for female club members focus in four areas of fitness training:

• Group Exercise, 72% of women participate • Soft Exercise, 69% of women participate • Cardio Machines, 55% of women participate • Weights & Resistance, 47% of women participate

Below is a chart showing which fitness center activities see the most use from female club members. Below are fitness regimens women are more likely to incorporate in their routine and are more likely to maintain for 6 months or more.

High Usage • Free Weights • Body Exercises • Selectorized Machines • Treadmills • Elliptical Trainers

Moderate Usage • Plate-Loaded Weights • Resistance Bands • Exercise Balls • Upright/Stationary Bikes

Low Usage • Les Mills Training • High-Intensity DVD Workouts • CrossFit Training • Recumbent Bikes • Stair Climbers • Rowing Machines

Why Women Let Their Memberships Lapse

The majority of female members keep coming back to use their health club for overall health and well-being and to maintain or improve physical fitness. The variety of equipment and the convenience of the health club location are also important reasons for returning.

64%63%62%53%48%

38%35%29%29%

26%23%17%9%7%6%



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Despite being a prime market for club memberships, female club members have a higher tendency than men to cancel their memberships. Starting in 2009, club memberships among females have been steadily declining.

Why?

Women are cancelling their memberships to fitness facilities for numerous reasons. More than half of women club members (59%) agree with the statement that “health clubs are too expensive.”(IHRSA 2012 Health Club Consumer Report)

The top five reasons women give for canceling their memberships or not renewing — other than cost — are:

1. 17% aren’t exercising 2. 13% don’t have time 3. 15% feel out of place 4. 8% don’t know what to do there 5. 5% don’t have staff to guide them (Precor Survey, 2013)

A significant number of women are unaware of how to use the equipment at the club, feel out of place, and are unsure of what to do when they arrive. With these feelings of apprehension and self-consciousness, more and more women are visiting their fitness centers less frequently, which ultimately results in decreased perceived value of their membership.

A personal trainer would be a logical solution, however a recent surveys show the use of personal trainers is low. 20% are currently working with a trainer, and almost half have never used one before. 32% have worked with a trainer in the past, but aren’t working with one currently.

Individuals who are 55+ years old are more likely to feel a health club is too expensive compared to those who are 18-34. Whereas, individuals who are 18-34, cite lack of time as the reason for not joining a fitness club.

Female Member Retention is Important

Facility operators and managers have opportunities for increasing membership among female exercisers, as well as working harder to retain existing female exercisers.

Here are reasons why, but it is important to recognize it is just as important to focus on people renew their club membership.

• 60% of members stay at their health club to get results

• 50% of members return to their health club for the equipment variety

• 25% of members like their access to group exercise classes (The IHRSA Trend Report, Q3 2012)



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Recommendations for Retaining Female Members

Health club managers who want to retain a higher percentage of female members can do a lot to improve the health club experience for women.

• Incorporating orientation programs and more attentive support for new members, casual users, and prospects.

• Easier self-service education on how to use the equipment, including instructional placards and demonstration videos.

• Boosting strength training to bring awareness of its importance to women will result in greater fitness results.

• Integrate technology and entertainment into club equipment and offerings to help entertain and engage members, especially outside of your facility.

• Implement a rewards program in which members can accumulate points as they progress in their goals, enabling them to use it towards club amenities

• Promote limited time discounts on personal training, food and beverage, spa services, and other amenities.

With attention to the needs of female members and a few simple changes, health club managers can help more women realize the benefits of membership and improve the rate at which women join and renew.

To receive the latest fitness news and trends, sign up for Precor News.

References

1. IHRSA 2012 Health Club Consumer Report, www.ihrsa.org2. The IHRSA Trend Report, Q3 2012, www.ihrsa.org3. Precor Fitness/Strength Training Awareness, Attitudes, and Usage Study, 2013

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Enticing Female Exercisers