Fitness Index - A Useful Economic Barometer

This month David Minton discusses the need for a new economic barometer for the fitness industry

 

I first used the term Fitness Index in an article I wrote in the early 90’s, when the country was deep in its last recession. It was a frivolous attempt to use the (then) growth of the fitness industry to act as one of the barometers of economic activity.

My thinking was that along with lipstick and chocolate, consumption of fitness activities grew when times are hard. Encouraging people to look good in difficult times is tried and tested but instruments to measure the increase in participation were not developed like sales figures for other treats.

Sixteen years later, during the first month of the so called credit crunch, I resurrected the Fitness Index as a way of fending off questions from the media-at-large looking for a negative story.

The number of members, facilities and overall market value had grown since the 90s and was still growing, albeit more slowly.  One year on, when the credit crunch tipped over into a recession the Fitness Index was showing that growth was still there - but now we could measure it.

To read David's full article and find out more about the Fitness Index please click here

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Resilience in the Fitness Sector -

Findings from the 2009 FIA State of the UK Fitness Industry Audit

The UK’s £3.77 billion fitness industry is proving resilient in the economic climate, with continued growth in demand, market value and new facilities.

The 2009 FIA State of the UK Fitness Industry figures, the only comprehensive audit of the UK fitness industry, reporting performance for the 12 months to 31st March 2009 reveal the robust nature of both the public and private fitness sectors.

Summary Picture

• Market Value is estimated* at £3.77 billion, a 3% increase on the previous 12 months. 
• 12.1 per cent of the UK population are now registered as members of a health and fitness club or publicly-owned fitness facility.
• Like-for-like membership numbers have grown by 0.8% over the 12 month period. 
• 114 new public and private fitness facilities opened in the 12 month period.
• 119,000 new members were recruited at these new fitness sites.

Commenting on the figures, David Minton, Director of The Leisure Database Company said:  ‘The Government’s health messages are being taken seriously by consumers who value their gym memberships perhaps over other leisure spend.  The fitness industry has maintained its performance levels and gained new members despite the difficult trading conditions.  It’s also heartening to see a healthy increase in market value of 3%.’

Commenting for the Fitness Industry Association, Andree Deane, CEO said ‘The industry’s robust performance in the midst of the recession underpins the simple fact that fitness and exercise is now perceived by consumers to be a vital part of their lives and wellbeing and not a luxury expenditure.

“In addition the government’s highly successful Change4Life campaign has proved to be a very effective catalyst to help us reach new audiences and reinforce the wellbeing message amongst the 12 percent of the population who already exercise.’ 

For more details of the Executive Summary including the highlights of the public and private sector performances, click here

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Dr. Paul Bedford, the fitness industry's authority on retention, asks

"What is our message to members?"

What is it we are trying to sell and how does that improve our members’ lives?

Being clear ourselves what we are aiming to do for our members is the first vital step to communicating clearly the benefits of engaging in exercise for members and potential members.

Managing their expectations through clear communication is a tool in successful member retention.  So have we fully explained to prospective members and new members the effort required to maintain an exercise programme or do we just hope that they won’t notice the lack of results?

Can we manage the experience in a way that provides them with the results they want while doing so at a price that is affordable to them?

Our focus here should be on the consultation process and the importance of listening to the client’s wants and needs.

To discuss retention solutions for your organisation please contact Paul on 07956 311899 or email paul@theleisuredatabase.com

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The Leisure Database Company Tours ISRM Regions

As part of the strategic alliance between the ISRM and TLDC, an extensive program of events have been put together for the benefit of ISRM members and those studying the ISRM’s Fitness Management Certificate.

Dr Paul Bedford from TLDC will be visiting 4 ISRM regions over the next 12 months to share his experience on ‘Retention Strategies’ and making the best use possible of available ‘Market Intelligence’. The events will be free of charge and although targeted toward ISRM members, non-members will be very welcome to attend. Full details will be included on the ISRM regional CPD seminar page in due course, but if you would like to express an interest in attending, then please contact jenny@theleisuredatabase.com 

Dr Bedford is one of the tutors on the ISRM’s Fitness Management Certificate (FMC) which now has over 100 students studying by distance learning. Commenting on this Ian Wakefield  the ISRM’s Business Development Manager said ‘Invitations to these events have been sent to all FMC students, this will be an excellent opportunity for them to meet Dr Bedford and to hear first hand from operators and managers about the issues they are facing and the strategies they will need to consider to overcome them.’

The schedule for the events is as follows:

18th June 2009 - The Wirral 
4th September 2009 - Leicester
18th September 2009 - Bristol
21st January 2010 - Wales

 

TLDC is the ISRM’s official data supplier, these face to face events will be supported by a series of articles by Dr Bedford in the ISRM’s magazine ‘Recreation’.

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