The Best Performance Data Available Indicates Modest Growth in Health and Fitness

Against a background of not even one fitness brand reporting quarterly or indeed annual numbers, the health and fitness industry continues  to rely on the annual audit of fitness sites completed by our team of dedicated researchers. 

The audit is the foundation of The 2010 FIA State of the UK Fitness Industry Report and this desk based audit, close to but not quite an exact science, is the best monitoring we have of the sector’s performance until operators agree to share core metric data on a more frequent basis.  The audit has also served the industry well for the past 10 years and as in previous years the figures have been adopted by the Fitness Industry Association as the official state of play.

Collectively, that’s 5885 public and private sites with fitness facilities and the total industry membership base grew by 0.4% to 7.4 million people. Over 120 new sites opened in the past 12 months and the collective market value is estimated at £3.8 billion. At a time when the national GDP contracted by 4.9% and other areas of the leisure sectors have suffered various debit amounts these are a robust set of figures which show people value their health when the world around them seems so unsettled and un-healthy.

To date we have not had any major group fail, unlike hotel, restaurant, pub, bingo or adult entertainment centres. Historically we have seen the industry expand both in terms of numbers and innovation after a recession and we can see this starting with our new site analysis work up on last year and more new investment than 12 months ago.
Bob Cotton, the outgoing CEO of British Hospitality Association, warns that trading (for the hospitality sector) could be tougher in 2010 than 2009 based no doubt on a number of industry benchmark schemes.  I, on the other hand can’t offer any such ‘warning’ in fact quite the opposite. I see our industry glass as half full, if we have a target of 24% penetration – and why not – then success will be for those who transform the lackadaisical customer service our sector dishes out into something special for each customer. Click here for details of the report. 

Dr Paul Bedford, the fitness industry’s authority on retention, asks:

What Service Do Your Customers Get?

The last eighteen months have changed the paradigm in which many operators view their customers.
At a time when consumers are reassessing all their regular purchases, leisure operators are realising that it is becoming less and less viable to provide facilities without service whilst demanding  a premium price. Consumers are now far more savvy in their purchase and use of leisure services, encouraging operators to review their business practices and address the divide between sales and service.
 For some operators this has led to a decision that providing service is not necessary,  cutting prices and delivering a budget option.

Several multi site operators are now reviewing not just the customer service that they provide but the whole customer experience. Using approaches previously developed for theme parks, restaurants and hotels. Multi site operators that have developed very successful sales and marketing methods to attract new customers are now investing heavily in customer service, development and training.
This focus on service has also increased the use of CRM systems and predictive analytics to identify who the current customers are, how do they behave and where to find more of them?
This segmenting of customer data to understand who the most loyal members are and what predicts their loyalty is aiding operators to refine their targeting and ultimately to grow their membership base. 
If you would like an Audit of your ‘Customer Experience’  we run a comprehensive review resulting in practical recommendations for immediate improvements.  Discuss these with Paul by calling 07956 311899 or email paul@theleisuredatabase.com

Catch Dr. Paul Bedford Speaking On Excellent Customer Service ……

For those lucky enough to be attending the forthcoming events, Dr. Paul Bedford will be expounding truths on excellent customer service at:
Life Fitness’ Global Summit, Las Vegas on the 25-27th May
EHFA Executive Leadership Forum, Barcelona on the 14-15th June
FIA Flame Conference, Cheltenham on the 14th July

Otherwise contact Paul at The Leisure Database Company to arrange your own presentation.
Tel 07956 311899 or email paul@theleisuredatabase.com

FIA National Audit of Fitness Consumers

Understanding our customers better is the key to membership, not only recruitment but also retention.  The FIA in partnership with the Leisure Database Company is offering FIA member operators the opportunity to take part in the FIA National Audit of Fitness Consumers and receive a free report profiling operator’s membership base by the Mosaic UK segmentation groups.
Offered free to FIA members, the audit profiles fitness operators’ members providing a report assessing membership groups and how these compare with the make-up of the local area.  The more we know about our members – how far they travel, which area of the community they are from – the better chance we have of delivering attractive offers to all.
The industry standard demographic profiling system, Mosaic UK, produces a wide range of insights into the motives of leisure consumers. FIA members receive the first set of results free of charge and have the option to purchase further information at a 10% discount. Anyone interested should contact Natalie at The Leisure Database Company on Natalie@theleisuredatabase.com or 020 7379 3197.
More details here:  FIA National Audit of Fitness Consumers 

New Online Customer Survey Tool

We have an exciting new service to take the hassle out of online customer surveying. You may only have one opportunity to communicate effectively with your customers via an online survey therefore it is important you don’t get it wrong.

With survey technology progressing rapidly you can do more than just putting a paper survey online. Whether you’re looking to complete a one off survey or put together a regular online member communication system we can offer a bespoke, cost effective means to communicate with your customers. We can help you plan and design your survey questions, incorporate your corporate branding without the need to employ graphic designers to produce a professional fully managed survey, incorporating contact management.

If you want rapid customer feedback, customer satisfaction indicators or to test new services and offers then we have a system to demonstrate to you.  Contact Charlotte to discuss how our Online Surveys can provide valuable customer insight for your business.  Call 020 7395 6177 or email charlotte@theleisuredatabase.com