FIA National Audit of Fitness Consumers 2010
Over the last three years The Leisure Database Company (TLDC) has profiled over 4 million live UK fitness members as part of the National Audit of Fitness Consumers, to help the industry gain an understanding of who is and therefore, who is not, using fitness gyms.
TLDC are working with The Fitness Industry Association (FIA) to offer all FIA member fitness facilities a FREE Mosaic profiling report. The report analyses fitness members into the core Mosaic segments providing a detailed understanding of current customers and what penetration of the local market is being achieved.
To Get Involved
To take advantage of the free member profiling offer, all you need to provide are the full postcodes of your live fitness members. All ftiness facilities wishing to obtain their FREE group profile should contact The Leisure Database Company on 020 7379 3197 or email natalie@theleisuredatabase.com.
Free Member Profiling Service Aims To Measure And Increase UK Fitness Participation
We are offering all fitness facilities the opportunity to profile their members which will enable operators to assess their participation performance either for the first time or, for those that have previously taken part in the audit, to compare improvements in participation. The profile also enables fitness facilities to see how well they are meeting Government targets to improve fitness participation among key social groups in the run up to the 2012 Olympics. The service enables every facility, whether public or privately owned, to:
• monitor the annual levels of fitness participation
• measure the increase in membership
• measure the potential in the estimated catchment area
• analyse its users by social group
National Profile from Aggregated Data
In exchange for a FREE group profile report, operators agree to their data being aggregated across the industry to compile a national picture of fitness members. The results form the National Audit of Fitness Consumers which is used by the FIA to promote the industry to wider stakeholders. Please be assured that we take data confidentiality very seriously and that no individual site data is identified.
Mosaic – Industry Standard
The Leisure Database Company’s profiling service uses the industry standard geo-demographic profiling system, Mosaic UK, from Experian®. The free Mosaic profile shows the fitness members broken down into 16 Mosaic Groups compared to an estimated catchment area, highlighting the penetration rates currently being achieved.
Previous year’s results
The insights gained from the previous surveys inform Government Departments, Sports Bodies, Investors, Operators and Local Government plans for a healthier future. To download a summary of the 2007 audit results
click here and for the 2008 audit summary
click here.