What motivates members to return to the gym? A US study reveals the trends

November 22, 2021 by Health Club Management

Location and cost are the top considerations for consumers when it comes to choosing a health club – while concerns about being around unvaccinated people is a top reason for not returning to gyms.

The findings come from the State of the Fitness Industry Report 2021 by Mindbody, which surveyed both consumers and wellness brands to understand how the fitness industry’s shifted during the pandemic – and where it’s headed in the months to come.

The survey shows that more than a third of health club members still choose their club either due to the location (37 per cent), or by cost (36 per cent) – a trend witnessed before the pandemic.

What has changed, however, is that the cleanliness of a studio or club is now a key consideration too, with exactly a third (33 per cent) of consumers listing it as a reason to choose a club.

When it comes to reasons for reluctance to return to a studio or club, more than one in four (29 per cent) said they weren't comfortable knowing that not all attendees are vaccinated, while another 24 per cent said they were not comfortable being near others.

The report also shows that the impact of virtual and digital fitness on club membership levels might be less than initially thought, with 17 per cent of consumers saying that they would not return to a physical gym due to having developed a new digital fitness regime during the pandemic.

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