OptimizingOptimizingPersonalizationUsingFitnessPersonas2022NextFitnessConsumerResearchnalizationUsingFitnessPersonasNextFitnessConsumerResearchWhat’sInsideey IntroducingTheNewFitnessPersonasOptimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchWhat’sInsideAstheindustrymovesintothenextphaseoftheeasingpandemicthequestionremainsjusthowtheactiveillembracehealthandwellnessgoingforwardWithomnichannelworkoutregimensatalkingpointforhealthandfitnessclubstoconsiderasanewvaluepropositionfortheiroestheconsumerstillwantthediversearrayofoptionsthatwerenecessaryduringtheckdownsOrhasprepandemicexercisebehaviorcircledbackaroundwiththeconsumersbacktotraditionalworkoutroutinesThesequestionsandmorehavebeenattheforefrontofongfitnessindustryexpertsasweconsiderhowtobestservicethehealthandfitnessconsumerforthelongrun.earchyouwillseefourdistinctconsumerpersonasaggregatedfromnsumerresearchThefindingsinthisreporthavebeensupplementedwithcommentaryfromexpertspresentedduringIHRSAtelortelorABCFitnessSolutionsbeliableforamagesDisclaimerThestatisticalinformationcontainedinthisreportisrepresentativeoftheindividualsrespondingtothissurveyAllreasonableeffortsweretakenbyClubInteltoassuredatacomparabilitywithinthescopeandlimitationsofthereportingprocessHoweverthedatacontainedinthisreportisnotnecessarilybasedonthirditeddataThestatisticalvalidityofanygivennumbervariesdependinguponsamplesizesandtheamountofconsistencyamongresponsesforanydatapoint.Thedatainthissurveyisrepresentativeofthesentimentsreportedbythetargetedrespondents.ClubIntelandABCFitnessSolutionsthereforemakenorepresentationsorwarrantieswithrespecttotheresultsofthisstudyandshallnotbeliabletoclientsoranyoneelseforanyinformationinaccuraciesorerrorsoromissionsincontentregardlessofthecauseofsuchinaccuracyerrororomission.InnoeventshallWhat’sInsideMethodology?Onlinesurveyamongahighlytargetedprofileof“active”consumers.?Theparticipantsreflectthosewhoareages18andolder,andwhowerecurrentlyexercising,workingoutorstayingactive.Thestudyalsocapturedresponsesfromconsumerswhostatedtheywerenotactivebuthadaninterestindoingso.Ifaconsumerwasnotcurrentlyactiveandhadnointerest,theyweredisqualifiedfromthestudy.?Inall,thestudycaptured1,500qualifiedconsumerresponseswithinmajorU.S.marketsandacrossallU.S.regions.Thesamplingwasbalancedbyregion,gender,andage.ThestudywasadministeredbyClubIntelincollaborationwithDynata,aninternationalresearchpanelfirm.OptimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchtimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchMeetOurIndustryExpertsLeeRobinsonNationalSalesLeeRobinsonNationalSalesDirectorABCFitnessSolutionsCo-founderClubIntelCristineKaoChiefCristineKaoChiefMarketingOfficerABCFitnessSolutionsVicePresidentMovatiimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearch2022ConsumerResearchKeyLearningsComparedto2021veparedtoofconsumerseingactivecomparedtolastyear.rimarygoalforfitnessTosimplyeatinterestlevelsforthisgoalareunchangedfrom2021).mproveandstressreliefthroughafitnessregimenat%,it’sup9pointsfrom)2022ConsumerResearchKeyLearningsWheretheyexercisetdeclineTheoutdoorsremainsthetopchoiceofwheretoworkout(38%ofmentions,down5pointsfrom2021).Thesecondchoiceisworkingoutathomeandholdssteadywith5%year–to-yearndremainssignificantlyhigherthanpre-pandemicrates.udioandPT(6%)havenotseenareboundoughtoregaintheirprepandemicrates.gramstandarewellbelowimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchtimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearch2022ConsumerResearchKeyLearningsFavoriteprogramming:iningrankintopFlexibility/stretchinggrewininteresttobecomethetop-ratedoptionFunctionalresistancetraininggrewandrankswithinthetop5isyearrankedwithinthetop10PrefertoWorkoutintheGym56%$25+25%Prefergymworkouts“ThexaxisPrefertoWorkoutintheGym56%$25+25%Prefergymworkouts“Thexaxisisthetotalmoneysomeoneisspendingonfitness.Thisencompassesnotjustthegymmembership,butfitnessspendintermsofboutiques,leagues,sportsclubsandmore.”CristineKaoChiefMarketingOfficerABCFitnessSolutions“Whenlookingattheyaxis,thepreferencetoworkoutinthegymisrepresentativeofwhatpercentageoftheirroutineisusedinagym.Forinstance,RoutineLifersprefer21%Prefergymworkoutsoftheirroutineinagym.Howcanwegrowourshareofworkoutpreferencethroughpersonalization?”69%$25+27%$25+21%21%Prefergymworkouts63%>$25RoutineLifers(34%)WellnessLovers(30%)MoneyspentonfitnessPrefergymworkoutsFitnessExplorer(19%)MarkFitnessExplorer(19%)MarkWilliamsonCo-founderClubInteltimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchTheIndustry’sOpportunityembershipRoutineLiferWellnessLoverFitnessExplorerCasualConsumertiveConsumersBig-BoxGymMembersonalizationUsingFitnessPersonasNextFitnessConsumerResearch“TheRoutineLifersarethepersonathattheindustryislikelymakingbusinessdecisionsabout.Ifwe’remakingbusinessdecisionsbasedontheirpersona,wearenotlookingatthebiggermarket,likeWellnessLoversandFitnessExplorers.Howdowegetthemmotivatedtocomein?”LeeRobinsonNationalSalesDirectorABCFitnessSolutionsge3ge36%Retired(38%)Southwest,Midwest,Pacific66yearsorolder(35%)RoutineStickstoaconsistentregimendayinanddayout0-500-50K(26%)0-100K(42%)100K+(32%)enerallyactiveentalhealthstressreliefcktomeettheirgoalsMaintainedfitnesslevelthroughpandemicWorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubsuts83%uts83%meequipment33%33%35%21%52%“I'mself-motivatedeedallthefuss.” MonthlySpend>$25permonth:63%onalizationUsingFitnessPersonasNextFitnessConsumerResearchRoutineLiferTakeaways“HowdowegettheRoutineLiferstoreturn?Wehaven’tseenthisagegroupreturnasfastas25-35agegroup;howdowebringthatcommunityfeelbacktotheclub?Iaskmyteamtofocusonhowtohosteventsthatfosterthatsenseofcommunitytobringthisgroupbackintotheclub.”KellyThorneVicePresidentMovati“Fromaprogrammingperspective,we’vestartedtoaddolderadultprogrammingfor50-60+tohavethemworkoutwithpeoplethathavelike-mindedgoalssothattheynotonlyfeelmorecomfortable,butalsosothattheycanandbuildrelationshipsandconnectivityintheclub.”KellyThorneVicePresidentMovatiRoutineLiferscravethecommunityaspectoffitness.Considerhostingeventswithinyourclubandinthecommunitytohelpthembuildrelationshipsandfeelcomfortablecomingbackintotheclub.onalizationUsingFitnessPersonasNextFitnessConsumerResearchgegeSouthwest,Southeast,Pacific25to39yearsold(36%)WellnessersBalancesfitness,nutritionandmental/physicalwellbeing“I'minpursuitofallaspectsofwellness-physical,spiritual,mentalandemotional.”tionUsingFitnessPersonas0-500-50K(27%)0-100K(31%)100K+(42%)enerallyactiveentalhealthstressreliefcktomeettheirgoalsImprovedfitnesslevelthroughpandemicWorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubsuts63%34%55% MonthlySpend$25+permonth56%2022NextFitnessConsumerResearchmeequipment61%49%25%WellnessLoversTakeaways“WellnessLoversaremoreholisticintheir“Thisiswherefullscopeofwellnesscomesintoplaywhereyouapproach.ForclubsfocusingonWellnesshavewellnessandprogramming.ClubsfocusingonWellnessLovers,theyneedtothinkabouthowtoLoversneedtothinkaboutbeingthesole-providerofwellnesscombinegroupx,recoveryclasses,yoga,forthispersonaandthenpersonalizingitandprogrammingitnutritionandmealtracking.Withalltheseforthem.Itneedstobemappedouteverystepoftheway,sothingscombined,clubsneedtothinkabouttheydon’thavetofigureitoutontheirown.Forthispersona,howtopackageandsellitasabundlesothatthey’rewantingtotrythenextstepintheirwellnessjourney,we’readdressingalltheirneedsinone.“anditdoesn’talwayshavetobephysical.“MarkWilliamsonCo-founderClubIntelLeeRobinsonNationalSalesDirectorABCFitnessSolutionsWellnessLoversarelookingforamorewell-roundedapproachtohealth.Addingandpackagingprogrammingthatfocusesbeyondthephysicalaspectofhealth,suchasnutrition,mindfulnessandrecoveryalignswiththeWellnessLover’spursuittobephysicallyandmentallyfit.onalizationUsingFitnessPersonasNextFitnessConsumerResearchgegeSoutheast,Southwest,Midwest,Pacific25to39yearsold(41%)FitnessExplorerContinuouslyseeksoutnewfitnessprograms,productsandservices“I'mabitpromiscuouswithmypursuitoffindinganinspiringworkout.”tionUsingFitnessPersonas0-500-50K(26%)0-100K(44%)100K+(30%)enerallyactiveentalhealthstressreliefcktomeettheirgoalsImprovedfitnesslevelthroughpandemicWorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubsuts64%39%amonth40% MonthlySpend$25+permonth69%2022NextFitnessConsumerResearchmeequipmentFitnessExplorerTakeawaystiveConsumers“51%havegymmembershipsbutonly19%areactive.Thistellsmethatwearesimplycollectingduesbutaren’tmotivatingthispersonatocomethrough.Howdowekeepthemmotivatedtostaywithus?“LeeRobinsonNationalSalesDirectorABCFitnessSolutions“Itisgoingtobekeytolookatnewprogrammingtobringforwardforthisgroup.Itwillbeimportanttohookthemintoourkeyserviceslikepersonaltraining,smallgrouptrainingandgroupxtokeepthemengaged.“KellyThorneVicePresidentMovatiKellysaiditbest:thispersonademands”whattheyneednexttoachievethegoalsthattheywant.”ForclubspursuingtheFitnessExplorer,itwillbekeytointroduceprogrammingthatgetsthemengaged.Setexpectationsforhowtokeepthemontrack–evenmetricslikeheartrateandstepsareagoodstart!onalizationUsingFitnessPersonasNextFitnessConsumerResearch0-50K(37%)0-100K(35%)100K+(18%)ge0-50K(37%)0-100K(35%)100K+(18%)ge52%Retired(24%)ImprovedfitnesslevelthroughpandemicConsumers25to3925to39yearsold(53%)entalhealthstressreliefcktomeettheirgoalsFitnessmotivationisprimarilyeventdriven(vacationbeachbody,wedding,etc.)“MyfitnessismotivatedbyanupcomingvacationormizingPersonalizationUsingFitnessPersonasoutsnMembershipGyms/Clubsutsuts88%month45%month27% MonthlySpend$25+permonth27%2022NextFitnessConsumerResearchmeequipment35%CasualConsumersTakeaways“Thebigthingthatjumpsoutformeisthat57%reportthattheyareontracktomeettheirfitnessgoals.Thispersonafailsacoupleoftimesandisalsotryingtonotonlyfigureoutwhatmotivatesthem,butwheretheybelong.Thisiswherethecommunityaspectcomesin–theyneedtofigureoutwheretheybelong.“LeeRobinsonNationalSalesDirectorABCFitnessSolutions“WhentheCasualConsumercomesthroughthedoor–theyareterriblyinsecure.Theyneedsomeonetoholdtheirhandthroughtheprocess.Theyneedintroductionsandorientations.Havethoseconversationswiththeminthesalesprocessandunderstandtheirwhy.”MarkWilliamsonCo-founderClubIntelAwedding,avacation,alifemilestone…theseareallmotivatorsforbringingtheCasualConsumerthroughthedoor.Thisconsumerneedsawelcoming,judgement-freezone.Cateringtothisconsumerdoesn’thavetobeoverbearing–evenhavingstaffpresentonthefloorwillhelpthisconsumerfeelmoresecureandhaveasenseofbelonging.onalizationUsingFitnessPersonasNextFitnessConsumerResearchFitnessConsumerPersonasRoutineLifersWellnessLoversFitnessExplorersCasualConsumersAge66+(35%)25-39(30%)25-39(41%)25-39(53%)outhwestMidwestPacificoutheastSouthwestPacificSoutheastMidwestSouthwestSouthwestMidwest0-50K(26%)50-100K(42%)0-50K(27%)50-100K(31%)0-50K(26%)50-100K(44%)0-50K(37%)50-100K(35%)Fulltime)Retired(38%)lltimelltimeFulltime)Retired(24%)WorkoutFrequencyMorethan2xamonth(52%)Morethan2xamonth(55%)Morethan2xamonth(39%)Lessthanxamonth(27%)WorkoutRoutineOutdoors(54%)Outdoors(57%)Outdoors(60%)Outdoors(46%)orkoutinlubsGyms21%25%sThroughoutPandemicMaintainedfitnesslevel%)mprovedfitnesslevelmprovedfitnesslevelmprovedfitnessleveloalTobegenerallyactive(66%)ntainimprovehealthstressrelief%)Tobegenerallyactive(63%)Tobegenerallyactive(73%)oalntainimprovehealthstressrelief%)Tobegenerallyactive(69%)ntainimprovehealthstressrelief%)nimprovehealthstressreliefOntracktoreachgoals80%89%82%57%spendonnessLessthanamonth(63%)Morethan25amonth(56%)Morethan25amonth(69%)Morethan25amonth(27%)mmembers33%49%51%GymworkoutfrequencyMorethan2xamonth(35%)Morethanxamonth(34%)4-8xamonth(40%)Lessthanxamonth(45%)ymworkoutregimenonalizationUsingFitnessonalizationUsingFitnessPersonasNextFitnessConsumerResearchWorkoutontheirown(63%)Workoutontheirown(64%)Workoutontheirown(88%)haseathomeequipment33%61%1%35%ge36%Retired(38%)RoutineLifersWellnessLoverFitnessExplorerCge36%Retired(38%)RoutineLifersWellnessLoverFitnessExplorerCasualConsumer66yearsorolder(35%)Southwest,Midwest,Pacific25to39yearsold(36%)Southwest,Southeast,Pacific25to39yearsold(41%)Southeast,Southwest,Midwest,Pacific52%Retired(24%)25to39yearsold(53%)Southwest,Midwest,0-50K(26%)0-100K(42%)100K+(32%)0-50K(27%)0-100K(31%)100K+(42%)0-50K(26%)0-100K(44%)100K+(30%)0-50K(37%)0-100K(35%)100K+(18%)OptimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchRoutineLifersWellnessLoverFitnessExplorerCasualConsumerTobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoalsMaintainedfitnesslevelthroughpandemicenerallyactiveentalhealthstressreliefcktomeettheirgoalsImprovedfitnesslevelthroughpandemicenerallyactiveentalhealthstressreliefcktomeettheirgoalsImprovedfitnesslevelthroughpandemicenerallyactiveentalhealthstressreliefcktomeettheirgoalsImprovedfitnesslevelthroughpandemicOptimizingPersonalizationUsingFitnessPersonasNextFitnessConsumerResearchoutsnRoutineLifersWellnessLoverFitnessExplorerCasualConsumerMorethan12xamonth52%Morethan12xamonth55%Morethan12xamonth39%month27%OptimizingPersonalizationUsingFitnessPersonasNextFitnessConsumer35%34%amonth40%month45%uts83%uts63%uts64%uts88%meequipment33%meequipment61%meequipmentmeequipment35%33%49%21%25%TopPersonaPicksbyOurExperts“WellnessLovers–becausecomingoutofpandemic,peoplearethinkingmoreaboutmentalacuityandlivingamorefulfilledlife.“MarkWilliamsonCo-founderClubIntel“IthinkthereisatremendousamountofupsidewiththeFitnessExplorers.Fromnotonlyaretentionandancillaryrevenuestandpoint,butalsoasenablers.“LeeRobinsonNationalSalesDirectorABCFitnessSolutions“It’saclosetie,butFitnessExplorers.It’sachallengeforusandit’sawholenewgenerationof