The Ultimate Guide to the
New Zealand Fitness Industry 2015
Member Insights
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Foreword While it’s clear that our fitness industry is still growing, the growth in the number of facilities has outstripped the growth of new members for the last few years. As a result, there have been pressures in some markets, especially where a number of “me-too� clubs exist in close proximity. One thing is clear: that those who understand what they are about, what their unique points of difference are as well as those who know how to leverage on these advantages correctly can, and do, succeed. With the expansion plans of several major fitness chains in New Zealand likely to accelerate in 2015, these pressures and challenges are likely to increase, so the fundamentals of understanding what your business is, and where it sits in an ever crowding marketplace is more important than ever. Richard Beddie CEO of Exercise New Zealand
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The RESPONDENTS A total of 262 people responded to the survey, where 68.9% were female and 31.1% male. The respondents were represented across most age groups but particularly in the 20 to 50 year age range. 17% were aged 41 to 45, 15.4% were 36 to 40, 14.9% were 31 to 35, 14.1% were 26 to 30, 12.4% were 21 to 25 and 8.3% were 46 to 50. A further 7.9% were between 51 and 55, 4.6% 56 to 60 and 2.5% were aged 20 years or under. 2.1% were aged 61 to 65, while 0.8% were 65 and over. Of the 2.4% of total respondents located in New Zealand, the majority were in Auckland (39.9%) and Wellington (22.5%). A further 8.9% were in HamiltonWaikato, 5% in Taupo, 4.7% in Christchurch-Canterbury, 4.7% in Waikato, 3.5% in Nelson Tasman, 3.1% in Hawke’s Bay, 2.7% in the Bay of Plenty, 1.6% in Manawatu, 1.2% in Dunedin-Coastal Otago, 0.8% in Central Otago, 0.4% in Marlborough, 0.4% on the West Coast, 0.4% in Wairarapa and 0.4% in Taranaki.
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Non-MEMBERS Of the 13.6% who were not currently members with a fitness club, the main reason they left was due to relocation (19.4%) with a further 16.1% stopping because of a change in financial circumstances. 12.9% stopped attending due to lack of time from work commitments, 9.7% because they changed exercise/activity, 6.5% wanted a 24-hour facility and 6.5% left because they couldn’t commit even though they loved the club. An additional 3.2% gave up due to time restraint from family commitments, 3.2% thought the customer service was very poor, 3.2% stopped because membership fees increased, and 3.2% due to pregnancy. A further 3.2% didn’t like the music, and another 3.2% left after a bad experience. Other reasons included:
• Left the country • Army commitments • Lack of motivation • Lack of flexibility • The owner sacked a favourite instructor!
Most of the currently expired members held a membership for more than 12 months (41.9%), with 25.8% having a membership for 10 to 12 months, 16.1% for 4 to 6 months, 12.9% for 7 to 9 months and 3.2% for 3 months or less.
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The key factors that could persuade them to rejoin were identified as follows: Rejoin on a no contract membership Rejoin at the same rate as you left Rejoin with a no joining fee offer Rejoin and receive free personal training sessions A change of the management at the club If the club opened 24/7 A friend joins with you A change to services provided at the club A change in facilities at the club
45.2% 19.4% 16.1% 6.5% 6.5% 6.5% 3.2% 3.2% 3.2%
Other influences for rejoining the same club included:
• Flexibility in membership and fees • Club opens in a more convenient location • If they lived in closer proximity to the gym
Although 9.7% said they would not rejoin the same fitness club again, 64.5% of respondents indicated they were likely to rejoin a fitness club in the future. 29.0% felt unsure, while 6.5% were definite about not rejoining any club.
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Current MEMBERS An impressive 89.8% of respondents had been a member of a fitness club within the last 24 months. The majority belonged to a franchise club (38.4%), with 30.0% belonging to a privately owned club and 14.8% to a privately owned club with more than one site. Others were a member at a council owned and managed facility (2.8%), a university club (1.6%), a council owned but not managed facility (1.6%) or a licensed club/RSL/Catholic Club (0.4%). Others said that they were members of a CrossFit gym, a hotel gym and a workplace gym facility. The main reasons they joined up was to do a different type of exercise (19.8%) and due to the club’s location (19.4%). Additional reasons included value for money (9.3%), because there were more or better classes (8.9%), good customer service received during a visit or phone call (8.1%), was looking for a 24-hour facility (5.2%), it was cheaper than other facilities (4.4%), offered up-to-date equipment (4%), offered a no-contract membership (3.2%) or no joining fees (2%). Other reasons included:
• Multiple locations • Friends or family were already a member • For health reasons • Female only • Convenient • Able to get a corporate rate through workplace • For personal training or specific trainer • Sport specific • Offered childcare facilities and activities • Offered a low-key, non-confronting environment
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Of the 86.4% of respondents currently holding a health club membership, 28.8% of members belonged to a 24-hour facility. More than half the respondents had been a member of their fitness club for over 12 months (66.7%), 20.9% were relatively new members (6 months or less), while 12.5% have been a member for 7 to 12 months. Current satisfaction levels were interesting, with 37.5% citing they were very satisfied with their current fitness club and 26.9% indicating they were somewhat satisfied. 8.8% believed their club was okay, while 26.8% felt somewhat unsatisfied (7.4%) or very unsatisfied (19.4%). The following factors were identified as having the biggest impact on longterm commitment to staying with a club: Location Overall atmosphere Professional staff (polite, approachable, on-hand) Engaging staff (making conversation, not just greeting) Value for money Personal motivation Overall cleanliness Achieving goals Machines in working order Variety of Group Fitness classes No change in membership fees The latest equipment and technology Smooth entry and exit Open for 24 hours Classes starting on time Competition
52.2% 46.2% 40.9% 40.5% 36.0% 35.6% 32.0% 31.6% 26.3% 25.9% 21.5% 16.2% 15.0% 14.6% 10.1% 5.7%
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Additional influences included:
• Good class times, as well as variety and quality • Female only • Good shower areas and clean bathrooms • Towels and soap provided • Security • Accessible parking • No pressure having to use personal trainers • Emphasis on personal training • Culture and social environment • Availability of other facilities such as a sauna
Unsurprisingly, based on previous surveys, more than half the respondents (58.3%) believed staff interaction during every visit was important.
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The following areas where respondents believed their club should invest: Bigger facility Better equipment More group fitness classes Staff training More staff Member bookings on their website Cleaner facility Communication to members
23.5% 20.6% 20.2% 6.1% 4.5% 3.2% 2.8% 2.4%
Additional ideas for investment included:
• Longer opening hours • Better equipment maintenance • Membership fee reductions for long-term clients • More free weights in the weights room • More locations • Cafe • Childcare • Upgrading change rooms/showers • Addition of a pool • Adequate parking • Addition of a CrossFit program • Communicating health and safety
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Personal Trainers 45.3% of the respondents said they have not or currently do not use a personal trainer. Of the 54.7% who do or have used a personal trainer, the majority (30.8%) did so for 3 months or less, while 18% used a personal trainer for longer than 24 months, and 13.5% did so for more than 12 months. The full result regarding the use of PTs by respondents is as follows: 3 months or less Over 24 months More than 12 months One visit 4 to 6 months 10 to 12 months 7 to 9 months
30.8% 18.0% 13.5% 11.3% 10.5% 9.8% 6.0%
Most people indicated the reason they chose to use a personal trainer was to get better results (57.1%), for extra motivation (36.8%), to get advice on exercise (34.6%), or to create an exercise program (27.1%). 10.5% used personal training because it was included in their membership package, 6% because it was always something that they wanted to try, and 4.5% joined as a group personal training session. Only 3% reasoned that it was because a friend was using one. Other reasons included:
• To help achieve a specific health or fitness goal • In preparation for an event (e.g., sport or competition) • To learn the correct execution of a particular exercise • To focus on stretching • To lose weight and/or get nutritional advice • Boxing training • As part of the “gym approach” to being fit and healthy
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Although 36.1% of respondents continued to use a personal trainer, 25.9% stopped due to the expense. Another 13% achieved their fitness goals, 12% moved away, 8.3% stopped after learning the correct exercise technique, 4.6% found another fitness activity and 3.7% no longer needed the extra motivation. A further 2.8% didn’t like the personal trainer’s style and 2.8% stopped because they found their personal trainer annoying while another 2.8% found an alternative trainer. Only 1.9% stopped because they didn’t get the results they wanted. Others reasons included:
• Became injured (not from training) • Trainer not motivational enough and didn’t push boundaries • Changed gyms
On choosing a personal trainer, 32.3% of the respondents said that it was by referral. An additional 27.8% selected based on availability, while 27.8% said it was due to the trainer’s experience. 16.5% made their decision based on the fact that the personal trainer spoke to them, 12% selected due to their qualifications and 3.8% because they looked good. Additional reasons included:
• Liked their mannerisms, attitude and style • Recommended and matched by gym owner • Observed how they coached in the gym • Felt comfortable with them
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Fitness Gadgets Although the usage of fitness gadgets has become very popular, 38% of respondents still prefer to work out without any tech equipment whilst others use an iPod or similar music device. When asked about their dream fitness gadget, 16.5% of respondents referred to sporty headphones, 9.1% a fitness tracker app, 7.4% a digital body composition analyser and 4.5% a wrist/arm band with motion sensor. An additional 18.6% would like to use all the aforementioned items. Other gadgets of choice included:
• Variety of heart rate monitors (e.g., Tom Tom GPS running computer)
Whilst 42.7% of respondents said they don’t use any tech accessories to help them stay fit, 34.9% said listening to music (downloaded onto their smartphone) motivates them during a workout. A further 27.8% of people used apps to track runs, log calories and find healthy recipes, 17.8% used social media to keep up with diet and fitness blogs and 5.4% used devices that transmit their stats to their smartphone. Other devices or technological strategies included:
• Listening to podcasts • Various sports watches/GPS/heart rate monitors/pedometers
Although the use of apps is quite a popular way to track health and fitness progress, 67.1% of gym goers don’t use them. Of those who do, 28.8% use those that are free, while 4.1% of respondents are happy to pay for their fitness apps.
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Communication Members identified the following preferences when it comes to ways they want their club to communicate with them: Email Emailed newsletter Online social media SMS In person Club notice board Phone call Standard mail Posted newsletter
39.5% 23.0% 10.4% 15.2% 6.2% 2.5% 2.5% 0.8% 0.4%
In terms of how often a club should use email to communicate, 72.5% of members thought that once a month was acceptable, while 15.4% said once every two weeks, 10.4% said once a week, and 1.1% believed twice a week was sufficient. 0.6% of members believed three times a week was acceptable. In terms of how often a club should use email to send through communication, 72.4% of members thought that once a month would be acceptable, while 15.9% said once every two weeks, 11.3% said once a week, and only 0.4% said three times a week was acceptable.
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Members stated that communicating via SMS was an acceptable form of communication for certain circumstances, such as: • To remind me of a booking (43.5%) • To confirm a booking (34.7%) • To notify me when a payment fails (28.5%) • To notify me of special promotions (25.5%) • To remind me to renew my membership (19.7%) • To notify me if membership prices increase (19.2%) • To remind me to come to the gym (15.5%) • To notify me a payment is about to be processed (5.4%) • To notify me when a payment is received (3.8%) Other situations where communication via SMS was acceptable included:
• For birthday wishes • Class cancellations or changes • To notify if a personal training session is cancelled • Emergency information (e.g., gym closure)
13% of members said they found communicating via SMS unacceptable under any circumstances.
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Social Media The following table indicates the most popular social media platforms used by members in New Zealand: Facebook YouTube LinkedIn Instagram Pinterest Twitter Your own website Your own blog Flickr
87.0% 37.7% 25.1% 17.7% 14.7% 10.8% 6.9% 3.5% 1.3%
Reddit was also identified as a popular site among health club members in New Zealand.
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The Ultimate Guide to the
New Zealand Fitness Industry 2015
Club Insights
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The RESPONDENTS This year 967 clubs from Australia, New Zealand, Singapore, Malaysia and Hong Kong responded to the Fitness Industry Survey. Of the 8.9% of clubs that were based in New Zealand, most were located in Auckland (37.3%), Christchurch/Canterbury region (15.7%) and Wellington (14.5%). Additionally, clubs were based in Hamilton/Waikato (6.0%), Northland (4.8%), Hawke’s Bay (4.8%), Dunedin/coastal Otago (4.8%), Bay of Plenty (3.6%), Nelson/Tasman (3.6%), Central Otago (2.4%), Manawatu (1.2%) and Taranaki (1.2%). Most survey respondents were club owners (38.3%), centre/fitness managers with sole responsibility (31.7%), fitness manager/coordinator (line managers) (15.0%), personal trainers (6.7%), fitness instructors (6.7%) and salespeople (1.7%). Other positions held by respondents included recreation manager, business manager and head coach. [this adds up to 100.1% in Surveymonkey] The majority of clubs were a privately owned single club (28.3%) or a franchised club (20.0%). The remaining respondents were council-owned contractmanaged facilities (11.7%), council-run facilities (11.7%) and university clubs (11.7%). 10% of respondents were from privately owned multi-site clubs, while 5.0% were from a PT/CrossFit studio/club. 15.8% of the New Zealand clubs that responded were 24-hour facilities. Impressively, 35.1% of responding clubs have been operating for over 20 years, while 21.1% were between 10 and 15 years old, 15.8% have been operating between 7 and 10 years, while 14.0% are 3 to 5 years into their business. 7.0% have been operating between 5 and 7 years and 3.5% are between 15 to 20 years. The youngest businesses to respond were aged between 2 and 3 years. There were no new New Zealand-based clubs respondents in the survey this year, which is probably because they were unaware of the opportunity rather than being reflective of the number of new clubs that opened up.
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Facilities
In New Zealand, clubs offered the following facilities: Fixed resistance machines Free weights Cardio machines Stretch area Group fitness studio no.1 Spin/cycle studio Personal Training area Boxing area Sauna Outdoor training area Recreational programs Lap pool Spa Creche Cafe Teaching pool CrossFit area Members lounge Vibration training Group fitness studio no. 2 Steam Pilates studio
93.0% 91.2% 89.5% 89.5% 75.4% 66.7% 50.9% 49.1% 43.9% 38.6% 29.8% 22.8% 19.3% 17.5% 15.8% 14.0% 12.3% 12.3% 12.3% 10.5% 8.8% 7.0% www.ezypay.com/fitness-industry-survey/
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A comparative table to the results of the Asia Pacific survey results is as follows: New Zealand response
Fixed resistance machines Free weights Cardio machines Stretch area Group fitness studio no.1 Spin/cycle studio Personal Training area Boxing area Sauna Outdoor training area Recreational programs Lap pool Spa Creche Café Teaching pool CrossFit area Members lounge Vibration training Group fitness studio no. 2 Steam Pilates studio
93.0% 91.2% 89.5% 89.5% 75.4% 66.7% 50.9% 49.1% 43.9% 38.6% 29.8% 22.8% 19.3% 17.5% 15.8% 14.0% 12.3% 12.3% 12.3% 10.5% 8.8% 7.0%
Asia Pacific response
Free weights Cardio machines Stretch area Fixed resistance machines Group fitness studio no.1 Personal Training area Spin/cycle studio Boxing area Outdoor training area Crèche Café Sauna Recreational programs Lap pool Group fitness studio no. 2 Teaching pool Members lounge CrossFit area Spa Pilates studio Steam room Vibration training
90.3% 83.6% 80.0% 77.9% 60.3% 59.5% 53.1% 46.9% 36.9% 34.6% 25.4% 25.4% 24.9% 24.6% 21.3% 20.5% 18.2% 17.9% 16.9% 14.1% 13.1% 6.9%
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In terms of the number of cardio machines on offer by New Zealand clubs, the majority provided:
Cardio machine
Number of machines offered by majority of clubs in New Zealand
Cardio machine
Number of machines offered by majority of clubs in Asia Pacific
Treadmills Bikes Steppers Cross trainers Rowers Grinders
6 6 0 4 2 0 or 1
Treadmills Bikes Steppers Cross trainers Rowers Grinders
6 6 2 2 2 1
Other cardio machines offered by clubs in New Zealand included: arc trainers, krank machines, circuit equipment and AirDyne.
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Membership Respondents indicated their membership sizes were as follows:
• 100 or less (0.0%) • 101 to 500 (27.8%) • 501 to 1,000 (31.5%) • 1,001 to 1,500 (11.1%) • 1,501 to 2,000 (7.4%) • 2,001 to 5,000 (13.0%) • 5,001 to 9,999 (7.4%)
These figures are likely to be representative of the type of respondents, rather than reflective of actual club sizes within the New Zealand fitness industry. In terms of membership growth, most clubs (31.5%) have seen a slight growth or a slight decline (29.6%) in membership – where “slight” refers to a change between 0% and 10%. 20.4% of New Zealand clubs reported significant growth or no change at all (29.6%). The good news for the New Zealand industry is that no clubs experienced significant declines in their membership. When compared to the Asia Pacific survey results, the trends are similar.
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Membership retention rates in New Zealand are positive, with 20.5% claiming retention levels between 61% and 65%. 11.4% placed their retention rate between 81% and 85%. The full results, including a comparison to Asia Pacific are as follows: Retention Rate 0% to 5% 6% to 10% 11% to 15% 16% to 20% 21% to 25% 26% to 30% 31% to 35% 36% to 40% 41% to 45% 46% to 50% 51% to 55% 56% to 60% 61% to 65% 66% to 70% 71% to 75% 76% to 80% 81% to 85% 86% to 90% 91% to 95% 96% to 100%
New Zealand Response 0.0% 0.0% 0.0% 4.5% 0.0% 2.3% 0.0% 0.0% 4.5% 4.5% 9.1% 6.8% 20.5% 4.5% 9.1% 6.8% 11.4% 9.1% 4.5% 2.3%
Asia Pacific Response 4.5% 3.3% 1.9% 1.9% 0.7% 0.4% 0.7% 1.9% 3.7% 5.6% 7.1% 4.5% 7.8% 5.2% 6.3% 10.4% 7.8% 10.4% 11.5% 4.5%
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When it comes to minimum contract terms, most clubs in New Zealand enforce a 12-month minimum (38.9%) or no minimum term at all (20.4%). It’s also popular for clubs to operate with a minimum term of 1-month (11.1%), 6 months (11.1%) or 3 months (9.3%). Other terms used in New Zealand include 2 months (3.7%), variable terms (3.7%) or 24 months (1.9%). A comparison to Asia Pacific results appears as follows: Minimum Term 0 1 month 2 months 3 months 6 months 12 months 18 months 24 months 36 months Variable
New Zealand Response 20.4% 11.1% 3.7% 9.3% 11.1% 38.9% 0.0% 1.9% 0.0% 3.7%
Asia Pacific Response 23.9% 11.9% 3.1% 11.0% 8.6% 32.4% 0.0% 0.6% 0.0% 8.6%
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Industry IssueS The most significant issues to face New Zealand based clubs in 2014 were:
• Competition (18.0%) • Finding good staff (16.0%) • Membership sales (14.0%) • Membership retention (14.0%) • Marketing (10.0%) • An effective software system (10.0%) • Managing staff (6.0%) • Motivating staff (4.0%) • Communicating with social media (2.0%) • Obtaining finance (2.0%) • Government legislation (2.0%)
Additional issues included council contracts up for tender and negotiating a new building lease. Interestingly, no club identified staff retention as their greatest concern. This list of concerns is comparable to the list generated by the Asia Pacific Survey results. The only main difference appears to be the challenge of managing staff, which appears slightly more of a concern in NEW ZEALAND than in the wider Asia Pacific region (where only 2.8% of respondents identified it as their most significant issue).
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Personal Trainers In New Zealand, most clubs used a mix of employment and contracting to engage their personal trainers (43.5%). Of the remaining clubs, the majority (32.6%) preferred to contract their PTs, while 23.9% employed them. Personality was the key selection criteria when it came to how New Zealand clubs chose their personal trainers. Experience (72.9%) and qualifications (68.8%) were also important. Fewer clubs sourced their PTs via referrals (20.8%), based on availability (14.6%) and how they look (10.4%). In terms of payment arrangements, there was an equal split between clubs who have their trainers pay rent for using space in the club (36.8%) and those who take a percentage of the PT’s income (36.8%). An additional 26.3% of clubs used a mix of both strategies. Clubs believe their members use PTs primarily as a source of extra motivation (60.4%). 22.9% of respondents felt their members used trainers to focus on fitness, while the remaining 16.7% are believed to work with a PT to focus on weight loss. It is also thought that members will work with a PT for a range of reasons, including all of those mentioned.
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Staff Remuneration The most commonly paid rates were as follows: Position Centre / Fitness Manager (sole responsibility) Fitness Manager / Coordinator (line manager) Senior Fitness Trainer Fitness Trainer Receptionist Membership Sales Consultant
Per annum
Per hour $20 (22.2%) $61,000 to $65,000 (13.3%) or $24 (22.2%) or $66,000 to $70,000 (13.3%) or $25 (22.2%) $51,000 to $55,000 (24.0%) $31,000 to $35,000 (23.5%) or $36,000 to $40,000 (23.5%) or $41,000 to $50,000 (23.5%) $31,000 to $35,000 (31.3%) or $36,000 to $40,000 (31.3%) $36,000 to $40,000 (45.5%) $41,000 to $50,000 (46.2%)
$24 (22.2%) $18 (20.0%) or $19 (20.0%) $16 (30.3%) $16 (35.7%) $17 (25.0%) or $19 (25.0%)
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Compared to the full survey results from Asia Pacific, it appears that New Zealand pay rates were sometimes lower and sometimes higher. This is illustrated in the following tables: Position
New Zealand rates per annum
Centre / Fitness Manager (sole responsibility)
$61,000 to $65,000 (13.3%) or $66,000 to $70,000 (13.3%)
Fitness Manager / $51,000 to $55,000 (24.0%) Coordinator (line manager) Senior Fitness Trainer
$31,000 to $35,000 (23.5%) or $36,000 to $40,000 (23.5%) or $41,000 to $50,000 (23.5%)
Fitness Trainer
$31,000 to $35,000 (31.3%) or $36,000 to $40,000 (31.3%)
Receptionist
$36,000 to $40,000 (45.5%)
Membership Sales Consultant
$41,000 to $50,000 (46.2%)
Compared to Asia Pacific results $51,000 to $55,000pa (11.3%) $56,000 to $60,000pa (20.9%) $41,000 to $50,000pa (26.3%) $25,000 to $30,000pa (25.6%) $36,000 to $40,000pa (30.1%) $41,000 to $50,000pa (36.1%)
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Position Centre / Fitness Manager (sole responsibility) Fitness Manager / Coordinator (line manager) Senior Fitness Trainer Fitness Trainer Receptionist Membership Sales Consultant
Compared to New Zealand rates per hour Asia Pacific results $20 (22.2%) or $24 (22.2%) $25 (21.9%) or $25 (22.2%) $24 (22.2%)
$25 (18.2%)
$18 (20.0%) or $19 (20.0%) $16 (30.3%) $16 (35.7%)
$25 (11.4%) $25 (14.0%) $22 (15.0%)
$17 (25.0%) or $19 (25.0%)
$20 (10.0%)
The most common hourly rates paid to group fitness and mind/body instructors were as follows: Position Group Fitness (Freestyle) Instructor Group fitness (PreChoreographed) Instructor Yoga Instructor Pilates Instructor
Per class
Per hour
$50 (18.5%)
$45 (40.0%)
$35 (23.1%)
$27 (50.0%)
$35 (14.3%) or $55 (14.3%) $55 (18.2%)
$50 (100.0%) $50 (100.0%)
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COMMUNICATIOn The majority of New Zealand based clubs (29.8%) preferred to communicate with their members in person, via email (23.4%) or via online social media (21.3%). 19.1% opted to use an emailed newsletter, while the remaining 6.4% preferred SMS. In contrast, clubs believe their members have slightly different preferences when it comes to communication methods, with 36.2% stating their members preferred email, 19.1% preferred in person, 17.0% preferred SMS and 12.8% preferred an emailed newsletter. Clubs believe just 8.5% of members prefer online social media, and the remaining 6.4% felt a phone call was their members’ most favoured method of communication. In 2014, clubs identified their most successful marketing strategies as being:
• Referral campaign • Own website • Social media sites
In terms of social media tools, New Zealand clubs found Facebook (44.7%) and their website (42.6%) extremely useful. Interestingly, although they identified social media as one of the top three most effective marketing strategies of the year, there appears to be much room for clubs to expand their social media presence as LinkedIn (74.5%), Twitter (70.2%), YouTube (61.7%) and Flickr (89.4%) are currently not being used. Instagram was another social media platform that clubs were using.
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Software & Technology The top three features that clubs liked about their existing management software were:
• Simplicity / ease of use • Reporting capabilities • Integration
The three features that clubs most disliked about their existing management software were:
• Lack of online ability • Old or out-dated system • Too slow
In terms of a wish list for features that do not currently exist in their management software, clubs identified:
• Better integration • Online bookings • Interactivity • Linking program writing to an app for members to access via their smartphone • Instant door release upon entry • Retention/referral programs
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An educational opportunity exists for clubs in New Zealand, as they have identified a desire to better understand social media, online booking systems, website technology, fitness gadgets and how to integrate them into the gym environment, app development and Facebook. Of those clubs who took class bookings, the preferred method of doing so was via the club’s website (33.3%), via an app on a smartphone (28.2%), in person at the club (23.1%) or over the phone (15.4%). Of the clubs who took bookings for swim school, the preferred method of doing so was via the club’s website (40.0%), in person at the club (26.7%), via a smartphone app (26.7%) or over the phone (6.7%).
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Industry Growth Areas New Zealand clubs stated the most significant growth areas as: Growth Area 24-hour clubs Growing seniors market Adult obesity Online membership sign ups Clubs offering memberships under $10 a week Personal training Outdoor personal training Recognised staff qualifications Online bookings for classes Boxing / fight clubs Point of sale items Child obesity Ladies only clubs Swim school
New Zealand Response 58.0% 46.0% 44.0% 36.0%
Asia Pacific Response 50.9% 38.1% 33.2% 32.9%
26.0%
32.9%
20.0% 20.0% 12.0% 12.0% 10.0% 8.0% 8.0% 0.0% 0.0%
22.8% 18.3% 10.0% 15.9% 9.3% 3.8% 19.4% 7.3% 5.2%
Other areas identified included corporate wellness, group training and mind/ body activities such as yoga, Pilates and meditation. As can be seen, the areas identified for future growth are quite similar in NEW ZEALAND as throughout the Asia Pacific region. Interestingly, it appears the clubs in NEW ZEALAND are not actively focusing on the issue of childhood obesity.
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Investment Plan In the current 2013/14 financial year, clubs in New Zealand planned to invest in the following areas: Staff training - Customer Service Weight equipment Attend an industry conference - Local Cardio equipment Computer / IT equipment Staff training - Sales Staff training - Management Attend an industry conference - Overseas Website Audio equipment Club management software
65.9% 59.1% 59.1% 52.3% 47.7% 45.5% 40.9% 36.4% 34.1% 27.3% 15.9%
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