The Ultimate Guide to the
Singapore Fitness Industry 2015 Member Insights
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The Respondents Out of all the respondents, 30.0% were from the East region of Singapore, 25.6% were from the North region, with 19.4% being from Central Singapore. West Singapore made up 16.7% of the respondents and 8.3% were from the North-East. Most of the respondents were male (76.3%) and females made up 23.8% of the percentage. The most popular age bracket was 21 to 25 years (23.1%), followed by 26 to 30 (21.9%), 31 to 35 (18.1%) and 36 to 40 (15.0%). Next was 17 to 20 (6.3%), 41 to 45 (5.0%), 46 to 50 (5.0%), 51 to 55 (4.4%) and 56 to 60 (1.3%). An overwhelming number of 77.1% of respondents had been a member of a fitness club in the last 24 months, while 22.9% had not been. The majority of respondents belonged to a franchise club (47.6%), privately owned club with more than one site (24.1%), a privately owned club (6.5%), and 11.2% were unsure. 4.7% were from ‘other’, 2.4% were from a council owned and managed fitness club, 1.8% from a university club, 1.2% were from a council owned and not council managed club while the remaining 0.6% were from a licensed club/RSL/Catholic club.
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Fitness Clubs
Surprisingly, location was not the top contender for reasons why members joined their clubs. The majority of members joined their club because they were looking for a 24 hour club (42.4%) while location followed with 32.9%. 6.5% joined because it was cheaper, value for money and because of ‘other’ reasons. Equipment – up-to-date/new or nearly new equipment (2.4%), different type of exercise (1.2%), no joining fees (0.6%), no contract membership (036%) and more or better classes (0.6%) were additional reasons. Most members were part of a 24 hours club (85.3%) and 14.7% were not. A vast number of respondents are currently a member of a fitness club (97.6%), while 2.4% are not.
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Leaving The Club The main reason why members left their club was because they moved locations (50.0%). Time – work commitments (25.0%) followed and others wanted a 24 hour club (25.0%). For those who had left their club, a majority of 75.0% were a member of the fitness club for 4 to 6 months while 25.0% were part of the fitness club for 3 months or less. These members would rejoin the same fitness club if it opened 24/7 (50.0%), while others would rejoin at the same rate as when they left (25.0%), rejoin on a no contract membership (25.0%), rejoin with a no joining fee offer (25.0%), if a friend joins with you (25.0%) and ‘other’ (25.0%). 75.0% of respondents are likely to rejoin a fitness club in the future while 25.0% were uncertain.
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Length of memberships 52.1% had been a member of their fitness club for 3 months or less, 34.5% had been a member for 34.5% and 7.3% had been a member for 7 to 9 months. 4.2% have been a member for more than 12 months while 1.8% were members for 10 to 12 months. In terms of member satisfaction with clubs, 35.2% were somewhat satisfied, 24.2% were very satisfied and 23.6% were OK with their club. Disappointingly, 9.7% of members were somewhat unsatisfied, while 7.3% were very unsatisfied. There was a wide range of answers on what impacted a member’s long term commitment to staying at a club. A club being open for 24 hours was the main reason (62.5%), followed by location (50.0%), value for money (35.1%), machines in working order (31.5%), and overall cleanliness (28.0%). Close behind was overall atmosphere (26.8%), personal motivation (24.4%), no change in membership fees (23.2%), the latest equipment and technology (20.8%), professional staff (polite, approachable, on-hand) (15.5%) and smooth entry and exit (15.5%). 12.5% stayed because they were achieving goals, 9.5% because of the engaging staff (making conversation, not just greeting), ‘other’ made up 5.4%. Other members stayed for the variety of Group Fitness classes (3.6%) and classes starting on time (0.6%).
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Staff Interaction 56.9% of members believed that staff at the fitness club is NOT important during each visit while 43.1% said it was.
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Investment When asked if their club had more money, which areas of the club they should invest in, 49.4% wanted a bigger facility. 21.1% believed they should spend it on better equipment, 12.7% on more group fitness classes, 8.4% on ‘Other’, 3.6% on a cleaner facility, and 2.4% on communication to members. The next area of investment was believed to be staff training (1.2%) and then hiring more staff (0.6%) and implementing member bookings on their website (0.6%).
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Personal trainers 78.2% of members have not, or are not using a personal trainer while 21.8% are. 3 months or less was the popular time period for using a personal trainer, making up 41.7% of the responses. This was followed by one visit (16.7%), 4 to 6 months (13.9%), more than 12months (13.9%), and 10 to 12 months (8.3%). 2.8% used a personal trainer for 7 to 9 months and over 24 months each. The main reason why members decided to use a personal trainer was to get better results (50.0%). Next was to get advice on exercise (44.4%), for the extra motivation (38.9%), to create an exercise program (16.7%), it was inclusive in their membership (13.9%), and because it was something they have always wanted to do/try (11.1%). 2.8% used a person trainer because their friend was already working out with a PT and ‘Other’ (2.8%). Unfortunately, 41.9% claimed that personal trainers were too expensive and so they stopped using them. 35.5% learned the right technique, 12.9% moved away while another 12.9% still workout with their PT. There was a bit of a discrepancy between members achieving their fitness goals (9.7%) and member not getting the results they wanted (9.7%).The remaining reasons for members stopping the use of a personal trainer are because they didn’t need the extra motivation (3.2%), didn’t like their style (3.2%0, found another PT (3.2%), and another 3.2% found them annoying. Member chose their personal trainer based on their experience (44.4%), availability (25.0%), or because the trainer spoke to them (19.4%). Others chose them because they were referred to them (16.7%), qualifications (8.3%) and ‘Other’ (8.3%).
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Fitness Gadgets When it came to fitness gadgets, the majority of respondents preferred to work out without any tech equipment (30.7%). The most popular dream gadget was a digital body composition analyser (16.6%), sporty headphones (11.7%), fitness tracker app (9.2%), and a wrist/arm bad with motion sensor (e.g. pedometer) (6.1%). 25.8% of people would use all of the above. Unsurprisingly, music downloads – my phone is loaded with playlists, was the most popular tech item to help stay fit (42.7%), followed by apps – to track runs, log calories and find healthy recipes (25.6%), social media – to keep up with diet and fitness blogs (12.8%) and tech accessories – for gear that transmits stats (9.8%). However, 36.6% of respondents don’t use any of the above. More than half of members do not use a smartphone app to track health or fitness progress (60.9%), while 34.8% used a free app and the remaining 4.3% paid for the app.
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Communication The preferred communication mode for clubs to communicate with members is email (41.4%). Surprisingly, the next preferred form of communication was SMS (17.3%), and then an emailed newsletter (16.0%), online social media (8.0%), phone call (4.3%), club noticeboard (4.3%) and in person (3.7%). 2.5% of members preferred a posted newsletter and 1.9% wanted standard mail, while 0.6% preferred ‘other’. According to the respondents, club should communicate with them via email once a month (72.5%), once every two weeks (15.6%), once every week (10.0%), three times a week (1.3%) and two times a week (0.6%). Members believed that clubs should SMS members to notify them of a failed payment (46.6%), to remind them to renew their membership (44.7%), as a notification of special promotions (43.5%) and as a notification if membership prices increase (39.1%). Other circumstances include to notify a member when a payment is received (29.8%), when a payment is about to be processed (26.1%), as a reminder to come to the gym (16.8%) and as a reminder of a booking (12.4%). This is followed by as a confirmation of a booking (11.8%), and ‘other’ (1.2%). 7.5% of respondents believe that under no circumstances should a club communicate with you via SMS.
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Social Media Not surprisingly, Facebook is the most actively used social media channel, accounting for 83.2% of the responses. Following this is Instagram (37.3%), YouTube (37.3%), Twitter (16.8%), LinkedIn (9.3%), and your own website (6.2%). Next are Pinterest (3.1%), ‘other’ (3.1%), your own blog (2.5%), and Flickr (1.2%).
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The Ultimate Guide to the
Singapore Fitness Industry 2015
Club Insights
www.ezypay.com/fitness-industry-survey/
The respondents 33.3% of respondents were each from the East region of Singapore and the West region of Singapore. 22.2% were from Central while 11.1% of respondents were from the North. 50.0% of respondents were a fitness manager/ coordinator (line manager) and the other 50.0% were personal trainers.
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The fitness clubs
Members described their club as a franchise club (50.0%) or a university club (50.0%). The length of club operation was 3 to 5 years (100.0%). 100.0% of the respondents clubs were NOT open 24 hours a day. 100.0% of the respondents stated that their clubs facilities included a Pilates studio.
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Significant Issues In terms of the most significant issues clubs face in 2014, (1=most significant and 12 = least significant), membership sales was voted as the most significant (1.00), followed by marketing (2.00) and government legislation (3.00). Membership retention was the next significant (4.00), then obtaining finance (5.00), motivating staff (6.00), managing staff (7.00), staff retention (8.00) and competition (9.00). Finding good staff ranked 10.00 with 11.00 being an effective software system and communication with social media as 12.00. The most significant growth areas for the Fitness Industry in 2014 were adult obesity (100.0%), ladies only clubs (100.0%) and online membership sign ups (100.0%).
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Personal trainers 100.0% of respondents stated that a trainer’s qualifications was the factor in choosing personal trainers for their clubs. In terms of what members work on with their personal trainer, 100.0% of respondents stated that they focused on fitness.
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Communication An emailed newsletter is 100.0% of the respondent’s preferred channel of communication with their members. However, 100.0% of the respondents prefer to be contacted by their fitness club via online social media.
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Marketing
From 1 being ranked as the most successful form of marketing in the last 12 months, billboard/outdoor advertising was ranked 1.00, social media sites as 2.00 and 3.00 was your own website.
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Social Media According to the respondents, Facebook and you own website is seen as useful social media tools for your fitness club. However, LinkedIn, Twitter, YouTube and Flicker were not used at all.
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