Which gyms are sense the burn off? Summertime…and for national fitness chains aiming to lure in health-minded fitness center goers, the livin’ ain’t easy. In short: your competition is fierce. Specialty fitness studios are contending against traditional gyms for site visitors; athleisure guarantees a fit body look, sweat not required. So how has shifting consumer behavior impacted the fitness center category overall?
Everyone understands that gym appointments spike in January, but our data shows actually that spring and early summer are when gyms see the biggest surge in overall attendance. That those workout sessions are in the books Now, we can answer fully the question: With so many options, are people exercising more or less than before?
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Are boutique fitness studios beating out the best gyms? Which brands are destined for closures? According to Foursquare’s location cleverness, the overall fitness center industry is showing light growth in foot traffic, with total visits up only 2% calendar year over year in the united states. But this small increase is powered by increased visit rate of recurrence from existing gym-goers, not just a lift in new ones putting your signature on on to annual memberships.
1%. Some cities However, including San Francisco and Austin, are displaying double-digit growth even. Regardless of the continued allure of specialty fitness chains like SoulCycle, OrangeTheory and Pure Barre, the development in share of these studios is seeing a slowdown after strong performance last year actually. Following steep growth in visits during 2015 and into 2016, when these studios stole traffic share from traditional gyms on both high end (Equinox, LifeTime) and the mid-market (24 Hour Fitness, Anytime Fitness), the styles back are moving.
Specialty fitness studio share is up 19% in 2017, a loss of 15% from this past year; high-end gyms, in the meantime, have kicked up to 7% growth, year versus flat last. The pendulum swings again. The overlap of individuals that visit both high-end and specialty fitness studios has been on the decrease during the last year, demonstrating that after a highly competitive 2015-2016, high-end, multi-sport gyms effectively lured sportsmen from more singular concentrated gyms.
Another problem for area of expertise fitness studios? In lots of geographies, they have forced past the point of market saturation. Which brand feels like a winner? As high-end gyms work up a sweat stealing back again share from niche fitness studios, both are actually duking it out for high-end customers who stand for a very small percentage of the market all together.
Meanwhile, mid-market gyms are feeling the burn and struggling to make an impression on consumers also. Our data shows a squeeze on the middle at both national gyms like 24 Hour Fitness and Snap Fitness as well as regional chains like New York Sports Club and O2 Fitness Club, in the South. Collectively, these chains lost 5% of their fitness center visit share in the last year. Usually are not is earning? There’s a sizable swathe of cost-conscious consumers who are converging on a different, trending brand: Planet Fitness. How do marketers flex their brand’s muscle?
Shifting patterns in gym-going behavior reflect the larger pattern around healthy life styles: as consumers become progressively wellness-conscious, companies are coming up with more health-focused places and products than ever before for consumers to invest. Location intelligence can help inform a brand’s strategy as it pertains to reaching and understanding these health-minded consumers, whether it’s a gym chain, a QSR with new menu options or a retailer with a type of athletic wear.
Plan: Marketers at gyms or fitness studios can gain deep insight to their own and competition’ associates using Foursquare Analytics. The dashboard offers data spanning consumer loyalty, demographics, visit rate of recurrence and more. QSR and dining brands can leverage the dashboard to comprehend the healthy actions of their consumers: do they overindex at juice bars or dive pubs? Salad shops or burger joints?