For some years, the industry has been focused on attracting the 85% of the UK population who are not yet members of a health club.
Today, Fitronics are delighted to launch their very first ‘Fitness Membership Potential Report’ in collaboration with Dr Melvyn Hillsdon, which suggests the greatest potential for growth lies in targeting people who are already active but are not members of a gym, health club or leisure centre.
A survey of over 2,000 adults was undertaken, designed as a representative sample of the UK population. Research questions focused on gaining insight into important areas, such as the potential for growth, audience size, and the proportion of active and inactive non-members.
With the growing movement within the industry to reach and nurture inactive non-members, there is –of course – a balance to be struck between delivering social and community value and commercial gains and deliverables.
There is, therefore, an opportunity to focus on, to onboard and to attract active non-members, alongside people in the harder-to-reach non-active market.
Ready to read more?
Register to receive a copy of the full report here
A special thanks to all the operator’s involved in our focus group including: GLL, Serco, Third Space, Edinburgh Leisure, University of Hertfordshire Sports Village, BPL, LED Leisure, Places Leisure, as well as, UK Active for supporting the landmark study.