OptimizingPersonalizationUsingFitnessPersonas

2022NextFitnessConsumerResearch

1OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

What’sInside

LatestConsumerResearch–KeyLearnings

IntroducingTheNewFitness

Personas

FitnessPersonaPreferencesandOpportunity

2OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

3OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

What’sInside

Astheindustrymovesintothenextphaseoftheeasingpandemic,thequestionremainsjusthowtheactiveconsumerwillembracehealthandwellnessgoingforward.Withomni-channelworkoutregimensapervasivetalkingpointforhealthandfitnessclubstoconsiderasanewvaluepropositionfortheirmembership,doestheconsumerstillwantthediversearrayofoptionsthatwerenecessaryduringthepandemiclockdowns?Orhaspre-pandemicexercisebehaviorcircledbackaroundwiththeconsumersgoingbacktotraditionalworkoutroutines?Thesequestionsandmorehavebeenattheforefrontofdiscussionamongfitnessindustryexpertsasweconsiderhowtobestservicethehealthandfitnessconsumerforthelongrun.

Inthisreleaseofour2022marketresearch,youwillseefourdistinctconsumerpersonasaggregatedfrom2yearsofconsumerresearch.ThefindingsinthisreporthavebeensupplementedwithcommentaryfromindustryexpertspresentedduringIHRSA2022.

ClubIntelorABCFitnessSolutionsbeliablefor

What’sInside

Methodology

?Onlinesurveyamongahighlytargetedprofileof“active”consumers.

?Theparticipantsreflectthosewhoareages18andolder,andwhowerecurrentlyexercising,workingoutorstayingactive.Thestudyalsocapturedresponsesfromconsumerswhostatedtheywerenotactivebuthadaninterestindoingso.Ifaconsumerwasnotcurrentlyactiveandhadnointerest,theyweredisqualifiedfromthestudy.

?Inall,thestudycaptured1,500qualifiedconsumerresponseswithinmajorU.S.marketsandacrossallU.S.regions.Thesamplingwasbalancedbyregion,gender,andage.ThestudywasadministeredbyClubIntelincollaborationwithDynata,aninternationalresearchpanelfirm.

Disclaimer

Thestatisticalinformationcontainedinthisreportisrepresentativeoftheindividualsrespondingtothissurvey.AllreasonableeffortsweretakenbyClubInteltoassuredatacomparabilitywithinthescopeandlimitationsofthereportingprocess.However,thedatacontainedinthisreportisnotnecessarilybasedonthird-partyauditeddata.Thestatisticalvalidityofanygivennumbervariesdependinguponsamplesizesandtheamountofconsistencyamongresponsesforanydatapoint.Thedatainthissurveyisrepresentativeofthesentimentsreportedbythetargetedrespondents.

ClubIntelandABCFitnessSolutions,therefore,makenorepresentationsorwarrantieswithrespecttotheresultsofthisstudyandshallnotbeliabletoclientsoranyoneelseforanyinformationinaccuracies,orerrorsoromissionsincontent,regardlessofthecauseofsuchinaccuracy,errororomission.Innoeventshall

anyconsequentialdamages.

4OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

5OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

MeetOurIndustryExperts

LeeRobinson

NationalSalesDirector

ABCFitnessSolutions

MarkWilliamson

Co-founder

ClubIntel

CristineKao

ChiefMarketingOfficer

ABCFitnessSolutions

KellyThorne

VicePresident

Movati

6OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

2022ConsumerResearchKeyLearnings

Comparedto2021

5pts+

66%vs71%moreactive

Comparedto2021,71%ofconsumers

statebeingactivecomparedto66%last

year.

Theirprimarygoalforfitness?Tosimply”beactive”(at47%,interestlevelsforthisgoalareunchangedfrom2021).

Growinginteresttomaintain/improve

mentalhealthandstressreliefthrougha

fitnessregimen(at44%,it’sup9points

from2021)

2022ConsumerResearchKeyLearnings

Wheretheyexercise

Outdoors

Freeonlineanddigitalonly

significantdecline

Theoutdoorsremainsthetopchoiceofwheretoworkout(38%ofmentions,down5pointsfrom2021).

Thesecondchoiceisworkingoutat-homeandholdssteadywith35%year–to-yearparticipationandremainssignificantlyhigherthanpre-pandemicrates.

Participationinthehealthclub(14%),studio(9%)andPT(6%)havenotseenareboundsignificantenoughtoregaintheirpre-pandemicrates.

Freeonlinefitnessanddigital-onlyprogramshavetakenahardhitandarewellbelowpandemicusage

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8OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

2022ConsumerResearchKeyLearnings

Favoriteprogramming:

Flexibility/Stretching

Functionalresistance

trainingrankintop5.

Mealtrackingnewintop10

Flexibility/stretchinggrewininterest

tobecomethetop-ratedoption

Functionalresistancetraininggrew

andrankswithinthetop5

Mealtracking(newtothestudythis

year)rankedwithinthetop10

PrefertoWorkoutintheGym

56%

$25+

25%

Prefergym

workouts

“Thexaxisisthetotalmoneysomeoneisspendingonfitness.Thisencompassesnotjustthegymmembership,butfitnessspendintermsofboutiques,leagues,sportsclubsandmore.”

CristineKao

ChiefMarketingOfficer

ABCFitnessSolutions

“Whenlookingattheyaxis,thepreferencetoworkoutinthegymisrepresentativeofwhatpercentageoftheirroutineisusedinagym.Forinstance,RoutineLifersprefer21%

10%

Prefergym

workouts

oftheirroutineinagym.Howcanwegrowourshareofworkoutpreferencethroughpersonalization?”

69%$25+

27%$25+

TheNextFitnessConsumerPersonas

21%

Prefergym

workouts

63%

>$25

RoutineLifers(34%)WellnessLovers(30%)

Moneyspentonfitness

16%

Prefergym

workouts

FitnessExplorer(19%)

MarkWilliamson

Co-founder

ClubIntel

CasualConsumers(17%)

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TheIndustry’sOpportunity

FitnessPersonasandBig-BoxGymMembership

34%

51%

30%

33%

30%

19%

17%

16%

RoutineLiferWellnessLoverFitnessExplorerCasualConsumer

ActiveConsumers

Big-BoxGymMembers

10OptimizingPersonalizationUsingFitnessPersonas|2022NextFitnessConsumerResearch

“TheRoutineLifersarethepersonathattheindustryislikelymakingbusinessdecisionsabout.Ifwe’remakingbusinessdecisionsbasedontheirpersona,wearenotlookingatthebiggermarket,likeWellnessLoversandFitnessExplorers.Howdowegetthemmotivatedtocomein?”

LeeRobinson

NationalSalesDirector

ABCFitnessSolutions

Demographics

Age

Region

Income

Employment

FULL-TIME

36%

Retired(38%)

Southwest,Midwest,Pacific

66yearsorolder(35%)

RoutineLifers

34%

Stickstoaconsistentregimendayinanddayout

0-50K(26%)

50-100K(42%)

100K+(32%)

FitnessGoals

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Maintainedfitnesslevelthroughpandemic

66%

61%

80%

55%

WorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubs

Prefersoloworkouts

83%

Purchase

At-homeequipment

33%

BigBoxGyms

33%

Morethan12xamonth

35%

Prefertoworkoutingyms/clubs

21%

Morethan

12xamonth

52%

“I'mself-motivatedanddon'tneedallthefuss.”

MonthlySpend>$25permonth:63%

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RoutineLiferTakeaways

“HowdowegettheRoutineLiferstoreturn?

Wehaven’tseenthisagegroupreturnasfast

as25-35agegroup;howdowebringthat

communityfeelbacktotheclub?Iaskmy

teamtofocusonhowtohosteventsthatfoster

thatsenseofcommunitytobringthisgroup

backintotheclub.”

KellyThorne

VicePresident

Movati

“Fromaprogrammingperspective,we’vestarted

toaddolderadultprogrammingfor50-60+tohave

themworkoutwithpeoplethathavelike-minded

goalssothattheynotonlyfeelmorecomfortable,

butalsosothattheycanandbuildrelationships

andconnectivityintheclub.”

KellyThorne

VicePresident

Movati

RoutineLiferscravethecommunityaspectoffitness.Consider

hostingeventswithinyourclubandinthecommunitytohelpthem

buildrelationshipsandfeelcomfortablecomingbackintotheclub.

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Demographics

Age

Region

Income

Employment

FULL-TIME

61%

Southwest,Southeast,Pacific

25to39years

old(36%)

WellnessLovers

30%

Balancesfitness,nutritionandmental/physicalwellbeing

“I'minpursuitofallaspectsofwellness-physical,spiritual,mentalandemotional.”

13OptimizingPersonalizationUsingFitnessPersonas|

0-50K(27%)

50-100K(31%)

100K+(42%)

FitnessGoals

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Improvedfitnesslevelthroughpandemic

69%

72%

89%

52%

WorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubs

Prefersoloworkouts

63%

Morethan8xamonth

34%

Morethan

12xamonth

55%

MonthlySpend$25+permonth56%

2022NextFitnessConsumerResearch

Purchase

At-homeequipment

61%

BigBox

Gyms

49%

Prefertoworkoutingyms/clubs

25%

WellnessLoversTakeaways

“WellnessLoversaremoreholisticintheir

“Thisiswherefullscopeofwellnesscomesintoplaywhereyou

approach.ForclubsfocusingonWellness

havewellnessandprogramming.ClubsfocusingonWellness

Lovers,theyneedtothinkabouthowto

Loversneedtothinkaboutbeingthesole-providerofwellness

combinegroupx,recoveryclasses,yoga,

forthispersonaandthenpersonalizingitandprogrammingit

nutritionandmealtracking.Withallthese

forthem.Itneedstobemappedouteverystepoftheway,so

thingscombined,clubsneedtothinkabout

theydon’thavetofigureitoutontheirown.Forthispersona,

howtopackageandsellitasabundlesothat

they’rewantingtotrythenextstepintheirwellnessjourney,

we’readdressingalltheirneedsinone.“

anditdoesn’talwayshavetobephysical.“

MarkWilliamson

Co-founder

ClubIntel

LeeRobinson

NationalSalesDirector

ABCFitnessSolutions

WellnessLoversarelookingforamorewell-roundedapproachtohealth.

Addingandpackagingprogrammingthatfocusesbeyondthephysical

aspectofhealth,suchasnutrition,mindfulnessandrecoveryalignswith

theWellnessLover’spursuittobephysicallyandmentallyfit.

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Demographics

Age

Region

Income

Employment

FULL-TIME

61%

Southeast,Southwest,Midwest,Pacific

25to39years

old(41%)

FitnessExplorer

19%

Continuouslyseeksoutnewfitnessprograms,productsandservices

“I'mabitpromiscuouswithmypursuitoffindinganinspiringworkout.”

15OptimizingPersonalizationUsingFitnessPersonas|

0-50K(26%)

50-100K(44%)

100K+(30%)

FitnessGoals

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Improvedfitnesslevelthroughpandemic

63%

62%

82%

59%

WorkoutsFrequencyGymFrequencyOntheirownOwnEquipmentMembershipGyms/Clubs

Prefersoloworkouts

64%

Morethan12xamonth

39%

Morethan

4-8xamonth

40%

MonthlySpend$25+permonth69%

2022NextFitnessConsumerResearch

Purchase

At-homeequipment

71%

BigBox

Gyms

51%

Prefertoworkoutingyms/clubs

16%

51%

19%

FitnessExplorerTakeaways

FitnessExplorer

ActiveConsumers

Big-BoxGymMembers

“51%havegymmembershipsbut

only19%areactive.Thistellsme

thatwearesimplycollectingdues

butaren’tmotivatingthispersona

tocomethrough.Howdowekeep

themmotivatedtostaywithus?“

LeeRobinson

NationalSalesDirector

ABCFitnessSolutions

“Itisgoingtobekeytolookatnew

programmingtobringforwardforthisgroup.

Itwillbeimportanttohookthemintoourkey

serviceslikepersonaltraining,smallgroup

trainingandgroupxtokeepthemengaged.“

KellyThorne

VicePresident

Movati

Kellysaiditbest:thispersonademands”whattheyneednexttoachievethe

goalsthattheywant.”ForclubspursuingtheFitnessExplorer,itwillbekeyto

introduceprogrammingthatgetsthemengaged.Setexpectationsforhowto

keepthemontrack–evenmetricslikeheartrateandstepsareagoodstart!

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Income

0-50K(37%)

50-100K(35%)

100K+(18%)

Age

Region

Employment

FULL-TIME

52%

Retired(24%)

Improvedfitnesslevelthroughpandemic

CasualDemographics

Consumers

25to39years

old(53%)

Southwest,Midwest,

FitnessGoals

73%55%57%35%

Tobegenerallyactive

Maintain/improvemental/health/stressrelief

Ontracktomeettheirgoals

17%

Fitnessmotivationisprimarilyeventdriven(vacationbeachbody,wedding,etc.)

“Myfitnessismotivatedbyanupcomingvacationor

17OptimizingPersonalizationUsingFitnessPersonas|

event”

Workouts

Frequency

GymFrequency

Ontheirown

OwnEquipment

Membership

Gyms/Clubs

Prefersoloworkouts

88%

Lessthan4xamonth

45%

Lessthan

4xamonth

27%

MonthlySpend$25+permonth27%

2022NextFitnessConsumerResearch

Purchase

At-homeequipment

35%

BigBox

Gyms

16%

Prefertoworkoutingyms/clubs

10%

CasualConsumersTakeaways

“Thebigthingthatjumpsoutformeisthat57%reportthattheyareontracktomeettheirfitnessgoals.Thispersonafailsacoupleoftimesandisalsotryingtonotonlyfigureoutwhatmotivatesthem,butwheretheybelong.Thisiswherethecommunityaspectcomesin–theyneedtofigureoutwheretheybelong.“

LeeRobinson

NationalSalesDirector

ABCFitnessSolutions

“WhentheCasualConsumercomesthroughthedoor–theyareterriblyinsecure.Theyneedsomeonetoholdtheirhandthroughtheprocess.Theyneedintroductionsandorientations.Havethoseconversationswiththeminthesalesprocessandunderstandtheirwhy.”

MarkWilliamson

Co-founder

ClubIntel

Awedding,avacation,alifemilestone…theseareallmotivatorsforbringingtheCasual

Consumerthroughthedoor.Thisconsumerneedsawelcoming,judgement-freezone.

Cateringtothisconsumerdoesn’thavetobeoverbearing–evenhavingstaffpresent

onthefloorwillhelpthisconsumerfeelmoresecureandhaveasenseofbelonging.

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FitnessConsumerPersonas

DominantTraitsComparison

RoutineLifers

WellnessLovers

FitnessExplorers

CasualConsumers

Age

66+(35%)

25-39(30%)

25-39(41%)

25-39(53%)

Region

Southwest,Midwest,Pacific

Southeast,Southwest,Pacific

Southeast,Midwest,Southwest,Pacific

Southwest,Midwest

Income

0-50K(26%)

50-100K(42%)

100K+(32%)

0-50K(27%)

50-100K(31%)

100K+(42%)

0-50K(26%)

50-100K(44%)

100K+(30%)

0-50K(37%)

50-100K(35%)

100K+(18%)

Employment

Full-time(36%)Retired(38%)

Full-time(61%)

Full-time(61%)

Full-time(52%)Retired(24%)

WorkoutFrequency

Morethan12xamonth(52%)

Morethan12xamonth(55%)

Morethan12xamonth(39%)

Lessthan4xamonth(27%)

WorkoutRoutine

Outdoors(54%)

Outdoors(57%)

Outdoors(60%)

Outdoors(46%)

Prefertoworkoutin

Clubs/Gyms

21%

25%

16%

10%

FitnessThroughoutPandemic

Maintainedfitnesslevel(55%)

Improvedfitnesslevel(52%)

Improvedfitnesslevel(59%)

Improvedfitnesslevel(35%)

Number1Goal

Tobegenerallyactive(66%)

Maintain/improvehealth/stressrelief

(72%)

Tobegenerallyactive(63%)

Tobegenerallyactive(73%)

Number2Goal

Maintain/improvehealth/stressrelief

(61%)

Tobegenerallyactive(69%)

Maintain/improvehealth/stressrelief

(62%)

Maintain/improvehealth/stress

relief(55%)

Ontracktoreachgoals

80%

89%

82%

57%

Monthlyspendon

health/fitness

Lessthan$25amonth(63%)

Morethan$25amonth(56%)

Morethan$25amonth(69%)

Morethan$25amonth(27%)

BigBoxgymmembers

33%

49%

51%

16%

Gymworkoutfrequency

Morethan12xamonth(35%)

Morethan8xamonth(34%)

4-8xamonth(40%)

Lessthan4xamonth(45%)

Gymworkoutregimen

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Workoutontheirown(83%)

Workoutontheirown(63%)

Workoutontheirown(64%)

Workoutontheirown(88%)

Purchaseat-homeequipment

33%

61%

71%

35%

Demographics

Age

Region

Income

Employment

FULL-TIME

36%

Retired(38%)

Routine

Lifers

WellnessLover

FitnessExplorer

CasualConsumer

66yearsorolder(35%)

Southwest,Midwest,Pacific

FULL-TIME

61%

25to39years

old(36%)

Southwest,Southeast,Pacific

FULL-TIME

61%

25to39years

old(41%)

Southeast,Southwest,Midwest,Pacific

FULL-TIME

52%

Retired(24%)

25to39years

old(53%)

Southwest,Midwest,

0-50K(26%)

50-100K(42%)

100K+(32%)

0-50K(27%)

50-100K(31%)

100K+(42%)

0-50K(26%)

50-100K(44%)

100K+(30%)

0-50K(37%)

50-100K(35%)

100K+(18%)

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FitnessGoals

Routine

Lifers

WellnessLover

Fitness

Explorer

CasualConsumer

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Maintainedfitnesslevelthroughpandemic

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Improvedfitnesslevelthroughpandemic

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Improvedfitnesslevelthroughpandemic

TobegenerallyactiveMaintain/improvemental/health/stressreliefOntracktomeettheirgoals

Improvedfitnesslevelthroughpandemic

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66%

61%

80%

55%

69%

72%

89%

52%

63%

62%

82%

59%

73%

55%

57%

35%

Workouts

Frequency

GymFrequency

Ontheirown

OwnEquipment

Membership

Gyms/Clubs

Routine

Lifers

WellnessLover

Fitness

Explorer

CasualConsumer

Morethan12xamonth

52%

Morethan12xamonth

55%

Morethan12xamonth

39%

Lessthan4xamonth

27%

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Morethan

12xamonth

35%

Morethan

8xamonth

34%

Morethan

4-8xamonth

40%

Lessthan

4xamonth

45%

Research

Prefersoloworkouts

83%

Prefersoloworkouts

63%

Prefersoloworkouts

64%

Prefersoloworkouts

88%

Purchase

At-homeequipment

33%

Purchase

At-homeequipment

61%

Purchase

At-homeequipment

71%

Purchase

At-homeequipment

35%

BigBox

Gyms

33%

BigBox

Gyms

49%

BigBox

Gyms

51%

BigBox

Gyms

16%

Prefertoworkout

ingyms/clubs

21%

Prefertoworkout

ingyms/clubs

25%

Prefertoworkout

ingyms/clubs

16%

Prefertoworkout

ingyms/clubs

10%

TopPersonaPicksbyOurExperts

“WellnessLovers–becausecomingoutofpandemic,peoplearethinkingmoreaboutmentalacuityandlivingamorefulfilledli