Over the course of the last several years, everyone had to learn to adapt to constant change, react to unexpected challenges, and continue moving forward into an unclear future. The health and fitness club industry was no different.

2021 has been quite a year, and we are so glad we spent it with you. The industry is still recovering towards 2019 numbers, but because of the hard work of our customers across the country, we've seen consistent growth for the club fitness industry.  

Here’s the TLDR:  

• 20% more active memberships in 2021 compared to 2019
• 40% less cancellations since January of 2021
• 13% increase in revenue since January 2021
• 28% decrease in membership holds

Fitness Industry Trends

There’s no denying that public sentiment shifted quite a bit over the course of the last few years. The global culture collectively changed as the majority of the world population was forced to think about things like virus transmission and social distancing for the first time. New values and concerns also emerged.

A study conducted by the American Psychological Association called "Stress in America 2020: A National Mental Health Crisis" details some of the biggest issues facing Americans as a result of mental, physical, and social disruption. According to the study, Americans are increasingly concerned with three main topics: safety, health, and community.

Safety

• 58% of Americans are seriously concerned with personal safety (an 18% year-over-year increase).
• Among their concerns, bankcard fraud and identity theft are the highest.
• Additionally, 63% of Americans are seriously concerned with epidemics and natural disasters.  

The club industry is a huge source of relief and support for one of the community’s biggest concerns, epidemics and natural disasters. All across the country, indoor and outdoor fitness facilities are putting the safety of their members first by enacting new safety and sanitization protocols and implementing contactless experiences and processes.

With bankcard fraud and identify theft also at the top of the concern list for individuals, fitness facilities can benefit from a reliable payment processing partner like Gains to ensure full PCI compliance and the ultimate safeguarding of sensitive member payment and personal information.

Health

• 61% of Americans gained or lost more weight than they wanted over the last year
• 67% are seriously concerned about their families’ health
• 78% have experienced significant stress in the last year

Club fitness facilities have always had the mission to improve the health of their members. With the information that 67% of Americans are seriously concerned about the health of their family members, putting a greater emphasis on providing fitness opportunities for all ages will be increasingly important.

Expanding group fitness class offerings, programs, and personal training to suit the interests and fitness levels of a diverse audience is key. Additionally, with 78% of Americans reporting experiencing significant stress in the last year, a positive stress relief outlet, like working out, is more needed than ever.  

You may even consider increasing programming around mindfulness and meditation to further promote a feeling of calm and peace among your members.  

Community

• 59% of Americans are increasingly worried about violence toward minorities
• 36% of Americans report serious loneliness and  
• 61% of Americans age 18-25 report serious loneliness
• 71% say this is the lowest point in the nation’s history that they can remember
• On a brighter note, the study also reports that 71% of Americans feel hopeful about their future, and 54% feel they can use their voice to make a positive difference.‍

With many individuals suffering from periods of isolation caused by the pandemic, now is the time to reach out and welcome them into your community.  

With help from Club Automation for prospecting texts and emails, as well as digital marketing and website assistance, you can share your organization’s community with the estimated 14 million people looking for a fitness facility to call home.  

Talk to Our Team

As you fight for the fitness industry, Club Automation is fighting for you. To learn how we can help, book some time with our team.