Exercise in New Zealand - Part 1 What consumers think about exercise and the opportunities for the exercise industry Produced by Horizon Research June 2018 for the Exercise Association of New Zealand PO Box 22-114, Christchurch 8140, Phone 0800-66-88-11 www.exercisenz.org.nz
Part 1: Key findings We have done some research. ExerciseNZ has undertaken some direct consumer research asking not only about their exercise habits, but also perceptions of exercise, it s benefits, and importantly, if they are thinking of starting or ending their exercise habit (and why). This is part one of the research, and is provided free. Part two is a more comprehensive analysis of the findings that explore more of the why behind various findings, which specifically explores what providers of exercise need to do to attract more members, and what to do to help existing members to stay. The report also looks at some of the differences between exercise providers (Large Gym / Smaller Studio / Yoga / Recreation Facility) and the satisfaction level amongst their members (very useful if you want to benchmark your own operation). Part two will be provided free to all The Works members of ExerciseNZ, and if this is your club, can expect to receive a copy in the next 6-8 weeks. If you are not a The Works member of ExerciseNZ and would like to be one, just visit www.exercisenz.org.nz/join. Alternatively this report can be purchased for $1250+gst. Key Observations: BIG OPPORTUNITY 176,000 potential new members for our industry 1. The good news is that we ve estimated that 11% of the adult population (176,200) would definitely start doing structured exercise in the next 12 months. 2. But be aware around 29,700 would cancel their memberships in the next 12 months, along with another 14,100 saying they would most likely cancel. 3. Over half of those leaving an exercise facility are planning on joining somewhere else. These high level statistics show the industry as a whole will continue to grow strongly, while consumers continue to be prepared to move to other providers if their needs are not being met.
What s changing? 29% will be exercising at home in the next 12 months. That s huge growth from 10 years ago. 50% + Find out in Part two: There are three critical factors that can be actioned to reduce those members leaving you (yes, we ve asked, and they have told us.). The good news is that every club can do these things, which account for the vast majority of why people leave. Good news: Over 50% believe structured exercise is important or very important, with another 23% saying that it is somewhat important. How important is structured exercise to you at this stage of your life? 0% 5% 10% 15% 20% 25% 30% Very important Important Somewhat important Somewhat unimportant Unimportant Not important at all I'm really not sure 4% 5% 8% 8% 23% 24% 28% Awareness of exercise is high! The overall relationship between structured exercise and membership of a structured exercise organisation can be shown as: Overall, around 23% of adult kiwis have some sort of membership to an exercise facility, and the vast majority of those are using it. It is also worth noting that awareness of the benefits of exercise increases with age, so there is still plenty of opportunity for those catering for different (non traditional gym) markets.
Reasons to be active: What would most encourage you to take part in structured exercise? 0% 10% 20% 30% 40% 50% 60% 70% 80% Desire to stay healthy 72% I feel obligated to get exercise because it's good for me Socialising with others (friends or just others that I exercise with) To get to or stay at a healthy weight 39% 45% 51% My physique improves when I exercise I feel better when I work out 30% 27% Something else 5% 72% Health is a HUGE driver for being active (72%), more than double the `physique improvement (30%). How important is remaining physically active to you at this stage of your life? 0% 10% 20% 30% 40% 50% Very important Important Somewhat important Somewhat unimportant Unimportant Not important at all I'm really not sure 3% 1% 1% 2% 16% 29% 47% t currently participating 47% Being active is very important to almost half the population, and only 5% regard it as unimportant (at any level).
How likely are you to start doing structured exercise again during the next 12 months, if at all? 0% 5% 10% 15% 20% 25% 30% 35% Definitely start Most likely to start Most likely likely not start again Definitely tely won't start again I'm really not sure 11% 12% 11% 20% 19% 22% 24% 19% 26% 18% 18% 17% 27% 24% 33% All Did structured exercise in the past and was a member Did structured exercise in the past but not a member 176k kiwis The above graph shows GREAT opportunity for the exercise industry 11% will definitely start, which is around 176,000 kiwis! There are however a number of identified barriers to exercise, and why more people aren t active (especially why they don t choose to go to an exercise facility). While time and cost did rate highly, when asked what was needed to get them active, these items ranked much lower, and many of the factors identified were something an exercise provider could control. This is explored in much more depth in part two of this research report. What can be done? We have identified three key areas an exercise provider can implement to increase the likelihood of someone joining your club (collectively these three are over 75% of the reasons people decide to join. (Outlined in detail in part two).
Where to from here? This report is a high level snapshot of some of the key findings from our research. It shows that activity levels are climbing, and will likely continue to do so (the number planning on starting exercise is almost six times the number likely to stop in the next 12 months). We ve also identified a number of drivers of this behaviour what helps people start, and what can be done to stop people leaving exercise, and we will explore this in part two of our research report. We will also be using this report to promote to others the importance of exercise to New Zealand as a whole the government (at all levels), employers, and individuals. We know the benefits of an active nation are immense so we plan to continue to share and push the message of getting more kiwis active through exercise. For more information on ExerciseNZ, our activities, and various membership services and resources we provide to support a growing exercise industry in New Zealand, visit www.exercisenz.org.nz. Exercise Association of New Zealand PO Box 22-114, Christchurch 8140, Phone 0800-66-88-11 www.exercisenz.org.nz