GLOBAL CONSUMER SURVEY FINDINGS FOR 2016
DEMOGRAPHICS 3.9+96.1+L35.3+64.7+L30.5+69.1+L21.8+78.2+L8.4+91.6+L <19 YEARS 20-30 YEARS The majority of virtual users are millennials and this segment is growing compared to previous years. 31-40 YEARS 41-50 YEARS >51 YEARS 4% 35.3% 30.5% 21.8% 8.4% 64% of virtual users are women, opposed to 36% male showing an increase in the male users since 2014. 1
MEMBER ENGAGEMENT Virtual users are active and loyal members that work out regularly. 52.2% are going to the gym at least 3 times a week 4.5+43.3+52.2+M AS A VIRTUAL USER, HOW OFTEN DO YOU GO TO THE 4.5% are going less than once a week GYM? 43.3% are going 1-2 times a week 21+15 21% of virtual users have been a member of their current gym for more than one year compared to those not using virtual of whom 15% have been a been a member for more than one year 2
VIRTUAL FITNESS HOW MEMBERS USE IT & WHY
ATTENDANCE OF VIRTUAL CLASSES HAS MORE THAN DOUBLED FOR THE PAST THREE YEARS AVERAGE NUMBER OF PARTICIPANTS IN A SCHEDULED VIRTUAL CLASS 2014 2015 2016 0% 10% 20% 30% 40% 50% 7 + participants 3-6 participants 1-2 participants 4
CARDIO, HIIT AND MIND & BODY ARE MOST POPULAR WHICH TYPES OF VIRTUAL CLASSES DO YOU PREFER? 67+33+N Cardio HiiT 34% Strength / Conditioning 44+56+N 8.4+91.6+N 17+83+N 44% Mind & Body 67% 34+66+N 8% Dance 17% Cycling 5
SHORTER VIRTUAL WORKOUTS PREFERRED 15-30 minute workout 6.7+28.1+33.4+23+8.8 +60 minute workout 23% 8.8% 33.4% 6.7% 0-15 minute workout 28.1% 45-60 minute workout 30-45 minute workout 6
69+33+22+14+9+8 WHY MEMBERS DO VIRTUAL TRAINING? I can do a class whenever it suits me I can work out at my own pace There is a big variety of classes I would like to do to choose from live classes - but feel comfortable I prefer the 68.5% starting with standard and 32.8% I know what to virtual classes expect from quality of a virtual virtual classes class over many 22.2% live classes. 14.6% 8.7% 8.3% 7 FLEXIBILITY CONVENIENCE VARIETY
LIVE & VIRTUAL SYNERGY
WHAT REASONS MEMBERS GIVE FOR NOT ATTENDING LIVE CLASSES It is hard for me to plan a live class according to my schedule 0% 10% 20% 30% 40% 50% 60% 70% The live classes my gym offers do not match my preferences Participating in a live class is intimidating to me I do not enjoy the instructor s delivery in my class It is hard to book a live class 9
49% OF MEMBERS PREFER TO COMBINE VIRTUAL WITH OTHER FORMS OF EXERCISE MEMBERS PREFER TO USE VIRTUAL: 49+51+M19+81+M32+68+M 49% 19% 32% Combined with other forms of exercise Instead of a live class To prepare for the live version of the class 10
VIRTUAL IS A GREAT COMPLEMENT TO THE LIVE GROUP EXERCISE PROGRAMING Some of the reasons why members choose a virtual class: There s no intimidation from more experienced members. I can do a class in the morning when it s less busy. Sometimes I cannot make it on time for my live classes. I find them easier to follow and they are on in the afternoons which works for me. I like the freedom of just going in and it s there to start. If the normal live class is cancelled. I get to do more training on top of live classes. I can do anything I like. I enjoy trying lots of different types of classes, not just the classes I m used to. It s a great option if I can t attend a live class as I still get a workout. I can take things at my own pace without feeling let down that I can t keep up with other people. There are no live classes that start late enough for me on particular evenings. 11
THE IMPACT OF VIRTUAL ON ACQUISITION & RETENTION
VIRTUAL FITNESS - A POWERFUL AQUISITION & RETENTION TOOL Group exercise still proves to have a big influence on members decisions regarding their membership. 6 OUT OF 10 MEMBERS state that the number of group exercise classes (both live and virtual) their gym offers has influenced their decision to join the gym 4 OUT OF 10 MEMBERS state that the virtual classes offered by their gym has influenced their decision to join it 4 OUT OF 10 MEMBERS find having high quality virtual classes available in their gym a reason to continue their membership. 13
NO EXPERIENCE WITH VIRTUAL. WHY?
HOW VIRTUAL IS LAUNCHED AND PROMOTED SIGNIFICANTLY INFLUENCES USAGE FIGURES 12.2+87.8+M I do not like group exercise classes WHY DO SOME GYM USERS NOT USE VIRTUAL TRAINING? 17+83+M I prefer live classes with an instructor 26.8+73.2+M I did not know my club offered virtual training 17+83+M I have not been able to obtain information on the classes 23.2+76.8+M I am uncertain whether or not I can do the class 2.1+97.9+M There are no classes that match what I want to do 1.3+98.7+M 12.2% 17.4% 26.8% 17% 23.2% 2.1% 1.3% Other Of those members that do not use virtual classes, 67% are potential virtual training users, if virtual is promoted and communicated properly by the club. 15
THE BETTER THE INSTALLATION THE MORE MEMBERS USE AND ENGAGE WITH VIRTUAL CLASSES HOW CAN WE IMPROVE YOUR VIRTUAL TRAINING EXPERIENCE? Better studio experience (environment and installation) More classes available (same kind as now) I m happy the way it is 49+51+M20.4+79.6+M19+81+M Other types of classes 5.3+94.7+M 3.2+96.8+M2.9+97.1+M 48.9% 20.4% 19.3% 5.3% 3.2% 2.9% Other More videos in my own language (For non English respondents only) 48.9% of those members that use virtual training less than once a month, are missing a better studio experience. 16
MAJORITY OF MEMBERS NOT USING VIRTUAL FITNESS ARE LIKELY TO TRY IT 75.7% have not tried virtual training but are considering trying 24.3+75.7 24.3% have not tried virtual training and are not considering trying 17
SURVEY DETAILS The Survey was conducted from February 2016 to September 2016. Members from clubs in UK, US, Canada, France, Spain, Finland, Netherlands, Malaysia, Australia, New Zealand and Poland took part in the survey.