Excellent report for gyms, studios and personal trainers.

1. NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2013)
AUGUST 2014
CONSUMER FITNESS
TRENDS STATISTICS &
INSIGHTS FOR FITNESS
FACILITIES

2. RESEARCH
NORWAY
FINLAND
SWEDEN
GERMANY
ITALY
SPAIN
FRANCE
NETHERLANDS UNITED KINGDOM
DENMARK
BRAZIL
AUSTRALIA
WEST COAST
SOUTH
CENTRAL
EAST COAST
SAMPLE:
4,610 across 13
countries
WEIGHTING:
After the survey closed,
weighting was used to
correct any minor
imbalances. Variables
used for weighting were
based on official
population figures for
age, gender and region.
INDEPENDENT:
Online survey, with
consumers randomly
invited to participate from
Survey Sampling
International, a leading
global panel provider
representing of the
market demand.
85%

3. FACTS & INSIGHTS
1. WHO EXERCISES?
2. WHAT ARE EXERCISERS DOING?
3. WHERE AND WHY ARE THEY
EXERCISING?
4. WHAT DRIVES PEOPLE INTO FITNESS
FACILITIES?
6. LES MILLS5. GROUP FITNESS EXERCISERS

4. 1. WHO EXERCISES?

5. WHO EXERCISES?
Globally, 78% of the
adults over 18 years
old exercise or would
like to
Another 39% are
not currently
exercising to keep fit
and healthy but
would like to
22%
39%
39%
22% have
no interest in
exercising
39% exercise
regularly with
87% exercising
3 or more times
a week
FACTS
81% of Millennials
(18 to 34 year olds)
exercise or would
like to (vs. only 61%
of Boomers)
36% are not currently
exercising to keep fit
and healthy but would
like to
20%
45%
36%
20% have no
interest in
exercising
45%
exercise
regularly
27% of the adult population
(18+) attend a fitness facility
27%
24%22%
18%
9%Never been
Lapsed
Have no interest
in exercising
Member
Casual member
WHO WOULD CONSIDER
JOINING?
20% of regular exercisers who are not
member of a gym would
25% of exercise considerers who are not
member of a gym would
60% of lapsed members would
36% of Millennials (aged 18-34) would
43% of Millennials (aged 18-34) would
(24% of the adult population)

6. INSIGHTS WHO EXERCISES?
Fitness centers have real
growth opportunities in
specific areas.
The vast majority
of the adult
population either
exercise
regularly or
would like to.
The market
of people
in the exercise
contemplation stage
is equally important
to the regular
exercisers one (39%
of the adult
population).
A HUGE OPPORTUNITY IF OPERATORS CAN
UNDERSTAND THEIR REQUIREMENTS AND GAIN A
DEEPER UNDERSTANDING OF THE STAGES OF
CHANGE (CONTEMPLATION, PLANNING AND RELAPSE)
FOR INDIVIDUALS IN EACH CATEGORY.
of regular exercisers
who are not currently
attending a gym would
consider doing so
20%
of exercise
considerers who are
not currently attending a
gym would consider
25%
81% of lapsed
members, would
consider rejoining
their local gym
60%
61%for Boomers.
The Millennials
>>
exercise or
would like to
versus

7. 2. WHAT ARE THE
EXERCISERS DOING?

8. WHAT ARE
THE
EXERCISERS
DOING?
FACTS
FITNESS IS THE
WORLD’S BIGGEST
‘SPORT’
29%27%
31%
59%
12%13%
4% 7%
13%15%
10%
15%
7%
22%21%
18%
7%
12%
GYM-TYPE ACTIVITIES = 61%
61% of regular exercisers are
currently doing gym-type
activities.
36% of
regular
exercisers do
fitness class
type of
activities.
37% of
regular
exercisers are
currently
doing
equipment-
type
activities.
High frequency exercisers using
equipment type activities are also likely to
attend between 3-5 group fitness classes
per week.
76% of regular exercisers are
aged 18 to 34 years old
69% of exercisers that aren’t
doing gym-type activities would
consider.
36% FITNESS
CLASS
ACTIVITIES
37%
EQUIPMEN
T TYPE
ACTIVITIES
Running/Tri
Swimming
Cycling
Walking
Teamsports
Individualsports
Grouptraining–outdoors
Grouptraining–indoors
Fitnessclassesinmusic
Yoga
Pilates
Dance
WorkingoutPT
Freeweights
Weightsmachines
Cardiomachines
Boxing
Other
29%27%
31%
59%
12%13% 13%15%
10%
15%
22%21%
18%
12%
4%
7% 7%7%

9. FACTS
MILLENNIALS DOMINATE ALL FITNESS CLASS
ACTIVITIES.
FITNESS
CLASS
ACTIVITIES*
GROUP
TRAINING
INDOORS
FITNESS
CLASSES
TO MUSIC -
INDOORS
YOGA PILATES DANCE WORK
OUT
WITH PT
FREE
WEIGHT
WEIGHT
MACHINE
CARDIO
MACHINES
BOXING
* Fitness class activities defined as 'Group training –
indoors' OR 'Fitness classes to music – indoors' OR
'Dance' OR 'Yoga' or 'Pilates'
18-34 years
35-54 years
55+ years
WHAT ARE THE EXERCISERS
DOING?
46%
39%
27%
10%
5% 5%
19%
11%
8%
20%
15%
7%
16%
7%
6%
24%
10%10%
13%
5%
4%
30%
20%
12%
24%
16%
12%
30%
20%
12% 13%
3%
1%

10. INSIGHTS WHAT ARE THE EXERCISERS
DOING?
SHIFTING FOCUS TOWARD
MILLENNIALS.
48% of exercisers do gym-type activities - Half the target market.
The huge majority Millennials who regularly exercise are doing gym-type
activities
OPERATORS
WILL BENEFIT
BY
Re-engineering their
overall value proposition
and marketing towards
them despite all the
commentary
Designing and
promoting assisted
exercise with
Millennials
in mind.
Promoting and offering more fitness
class activities
• Equal in popularity to equipment type
activities
• Almost twice as popular for considerers
The principle of ‘caveat emptor’
applies as the range of offering and
investment increases, trying to be all
things to all people. Lower risk
investment exists with the
promotion and delivery of fitness
class activities for both users and
considerers. Further retention and
referral opportunities exist in the
cross promotion of fitness classes to
high frequency equipment users.
around ‘Baby
Boomers’, who are a
tougher market to
reach and less-likely
to consider gym-type
activities.

11. 3. WHERE AND WHY
ARE THEY EXERCISING?

12. FACTS
LARGE
MULTI-
PURPOSE
GYM/FITNESS
CENTER/
HEALTH CLUB
SMALL
BOUTIQUE
GYM WITH A
SINGLE
ACTIVITY
LOCAL/
COMMUNAL/
RECREATION/
CHURCH HALL
PERSONAL
TRAINING
STUDIO
AT YOUR HOMEDEDICATED
DANCE,
YOGA OR
PILATES
STUDIO
FITNESS CLASSES TO MUSIC TEAM TRAINING PERSONAL TRAINING
WHERE ARE THEY
EXERCISING?
MILLENNIALS (18 – 34
YEARS)
HOME EXERCISERS
82%
82% of Gym members & casual gym members also
exercise at home
45% of high frequency gym attendees also use a DVD/
pre-recorded workout at home
45%
52% of all gym members are doing either a DVD
and/or gaming and/or online workout program
(rising to 70% for high frequency gym attendees)
52%
37%
37% of the market (defined as those who are either
regularly exercising or those who aren’t currently
exercising but would like to) are doing either a DVD
and/or gaming and/or online workout program at
home
ALL AGES
48%
49%
41%
23%
35%
25%
20%
25%24%
18%
23%
30%
20%
16%
21% 19%
15%
17%
25%
44%
38%
25%
37%
26%
17%
24%
27% 26%
19%
36%
30%
19%19%
26%
31%
24%

13. USER FACTS WHY ARE THEY
EXERCISING?
MAIN DRIVERS THAT PEOPLE
EXERCISE:
40%
27%
32%
37%
GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.)
31%
33%
FUN
23%
16%
CALM / RELAXING CONVENIENT
23%
20% 17%
CHALLENGING
ALL AGES
THE IDEAL FITNESS EXPERIENCE IS:
MILLENNIALS

14. USER FACTS WHY ARE THEY
EXERCISING?
WHEN THE GOING GETS
TOUGH,
THE REASON PEOPLE
EXERCISE IS:
Knowing it is
good for me
Knowing it will
give me a pick-
me-up Achieving my
end fitness goal
61%
47%
32%35%
31%
26%
ALL AGES
MILLENNIALS

15. FACTS WHY ARE THEY GOING TO
BOUTIQUE GYM’S /
FACILITIES?
The type of
people that go
there
The
atmosphere/
vibe
I get more
personalised
attention /
coaching from
staff
I like to follow
new trends in
fitness activities
63% 63%
47%
42%
40% 38%
29% 34%
ALL AGES
MILLENNIALS

16. INSIGHTS WHERE AND WHY ARE
THEY EXERCISING?
Hugely popular with the
Millennials who crave
assisted ad social exercise,
authentic experiences,
atmosphere and opportunity
to connect with ‘like-
minded’ people in their
workouts.
Large multi-
purpose fitness
facilities remain
the most popular
venue across all
activities…
…However they are losing
market share quickly to new
business models, in
particularly
micro-gyms.
Dedicated types of
spaces are best suited
to achieve these
desires.
PREFERRED
EXERCISE
SPACES
SHIFTING
ADAPT OR
…

17. AMPLIFY
MESSAGING
AROUND ‘GETTING
AND MAINTAINING
HEALTH’.
FOCUS ON OVERCOMING
BARRIERS, PROMOTING AND
OFFERING AN EFFORTLESS,
CONVENIENT ACCESS TO
EXERCISE AND SUPPORTING
MEMBERS IN THE CHALLENGING
PROCESS OF CREATING AN
EXERCISE HABIT.
This is the main reason for people
to exercise; research shows that it
delivers higher attendance than the
more superficial goals relating to
appearance.
Millennials - 'Getting/staying in
shape' ranks higher than 'getting/
maintaining health’, which should
be reflected in the messaging and
offering.
‘Feeling too tired’ is the most used excuse
to not exercise regularly, closely followed
by 'busy schedule' and ' lack motivation’.
Motivational messaging to improve
attendance should reinforce the WHY. Key
messages include:
• 'exercise is good for me’
• 'exercise provides a pick-me-up’
• 'exercise acts as a means to an end fitness
goal’
THE 'IDEAL EXERCISE EXPERIENCE –
PROMOTE AND DELIVER.
Fun and convenience - key drivers regardless of age.
Millennials (18-34 years) - 'challenging' replaces 'calm/relaxing'.
Operators can create the optimum mix and volume of 'ideal exercise experiences' by
assessing the % of challenging versus calm/relaxing workouts benchmarked against
membership age demographics.
INSIGHTS WHERE AND WHY ARE
THEY EXERCISING?

18. HOME
SPACE
FUELS THE
GYM SPACE.
HOME EXERCISE
COMPLEMENTS GYM
PARTICIPATION
RATHER THAN
COMPETES WITH IT.
Promoting the 'live
club version' of the
home activities. The
motivational benefits
of the venue and
working out with
others.
Offering free home
workouts, especially
free weights, yoga,
dance and fitness
classes to music.
DVDs/Gaming and online
platforms provide the
greatest opportunity to
engage members and
educate prospects at home
through the various stages
of exercise change.
INSIGHTS WHERE ARE THEY
EXERCISING?

19. 4. WHAT DRIVES
PEOPLE INTO
FITNESS FACILITIES?

20. USER FACTS WHAT DRIVES
PEOPLE INTO
FITNESS FACILITIES?
22%
14%9%
50%
36%
31%
29% 28%
TOP DRIVERS WHY
PEOPLE ATTEND
THEIR CURRENT
FITNESS FACILITY
ARE:
Convenient
location
Great
atmosphere Great
equipment
Great fitness
classes to
music
My friends
go there
WHEN ASKED THE
MAIN REASON
Convenient
location
(22%)
Great fitness
classes to
music (14%)
Great
equipment
(9%)
Location is
convenient
to me
The
atmosphere
/ vibe is
good
The
equipment
They offer
fitness
classes to
music
My friends go
there

21. CONSIDERER
FACTS
WHAT DRIVES PEOPLE
INTO FITNESS
FACILITIES?
THE TOP THREE THINGS
GROUP FITNESS
CONSIDERERS LIKE ABOUT
GROUP FITNESS CLASSES
ARE…
CONSIDERATION OF GROUP
FITNESS:
31% of gym members who
don’t currently do fitness
classes to music would
consider
21% of casual
members who don’t
currently do fitness
classes to music would
consider
21% of lapsed members/
never been a member who
don’t currently do fitness
classes to music would
consider.
37%
28%
Great
music
27%
Exercise style/
structure/
method
Motivation
31%
21%
21%

22. INSIGHTS
• Apart from 'convenient
location' which is the
primary driver, the mix
of people, atmosphere,
equipment and great
fitness classes are key
value drivers.
• ‘Affordable' and 'offer a
good deal' only rank as
the 6th & 11th drivers
respectively.
• #1 'controllable' draw
card
• Create synergies with
other drivers; i.e. 'great
atmosphere' and 'my
friends go there‘.
3rd highest driver for
all ages and very
important to
Millennials.
WHAT DRIVES PEOPLE
INTO FITNESS
FACILITIES?
SHIFT FOCUS
TOWARDS
BUILDING VALUE
VERSUS
DISCOUNTING
AMPLIFY THE
PROMOTION AND
OFFERING OF
‘GREAT FITNESS
CLASSES
SELECTION
AND
MAINTENANCE OF
EQUIPMENT
REMAINS
FUNDAMENTAL

23. 5. GROUP FITNESS
EXERCISERS

24. WHO IS DOING FITNESS CLASS
ACTIVITIES?
THE
LARGEST
SEGMENT
ACROSS
ALL AGE
GROUPS
MILLENNIALS (18-34) ARE MORE LIKELY
TO BE DOING FITNESS CLASS ACTIVITIES
2.5 TIMES
BIGGER
THAN GEN X
(35 TO 49
YEARS)
6 TIMES
BIGGER
THAN BABY
BOOMERS
(50 TO 60
YEARS).
FEMALES, and more specifically FEMALE
MILLENNIALS, are more likely to be doing
fitness class activities
THE DOMINANT PROFILE FEMALE
OUTNUMBERING MALES 5:1
36%
52%
OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS
CLASS ACTIVITIES.
JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT
CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD
CONSIDER.

25. GROUP FITNESS
EXERCISERS
HIGHER ATTENDANCE
34% 45%
56%
54%
10% 1%
45% gym attendees who participate in group fitness visit their
gym 5+ times per week. In comparison to only 34% for all gym
attendees.
High (5+ times a week)
Medium (1-4 times per week)
Low (less than once per week)
All gym
attendees
Gym attendees
who participate
in group fitness
USER FACTS
CANCELLATION
RATES
46% of group fitness users
are likely to cancel their
membership or stop attending
their gym if their preferred
class was cancelled.
LEADS
GENERATION
84% of group fitness
attendees recommend their
current facility to their
friends and family compared
to 76% of gym attendees.
Just over half of regular
exercisers who are not
currently participating in
fitness classes would.
LONGER TENURE AMONG
MEMBERS
9% 11%
29% 38%
61% 51%
All gym
attendees
Gym attendees
who participate
in group fitness
61% of all gym
attendees are with their
facility for less than 12
months.
In comparison to 51%
for gym attendees who
participate in group fitness.
38% of gym attendees
attending group fitness
classes remain loyal for 1
to 5 years versus 29% for
total gym attendees.
11% vs. 9% remain
loyal for more than 5 years.
New (less than 12m)
Medium (1-5 years)
Long (5+ years)

26. CONSIDERER FACTS
GROUP FITNESS
EXERCISERS
KEY DRIVERS ARE:
WHEN
CONSIDERING
'FITNESS
CLASSES TO
MUSIC', THE
FOLLOWING IS
MOST
IMPORTANT
TO MEMBERS.
57% 51% 44% 42%
MAIN BARRIERS TO ATTENDING :
• A DISLIKE OF BEING CROWDED. CROWDING IS
CONSIDERED 2X AS IMPORTANT AS A DETERRENT.
• A DISLIKE OF WORKING OUT WITH OTHER PEOPLE.
• PRICE OF CLASSES (IF ADDITIONAL TO MEMBERSHIP).
Large
room
Small amount
of people in
the class
Price of
class
Instructor
37%
KEY PARTICIPANTS DRIVERS:
30% 27% 26% 26%
Energyofabiggroup
Exercisestyle/structure/method
Convenientscheduletimes
Instructor
SUBSTANCE
OVER
STYLEIS THE IDEAL
INSTRUCTOR
PREFERENCE
50%
28%
Great
music
27%
Exercise style/
structure/
method
Motivation

27. INSIGHTS GROUP FITNESS
EXERCISERS
Investing in recruitment
and training of
instructors. Members
are demanding higher
quality and more
coaching.
Offering
programs that
are relevant to
Women and
Millennials
Building bigger studios – Participants
rank 'the energy of big group' number
one driver and considerers rank 'a large
room as the most important driver
(57%).
Promoting different aspects
whether you are talking to users or
considerers. With considerers
focus on:
OPERATORS
CAN IMPROVE
OVERALL
PARTICIPATION
BY…
GROUP FITNESS MATTERS – OPERATORS CAN HAVE
CONFIDENCE THAT IF WELL EXECUTED, IT CAN
DRIVE ATTENDANCE, RETENTION, REFERRALS AND
MEMBERSHIP GROWTH.
• ‘Great music, a motivating environment and
great programing delivered by a well educated
coach’.
• ‘Assisted’ versus ‘Group’ - working out with
other people is what puts non-attendees off.
• ‘Not crowded’, ‘small group training’.

28. 6. LES MILLS

29. FACTS LES MILLS
OFFERING LES MILLS IS THE PROVEN WAY TO
INCREASE GROUP FITNESS ATTENDANCE,
MEMBER LOYALTY, REFERRALS AND THEREFORE
MEMBERSHIP ACQUISITION, RETENTION AND
PROFIT.
A third of the market
know of Les Mills
52% of gym
attendees know of Les
Mills
On average Les Mills users attend 3.1classes per week
93% of Les Mills users have recommended their
current facility to friends and family, compared to
84% of 'group fitness attendees' and 76% of
'gym attendees'.
INVESTING ON
RESULTS
Les Mills is a strategic choice
for those operators looking to
increase group fitness
attendance, member loyalty,
referrals and therefore
membership and profit.
PARTNERING WITH THE
BEST
INSIGHTS
Les Mills allows operators to
focus on member experience
execution using 'best in class
resources', avoiding the
pitfalls of trying to create and
execute member experience
programs.
Les Mills has researched
backed tools to help
operators survive and thrive.

30. www.lesmills.com