The fitness consumer pres hi res

THE
FITNESS CONSUMER ™

Presented to: Name
Presented by: Name
Presented on: May 7, 2012 FINAL VERSION

zoommedia.com

Generation Y
Millennials Generation X
Gen
BABY BOOMERS
The Fitness Wired
Net Consumer
Generation Z
Generation
Generation WiFi Echo
Always-On Generation Boomers
Alpha Moms
Generation Next

20% US Adults

Source: GfK MRI, Fall 2011, penetration of fitness consumers based on membership to a gym/fitness club.
Population based on U.S. Census Bureau figures for Total Adults 18+, 2010 release.

Fitness Consumer Spend

Index 131
24%
Total US Discretionary Spending

Versus Non-fitness Consumers

$1.1 Trillion

Source: GfK MRI, Fall 2011, Based on total and average expenditures across all discretionary spend categories available in MRI.

Concerned with
their health and
well-being
Index 183

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of
the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 6

Passionate about
their health clubs
Is important “me” time 87%

It’s something they love 62%

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is
representative of the total US population. Index based on health club members vs. non-health club members surveyed.

Regularly recommends on
health & wellness
Index 193
I like to try the newest and latest
healthy lifestyle products first
Index 188
I work out to feel good &
look good for myself
Index 142

Healthy Lifestyle
Being physically active is Regularly participates in
important to my overall health health & nutrition
Index 167 Index 167
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population.
Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 8

A Positive Receptive Mindset
Working out Enhances Mood

84%
After
63%
During

28%
Before
working
out Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence
Level. Online methodology is representative of the total US population. Index based on health club 9
members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

Watching/Going Home decorating/ Gourmet Cooking/ Attending cultural/
to the movies Furnishing Fine Foods/Wine Arts events
Index 114 Index 136 Index 169 Index 179

Well-Rounded Travelling
Internationally
Index 220
Gardening Crafts Photography
Index 117 Index 124 Index 119

Wildlife/
Automobile Travel
Environmental Investments
Work Domestically
Issues Index 218
Index 120 Index 155
Index 125 Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence
Level. Online methodology is representative of the total US population. Index based on health club members vs. 10
non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

Sports Pop culture
Index 138 Index 153

Broadly knowledgeable
and experienced

Personal
finances & Politics Travel
investing Index 129 Index 179
Index 157

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology
is representative of the total US population. Index based on health club members vs. non-health club members surveyed. 11
© 2012 Zoom Media Corp. All Rights Reserved.

New News &
Fashion Music information
Movies
technologies
Index 138 Index 130

In-the-know

representative of the total US population. Index based on health club members vs. non-health club members surveyed. 12

I am open to trying new things
Index 125

A strong desire to learn

Regularly spend time
I want to explore and
reading books, magazines
learn about new things
or newspapers
Index 118
Index 117

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95%
Confidence Level. Online methodology is representative of the total US population. Index based
on health club members vs. non-health club members surveyed.

Driven
Goal-oriented Index 153
Self-improvers Index 149

Take-charge Index 139

Aspiring to get ahead Index 138
Leaders Index 136


Positive
Confident Index 132
Optimistic Index 128


Asking for a raise in salary Planning for retirement
Index 114 Index 133

Self-Assured
Negotiating to buy a car
Index 114
Buying and selling stocks
to make money
Index 141
Discussing politics
Index 115
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology 16
is representative of the total US population. Index based on health club members vs. non-health club members surveyed.

Motivated

Ambitious Self-starter Competitive


Successful
Successful in career Index 151
Success at work is important Index 117


More
Satisfied
Income Index 136

Current job/Career Index 133

Control over the way things
are going in life Index 122
Life in General Index 118
Role as a spouse/partner
Index 117
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence
Level. Online methodology is representative of the total US population. Index based on health club members
vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 19

Socially Active
I initiate plans Index 167
I consider myself very social Index 157
I prefer to be busy and active Index 143
Family and friends are an important part
of my health and well-being Index 125


Connected
Connecting Doing charity
Community
with others is work is important
Involvement important to me to me


Social
& Mobile
Nearly 2X
more likely to
access social networking
sites via tablet
Heavy social media
users Index 123

Level. Online methodology is representative of the total US population. Index based on health club members
vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

22

Experienced shoppers
Index 119

Avid Consumers

I think shopping is ` I like to shop around
a great way to relax before buying
Index 131 Index 118

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95%
Confidence Level. Online methodology is representative of the total US population. Index based
on health club members vs. non-health club members surveyed.
23

Prefer
Premium Brands
Versus lower quality alternatives Index 161
Buy based on quality, not price Index 143

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level.
Online methodology is representative of the total US population. Index based on health club members vs. non- 24
health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

Brands reflect
personal style
Pay extra for products consistent
with desired self-image Index 161
Buy brands that reflect
their style Index 143
The brands I buy are a
reflection of myself
Index 140
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-
54, 95% Confidence Level. Online methodology is representative of the total US population.
Index based on health club members vs. non-health club members surveyed. 25

First to try new travel Plan vacations with
products and brands family & friends
Index 188 Index 167

Experienced travelers Travel internationally
Index 179 Index 220

Ideal Travel Target
Regularly Travel
recommend travel domestically
Index 182 Index 155

Consider
Appearance is
very important
First to try fashion themselves
Index 183
“fashionable”
Index 114
Index 165

Influenced by what’s Regularly recommend
hot and what’s not on fashion
Index 157 Index 188

Fashion Savvy
In the know on Experienced
emerging fashion trends with fashion
Index 218 Index 167

First to try shopping Experienced shoppers
Index 127 Index 119

Active Shoppers
Regularly recommend on shopping
Index 128

Experienced
Index 117
Regularly recommends
on automobiles
Confident in negotiating Index 123
to buy a car
Index 114

Auto Enthusiasts
Activities:
First to try: Automotive
Automobile work
Index 150
Index 120

First to try new Access social
Heavy social media user
technology media via tablet
Index 123
Index 119 Index 187

Access social Regularly
In the know:
media via recommends Experienced
Technology
smartphone technology Index 111
Index 138
Index 144 Index 117

“Tech-Thusiasts”
Regularly asked for advice Likes to explore new things
Index 192 Index 118

Technology helps make my life
more organized
Index 130
I like to keep up with latest
developments in technology
Index 125
I enjoy reading about
new technology products
Index 124

Passion for Technology
Technology helps me I am fascinated
to relax/unwind by new technology
Index 118 Index 115

Before buying electronics,
I do as much research as possible
Before buying new technology Index 129
or electronic products I pay
more attention to advertising
for that product
I like technology that is different
Index 146
and sets me apart from the crowd
Index 136

Technology Shoppers
The technology products I own I am willing to pay more for
reflect who I want to be seen as top quality electronics
Index 153 Index 150

Experienced
Index 115

First to try food & cooking
Index 126
Activities: Gourmet cooking/Fine
foods/wines
Index 169

Food Aficionados
Regularly recommends
In the know
on food and cooking
Index 115
Index 123
is representative of the total US population. Index based on health club members vs. non-health club members surveyed.
33

Regularly recommends Experienced
Index 165 Index 157

Finance & Investing Experts

How much money
First to try I make is important
Index 155
Index 110
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the
total US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 34

Planning for retirement
Index 133
Buying and selling stocks
to make money
Index 141
Dealing with financial advisors
Index 130

Financial Confidence
Obtaining a mortgage Deciding how to save
Index 126 Index 112
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the
total US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 35

Food & Cooking Travel Pop Culture

Fitness & Exercise
Index 283

First to Try New
Products & Brands
Personal Finance
Shopping Health & Wellness Politics & Investing

Sports Automotive Technology Fashion

Active
Recommenders
Give advice extremely/very often
Index 192
Comfortable giving advice to others
Index 120
More likely to recommend
Index 118

Food & Cooking Travel Pop Culture

Fitness & Exercise
Index 276

Areas of
Recommendation
Personal Finance
Shopping Health & Wellness Politics & Investing

Sports Automotive Technology Fashion

Roper Influentials ™

Index
207
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults
18-54, 95% Confidence Level. Online methodology is representative of the total
US population. Index based on health club members vs. non-health club members
surveyed. Roper Influential based on GfK Roper Influential scale.

Desirable Confident & Optimistic

Active Recommenders
Brand Reflects
Personal Style

Social & Mobile CONNECTED
Receptive Mindset

DRIVEN
Motivated
Well-rounded
Positive and

Avid Consumers
“In-the-know”
A Strong Desire to Learn

ZoomFitness Passionate About
Their Health Club
TM
Concerned with Their Health & Well-being
More Satisfied

SUCCESSFUL
Prefer Premium
Brands Roper Influential TM

BROADLY KNOWLEDGEABLE AND EXPERIENCED
is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012
Zoom Media Corp. All Rights Reserved. 40

The ONLY National
Nielsen-Measured Video Network

The World’s LARGEST
Fitness Video Network 41

APPENDIX

zoommedia.com

Methodology
GfK Zoom Fitness Thought Leadership Study
Study Conducted by GfK Custom Research North America
Sample size
2,010 adults 18-54 years of age broken out into the following two cells:
• Gym Members (1) - Qualified respondents (N=1,008) were current
member of a gym or health club at time of survey, but not joined in
the past month.
• Non-gym Members (2) - Qualified respondents (N=1,002) were not
current member of a gym or health club at time of survey

Online Survey: Online methodology utilizing GfK’s proprietary panel. Incentivized survey took approximately 25 minutes
88% of A18-54 are online, which is makes this online methodology representative of the total US population
(Source: MRI Fall 2011, Base = A18-54)
GfK panels are:
• Multi-Sourced. Panelists are recruited online via a wide range of permission e-mail recruitment, affiliate networks and
web site advertising, avoiding potential bias associated with panel recruitment from a single source or single
methodology.
• Research Only. GfK panelists are only contacted for the purposes of conducting market research. These panelists are
not exposed to third party advertising or direct marketing campaigns, nor is their personal data sold to third parties.
• Carefully managed. Panelists are invited to take surveys based upon a set of panel management rules. These rules
are designed to minimize possible biases and to provide a positive experience for the panel member. Each panel has a
dedicated panel support team available to provide help and assistance to the panelists.
• Frequently refreshed. GfK continually recruits new members to ensure ongoing access to fresh panelists.

© 2012 Zoom Media Corp. All rights reserved. 43

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