14 Feb 2020
Sweat 2020: new report to offer fresh insight into impact of multi-operator gym memberships
BY Tom Walker
A report outlining membership habits and retention in the fitness sector will be released at the Sweat 2020 event next week.
The Member Choice report will provide new evidence exploring the difference in membership length, visit frequency and retention of members of single and multiple operators.
Based on a study by the ukactive Research Institute and partners, the report examines how key membership metrics differ between two data sets: individuals with a standard membership who use one operator (but could visit different sites within that operator group), and those with a multi-operator membership who can access a range of operators and activity types.
The findings provide fresh insights for the sector’s evolving understanding of how aggregators and intermediaries act within the market and how this relates to traditional gym membership models.
The questions explored in the survey include: "who uses the different membership types" and "what is the impact of increased choice on exercise habits".
It also offers insight into how individuals visit facilities using different types of memberships and how long individuals remain members – and when do they start to cancel their memberships?
The themes and findings from the report will be addressed during an afternoon panel session at Sweat 2020, which takes place at The Old Truman Brewery in East London on Thursday 20 February.
To find out more about Sweat 2020, click here.
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