Market Research:
Exploring customers’ actions and views prior to purchasing a health and fitness membership
In December 2021 we set out on a project to understand the modern consumer and their shopping and buying habits. We asked some of our clients to participate in the research by surveying their existing members. Following feedback from over 1,000 customers we analysed the data and produced the full report which you can download below.
Here are just 6 of the top takeaways from the research:
The main reason for joining is to Improve Physical Health
75% of people exercise on their own
Location, price and facilities are the top influencers on a customer’s decision to join
76% of respondents said they couldn’t remember being prompted to join by any advertising
Only 8% of customers join online without a visit first
56% of customers visit your website or search online before joining