A gym membership can lead to higher levels of spending across the board on social activities, new clothes and healthier products.”Ī new study by the research analysts Mintel has confirmed the boom in budget gyms, pointing out that while the UK’s recession was the catalyst for polarisation within the private health and fitness club industry, budget gyms have successfully targeted the lower end of the market with aggressively priced membership. Jill Dougan, managing director of Cardlytics, said: “This data shows that British consumers aren’t the only ones improving their figures, as UK retailers across the country benefit from a focus on fitness. But mid- and top-tier gyms, such as Virgin Active and Holmes Place, are also seeing results, with spending rises of 22% and 14% respectively. The popularity of budget gyms, including Pure Gym, EasyGym, Anytime Fitness and DW Sports, are driving the increase, Cardyltics said, with a a 66% rise in monthly expenditure by the 5.5 million individuals, from £101,000 in May/June last year to £167,000 the same time this year. Supermarkets also see an uplift, with an 11% increase in spending. In their first week of active gym membership, consumers spend 34% more at fashion retailers. Spending on eating out steadily increases by 27% in the eight weeks leading up to a gym membership beginning, and remains higher by 15% during the first eight weeks of consumers becoming active. At specialist health stores, for example, spending among gymgoers jumps 55% in the two weeks prior to them starting their membership, while shopping at sporting goods stores rises by 96%. The findings paint a picture of a nation of growing numbers of gymgoers, who are in turn spending more money across the board. It looked into the spending behaviour of gymgoers in the eight weeks prior to them joining a gym, and the first eight weeks of their membership. The data is published by Cardlytics, which monitors consumer spending on debit cards, credit cards and direct debits, based on analysis of 5.5 million accountholders. Discerning and health-conscious consumers are demanding more flexible ways of improving their fitness, research has found, as they take advantage of new technology such as apps and wearable devices – effectively virtual personal trainers – alongside traditional gym facilities.
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