The year 2011 was a year of few highs, few lows and overall, wasa continuation of the story of 2001. On a macro level, the basic industry trends followed on the same path. There were more fitness facility members, but this increase was at a lesser rate than previous years. The number of commercial health clubs keeps growing, with an additional 700 to 800 each year. Average health club attendance also keeps rising.
Macro-level perspective
All of the club industry’s fundamentals remain strong. Clubs are ideally aligned with key demographic factors, and they are engaging the aging population, especially baby boomers. As the public becomes more health conscious and the nation’s health bill becomes more overbearing, the fitness industry takes on a greater role.
Clubs still compete on the basis of accessibility to intended markets, facility appearance, physical plant, equipment, programs/activities and services. Pricing is still too emphasized as a marketing variable. And true unique club positioning is rare, as too many clubs are not differentiated, and are presenting themselves instead as local commodities.