2014 U.S. Health Club Technology Survey Report

2014 US Health Club Technology Survey Report
14 Questions On Key Trends

Are Clubs Adopting New Technologies ?
Fitness Industry Technology Council 2014 | www.ﬁttechcouncil.org

Greetings,
Thanks for reviewing the 2014 U.S. Health Club Technology Survey Report. The Fitness Industry
Technology Council, with the help of Michael Scudder’s Fitness Business Council, and promotional
support from IHRSA, received survey responses from 746 U.S. based health clubs that addressed
key questions on the adoption of technology. From how health clubs are leveraging mobile trends
to the adoption of social media marketing and more, you’ll find some interesting details inside.
Technology is revolutionizing health and fitness. A variety of technologies are enabling ways of
doing things that a few years ago were impossible. However costs are impeding wider adoption and
many technologies in clubs are not interoperable. Therefore big opportunities exist for the future.
We wish to thank the many leading industry participants who are part of the fitness industry
technology council and ask you to join us. We are entering a new era. The industry must prepare for
the implications of these new technologies and work towards standards that enable us to be a
larger part of this transformative period where primary prevention becomes increasingly relevant.
Wishing you a wonderful 2014.
BRYAN K. O’ROURKE, President
www.fittechcouncil.org

US Health Club Technology Survey | January 2014 | Fitness Industry Technology Council | www.fittechcouncil.org

2

Survey Recap
Deployment Dates: November 13-27, 2013 | Total Facilities Responded: 746
Respondent Make Up: 89% Were Owners, Partners Or General Managers
Respondents By Monthly Membership Fees:
$100+ : 15% | $75 - $99 : 18% | $50 - $74 : 10% | $30 - $49 : 31% | Under $30 : 26%

Survey Questions
1. Is your web site conﬁgured for mobile devices ?
2. Are you buying ads that display on smartphones ?
3. What are your primary methods of advertising ?
4. Can consumers join your club onlne ?
5. Can members access their account online ?
6. Does your club have a Facebook page ?
7. Does your club purchase Facebook ads ?
8. Does your club use Google+ ?
9. Does your club use Linkedin ?
10. Does your club use Twitter ?
11. Does your club’s leader use Twitter ?
12. Does your club have a mobile app ?
13. Does your club have interactive smartphone capabilities ?
14. Is cost a barrier to technology use in your club ?

3

The Fitness Industry Technology Council is a group of professionals representing leading
organizations in the fitness industry. The council seeks to grow the industry, improve user
experience and mature the collection of real-time wellness data through the creation of
interoperability standards for equipment and devices. Thanks go to our partners for their
contributions. Please join us today www.fittechcouncil.org - Bryan O’Rourke, CEO

Please join us. We need
your voice and your
contributions. As a
501.3(c) our annual dues
are very affordable and
our work will help create
a bright future for the
industry.
Thank you


4

SURVEY
#INFOGRAPHIC

Fitness Industry Technology Council
January 2014 U.S. Health Club Industry Technology Survey
IS YOUR CLUB’S WEB SITE
MOBILE-DEVICE CONFIGURED?

MONTHLY MEMBERSHIP
$100+

$75-$99

$50-$74

$30-$49

133
18%

77
10%

231
31%

YES 60%

Under
$30

113
15%

192
26%

DOES YOUR CLUB BUY ADS THAT
DISPLAY ON SMART PHONES?

ALL
FACILITIES:

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

CAN CONSUMERS JOIN
YOUR FACILITY ONLINE?

Yes 26%
Yes 15%
Yes 23%
Yes 12%
Yes 30%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

CAN MEMBERS ACCESS THEIR
“ACCOUNTS” ONLINE?

Yes 46%
Yes 55%
Yes 15%
Yes 26%
Yes 32%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

Yes 72%
Yes 50%
Yes 28%
Yes 32%
Yes 34%

ALL FACILITIES:

$100+:

89%

90%

95%

94%

89%

84%

83%

82%

90%

81%

84%

77%

74%

74%

80%

79%

74%

68%

68%

72%

75%

68%

69%

64%

SOCIAL
MEDIA PAGES
MEMBER
REFERRAL
CAMPAIGNS
EMAIL
MARKETING

FLYERS

DOES YOUR FACILITY
USE GOOGLE+?

DOES YOUR CLUB’S
LEADER USE TWITTER?

ALL
FACILITIES:

ALL
FACILITIES:

ALL

YES 31%

YES 27%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

DOES YOUR FACILITY HAVE
A FACEBOOK PAGE?

YES 97%
Yes 100%
Yes 100%
Yes 96%
Yes 96%
Yes 95%

Yes 28%
Yes 30%
Yes 34%
Yes 33%
Yes 27%

Yes 36%
Yes 35%
Yes 19%
Yes 21%
Yes 39%

ALL
FACILITIES:

ALL
FACILITIES:

ALL
FACILITIES:

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

YES 39%

YES 51%

Yes 26%
Yes 35%
Yes 36%
Yes 36%
Yes 27%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

Yes 69%
Yes 70%
Yes 43%
Yes 40%
Yes 48%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

Yes 67%
Yes 40%
Yes 34%
Yes 27%
Yes 36%

YES 29%
100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

49%

60%

51%

56%

50%

49%

51%

45%

47%

49%

45%

43%

41%

35%

38%

40%

25%

23%

23%

25%

23%

20%

20%

26%

10%

21%

18%

14%

15%
14%

5

FACILITIES:

YES 62%

18%

10%

19%

13%

15%

10%

17%

12%

11%

ALL

FACILITIES:

YES 33%

Join The @Fittechcouncil
Today #FutureOfFitness

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

Yes 44%
Yes 20%
Yes 49%
Yes 30%
Yes 23%

OVERALL “SCORE”
BY PRICE SEGMENT:

(This is a count of Pink [negative 10% or greater]
and Blue marks [positive 10% or greater] from “All Facilities” numbers.

$100+:
$75-$99:
$30-$49:
Under $30:

7%

Yes 46%
Yes 75%
Yes 60%
Yes 70%
Yes 55%

IS IT IMPORTANT TO YOU THAT YOUR FITNESS
EQUIPMENT HAVE INTER-OPERABILITY
CAPABILITIES (I.E. “TALK” WITH SOFTWARE OR
OTHER TECHNOLOGICAL COMMUNICATION)?

$50-$74:

CRM
INTEGRATION

ALL

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

23%

26%

Yes 56%
Yes 30%
Yes 36%
Yes 20%
Yes 25%

25%

31%

100+:
$75-$99:
$50-$74:
$30-$49:
Under $30:

30%

33%

YES 31%

30%

44%

IS COST A BARRIER TO
TECHNOLOGICAL USE
FOR YOUR FACILITY?

FACILITIES:

36%

41%

ALL

48%

49%

Yes 46%
Yes 5%
Yes 38%
Yes 23%
Yes 27%

DOES YOUR FACILITY
USE A MOBILE APP?

57%

19%

MOBILE
ADVERTISING

A Non-Proﬁt Consortium Of Leading Fitness & Technology Brands
Obtain the Complete Report & Join Us www.Fittechcouncil.org

61%

23%

CALLS
TO ACTION

55%

29%

LANDING
PAGES

65%

31%

BLOGS

64%

42%

RADIO/TV

YES 32%

FACILITIES:

< $30:

43%

NEWSPAPER

DOES YOUR FACILITY
USE LINKEDIN?

$30-$49:

47%

INTERNET
KEYWORD
TRACKING

DOES YOUR FACILITY
USE TWITTER?

$50-$74:

54%

DIRECT
MAIL

DOES YOUR FACILITY
USE FACEBOOK ADS?

$75-$99:

55%

BROCHURES

FACILITIES:

ALL

WHAT ARE YOUR PRIMARY METHODS OF ADVERTISING?
WEB SITE

YES 39%

YES 30%

DOES YOUR CLUB HAVE
INTERACTIVE SMART
PHONE CAPABILITIES
FOR MEMBERS?

BY

Yes 77%
Yes 35%
Yes 68%
Yes 64%
Yes 48%

ALL
FACILITIES:

ALL
FACILITIES:

YES 20%

ADOPTION OF TECHNOLOGY
HEALTH CLUBS

ALL
FACILITIES:

(SINGLE MEMBER) FEES

NUMBER OF RESPONDING CLUBS REPRESENTED
& PERCENTAGE OF TOTAL.

LET’S CONNECT

Blue 11
Blue 5
Blue 6
Blue 3
Blue 2

Pink 1
Pink 5
Pink 5
Pink 7
Pink 8

Net Score: 19
Net Score: 0
Net Score: 1
Net Score: -4
Net Score: -6

Ranking: #1
Ranking: #3
Ranking: #2
Ranking: #4
Ranking: #5

Is Your Web Site Conﬁgured For Mobile Devices ?

60

Percentage Of All Club
Facilities With Mobile
Conﬁgured Web Sites

According to comScore, in 2014 there will be more
mobile Internet users than desktop users globally.

Monthly Dues

Percentage Yes

$100+

77%

U.S. adults already spend more time on mobile than
they do on desktop browsing, according to eMarketer.

$75 - $99

35%

$50 - $74

68%

According to Adobe, more than 45% of U.S. businesses
do not have a mobile-friendly site.

$30 - $49

64%

Under $30

48%


6

Are You Buying Ads That Display On Smartphones ?

20

Percentage Of All Club
Facilities Buying
Mobile Ads

Monthly Dues

According to Google, 84 percent of smartphone
shoppers use their phones while in a physical store.
In the ﬁrst half of 2013 mobile advertising increased
145% to $3 billion, doubling its share of digital
advertising spend.

Percentage Yes

$100+

26%

$75 - $99

15%

$50 - $74

23%

$30 - $49

12%

Under $30

30%


7

What Are Your Primary Advertising Methods ?

83

Percentage Of All Clubs
Use Social Media
As A Key Ad Method

Web sites and social media were the ﬁrst and second
most popular advertising methods used by clubs in the
survey.
Only 42% of all clubs use Newspaper and 54% use Direct
Mail, while Email marketing is the 4th most popular
advertising method comprising 68% of surveyed clubs.
Integrating CRM with advertising, to provide targeted
marketing, is used by only 14% of clubs.

Monthly Dues

Use SM For
Advertising

$100+

82%

$75 - $99

95%

$50 - $74

81%

$30 - $49

84%

Under $30

77%

Social Media As Primary Advertising Method


8

Can Consumers Join Your Health Club Online ?

30

Allowing Online
Memberships

Cisco’s IBSG study found that a majority of consumers
have advanced beyond the capabilities of most
retailers. Cisco’s Customer Experience Report found that
consumers prefer more automated and personalized
digital buying experiences.
A huge opportunity exists between what most clubs are
offering in the way of high quality self service buying
and what consumers are expecting.

Monthly Dues

Percentage Yes

$100+

46%

$75 - $99

55%

$50 - $74

15%

$30 - $49

26%

Under $30

32%


9

Can Members Access Their Accounts Online ?

39

Providing Online Account
Access

61% of global consumers prefer to shop in an omnichannel, self-service and automated way according to
Cisco’s Customer Experience Report.
According to Forrester Research, organizations will
differentiate themselves by delivering consistent and
customizable customer experiences digitally. A clear
opportunity in online service exists in the Club market.

Monthly Dues

Percentage Yes

$100+

72%

$75 - $99

50%

$50 - $74

28%

$30 - $49

32%

Under $30

34%


10

Does Your Club Have A Facebook Page ?

97

Have A Facebook
Page

There are over 25 Million active small business
Facebook Pages today globally.

Monthly Dues

Percentage Yes

$100+

100%

128 million people in the U.S. use Facebook daily and
78% of those are Mobile Users.

$75 - $99

100%

$50 - $74

96%

A recent Pew Research study showed that 57% of
Facebook users are 50-64, 73% are 30-49, and 86% are
18-29 years of age.

$30 - $49

96%

Under $30

95%


11

Does Your Club Use Facebook Ads ?

32

About 5% of Facebook Page users purchase Facebook
ads today, signiﬁcantly lower than the surveyed club
showing 32% using paid Facebook ads.

Use Facebook Ads

The ability to target groups and geographies with a large
user base makes this a very attractive tool.

Percentage Yes

$100+

26%

$75 - $99

35%

$50 - $74

36%

$30 - $49

A recent CMO Council-Nielsen report reﬂected confusion
among brand leaders who want “improved clarity around
the actual return on advertising investments”. A 2013
Forrester survey observed that “marketers have
struggled to keep up with consumers.”

Monthly Dues

36%

Under $30

27%


12

Does Your Club Use Google+ ?

31

Using Google+

A 2013 report found while Google+ boasted 500 million
users, businesses were not seeing it as a platform
worth participating in at this point.
Using the Google+ platform enhances Google Search via
something called “Social Search” which offers results
based on friends connected via the platform.
Expect Google+ to continue to build its relevance.

Monthly Dues

Percentage Yes

$100+

28%

$75 - $99

30%

$50 - $74

34%

$30 - $49

33%

Under $30

27%


13

Does Your Club Use Linkedin ?

39

Using Linkedin

In 2013 43% of marketers found a customer on Linkedin
according to a recent study.
The Company page proﬁle on Linkedin is an effective
platform that enables recommendations, product and
service displays, and other content.
41% of business owners in a recent WSJ survey cited
Linkedin as beneﬁcial to their company.

Monthly Dues

Percentage Yes

$100+

67%

$75 - $99

40%

$50 - $74

34%

$30 - $49

27%

Under $30

36%


14

Does Your Club Use Twitter ?

51

Using Twitter

Around 15% of online adults are Twitter users, much
lower than Facebook.

69%

$75 - $99

70%

$50 - $74

Twitter, which recently conducted an IPO, is
experiementing with paid ads for small businesses.

Percentage Yes

$100+

Twitter is an open platform which allows users to
monitor conversations by geography and terms.

Monthly Dues

43%

$30 - $49

40%

Under $30

48%


15

Does Your Club’s Key Leader Use Twitter ?

27

With Key Leader Using
Twitter

Inﬂuence marketing can drive brand awareness and
increase social inﬂuence. 90% of consumers trust the
recommendation of peers. Some of the worlds most
important leaders communicate on twitter.
@ChuckRunyon, @MeredithPoppler @RobertDyer
@SarahRobbOh and @Sfable are some of the many
active twitter participants who are successful leaders in
key health club brands and organizations.

Monthly Dues

Percentage Yes

$100+

36%

$75 - $99

35%

$50 - $74

19%

$30 - $49

21%

Under $30

39%


16

Does Your Club Have A Mobile App ?

31

With A Mobile App

One out of 10 Starbucks transactions are now made via
their mobile app; that is 3 million weekly transactions.
Mobile commerce is here to stay and growing fast.
According to a recent Adobe report only 7% of
businesses have a mobile app. The report shared that
check-in rewards and advertising promotions including
QR codes were effective for those that do. Health clubs
have a much higher adoption than most industries.

Monthly Dues

Percentage Yes

$100+

56%

$75 - $99

30%

$50 - $74

36%

$30 - $49

20%

Under $30

25%


17

Do You Have Interactive Smartphone Capability ?

29

More than 70% of exercisers use technology while
working out according to a recent industry survey.

With Interactive
SPhone Capability

Monthly Dues

57% of members bring a smartphone or tablet to the
gym but only 32% of gyms have equipment that
interacts with their devices.
Creating a better user experience across a variety of
platforms, equipment and devices is important to the
future and is what the Fitness Industry Technology
Council is hoping to help do.

Percentage Yes

$100+

46%

$75 - $99

5%

$50 - $74

38%

$30 - $49

23%

Under $30

27%


18

Is Interoperability Important To You ?

33

Interoperability is the ability of equipment, software and
devices to work together within and across
organizational and brand boundaries in order to
advance the effective delivery of ﬁtness and wellness
for individuals and communities.
Industries like computing, automotive, and
communications, among others, have created standards
to enable interoperability. There has historically been to
little cooperation in the ﬁtness and health club industry
to foster interoperability. Fit-C believes interoperability
is essential to the future of the health club industry.

Who Think Interoperability
Is Important

Monthly Dues

Percentage Yes

$100+

44%

$75 - $99

20%

$50 - $74

49%

$30 - $49

30%

Under $30

23%


19

Is Cost A Barrier For Technology Use In Your Club ?

62

Say Cost Is A
Barrier

Smartphone prices are expected to fall in the next three
years at an annual rate of 7%. This will spur continued
double digit growth for the devices globally.

Percentage Yes

$100+

46%

$75 - $99

75%

$50 - $74

60%

$30 - $49

70%

Under $30

Increasingly wide spread adoption of mobile, Internet
and other digital platforms and services will continue to
as prices fall and the barrier to adoption is lowered.

Monthly Dues

55%


20

Thanks For Reading The Fit-C Survey Report.
As you can see, many areas of technology are being widely adopted by health club operators.
Methods of advertising and service are being increasingly delivered using new technologies. Given
that the cost of these technologies are dropping, adoption will likely continue to increase.
A significant opportunity exists with respect to the creation of interoperability standards. We must
realize that competition for fitness and wellness services is rapidly emerging outside of the bricks
and mortar health club industry. Therefore, to remain relevant in the arena of primary prevention, we
must think in terms of the customer and what they will increasingly expect. Their experience should
not be dampened by our being unable to create intperoperability standards which makes it easier
for customers to use technology in clubs and become more satisfied with the experience.
We’d love you to become a part of www.fittechcouncil.org . Membership is very affordable and as a
501.3(c) tax deductible. The fitness industry technology council is looking to help our industry realize
the need to move forward with new technology standards. We thank our members and encourage
you to share this report with your friends and colleagues.
Wishing you a wonderful 2014.
BRYAN K. O’ROURKE, President
www.fittechcouncil.org

21

14 Questions On Key Trends

Thanks For Reading The Report
Please Share This Content In Your Social Networks
Join Us @Fittechcouncil
Join Us At www.ﬁttechcouncil.org
Fitness Industry Technology Council 2014 - all rights reserved

22

2014 U.S. Health Club Technology Survey Report

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2014 U.S. Health Club Technology Survey Report