Cologne - January is known for the fact that the country's gyms are chronically overcrowded. This is usually due to good intentions, made after the third round of lead pouring with a view of the bulge in the stomach area after an excessive Christmas dinner. And the guilty conscience that comes with it. But the rush to the facilities equipped with cross trainers, free weight areas, disco music and mirrored surfaces doesn't necessarily last long. Nevertheless, the data shows that the fitness industry is booming.
Motivation increases in January
The figures show: Yes, there are more registrations at the beginning of the year than at other times of the year. Experience shows that around 30 percent of all new customers sign up in the first six weeks of the year," explains Dustin Tusch from the Employers' Association of German Fitness and Health Facilities (DSSV). Every year, the DSSV publishes key data on the German fitness industry, which highlights both economic and structural developments in the sector. Thomas Sommerfeld, manager of the "Bushido" fitness studio in Cologne, also observes the trend: "There's always a lot to do at the beginning of the year. People resolve to start the new year fit."
After the first six weeks, fewer people typically go to the studios. In Cologne, however, a special rule applies: Frank Böhme, owner of the Rhenish fitness chain "Just Fit", has noticed in recent years that his studios are always overcrowded until Carnival and that the rush is reduced afterwards. The rush at "Bushido" also decreases. "Then comes the time when it's all about keeping people," says Sommerfeld.
Sweating before a beach vacation
In fact, the fluctuation in fitness studios is not insignificant. In 2015, the national average termination rate was around 25 percent in relation to the average number of members. "In between, there is another peak in registrations before the summer vacation. Keyword bikini figure. And in the fall, when the days get shorter and the temperatures lower," explains Tusch.
It varies from studio to studio. At "Bushido", for example, Thomas Sommerfeld focuses on customer satisfaction: "You don't benefit if people leave in March. With us, people appreciate the personal flair." At "Just Fit", Frank Böhme has found an alternative approach. For several years now, his studios have had a program in which members receive gifts such as a refund of one month's membership fee if they come to training regularly. "Around 20 percent more people now stay signed up than before," he says. In general, the success of many studios also proves them right. At the end of 2015, there were over 400,000 more gym members than at the end of 2014. The DSSV does not yet have any concrete figures for 2016, but Dustin Tusch is optimistic: "We assume that the number of members and turnover will continue to grow in 2016 compared to the previous year."
The industry will continue to grow
None of the experts expect the fitness boom to come to an end. On the contrary: Böhme believes there will be even more growth. In addition to affordable offers, there is another factor: the state of health of many people. "Seven million people in Germany suffer from diabetes, seven million more have the disease but don't know it. And another seven million will be diagnosed in the next few years." Meanwhile, so-called "adult-onset diabetes", which leads to muscle atrophy, is also common among younger people. "Today's young people hardly have any muscles. At most, they still have gout in their fingers from playing Playstation," he says.
Health insurance companies want to support the hype
Health insurance companies are therefore already considering introducing motivational products to encourage regular training in fitness studios. There will also be new offers in the fitness sector. "Just Fit" is currently working on a studio with an outdoor area inspired by Californian facilities. So-called special interest facilities already exist, but with around 500,000 members nationwide, they only make up a small part of the sector.
Thomas Sommerfeld believes in the success of the small, personal studio: "People don't want mass processing, they want direct contact with the trainer." However, Frank Böhme believes that lone wolves will have a hard time in the future. "Private, small studios are important and great for the diversity of the industry. But the big companies have the advantage that they simply have more money to invest and grow." This is also confirmed by the DSSV. The chain studios in particular are the growth drivers of the industry.
Source: Kölner Stadt-Anzeiger
Image source: Pixabay
Published on: 3 January 2017