A look back at the development of the market for fitness studios in Germany since 1970 shows that it is a dynamically growing as well as rapidly changing industry. In addition, high fluctuation rates can be observed. This status quo will be examined in more detail in the article.
The most important facts in brief:
- For a majority of gym members, high hygiene standards and conventional training options are most important.
- To ensure these standards and training quality, you also need qualified gym staff.
- The employees additionally represent an important factor for customer loyalty.
- The management of a gym should focus on at least one of these points in order to satisfy customers.
- Based on the theoretical findings on the development of customer satisfaction, a cross-sectional online survey of fitness studio customers (n = 1,169) was conducted in 2019 using a survey instrument developed in-house.
In the following, the action strategy for practice is now formulated. The decisive factor here is to focus the derivations in an application-oriented manner on the quality characteristics rated as relevant by the customer.
From an economic point of view, the decision regarding the future orientation and the associated positioning on the market poses a challenge to the studio management of every fitness facility.
Based on the current state of knowledge outlined above, the following four recommendations for action are derived and the first two will be discussed in more detail:
- High hygiene standards as an elementary basic foundation
- Conventional training offers as the main driver
- Qualified studio staff as direct customer binder
- Digital fitness tools as integrative studio services
Both the practical knowledge and the theoretical findings on the motives for gym membership represent the first important indication with regard to customer loyalty management. It can be stated here that the majority of gym members are interested in keeping themselves physically fit and healthy in general, with the need for time independence also taking on a high priority.
The aspects of time and location independence, such as with regard to training options for at home or on the go, are followed up by practical implication (4) "Digital fitness tools as integrative studio services."
Fitness studios are differentiated from purely online fitness studios in particular by the provision of premises and physical training equipment. Therefore, exclusively web-based fitness providers are neglected in the elaboration of the following action strategy.
Recommended action 1:
- High hygiene standards as an elementary basic foundation
- The first recommendation for action focuses on the aspect of "high hygiene standards as an elementary basis". In connection with the topic of customer churn, cleanliness and hygiene in the gym
- Cleanliness and hygiene in the gym play a central role.
The empirical study results support the theoretical findings. According to the study, a lack of cleanliness and hygiene is the most serious reason for termination for 45% of respondents. Thus, this action strategy is essential.
Due to - until the corona pandemic - steadily increasing membership numbers (DSSV, 2021), fitness studios are increasingly becoming the focus of health authorities. Basic hygiene regulations must be met (Fitnessmarkt, 2018).
Depending on the type of facility and the size of the fitness facility, the scope of cleaning differs. In particular, the studio areas where the risk of coming into contact with germs is most likely to occur must be cleaned daily. These include restrooms, barefoot areas, floors and tiles in showers, and surfaces that come into contact with hands.
Not only is the cleanliness of fitness facilities important, but the personal hygiene standards of clients also play a weighty role. A large number of pathogens are picked up through the hands. Due to the pandemic situation, strict adherence to these personal hygiene measures has become all the more important and is therefore indispensable in order to be able to continue to guarantee a safe visit to the gym for all concerned and to maintain customer satisfaction at the highest level.
It is thetask of the studio management to create the necessary framework conditions and to familiarize each individual employee with the specified hygiene standards in order to be able to implement their contents and specifications conscientiously. Regular evaluation and controls through the use of a hygiene officer are recommended.
Recommendation for action 2:
Conventional training programs as the main driver
The second recommendation for action considers "conventional training offers as the main driver" of the performance of fitness studios. Although the steady differentiation of offerings in fitness facilities can be observed, the results of the survey showed that the following "conventional" training offerings are the focus of customer use:
- Strength training machines
- Endurance training equipment
- Free weight training area
- Area for functional training
- Group training
In addition to the presupposed functionality of all fitness equipment and training aids, there is an indispensable interaction here with the recommendation for action (3) "Qualified studio employee as direct customer binder".
In particular, training beginners need adequate instruction in equipment and exercises at the beginning of their membership, but this should be repeated or extended regularly during the course of their membership in the studio as part of the varied and progressive training program. Examples of this are the recommendation of the appropriate training weights, correction in the event of incorrect exercise execution or general praise, so that the customer does not risk his performance through "wrong" habits.
The principle applies that any use of equipment only improves personal fitness or is beneficial to health if the exercises are performed correctly and are gentle on the musculoskeletal system.
Furthermore, regular feedback sessions with the studio staff serve to increase the customer's motivation. These "soft factors" promote on the one hand the effectiveness of the individual training by means of "classic" analog training equipment, and on the other hand also the personal bond or the attachment of the customer to "his" studio.
In addition to the aspects for the use of conventional training equipment, it is advisable to expand the range of services with various group training options. In addition to a heterogeneous selection of training options for younger and older people and gender-specific differences, the focus should also be on different performance levels.
With the implementation of "HIIT - High Intensity Interval Training " or combinations of yoga and Pilates, both the increased attractiveness for potential and the perceived added value for existing customers can be expected with regard to the training offer. Here, health-oriented training offers in particular are a factor that can contribute to the economic increase of the fitness studio.
This aspect is reinforced by changes in the healthcare system and by the aging of the social structure, accompanied by demographic change. For example, prevention courses such as spinal gymnastics, which are subsidized by health insurance companies, can be integrated as additional services in the range of services offered by fitness studios.
In this point, this recommendation for action expands to the extent that the studio opens up to the outside world. By this is meant that the integrated staff takes on the implementation of service offerings that require special certifications and additional qualifications, such as the license as a back exercise instructor.
Cooperation with so-called sports aggregators is also conceivable. The principle here is that the more heterogeneous the training offering, the greater the demands on the studio staff. In this context, it should be emphasized that the implementation of customer orientation requires appropriate framework conditions in terms of corporate structures, systems and culture.
Source: BODYMEDIA
Image source: #118830448 Peter Atkins / stock.adobe.com
Published on: 3 October 2022