Watch my Kids While I Work Out: Consumers Report That Fitness Membership Decisions Increasingly Driven By Childcare Options

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IntelliShop, a provider of customer experience measurement solutions, announced results today of their Health & Fitness Club Membership Study. The study found that while cost-of-membership still ranks #1 among consumers, they are increasingly placing high emphasis on amenities such as onsite childcare options.

In a recent survey of 974 U.S. health club members, more than 10% reported that safe, onsite childcare options were the #1 factor in their decision to join that particular location.

“As in many sectors that we measure, when it comes to health clubs, consumers are looking for options to make their lives easier. People are busier than ever, and specifically in the fitness industry, consumers have said loud and clear that they want to work out, and they need help from their clubs to provide safe options for childcare while they do so”, according to Ron Welty, CEO of IntelliShop, whose company conducted the study using their web-based panel of consumers. IntelliShop provides mystery shopping, customer satisfaction surveys, and other customer experience improvement solutions to clients in the U.S., Canada, Mexico, and the U.K.

The study found that 31% of consumers still rank cost of membership as the #1 factor when deciding which club to join. “As with many consumer decisions these days, people are voting with their wallets. While they are willing to pay for conveniences and amenities, if a club cannot distinguish itself from its competitors, it still comes down to price. Consumers are increasingly demanding greater value for their dollars spent on health club membership”, Welty said.

Other factors in the buying decision included location (25%); club amenities (14%); membership-type options (8%); and hours of operation (7%).

“The amenities that consumers want from their clubs include onsite, safe childcare; a variety of workout equipment to help them vary their routine and keep them interested; expert trainers to assist them with designing goal-specific workouts; and conveniences such as refreshment bars and flexible hours of operation”, Welty added. “Another trend we see continuing to grow is the desire among females to have workout facilities dedicated only for them, no men allowed. Those companies who are filling that need are seeing tremendous growth”.

The study was conducted using IntelliShop’s online panel of more than 130,000 available consumers. Only those who had active memberships in health clubs, purchased within the past twelve months, were invited to take the study.

About IntelliShop

Based in Perrysburg, Ohio, IntelliShop helps companies measure and improve their total customer experience, and thereby their bottom line, by conducting mystery shopping studies, customer satisfaction surveys, revealed location audits, training program verifications, brand protection evaluations, and related consultative services. IntelliShop has more than seven years of experience developing customized service measurement programs for companies in the health and fitness industry. IntelliShop was founded by its current CEO, Ron Welty, in 1999; it has 61 employees and offices in Perrysburg, Ohio, Chicago, and Frederick, Maryland.

If you would like more information on this topic, or to schedule an interview with Ron Welty, please contact Courtney Levinson at IntelliShop’s corporate office, 419-872-5103


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