The #1 reason people won’t return to a fitness class is a sub-par playlist, according to this music tech company

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According to a survey by Feed.fm, Luke Bryan, Eminem, Drake and Beyoncé top exercise fanatic’s most motivating workout playlists

According to the consumers surveyed, the quality of the workout playlist is more important than the quality of the instructor, the time or location, or even the total cost of the class.

Today Feed.fm, the technology platform that makes it easy for brands to seamlessly harness the power of music, share the results of a survey of 1,000 Americans about what moves them when they work out.

The surprising results? The music that moves us can also keep us from coming back to a gym or group fitness class. According to the consumers surveyed, the quality of the workout playlist is more important than the quality of the instructor, the time or location, or even the total cost of the class.

“With boutique fitness locations charging upwards of $30 a class, it’s surprising that people wouldn’t return just because they don’t like the music, but it speaks to how important a great soundtrack is to the quality of a workout,” said Feed.fm COO Lauren Pufpaf. “People would rather eat the cost of an expensive class than suffer through a playlist that clashes with their taste.”

Survey respondents nearly unanimously reported that listening to music had a positive impact on the frequency, quality and intensity of their workouts:

  • 66% said that they’d skip a workout altogether if they couldn’t listen to music;
  • 93% said that music moderately or majorly impacts the quality and intensity of their workout;
  • And 88% agreed that listening to the right mix of music improves their physical performance.

The top 10 artists powering their playlists include an eclectic mix of country (Luke Bryan), hip-hop (Eminem, Drake, Tupac), rock (AC/DC) and pop (Beyoncé, Taylor Swift, Madonna, Rihanna). 62% said that there was no such thing as a guilty pleasure when it came to their workout playlists - just great songs.

In the age of specialty gyms and boutique fitness, what is perhaps more surprising is that ¾ of respondents reported that they primarily workout at home, and ⅔ reported using health and fitness apps to guide their workouts. The most popular workouts? Half of survey respondents run, closely followed by weight lifting, with yoga and cycling tied for the third most popular exercise format.

“For fitness brands, whether they’re building studios or digital experiences (or both!), these survey results show they need to be investing in a second-to-none music experience to keep members engaged,” said Pufpaf. “These results echo scientific research and direct customer feedback that directly ties how frequently and intensely we work out with the music we listen to.”

Feed.fm creates easy-to-integrate, uniquely curated music stations that power 40+ of the most popular at-home health and fitness platforms has seen similar results in their own customer data. According to the company, by baking curated music stations into the fabric of their client's apps, 79% of their customers double their 90-day subscriber retention rate. Other key metrics, including frequency of use, length of session times, and conversion from trial to paid all see huge improvements ranging from 50% - 1,000%.

About Feed.fm
Feed.fm is a technology platform that makes it easy for brands to legally and seamlessly harness the power of music to engage and retain their customers. Feed.fm's team handles the licensing and technical integration of curated music stations to help brands increase key growth and customer retention metrics. Based in San Francisco, Feed.fm was co-founded by Jeff Yasuda (CEO), Lauren Pufpaf (COO) and Eric Lambrecht (CTO), and is backed by investors that include Crunchfund, Core Ventures Group, KEC Ventures, and Fyrfly. For more information, visit https://feed.fm/.

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Erin First
Feed.fm
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