Gyms to Promote Niche Offerings

BY Rachel Cagle
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"The proliferation of today's workout opportunities drove three million more Americans to begin exercising in 2019, curbing a three-​year-​long trend of stagnant activity rates, according to the latest report by the Sports & Fitness Industry Association (SFIA)."

"However, according to Club Industry, the report also illuminated the relationship between household income and physical activity; households earning less than $50,000 per year are significantly less active than households earning more than $50,000."

"Nearly every fitness category saw increased participation in 2019, according to the report. This includes exercise choreographed to music (7% increase), aquatic exercise (6.4%), yoga (6%), rowing machines (5.9%) and treadmills (5.7%)."

"Additionally, while 16 of 23 team sports reported a decrease in participation, the team sports category as a whole saw increased participation due to new interest in basketball and soccer, among other sports."“'As a nation, we have a special responsibility to ensure that access to sport and fitness is open to all, without regard to one’s income,' Cove said in the release. 'It’s a moral imperative, and it’s also a sure-​fire way to reduce long term health care costs.'"

Health clubs, team sports, and other fitness-​centered businesses should promote their niche offerings as more consumers are looking for these alternatives. According to AudienceSCAN, Potential Gym/​Health Club Switchers took action last year after seeing ads on social networks, seeing TV commercials, seeing sponsored search results and receiving direct mail ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on exercise/​fitness equipment shops and health clubs, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.