1、1ACTIONABLE INDUSTRYINSIGHTS FOR 2023Part III 2022 Market Research ReportTOP CEOS WEIGH IN2TABLE OF CONTENTSIntroductionKey Findings From Entire Market ResearchMember Journey:From Joining to RejoiningBig Box Gym Usage Summary 3The goal of any health club or gym is to connect with consumers wherever

2、they may be on their fitness journey.Whether they are prospects,members,or previous members,as a club operator you want to understand their behaviors and motivations to best engage with them.The member journey goes from joiningto cancelling,hopefully back to rejoining.We have data that shows insight

3、s into this entire journey that we are excited to share with you.Weve also included perspectives that we gathered from the industrys top CEOs when we presented this data at the Club Industry CEO Summit.This document is the third installment of our 2022 Market Research Report.Be sure to read:Part I|H

4、ow to Optimize Personalization Through Fitness PersonasPart II|What Members Want:The Data Behind Member MotivationINTRODUCTIONRoutine Lifers21%Prefer gym workoutsWellness Lovers56%$25+25%Prefer gym workouts16%Prefer gym workouts10%Prefer gym workouts27%$25+69%$25+Fitness ExplorerCasual Consumer63%$2

5、54Consumers have broadened their definition of health and wellness from physical fitness to include mental health and acuityOutdoor activities and digital/online workouts were the dominant go-to workout regimens during the pandemicOffer the most relevance to active consumers(cardio equipment trainin

6、g,flexibility/stretching,free-weight training,equipment-based exercise classes,and health/wellness coaching)Most consumers who canceled gym memberships during the pandemic willlikely rejoinHEALTH&WELLNESSDEFINITIONOUTDOOR&ONLINEACTIVITIESFITNESS CLUBSOFFERINGSMEMBERSHIPCANCELATIONSKEY FINDINGSFROM E