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Fitness industry survey identifies potential of personal training
The annual Fitness Industry Survey has identified that an enormous opportunity exists for fitness clubs to expand their personal training services to their members.
2014 Survey Results to date have identified a surprising trend, whereby across Australia, New Zealand, Singapore, Malaysia and Hong Kong, more than half of the gym member respondents (54%) have never actually used the services of a personal trainer (PT).
Personal training was previously considered a luxury that was only available to and affordable by celebrities and elite athletes. Here, in Australia, that stigma surrounding personal training was reduced, suggested by the thousands of newly qualified personal trainers who graduate from the 100+ registered training providers across the country every year.
However, the 2014 Survey reveals that just 46% of gym members in Australia having actually tried personal training. The Survey has also found that, on average, members only used their personal trainer for three or fewer months, and most members stopped using their trainer due to financial constraints.
Australian Fitness Network Chief Executive Ryan Hogan believes that "in order to ensure maximum member accessibility, clubs need to offer a wide variety of fitness programs, led by qualified trainers, which are available at different price points."
In New Zealand, gym members report the highest use of PTs with 56% having tried the service at least once.
Exercise Association of New Zealand Chief Executive Richard Beddie believes "this an encouraging result", adding "the future of personal training lies in smaller group training, where a PT has a group of - for example, four people, who they train together for 30 minutes, and then collect $15 (or thereabouts) from each of them."
By comparison, in Hong Kong, a mere one in three gym members (33%) have worked with a personal trainer at least once, while in Singapore just 23% of gym members have used a PT. In Malaysia, personal training is the most poorly experienced among the five countries surveyed, with just one in five gym members (20%) having used the service at their gym.
Commenting on the implications of the Survey for fitness clubs in Australia, Ezypay Director of Sales, Marketing and Relationships Celeste Kirby-Brown sees that the findings are significant.
Kirby-Brown explains "those that actively promote or offer personal training services could potentially attract this untapped market who have never tried PT before; and in doing so, a potentially lucrative profit centre could be established.
"The result of which could be a boost in member retention, a reduction in attrition and, of course, an increase in revenue."
Conducted by direct debit billing and financial solutions provider Ezypay Australia since 2008, the Fitness Industry Survey has been the largest fitness survey in the world, with over 20,000 gym members interviewed last year, as well as gym owners and managers from across Australia and New Zealand.
In 2014, the Fitness Industry Survey has been extended to include gyms in Singapore, Malaysia and Hong Kong.
To find out more results from the Ezypay Fitness Industry Survey and their potential implications, visit www.ezypay.com/fitness-industry-survey
9th July 2014 - GYM MEMBERS WANT MORE FITNESS CLASSES
29th August 2013 - LEISURE/SERVICE INDUSTRY CAREERS HIGHLIGHTED AS PART OF NATIONAL SKILLS WEEK
15th October 2010 - FRESH IDEAS AT PERSONAL TRAINING CONFERENCE
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