Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…read more
New marketing strategies needed to drive ongoing growth of 24/7 gyms
While 24/7 gyms have driven strong growth in the fitness industry over the past five years, an IBISWorld analyst suggests that revenue growth will slow over the coming five-year period.
Looking into to the findings of the Gyms and Fitness Centres in Australia (subtitled Exercising power: Establishment numbers have bulked up due to the popularity of 24-hour gyms) report, IBISWorld Enterprise Analyst/Researcher, Dennis Lim suggests that market saturation will mean major 24/7 fitness operators will “require new and long-term business and marketing strategies to attract new consumers and maintain brand loyalty for long-term customers.”
In a Blog, Lim writes “the gyms and fitness centres industry has displayed strong growth over the past five years. The industry has undergone significant structural changes over the period, with many operators focusing on a 24-hour business model. These establishments are usually unstaffed outside of standard business hours, making them cheaper to operate while still being convenient for consumers with a varied range of lifestyles and work schedules.”
Looking at Anytime Fitness, Lim comments that the group “was one of the first gyms to implement 24-hour access for its members, which allowed the company to significantly reduce expenses. These gyms tend to have lower wage costs while maintaining longer opening hours. This situation has become a win-win for both the gym and consumers, as the gym is more flexible for consumers in terms of opening hours, while maintaining lower operating costs. These savings are often passed down to members in the form of cheaper fees.
“Anytime Fitness has been one of the fastest growing franchises in Australia and has now become one of the largest gym brands (in the industry).
“The company is expected to achieve strong profit margins, as its business model enables it to operate with low wage costs.”
Lim is also enthusiastic about Jetts fitness, advising that "the company has expanded significantly in terms of revenue and establishment locations (with Jetts having) driven a significant proportion of (the Fitness and Lifestyle Group’s) combined growth, as the brand has achieved solid demand due to the rising popularity of 24-hour gyms.”
Click here for more information on IBISWorld Industry Report R9111: Gyms and Fitness Centres in Australia (Exercising power: Establishment numbers have bulked up due to the popularity of 24-hour gyms), November 2017.
Image: Anytime Fitness Camberwell.
29th January 2019 - Report suggests Fitness and Lifestyle Group buys CMG Asia for $200 million
20th December 2018 - Anytime Fitness unveils 500th Australian club
13th December 2018 - Anytime Fitness reveals new design identity for Australian clubs
19th April 2018 - Jetts announces Asian gym expansion
12th March 2018 - Australian fitness industry revenues to grow to $2.4 billion by 2022/23
5th January 2018 - Fitness and Lifestyle Group acquires Tasmanian-based Zap Fitness
6th September 2017 - Jetts Fitness quietly passes 10 year operational milestone
18th September 2016 - Quadrant Private Equity adds Jetts to fitness sector acquisitions in $100 million deal
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…read more
Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…read more
SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…read more
Vticket Pty Ltd is the Australian and New Zealand distributor for Gateway Ticketing Systems Inc., the world leader in high-speed access control, admission control and ticketing software for the…read more
Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…read more
Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…read more
Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!