Tuesday, January 4, 2011
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Study: Americans Eager for 2011 Workouts

While marketers can always count on vows to "exercise more" to be right up there with "lose weight" and "quit smoking" this time of year, there are signs that Americans really are looking to celebrate economic recovery with a little more time at the gym. A new survey from 24 Hour Fitness reports that 72% of consumers say they hope to exercise more in the New Year.

Younger people are more gym-bitious: 81% of adults 25 to 34 say they expect to be more active this year, compared with 73% of those in the 35-to-44 age group, and 65% of the 55-to-64 crowd. No matter the age, weight loss is the main motivation, with 36% saying that shedding pounds is their No. 1 goal, while 35% say their main motivation is simply looking better.

That's good news, since the latest Gallup data says only 38% of people it polls report having exercised or having a lot of physical activity in the past day, and only 27% get the recommended 30 minutes or more of exercise five days per week.

January is one of the busiest times for gyms, and low-cost chains like 24 Hour Fitness and Bally's typically run specials that include free seven-day trial passes. But it's also a time of failed resolutions: In general, industry experts estimate that January creates a churn rate of about 24%, "so for every four members that join a gym, one is likely to drop out," Meredith Poppler, VP/industry growth for the International Health, Racquet & Sportsclub Association, told Marketing Daily.

Despite the weaker economy, "health club membership has held steady in recent years. A total of 45.3 million Americans over the age of six belonged to a health club in 2009, representing 16.1% of the U.S. population," she said. "That being said, we do project that club membership numbers will rise slightly given the strengthening economy."

(Source: Marketing Daily, 01/03/11)

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