CBE Winter Report.qk - IHRSA

NEW & IMPROVED! continued
“
With more than
40 million healthclub
members
throughout Europe,
the market is
clearly vibrant.
”
22 Club Business Europe � JANUARY/FEBRUARY 2008 � www.ihrsa.org
CONSIDER THESE HIGHLIGHTS:
• The outlook. The fitness club industry within Europe certainly is still heterogeneous.
Differences in market penetration and the market structure concerning single or chain
operators clearly exist. While the UK and German markets are leading within Europe right
now, other countries are pushing new trends and are developing very fast. The Russian
market, especially, looks very promising over the next few years.
• The opportunities. As obesity—especially in children—and the aging population become more
present in the minds of the politicians in Europe, individual fitness clubs and chains are in a
position to further extend the fitness trend and to gear their offerings towards the specific
customers’ needs. Clubs focusing on children, elderly people or women may expect future growth
and revenue potential.
Women-only fitness is already quite established in the US and Europe, e.g., Curves International,
is the worldwide leader of fitness chains in terms of members and facilities. With the part of the
population that is older than 50 years continuing to rise, club operators need to realise where to
invest and create new offerings. Not only does the fitness industry need to adapt to a new customer
base, the equipment industry also has to develop new devices adjusted to children’s bodies or to
the physical abilities of the elderly.
• P-E and M&A activity. Business is robust, with health club chains employing a variety of
strategies to obtain capital for growth. Private Equity continues to play a major role. However,
whilst continuing consolidation will provide chains with greater economies of scale, there will
always be room in the industry for well-run, customer-friendly, independent clubs.
• Consumer behaviour. The annual consumer tracking study of 6,000 consumers conducted by
GfK indicates that 27.7 million people belong to health clubs in the following six countries:
Germany, Spain, Italy, France, the UK and the Netherlands. With more than 40 million health
club members throughout Europe, the market is clearly vibrant.
• Market penetration. Examining the age structure of fitness club members within these
countries gives some useful hints on possible fitness trends. As to be expected, a very low
percentage (on average 6%) of fitness club members are between 14 and 17 years old. The largest
groups are comprised of those between 18 to 34 (36,54%) and 35 to 54 years (34,9%). Together
they occupy more than 70% of the member base in the six countries observed.
A large potential market not yet utilised by the fitness industry, is the 55+ age group. Seniors
represent on average only 22% of club members in these six countries. As the European population
grows older and the anticipated average life expectancy increases, fitness clubs need to develop
special programmes and facilities aiming at the needs and requirements for elderly people.
AGE STRUCTURE OF FITNESS CLUB MEMBERS IN SIX MAJOR EUROPEAN COUNTRIES:
40
30
20
10
0
6.33%
36.54%
34.90%
Average over all six countries
22.22%
14–17
18–34
35–54
The full report offers additional information on business activity and consumer behaviour
in the industry, as well as in-depth market penetration data for the UK, Germany, Spain,
Netherlands, France and Italy. It can be purchased at www.ihrsastore.com/fiintef.html, or by calling
+1 617-951-0055. IHRSA members can purchase a printed copy or a PDF download for e95.
55+