Leisure-net reveals HAFOS 2014 results

Leisure-net Solutions’ latest Health and Fitness Omnibus Survey (HAFOS) reveals cost remains one of the most significant barriers to activity. Over a third (37%) of UK consumers stated a low-cost membership of £10-£15 would entice them to join a gym, and lower cost was also the strongest encouragement factor at 60%. Reducing fees would also persuade 60% of respondents to try out their local leisure centre.

As has been the case in previous years, the percentage of people understanding the importance of physical activity remains high, with 86% of respondents stating regular exercise is important. But this is the lowest level seen in any previous HAFOS surveys – falling from 92% in 2013. The number of people seeing exercise as ‘very important’ has also fallen considerably, from 69% in 2010 to 48% this year.

“The opportunity for our sector is clearly there; yet participation levels have again failed to increase significantly and, this year, the public’s perception of the importance of activity has dropped, too. The stagnation in participation could be because many do not understand the ‘new offerings’ available – having not used our facilities for many years, or indeed at all, they aren’t convinced what we’re offering is good value,” says Leisure-net Solutions Director, Mike Hill. “While lower cost is always the most quoted encouragement factor, and this year is no different, our detailed analysis continuously shows lowering pricing will not in itself make a difference. Price is closely related to value for money and a gym membership only becomes ‘expensive’ if it’s not being used regularly. That tipping point when members feel they’re not getting value for money is lower for budget gyms, so while people don’t see cost as a barrier to being more active – the main barriers remain work-related time pressures – a large percentage do say lower costs would encourage them to join gyms/leisure centres.

“Much more important for operators to focus on are the psychological barriers like perceived lack of time and low motivation. Gyms and leisure centres need to continue to build short ‘mini’ workouts into their offer, as this will help break down the alleged time deficit barrier related to work pressures. Operators need to focus on more targeted messages and calls to action when marketing to the general population.”

This year’s research also asked consumers’ about niche/micro gyms for the first time, and revealed 57% of women and 50% of men would be encouraged to join a class/activity, if it was offered in a micro/niche gym context.

“The niche/micro gym approach may be another way to turn the tide of inactivity,” says Hill. “Gyms which take one or two specialisms and concentrate purely on that in an extremely focused way seem to appeal to both men and women, and to all age groups in a way the low-cost model doesn’t.”

The HAFOS has been running for more than a decade and is the Leisure Industry’s only national survey reporting the public’s attitudes and perceptions towards physical activity, including current behaviours and usage. To date, the HAFOS has interviewed more than 19,500 members of the public in over 40 locations / local authority areas in the UK, making it the largest national survey of its kind. This year’s HAFOS specifically focused on the usage and perception of low-cost and micro gyms and interviewed 1304 people in 10 locations covering England and Scotland.

If you would like any further details on HAFOS or to purchase a full report visit www.leisure-net.org or contact head office on 0603 814233.

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For further press information and graphs please contact:
Wendy Golledge at Big Fish Public Relations
Tel: 07921 319517
Email: wendy@bigfishpublicrelations.co.uk

Editor’s note:
Leisure-net Solutions is the leading provider of Customer Insight, Business Intelligence and Consultation services to the active leisure, fitness and cultural services industries. Leisure-net works helps leading industry organisations, local authorities and Trusts, as well as private sector operators and suppliers, to understand their customers’ and clients’ needs and aspirations, and to deliver innovative service and health improvement initiatives.