New study explores the impact of multi-operator fitness memberships

Member Choice is a new independent study​ of 25,000 fitness members about the impact of multi-operator fitness memberships.

Conducted by the ukactive Research Institute in collaboration with MoveGB and Datahub, the study used data from both parties to examine the difference between multi-operator and single-operator fitness memberships.

The study showed that members who have variety in their routine continue their memberships for almost 12 months longer, work out nearly twice as often and are significantly more satisfied with their membership than those who attend a single operator

The headline statistics

  • Member visit frequency: Multi-operator fitness members work out 6.5 times a month, versus 3.5 time for single-operator members (on average)
  • Membership length: The average length of a multi-operator membership is 22.3 months versus 10.6 months for single-operator memberships.
  • Member retention: After 12 months, 67% of multi-operator fitness users retain active membership, while only 42% of single-operators members retain their membership.
  • NPS: Multi-venue providers scored 82 versus 33.4 for single venue providers.

The effect on Lifetime Value

Due to the longer membership retention, the lifetime value of a multi-operator fitness
member is almost double the value of a single-activity member, at £720 compared to £378 highlighting how offering flexibility and variety with a membership can impact a provider’s bottom line.

It’s important to note, that despite the surface price-point difference, both types of membership have a very similar number of members from areas of social deprivation, suggesting that the higher price is not a barrier to members access exercise classes.

More about the report and DataHub

The ‘Member Choice’ report analysed the data from the UK’s largest fitness aggregator, MoveGB alongside DataHub, a project that securely brings together the data from sport, leisure and physical activity providers, to understand how standard fitness memberships differ from variety schemes and the impact they have on keeping the nation fit.

Key statements

Justin Mendleton, Commercial Director at MoveGB says: ​“T​ his study helps show that
providing customers with variety is the way to get people active – and keep them active.

But more than that, it shows that the key to maximising customer value is for leisure operators to collaborate.

At Move, we continue to see high demand for staple fitness activities that single-operator memberships deliver brilliantly, but the significant difference to member commitment comes when members actively include variety in their routine through supplementary classes that challenge them in new ways and add a social dimension to their regimes.

That makes it clear that the route to driving incremental value across the industry is through collaboration and complementary offerings. “

About multi-operator fitness memberships

Multi-fitness operator memberships are those, like MoveGB, that offer access to a range of fitness providers and studios whereas single-operator fitness memberships are those that give access to facilities and classes that all provided by a single operator, even if the activities are split across multiple venues.

About MoveGB

MoveGB is the UK’s largest fitness marketplace and offers access to over 6,000 activity locations, studios and gyms in 25 cities across the UK. The founding principle is to offer incredible variety to keep the nation committed and motivated to lead fitter and healthier lifestyles for longer.

MoveGB operates in the following 25 cities across the UK – Barnsley, Bath, Brighton, Bristol, Cardiff, Chelmsford, Doncaster, Edinburgh, Exeter, Glasgow, Gloucester, Hastings, Huddersfield, Leeds, London, Lincoln, Liverpool, Maidstone, Manchester, Middlesbrough, Plymouth, Portsmouth, Sheffield, Southampton and Sunderland.

For more information visit go.movegb.com or follow MoveGB on LinkedIn, Facebook, Twitter and Instagram.