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.
advertisement
advertisement
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, tells Marketing Daily via email.
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 says. "That being said, we do project that club membership numbers will rise slightly given the strengthening economy."