Fitness Membership Decisions Increasingly Driven By Childcare Options
In a recent survey of 974 U.S. health club members, more than 10% reported that safe, onsite childcare options were the #1 factor in their decision to join that particular location.
The study found that 31% of consumers still rank cost of membership as the #1 factor when deciding which club to join. ďAs with many consumer decisions these days, people are voting with their wallets. While they are willing to pay for conveniences and amenities, if a club cannot distinguish itself from its competitors, it still comes down to price.
Other factors in the buying decision included location (25%); club amenities (14%); membership-type options (8%); and hours of operation (7%).
ABOUT THE AUTHOR:
Based in Perrysburg, Ohio, IntelliShop helps companies measure and improve their total customer experience, and thereby their bottom line, by conducting mystery shopping studies, customer satisfaction surveys, revealed location audits, training program verifications, brand protection evaluations, and related consultative services. IntelliShop has more than seven years of experience developing customized service measurement programs for companies in the health and fitness industry. IntelliShop was founded by its current CEO, Ron Welty, in 1999; it has 61 employees and offices in Perrysburg, Ohio, Chicago, and Frederick, Maryland - www.intelli-shop.com