Tracking the trends: a look at how fitness centers are impacted by health and social factors.

Trends in fitness centers tend to fluctuate based on social and health trends in the communities they serve. Therefore, it becomes necessary to pinpoint what these trends might be before planning a new facility or renovating an existing one. Recently, Illinois and Wisconsin park and recreation agencies surveyed their communities and found out some interesting statistics. The survey looked at physical attributes, as well as featured amenities and services of the fitness center.

Health and Social Factors

Currently, our society is dealing with a number of health-related issues, which are all important factors that fitness facility operators bring to attention by better serving their clientele. Currently, the U.S. is showing a trend of physical inactivity paired with increasing rates of obesity. Americans are becoming older and are more consumed by stress and concerns over money.

According to recent studies, the majority of Americans, about 55 percent, do not get the recommended amount of exercise to promote good health. The Centers for Disease Control and Prevention recommend 30 minutes of moderate exercise most days, or 20 minutes of vigorous exercise three or more days a week.

In addition, The Journal of the American Medical Association cites that nearly one-third of Americans are obese and roughly another third are overweight. The CDC reports that obesity is the fastest growing health problem in the United States and is second only to smoking. About only half of 12- to 21-year-olds engage in regular, vigorous physical activity. As a result, childhood obesity rates have more than doubled since the early 1970s.

According to Mediamark Research's Teen Intelligence Report, teens are stressed because of their schoolwork, lack of sleep and not having enough spending money. A 2004 Harris poll found that adults are stressed about the economy and their jobs.

Looking to the future, the first baby boomers turn 65 in 2010 and typically are reported to feel 12 years younger than their age, according to the Southeastern Institute of Research. This age group is active and wants programs that aid them in maintaining youthful spirit, mind and body.

Fitness Center Trends

Looking at these trends, fitness centers are getting the idea that perhaps fighting obesity will encourage greater numbers to hit the gym. But value isn't necessarily on the agenda, as centers are looking for more ways to increase revenue and make the fitness experience more accommodating with increasingly plush surroundings. A bare bones exercise experience is not the direction fitness centers are headed.

Increasing space allocation

The average fitness center is 3,240 square feet with an average of slightly more than two square feet per member. Carpet and rubber are the predominant flooring materials as reported by the survey respondents, who indicate one or both products are used in their centers. Fitness centers have increased in size by approximately five percent within the past five years. An overwhelming majority (86 percent) indicated that they would increase the size of their fitness center if they could.

Those establishing a fitness center for the first time should estimate that five to 10 percent of their service population will become members. Multiplying two square feet of space by the number of anticipated members will yield the approximate facility size that would best suit the population.

Dominic Egizio, executive director of the Joliet, Ill., park district knows this first hand. The park district is constructing a 65,000-square-foot, $10.5 million recreation facility that includes a 10,000-square-foot fitness area. The park district's service population is approximately 110,000 people, so the space is designed to accommodate 5,000 members. The park district's old space was a 1,500 square foot fitness area with 1,200 members. The park district anticipates a swoon in the membership numbers, along with the associated revenue, when the facility opens in October.

The free-weight area is an important component of most fitness centers and averages 1,165 square feet. Eighty-nine percent indicated that they have a free-weight area and that the predominant flooring material is rubber. Stretching areas average 216 square feet. Sixty-four percent indicated that they have a stretching area to compliment workouts. Two-thirds of respondents said that they chose carpet for the stretching area and 24 percent reported having rubber flooring.

Chuck Szoke, executive director of the Channahon, Ill., park district notes, "We moved from a 900-square-foot fitness center space which we utilized for 13 years in our community center, into a new 3,600-square-foot space. The fitness center is part of a new $4.2 million, 35,000-square-foot field house facility that opened in 2003. The larger space allowed us to more than double the number of cardiovascular equipment pieces, add additional components, and add a free weight area which the original location did not have. With the new facility, fitness center users also gain increased programming opportunities, including personal training, and an eighth of a mile elevated running track."

The space made an enormous difference. Within the first year, membership increased from approximately 400 members at the former facility to more than 1,000. Visits per user showed an even greater increase, and memberships continue to grow, even with the impact of five new private fitness centers opening in the surrounding market area since 2002.

Increasing revenue and popularity

Not surprisingly, 53 percent of the survey respondents indicated their fitness center was the top revenue-producing space in their facility. In Illinois, this represents an increase from 50 percent reported five years ago. Meanwhile slightly less than half (44 percent) noted the fitness center is the top reason patrons use their facility. About one-third (29 percent) reported charging a new member initiation or enrollment fees. The average enrollment fee per individual is slightly more than $100 for Illinois and $30 for Wisconsin agencies.

Increasing memberships

Fitness center memberships are increasing due to the growing popularity and use by people using community centers. The average fitness center membership in Illinois is 1,782 patrons, reflecting a 13 percent increase during the past five years. Wisconsin's fitness membership averages 984 people. Ninety-five percent of respondents indicated that they offer new member orientation with 38 percent noting that it is mandatory. Of those who reported offering this service, 70 percent have a separate testing and evaluation room, and 38 percent charge an additional fee of about $40.

Twenty-nine percent noted that they charge a new member an initiation or enrollment fee of just less than $68. As expected, the majority (78 percent) of respondents indicated that they charge an additional fee to use the fitness center. The average annual resident fee charge for an individual is $210, with a family membership of $380.

Sue Micklevitz, executive director of the Lockport Township Park District anticipates that the fitness memberships at her new facility, slated to open this year, will result in a substantial increase. A 14,500-square-foot, $3.3 million addition to an existing indoor tennis facility includes a 4,560-square-foot fitness center with 62 pieces of equipment. The previous 3,200-square-foot fitness center was located in a basement without an elevator. Fitness membership was at 1,000 participants in 2004 when the project started construction and is expected to increase to 1,500 within the first year of the grand re-opening.

More equipment

Illinois park and recreation agencies reported an average of 61 pieces of equipment in their facilities--a 20 percent increase during the past five years. Wisconsin agencies reported an average of 33 pieces of equipment. Exactly half indicated that their equipment is grouped into smaller pods, with the overwhelming majority (94 percent) noting that their equipment is arranged in rows. Most facilities have 19 pieces of strength equipment, including a chest press, back extension, rotary torso and abdominal crunch machine.

Three-quarters (76 percent) of the agencies would increase their numbers of strength equipment, while 86 percent would increase their selection of cardiovascular equipment. Fitness facilities have an average of 24 pieces of cardio equipment, including treadmills, rowers, steppers and incumbent cycles. Respondents indicated that the equipment most used, in order of most used, 1) treadmills, 2) elliptical trainers, 3) recumbent cycles, 4) stair steppers and 5) rowers.

Audio and video systems

Sound systems were reported by 73 percent of the survey respondents, with 75 percent reporting that their sound system is controlled by staff. The majority (77 percent) indicated their sound system was hard-wired, while only 10 percent noted wireless connections. Centers also had about five televisions, with an average screen size of 27 inches.

Facility amenities

Thirty-seven percent responded that whirlpool use is included with a fitness membership. Almost all (95 percent) indicated that shower and locker rooms are a fitness member amenity, with slightly less than half (43 percent) noting group exercise was also included. One-third (38 percent) noted that sauna use is included while only 18 percent provide a steam room.

The relationship of running and jogging tracks that are adjacent to fitness centers significantly increased. Forty-eight percent of Illinois agencies indicated that their fitness center opens onto an indoor jogging track compared to only 31 percent in 2000. Less than a quarter (20 percent) of Wisconsin agencies noted an adjacency to an indoor track.

Final Thoughts

Our health and social impacts will continue to drive fitness center growth as a trend for years to come. Keeping these findings in mind when planning your next fitness center improvement will ensure you're on your way to success.

89%
have a membership
card system

88%
have local
competition

85%
check their members
into the fitness
center

80%
distribute and collect
the towels in the
fitness center

79%
have a preventive
maintenance equipment
program

77%
reported their staff cleans
the fitness center and is
present in the center

70%
monthly payment plan
using an automatic
deposit plan

41%
perform fitness equipment
preventive maintenance
twice a year

26%
of staff in a fitness center
that have fitness-related
degrees

20%
share their fitness center
with a partnering agency

57%
offer towel service
for fitness center users