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18 Aug 2022
Gym membership fees – what's the 'quitting point' when it comes to price increases?
BY
Tom Walker
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In general, men are more likely to accept price increases than women
photo: Shutterstock/ESB Professional
Younger men at independent gyms are more likely than any other consumer group to accept increases in their membership fees, while older women at leisure centres are least accepting of price increases. The finding comes from new research by Leisure-net, which examined how sensitive customers are to price increases.
Rising energy and gas prices are forcing health clubs, gyms and leisure centres to consider increasing prices for services and products. But as some consumers face cost of living increases themselves, the research looked at the level of increases different types of members are prepared to pay before they quit.
The Leisure-net research – based on a survey of 400 members of leisure centres, mid-range clubs, budget clubs and independent gyms – found that the answer depends on gender, age and location.
Those taking part in the survey were asked how sensitive they would be to membership increases of 5, 10, 15 and 20 per cent.
The survey found that 40 per cent of independent gym members would be prepared to pay up to 20 per cent more for their membership.
It’s a different picture in Scotland, where nearly half of independent gym members (47 per cent) would not tolerate any increase in membership dues.
When it comes to leisure centres, a quarter of members living in London said they would be prepared to see their fees increase by 20 per cent.
By contrast, 63 per cent of leisure centre members in Wales would not pay any more for their membership.
Overall, 31 per cent of men would not accept any price increase, while 39 per cent of women would cancel their membership if the cost of it would go up.
David Monkhouse, director of Leisure-net Solutions, says: “Operators are seeing a squeeze on their income, with increasing costs and Sport England’s Moving Communities platform showing an 80 per cent return to leisure facilities after the pandemic.
"This new price sensitivity research shows how much operators can increase their memberships before they start to lose customers.
"It can be tailored to regions and gym types to allow operators to make informed decisions on possible price increases to help them navigate these challenging times.”
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