H E A L T H C L U B M E D I AR E S E A R C H & I N S I G H T

Introduction• Our 18 years experience of

delivering effective media campaigns within health clubs, have afforded the opportunity to undertake research with partner clients & the health club chains

• The following provide insight into:[1] Visiting patterns[2] Venue usage[3] Audience mind-set[4] Media effectiveness

[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage

Research TopicsInsight

New Members

• “People joining health clubs in January is 65% higher than other months, down to them acting on their New Year's resolutions to improve fitness”

• “Over 100,000 people are expected to join in January, compared to an average of 63,500 per month across the rest of the year”

• “January also sees an average 40% increase in footfall”

Source: Deloitte - Health Club Benchmark Survey

New Members

• Around 250,000 members join Fitness First each year

• Of these 29,000 join in January

− Highest month of the year, around 12% of new members

− September & October are second highest with 25,000

member swipe tracking

Average number of visits per club by month

swipe card data

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

2000

4000

6000

8000

10000

12000

14000

Average weekly footfall

gate entry data

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec010002000300040005000600070008000

Average daily visits per club by month

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec050

100150200250300350400450

swipe card data

Weekly footfall figures

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

500

1000

1500

2000

2500

3000

3500

swipe card data

Average footfall across the week

Mon Tue Wed Thu Fri Sat Sun0

200

400

600

800

1000

1200

swipe card data

Average footfall through the day

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

0

20

40

60

80

100

120

swipe card data

% of new members joining

Fitness Industry Association - National Retention Report

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec0

2

4

6

8

10

12

14 %

[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage

Research TopicsInsight

Fem

ales3.

3

Mal

es3.8

On average 3.5 visits are made per week

Males are more frequent users of the gym

1 Vi

sit

3%

2 Vi

sits

24%

3 Vi

sits

28%

4 Vi

sits

22%

5 Vi

sits

18%

6 Vi

sits

2%

7 Vi

sits

3%

The Third SpaceGym usage - average number of visits per week

Under 2 hours

2 - 6 hours

6 - 15 hours

15 hours or more

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

26%

45%

28%

1%

Gym UsageHours spent in the gym weekly

• 1st - Treadmill• 2nd - Free Weights• 3rd - Bike/Weight Machine

Heavy

• 1st - Treadmill• 2nd - Weight Machine• 3rd - Bike

Medium

• 1st – Free Weights• 2nd - Step Machine• 3rd - Bike

Light

Heavy users - at least 7hrs per week

Medium users - 4-7 hrs per weekLight users - 1-4 hrs per week

The treadmill is popular amongst Heavy & Medium gym users. The Bike is popular across all user groups

Gym UsageWhere members spend most of their time

Free weights

Treadmill Bikes Weight machine

Step machine

Classes Rowing machine

Other cardio

Swimming pool

Personal trainer

Sauna

56%

49%45%

58%

25%

31%

38%

25%

4%0% 2%

51% 53%48%

34%

49%

43%

28%32%

8%2% 0%

Males Females

Males & females tend to use equipment such as free weights, the treadmill & bikes in equal proportion - but equipment & facilities such as weight machines, step

machines & classes have a gender bias

Gym UsageUse of equipment

Ladies gym area

Pool

Sauna

Classes only

Classes & main gym

Main gym only

0 10 20 30 40 50 60 70 80

4

2

4

9

17

70

5

3

1

7

19

66

PostPre

Gym UsagePercentage of members using facilities

Running

Cardio

Classes

Resistance

Pampering / Salon / Steam / Sauna

Stretching / Flexibility

32%

30%

26%

3%7%

2%

Gym UsageWhere members spend most of their time

[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage

Research TopicsInsight

Mind-set before the gym visit

94% of gym users have a positive mind-set on their way to the gym

%

Focused 39

Relaxed 30

Determined 23

Stressed 5

Receptive 2

Apprehensive 1

Members mind-set at the gym

Negative

Rushed

Relaxed

Alert

Positive

0%

6%

39%

43%

73%

% agree

Min

dset

How do you feel when you are at the gym?

Entertainment preference

Virtually three quarters of those surveyed listen to their own MP3 player at the gym, this is the runaway leader in terms of

media interacted with at the gym.

Listen to own MP3 player

Watch music channel on TV

screens

Watch general channels on TV

screens

Take own headphones to listen to gym TV channels

Watch sport on TV screens

None of these

72%

25%21% 21%

15%10%

%

Reasons for Membership

Fitness 39

Health & Wellbeing 32Weight loss / control 20 Training for sport

2 Body sculpting

6

%Change my body shape 62Be fit later in life

15New friends / social

8Going on holiday

4Want to play sport / improve fitness 4Getting married / special event

1Giving up smoking

1Health concern

1

Other responses <1% include being a new mum, time for myself & preparation for an active holiday

Reasons For Joining

Top Social Activities

66% of all gym users rate eating or drinking out as one of their top 3 favourite social activities

Eating or drinking out

66%

Time with the family

51%

Spending time with friends

46%

Going to the gym

42%

Playing sport32%

Shopping28%

Going to the cinema

22%

Going to music events

9%

Computer games

2%

Opinions on health living & a healthy diet

Interestingly, over half feel they should do more

89%

70% 66%

47%

90%

66% 63%54%

Lifestyle & dietary attitudesPre Post

The biggest increase from pre-post was to reduce carbs & increase protein

99%89% 86% 85% 83%

63%

78% 75%66%

98% 97% 94%87% 86% 83% 81% 79% 76%

Attitudes to weight lossPre Post

Knowledge (& commitment) to health & wellbeing

How strongly do you agree or disagree with the following statements?

“I consider myself very knowledgeable with regards to healthy living”“I consider my diet to be very healthy”

79% of health club members - “It's worth paying extra for quality goods”75% of health club members - “Sometimes I treat myself to something I don't need”80% of health club members - “I enjoy owning good quality things”52% of health club members - “Prepared to pay more for products that make life easier”68% of health club members - “If there's something I want I save up for it”70% of health club members - “It is important to be attractive to the opposite sex”58% of health club members - “I prefer to be active in my leisure time”58% check a number of sources before making a significant purchase55% of health club members are likely to buy a product if I can try a free sample of it first56% of health club members always look out for special offers

Useful TGI Statements

65% of health club members only shop at supermarkets that sell good quality fresh food

20% more likely than the average person to buy products they have seen advertised

31% agree - “When I see a new brand I will often buy it to see what it's like”

83% of the health club audience like the idea of travelling abroad

The male health club audience are 66% more likely to use face creams & lotions

The health club audience are 44% more likely to buy expensive perfume/aftershave

65% of the health club audience enjoy splashing out on a meal in a restaurant

Useful TGI Statements

[1] Visiting patterns [3] Audience mind-set [4] Effectiveness[2] Venue usage

Research TopicsInsight

Media EffectivenessCampaign Recall Figures

65% prompted 75% prompted51% unprompted 63% prompted

Media EffectivenessResponse & Redemption Figures

1,800 trials 19% redemption 7,500+ entrants

Combined Spontaneous Advertising Awareness

An eleven percentage point increase is seen in spontaneous advertising awareness for Maxitone from pre to post wave

Weight Watchers

Special K Slimfast Maxitone Store brand, e.g.

Boots

Reflex My Protein Max Elle

USN

29%

25%

18%

13%

2% 1% 1% 1%

29%

21%

15%

24%

3% 2% 2%0%

Pre Post

Prompted brand awareness of weight loss & diet supplements

Awareness of Maxitone sees a significant increase of 20 percentage points from the pre wave to post wave

79% 78%70%

41%34%

13% 9% 8% 8% 10%

95%90% 89%

61%

33%

7% 10%2% 1% 2%

Pre Post

Spontaneous mentions of Maxitone increase from pre to post wave

A bigger increase in general mentions of protein shakes highlights the campaign impact (the product, rather than the brand)

9%

7%6% 6%

5%4% 4%

2%

13%

3%

9%

4%

2%

11%

1%0%

Spontaneous Gym Advertising AwarenessPre Post

Key measures across the female core audience

87%

24%

21%

16%

59%

11%

64%

10%

5%

0%

30%

9%

Prompted Brand Awareness

Spontaneous Brand Awareness

Prompted Gym Ad Awareness

Spontaneous Gym Ad Awareness

Likelihood to Purchase

Brand Promoter

Female Pre Female Post

1 - Ex

tremely

unlike

ly 2 3 4 5 6 7 8 9

10 – E

xtrem

ely lik

ely

22%

9%

13%

3%

18%

12% 11%

4%

1%

7%

15%

1%

7%

4%

15%

12%

17%15%

9%

5%

Pre Post

Improving brand advocacy

How likely are you to recommend Pronamel in the future?

Pre-score = 4.4

Post-score = 5.7

Those who recall Pronamel gym advertising = 7.4

Intention to purchase

Which of these toothpaste products would you consider using over the next 3 months?

Pronamel

4%

18%

34%

Post Recall Gym Advertising Total Post Total Pre

All brand values see strong positive increases from pre to post wave

The largest increases are that Maxitone is a good source of protein and is relevant to those with a healthy diet.

49%42%

52%

39%46%

53%

37%

21%

74% 70%63% 63% 62% 59% 55%

42%

Brand Attributes - AgreePre Post

Enforcing brand core valuesI am going to read out a few statements about Pronamel.

For each one please tell me to what extent you agree or disagree?

Is a da

ily to

othpa

ste

Is scie

ntific

ally p

roven

Releva

nt to

those

with a

healt

hy di

et

Is rec

ommen

ded b

y Den

tists

Helps p

rotec

t teeth

again

st Acid

Eros

ion

Helps r

e-hard

en en

amel

Provid

es re

lief fr

om the p

ain of

sens

itivity

Is the

best

oral ca

re too

thpas

te?

48%34% 33% 36% 37% 31% 32%

15%

86%

67%75% 78% 84%

69% 72%

54%

94% 92% 90% 88% 88% 86% 80% 74%

Pre Post Recall Pronamel Gym Ads

Chart shows those who agree or strongly agree with each statement

Effectiveness of gym mediaVirtually half of all gym users notice the advertisements around the gym, a third are more likely to try products advertised at the gym.

I am more likely to try products advertised at

the gym

I notice the advertisements around the gym

Products advertised at the gym are always more relevant to me

When a product is advertised on TV and at the gym I am more likely to purchase it

43% 33% 27%30%

Sampling to a receptive audience

• 96% of respondents have used or will use the sample

• Of those people who noticed the adidas product sampling in reception, 43% said it would make them more likely to buy the product in the future

• 20% said it would make them a lot more likely to purchase

• According to Nielsen research, 72% of health club members report that they love getting free samples at their club; they feel it is a great place for them to learn about new products & brands that support their active, healthy lifestyle

Openness to advertising in gyms

When at the gym, do you tend to be more or less likely to notice advertisements?

A lot less likely

A little less likely

No difference

A little more likely

A lot more likely

0 5 10 15 20 25 30 35 40 45

11

9

17

39

20

12

14

27

27

15

PrePost

%

Media formats noticed in a health club

Which formats have you noticed today?

11

12

20

2241

55

68

71

Booklets in dispensers

Sponsored exercise classes

Sticker ads on door & mirrors

Free postcards in racks

TV ads in changing rooms

Any TV ad

Large advertising posters

Any poster ads

Gym posters compared to other outdoor formats

‘Posters in the gym’ score an impressive 75% attribution, higher than outdoor posters, billboards, press & supermarkets.

Posters in gyms

Posters or billboards

Magazines

Supermarkets

0% 10% 20% 30% 40% 50% 60% 70% 80%

South North

Total Post

• The OCS (Out of Home Consumer Survey), conducted amongst 10,000 people by Posterscope, shows that Health Clubs are a strong environment for targeting young professionals

• Health clubs score well amongst young professionals due to their high exposure to the environment & their receptivity to advertising messages

The ideal media environment

Response to the advertising

Agreed with the statement:

• I enjoyed seeing it 70

• It contained new information about 61 the brand

• It contained different information to 57 other ads

• The points made in the ad were 74 relevant to me

• The points made in the ad were 73 believable

• It make the brand seem more 58 appealing

• It made me more likely to use the 42 brand

• It made me think the brand is really 54 different from others

%