Health clubs are performing relatively well so far this year, according to a recent survey from The International Health, Racquet and Sportsclub Association (IHRSA). At least two-thirds of survey respondents indicated that certain aspects of their business were performing as well as, or better, at the end of January 2009 when compared to January 2008.
Results from this qualitative survey of IHRSA members reported equal or improved rates in membership attendance, non-dues revenues, new non-dues revenue sales, and total revenues.
Many clubs indicated that they are trying to enhance customer service and stress the value and personal benefits of club membership and non-dues services. As one club operator commented, “We are focusing on selling the value of our offerings, not focusing on price points.” Another operator reported that “Most categories [were] down a little [compared to last year] but we lost quite a few days in January to snow that we didn't lose in 2008.”
Regardless of club performance, operators indicated that they are making at least minor changes in order to work through the current economic hardships. Some of these changes include an increased focus on customer service, profit centers, non-dues programs, marketing and advertising. In addition, more clubs are offering discounts on enrollment fees, shorter-term memberships, and services offered to non-members. Club owners are also paying close attention to staffing schedules and expenses, while also giving careful consideration to postponing equipment purchases.
