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Fitness 24/7 - My Way

Trends affecting the fitness industry, and why gym junkies really go to the gym

New research shows that tough economic times and the 24/7 business cycle are impacting the fitness industry. Todays gym goers are opting for low frills operators, trading away high end service in favour of convenience, price and flexible contracts.

The independent Canstar Blue survey found there is now a place in the market for a different model of fitness club.

Top class equipment and facilities are important no matter where you work out, says Derek Bonnar, Canstar New Zealand National Manager, but gym goers are most satisfied with new low frills operator, Jetts.

Not everybody wants the high end, high cost, full service gym experience. The survey shows there is a distinct preference for fitness on my terms, whether thats measured by value for money, 24 hour access or flexible contracts. Our New Zealand gym survey respondents gave Jetts a five star rating for overall satisfaction, outranking other nationwide chains*, just as they did in Australia**.

Most kiwis are responding to the uncertain economy by being cautious about taking on debt, trying to save, and by trimming their expenses. At the same time, our expectations of service are expanding. People want to be able to go to the supermarket at midnight and to fill their car with petrol at 2am. These important trends are influencing the services that gyms offer and when and where people access fitness services, says Bonnar.

Bodies Beautiful, the Meat Market Myth and the Generation Gap

While todays gym goer is motivated to get fit, theyre not buying into the body beautiful ideal or the meat market myth.

Our respondents told us that going to the gym is a serious business, with 70% saying they felt guilty if they missed a workout. Theyre not there to socialise, or to meet someone. More than half work out on their own, says Bonnar.

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Fitness 24/7 - My Way

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