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Are my health club members getting older?

Dru Hill
Dru Hill
Published on Tue, Jul 15, 2014

There has been some fear in the industry about the age of members getting older, and being less engaged with younger members. The age of the members joining is getting younger over the last 5 years. But that isn’t the full story. The age demographic in gyms varies greatly. Some gyms have strong younger following, especially close to universities and colleges, as well as group fitness orientated facilities, which tend to pull in younger members. In the mid 2000’s, the average age for a gym member was mid to late 30’s. Now, the average age is closer to 30 for those joining the gym, with many more younger people drawn to group exercise classes. And the convenience of 24/7 gyms of been able to exercise when they want to at there own rate. Changing what you offer for group fitness will effect what demographics you attract. As well as the type of people already in the gym. Younger members are more likely to opt for regular billing memberships, wWhile older members are more likely to buy a paid-in-full membership. Membership retention rates of members who are 40+ is normally at least 35% higher than members in their 20’s. Members in their 20’s are a lot harder to retain than older members. So, while the average age of members joining is dropping, the retention rates of younger members isn’t as good, and you’re far more likely to keep older members. So over time, your average age of members may increase because your retention of older members is better.