The Hottest Trend In Fitness - Home Gym

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The Hottest Trend in FitnessPete BorchertMarch 13, 2013

Pete BorchertDirector of Product DevelopmentPrecor Strength Division

An Industry’s Challenge Five Discoveries Applying Insights

Challenged to balance our portfolio

Innovating in North Carolina

There is a lot of buzz

A comprehensive, quantitative studyRespondent Profile Current gym member for more than 3monthsWorkouts at least once a week at thegymAverage time to complete onlinesurvey: 23 minutesRespondent 20035-4410010020045-5410010020055 100100200Total5005001000S3.Are you currently a member of a gym, health club, YMCA/YWCA, YMHA/YWHA or a community center which offers fitness programs and/orworkout equipment?S8. How long in total have you belonged to a fitness facility?S9.How often do you work out, or participate in classes or fitness programs?

An Industry’s Challenge Five Discoveries Applying Insights

Five Discoveries

Importance of 3 elements to exercisers(Rated 10, 9, 8 on 10-pt Scale)Q3. Using a 10 point scale where 10 equals 'extremely important' and 1 equals 'not at all important', please rate the following areas of fitness andexercise in terms of how important they are to you personally in contributing to your overall physical fitness.

Five Discoveries

Share of 3 elements in exercise regimenQ4. In your own fitness routine/regimen, how much time and focus do you personally give to each of these three areas? Please provide youranswer by allocating 100 points among the three areas. If you don’t participate in a given area, type in the number “0.” Keep in mind that the totalmust add up to 100.

No surprise. Weight control is importantMen(n 500)Women(n 500)Lose/Maintain Weight77%86%Have overall good health and well being to live a full life77%86%Improve cardiovascular fitness70%70%Build/Maintain Muscle Mass70%70%Achieve/Maintain Attractive Physical Appearance64%66%Keep my energy level up62%66%Improve endurance60%Social Atmosphere37%56%31%To keep up with the physical tasks of everyday life31%32%Help enhance my brain and cognitive functions29%31%Q1. Below are reasons people go to fitness centers. Please indicate the reason(s) you goRespondents selected from a list of 22 reasons or entered other and specified

Five Discoveries

Explored engagement with19 techniquesBars (Dip, Pull up, Monkey)Free weightsPlate loaded machinesBenchesHeavy bagsResistance bandsBody exercise with noequipmentHigh intensity DVD likeP90X or InsanitySandbagsBootcamp classesLes Mills classesSelectorized machinesCable crossoverMedicine ballsSmith machineCross FitMulti-stationSuspension training like TRXExercise BallsPlate loaded machines

Consistent questions for all 19 techniques Are you aware or familiar? Have you ever used? Are you currently using?– If so, for how long?– If so, how satisfied are you? How safe is it to use?

Five Discoveries

Awareness is generally highPercentage Who Are Aware / FamiliarFree WeightsBody exercises using no equipmentBars (Dip, Pull Up, Monkey)Resistance BandsExercise BallsBenchesMedicine BallsHeavy BagsBootcamp classesPlate Loaded MachinesSelectorized MachinesMulti-StationHigh Intensity DVDCross Fit classesSandbagsSuspension TrainingCable CrossoverLes Mills classesSmith Q22. For each of the following please indicate your level of familiarity and male99999898989694939590919092827767605032

Eight techniques have over 50% trialBody exercises using no equipmentTotal86Male85Female87Free Weights868685Selectorized Machines717468Benches667755Resistance Bands666071Plate Loaded Machines637055Exercise Balls605070Bars (Dip, Pull Up, Monkey)516339 and compare favorably to nary Bike727173EFX716676Recumbent Bike484352Q22. For each of the following please indicate your level of familiarity and usage.

Trial is highest with traditional techniquesPercentage Who Have Ever UsedBody exercises using no equipmentTotal86Male85Female87Free Weights868685Selectorized Machines717468Benches667755Resistance Bands666071Plate Loaded Machines637055Exercise Balls605070Bars (Dip, Pull Up, Monkey)516339Multi-Station404831Medicine Balls383738Cable Crossover314120Heavy Bags293621Bootcamp classes282333High Intensity DVD262427Suspension Training232619Cross Fit classes212220Smith Machine192611Sandbags172014Les Mills classes121212Q22. For each of the following please indicate your level of familiarity and usage.

Satisfaction is high among current usersPercentage of Current Users Who are Very Satisfied or Somewhat SatisfiedBenchesTotal100Male100Female99Free Weights999998Body exercises using no equipment989997Medicine Balls989799Cross Fit classes979896Selectorized Machines979895Exercise Balls969696Smith Machine969696Plate Loaded Machines969695Bars (Dip, Pull Up, Monkey)969794High Intensity DVD9691100Cable Crossover959991Heavy Bags959396Resistance Bands949394Multi-Station939591Bootcamp classes939294Suspension Training938898Les Mills classes867893Sandbags808971Q28. How satisfied are you with the results you are getting of each of the following?

Five Discoveries

Drop out rates are highMenWomenAverage drop out rate acrossall 19 techniques49%57%Number of techniques withdrop out greater than 50%12 of 1914 of 19Drop out rate # lapsed users / # ever used

Five techniques drop out less than 50%Selectorized MachinesTotal21Male17Female24Free Weights252128Body exercises using no equipment272726Plate Loaded Machines393345Benches473460 and compare favorably to ht/Stationary Bike514855Recumbent Bike514954Q26. How long has each of the following been part of your strength training routine?Respondents answered selected from range of time

Some techniques are “one and done”Percentage Drop Out RateSelectorized MachinesTotal21Male17Female24Free Weights252128Body exercises using no equipment272726Plate Loaded Machines393345Benches473460Exercise Balls515250Smith Machine534264Les Mills classes545058Bars (Dip, Pull Up, Monkey)554664Suspension Training565458Resistance Bands566349Multi-Station575065Cable Crossover585165Medicine Balls595958Cross Fit classes596455Bootcamp classes626164Heavy Bags696176Sandbags726579High Intensity DVD727174Q26. How long has each of the following been part of your strength training routine?Respondents answered selected from range of time

Traditional techniques have staying powerPercentage of Current Users Who Have Used Consistently for More than 1 YearBody exercises using no equipmentFree WeightsSelectorized MachinesPlate Loaded 7979757573Smith Machine778470Exercise Balls767676Medicine Balls727569Resistance Bands727469Multi-Station727964Bars (Dip, Pull Up, Monkey)687956Cable Crossover678351Cross Fit classes646563Boot camp classes625766Suspension Training606060Les Mills classes534758Heavy Bags525944High Intensity DVD506040Sandbags445928Q26. How long has each of the following been part of your strength training routine?Respondents answered selected from range of time

Five DiscoveriesThey need a strength coach

The gym is often their first look at strengthQ15. How did you first get involved with strength training?Open ended question – respondents provided a detail response

Perception of safety is a barrierPercentage of Gym Members Rating Technique as “Extremely Safe” or “Very Safe”Body exercises using no equipmentResistance BandsSelectorized MachinesExercise BallsPlate Loaded MachinesFree WeightsBenchesMedicine BallsBars (Dip, Pull Up, Monkey)Cross Fit classesSmith MachineMulti-StationHeavy BagsBootcamp classesSuspension TrainingCable CrossoverLes Mills classesHigh Intensity DVDSandbagsQ30. How safe do you consider each of the following?Respondents choose from a range of 5 - extremely safe to 1 – not at all 063475751514046444139463937433835

Five DiscoveriesThey need a strength coach

An Industry’s Challenge Five Discoveries Applying Insights

Introducing Discovery Series

Appeals to the most valuable members

Appeals to the most valuable members

Performs for the strongest members

Pete BorchertDirector of Product DevelopmentPrecor Strength DivisionQ&AFor a copy of this webinar pleaseClick here

Mar 13, 2013 · Current gym member for more than 3 months Workouts at least once a week at the gym Average time to complete online survey: 23 minutes Men Women Total 18-24 100 100 200 25-34

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