41% of Americans of Americans make New Year’s resolutions—and 21% of those resolve to lose weight. The annual cycle of shedding unwanted pounds and getting more fit drives consumers to evaluate health clubs and gyms.1 In fact, the fitness industry is expected to have a compound annual growth rate of 2.4% from 2016 to 2021.2

What fitness clubs will benefit most from that growth? Our prediction is Planet Fitness. In our December 2016 panel research with over 4100 consumers, Planet Fitness had the highest customer experience ratings among five major competitors, including LA Fitness, Gold’s Gym, Anytime Fitness, and 24 Hour Fitness. Only the YMCA/YWCA received higher scores.

Why did Planet Fitness score so well? Consumers gave this brand high marks for value for money. A standard membership starts at only $10/month. In addition, Planet Fitness received high marks for the quality and condition of its aerobic equipment and a low problem incidence rate.  

Given that 10% of all consumers drop their fitness memberships every year, brands in the fitness industry must put effort into retaining their customers. Ensuring franchisees adhere to brand standards—like maintaining equipment—is key. In addition, putting more time and money into quality trainers will have an impact. Although 31% of our consumers reported working with a trainer, only 39% of those reported “making progress against their goals” while working with a trainer. These trainers can be brand ambassadors and will have a significant impact on brand retention.

Improving customer experience in this growing industry will drive the ability to gain market share and retain customers. For tips on how to measure and manage the customer experience, download our eBook titled “Customer Experience Measurement: Best practices for multi-location businesses"—or give us a call at 1-877-329-9621. We’d love to help you improve the customer experience you deliver in each of your franchises.


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As Chief Strategy Officer, Cheryl aligns Market Force's strategic direction with our clients' strategic objectives. She oversees the North American client base, Analytics and Insights, Winnipeg Operations and Marketing. She has a Ph.D. in social psychology and broad business experience in both private and public companies.​