The autumn hibernation effect in leisure

leisure-momentum-autumn

As the days grow shorter and the nights darker, six in ten Brits would rather curl up in front of the TV than hit the gym, with one in five cutting down on exercise altogether.

Autumn may bring to mind connotations of warm, cosy evenings spent at home, but for gym and fitness operators, this ‘hibernation’ attitude amongst consumers can lead to a significant drop in attendance and membership rates.

 

Are your members hibernating?

With an official start date of the 23rd October, it’s expected that one in three will go into a state of ‘hibernation’ over the next few weeks, spending less than thirty minutes outside each day until the warmer weather returns in 2019.

In their report, Cyclescheme go on to suggest that this change in attitude takes its toll on our work as well as our personal lives, as 39% adjust their commute and 28% skip their lunch break to avoid being outside – despite knowing the negative impact it may have on their health.

To explain these alterations in how we act, Professor of Occupational Health Psychology – Craig Jackson – refers to a concept known as ‘ennui’, which is “dissatisfaction that arises from a cold, wet and dark environment”.

 

How these lifestyle changes will affect your customers’ health…

From this lack of activity and natural daylight, seven in ten UK employees will experience worse moods and higher stress levels, with 53% finding it difficult to concentrate.

Add to this the following figures, that:

- 66% are more likely to comfort eat.

- 40% will feel less energetic.

- 37% are more likely to call in sick.

- 24% will schedule fewer social engagements.

…and it becomes clear to see why consumers can find themselves in a rut, gaining an average 5-10 pounds, and avoiding the gym until the ‘new year, new me’ mentality sets in.

 

So, what can you do to turn things around?

There are significant health and wellness benefits from regular exercise and a balanced lifestyle, you simply need to remind your customers what those advantages are.

For instance, did you know that whilst adults are expected to suffer 2-5 colds per year, keeping active reduces those odds by 50%?

It’s also suggested from this research that the “severity of symptoms” fell by 41% for the fittest respondents, and by 31% for the most active.

Of course, there’s also a series of widely-known benefits, such as to your mood, stress level, and self-esteem.

 

Motivate your members and get them to mix-up their routine

One in five Brits “don’t feel fit enough” to work out in front of other people, with 54% wishing they could be more active for their health.

To give you some inspiration on how you can incentivse your members back into action, you could try putting your efforts behind promoting one of the below sports or events:

Bootcamps – Cardio and strength training are considered the most effective workouts, so consider combining them in your own bootcamp course.

Due to the cooler temperatures, it might also be worth taking to a public space or park, as wind resistance helps you burn more calories whilst exercising outdoors is said to be “associated with greater feelings of revitalisation, increased energy and positive engagement”.

So, instead of seeing the change in season as a reason to run for cover, encourage your members to see it as an opportunity to get better results.

Circuit training – When boredom strikes at the gym, your members will become discouraged and disengaged, leading to higher cancellation rates.

As a gym, operator, the best way to overcome this problem is to encourage your customers to vary their routine. You can do this by introducing new classes, promoting guides and blogs featuring your fitness tips and advice, and by offering them some one-on-one time or circuit training with your experts.

Swimming According to Ian Cumming, Chair of the Swimming and Health Commission, “physical activity in any form can have a positive impact on a person’s mental health, but swimming is unique.”

Supported by a Swim England study, it was found that 43% feel happier when incorporating swimming into their daily lives, 26% feel more motivated, and 15% feel that life becomes “more manageable”.

So, in light of the earlier findings on the seasonal effects we experience in autumn, it makes sense to market your pool to its full potential this October, should your facility offer one.

 

Need some help?

Just under half of the population (40%) are less active in the run up to Christmas, with 32% feeling guilty for not making more of an effort.

If you need some help boosting your membership numbers this autumn and winter, give us a call on 0344 800 84 24, and find out what a multi-channel marketing platform like ours can do for your business.

 

Technology’s changed the game, are you staying ahe...
Seasons, holidays and special occasions: how to ge...
 

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Thursday, 13 December 2018

The autumn hibernation effect in leisure

leisure-momentum-autumn

As the days grow shorter and the nights darker, six in ten Brits would rather curl up in front of the TV than hit the gym, with one in five cutting down on exercise altogether.

Autumn may bring to mind connotations of warm, cosy evenings spent at home, but for gym and fitness operators, this ‘hibernation’ attitude amongst consumers can lead to a significant drop in attendance and membership rates.

 

Are your members hibernating?

With an official start date of the 23rd October, it’s expected that one in three will go into a state of ‘hibernation’ over the next few weeks, spending less than thirty minutes outside each day until the warmer weather returns in 2019.

In their report, Cyclescheme go on to suggest that this change in attitude takes its toll on our work as well as our personal lives, as 39% adjust their commute and 28% skip their lunch break to avoid being outside – despite knowing the negative impact it may have on their health.

To explain these alterations in how we act, Professor of Occupational Health Psychology – Craig Jackson – refers to a concept known as ‘ennui’, which is “dissatisfaction that arises from a cold, wet and dark environment”.

 

How these lifestyle changes will affect your customers’ health…

From this lack of activity and natural daylight, seven in ten UK employees will experience worse moods and higher stress levels, with 53% finding it difficult to concentrate.

Add to this the following figures, that:

- 66% are more likely to comfort eat.

- 40% will feel less energetic.

- 37% are more likely to call in sick.

- 24% will schedule fewer social engagements.

…and it becomes clear to see why consumers can find themselves in a rut, gaining an average 5-10 pounds, and avoiding the gym until the ‘new year, new me’ mentality sets in.

 

So, what can you do to turn things around?

There are significant health and wellness benefits from regular exercise and a balanced lifestyle, you simply need to remind your customers what those advantages are.

For instance, did you know that whilst adults are expected to suffer 2-5 colds per year, keeping active reduces those odds by 50%?

It’s also suggested from this research that the “severity of symptoms” fell by 41% for the fittest respondents, and by 31% for the most active.

Of course, there’s also a series of widely-known benefits, such as to your mood, stress level, and self-esteem.

 

Motivate your members and get them to mix-up their routine

One in five Brits “don’t feel fit enough” to work out in front of other people, with 54% wishing they could be more active for their health.

To give you some inspiration on how you can incentivse your members back into action, you could try putting your efforts behind promoting one of the below sports or events:

Bootcamps – Cardio and strength training are considered the most effective workouts, so consider combining them in your own bootcamp course.

Due to the cooler temperatures, it might also be worth taking to a public space or park, as wind resistance helps you burn more calories whilst exercising outdoors is said to be “associated with greater feelings of revitalisation, increased energy and positive engagement”.

So, instead of seeing the change in season as a reason to run for cover, encourage your members to see it as an opportunity to get better results.

Circuit training – When boredom strikes at the gym, your members will become discouraged and disengaged, leading to higher cancellation rates.

As a gym, operator, the best way to overcome this problem is to encourage your customers to vary their routine. You can do this by introducing new classes, promoting guides and blogs featuring your fitness tips and advice, and by offering them some one-on-one time or circuit training with your experts.

Swimming According to Ian Cumming, Chair of the Swimming and Health Commission, “physical activity in any form can have a positive impact on a person’s mental health, but swimming is unique.”

Supported by a Swim England study, it was found that 43% feel happier when incorporating swimming into their daily lives, 26% feel more motivated, and 15% feel that life becomes “more manageable”.

So, in light of the earlier findings on the seasonal effects we experience in autumn, it makes sense to market your pool to its full potential this October, should your facility offer one.

 

Need some help?

Just under half of the population (40%) are less active in the run up to Christmas, with 32% feeling guilty for not making more of an effort.

If you need some help boosting your membership numbers this autumn and winter, give us a call on 0344 800 84 24, and find out what a multi-channel marketing platform like ours can do for your business.

 

Technology’s changed the game, are you staying ahe...
Seasons, holidays and special occasions: how to ge...
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Thursday, 13 December 2018
 
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