Health Club Performance Is Getting Closer to 2019 Numbers, Per Report

Daxko released its latest Insights X Impact report analyzing revenue, member check-ins, joins, holds, cancellations for its clients to determine how the industry is faring as the COVID-19 pandemic trends downward and fitness facilities in the United States have reopened. (Photo by RealPeopleGroup/Getty Images.)

As of the end of March 2021, active members were 66 percent back to normal, gross revenue was 80 percent back to normal and check-ins were 55 percent back to normal when "normal" is consider March 2019 levels, according to a report from Daxko analyzing data from its fitness industry clients. (The active member data was lacking boutique studio data, Daxko noted.)

“As we move into 2021 and vaccines become more widely distributed, the fitness industry stands to see its strongest year yet. At just a little over three months into the new year, fitness facilities are already seeing major improvements in all key performance indicator categories.” authors of the “2020 Nonprofit Wellness Industry Report” wrote.

The report, which shares numbers for nonprofit organizations, health clubs and boutique fitness studios, includes data such as percent-to-normal data on revenue, member check-ins, joins, holds, cancellations and more.  

The March 2021 data shows an improvement from December 2020 data. In December 2020 the data showed that, compared to December 2019, active members were 77 percent back to normal, gross revenue was 80 percent back to normal and check-ins were 47 percent back to normal.

Broken down by industry segment, the report found the following for YMCAs, JCC and community centers comparing December 2020 to December 2019:

  • Revenue: 83 percent back to normal
  • Check-ins: 39 percent back to normal
  • Membership: 72 percent back to normal

For health clubs, the data showed the following compared to 2019:

  • Check-ins: 67.9 percent back to normal
  • New joins: up 117 percent
  • Cancellations: up 33.2 percent
  • Member holds: up 96.5 percent

For boutique studios, the data showed the following compared to 2019:

  • Revenue: 88.5 percent back to normal
  • Check-ins: 87.1 percent back to normal
  • Active membership: 82.3 percent of normal (2021 compared to 2019)
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