Membership Hotspot Report

Leisure DB's Membership Hotspot Report is a springboard to smarter marketing strategies, helping you understand your members and where your budgets are best directed. for maximum return.

MEMBERSHIP HOTSPOT REPORT UNDERSTANDING YOUR MEMBERS

SAMPLE CLUB

03 04 06 07 08 10 15 16 17 18

WHERE ARE YOUR MEMBERS?

MEMBER DOT MAP

MEMBER HOTSPOTS

POSTCODE SECTOR SPOTLIGHT

MARKETING RECOMMENDATIONS

TAKE THE NEXT STEP

INDUSTRY INSIGHTS

OTHER LEISURE DB PRODUCTS

ABOUT LEISURE DB

LEISURE DB PARTNERS

SAMPLE CLUB

WHERE ARE YOUR MEMBERS? Do you truly understand where your members live and how far they travel to reach your site? This is a vital first step in achieving maximum bang for every marketing buck. If you know that 80% of your members live within two miles of your site, for example, you also know that any marketing pushed out beyond this radius is likely to generate lower levels of interest, lower penetration rates and reduced returns. So it’s surprising – and indeed concerning – how many operators tell us “we have members who drive 20 minutes to visit our facility” or “we know we have members who come from xyz area”, only for us to find, through our member mapping process, that this is the rare exception rather than the norm. In fact, based on our 20+ years of experience, it’s fair to say that most operators believe they have members coming from a much larger area than is actually the case, at least in any significant numbers. Step forward Leisure DB’s Membership Hotspot Report... By providing absolute clarity on where your members are coming from, our Membership Hotspot Report is a springboard to smarter marketing strategies, helping you understand where your budgets are best directed for maximum return.

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

MEMBER DOT MAP When it comes to fitness catchments, for the vast majority of facilities we see Pareto’s Principle in action, whereby approximately 80% of members come from approximately 20% of the nearby postcode sectors. (Note that a postcode sector is defined as the first part of the postcode, plus the first number from the last three digits – e.g. KT16 8.) So, does your facility follow this rule of thumb? In the Member Dot Map overleaf, we have mapped the current members of Sample Club to show very precisely where those members live in relation to the club: the red dots are their home addresses; the green dot is the club; and the blue circles show one-, two- and three-mile bands around the facility. The black lines delineate the various postcode sectors, labelled in yellow highlight. What is clear is that – as is so often the case – the majority of members live in close proximity to the club, and indeed in specific postcode sectors. This is a vitally important insight: a crucial first step in helping your gym achieve more new membership sales.

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

! MEMBER DOT MAP FOR SAMPLE CLUB Shows one-, two- and three-mile bands !

! !

TW19 6

TW18 4

! Staines !

TW13 4

Ashford

! !

! Egham !

TW15 2

TW15 3

! TW18 3 !

! !

! TW20 0

! !

TW15 1

! TW16 7 !

TW20 9

! TW18 2

! !

TW18 1

TW20 8

! !! !

! TW16 6

Thorpe

! TW17 0 !

! Virginia Water !

Shepperton Green

GU25 4

! !

! TW17 8 !

KT16 8

! !

! Shepperton ! ! ! ! !

! !

! !!

! !

! ! ! !

KT16 8

KT12 2

! !

! !. ! !

! TW17 9 !

! !

! KT16 9 ! !

! !! !

! Chertsey ! ! ! ! ! !

! !

! ! !

! !

! ! ! ! ! !

! !

!! ! ! ! !!

! ! ! !

! ! !

! !! !

! ! ! ! !

! !

KT12 1

! !

! !! !

KT16 0

! ! ! !

! !

KT13 9

! !

! KT15 2 ! !

! !

! Weybridge

! !! ! ! ! ! ! ! ! !

! !

KT13 8

! !

! ! Addlestone ! ! ! ! !

! !

KT12 5

! Ottershaw ! !! ! ! ! ! ! ! !

! !

! ! !

! KT15 1 ! ! ! !

! !

KT13 0

GU24 8

KT12 4

!. Sample Club 1 mile bands

! KT15 3 ! ! ! ! !

! !

KT11 1 Club Members Postcode Sectors

GU21 4

KT14 6

GU21 5

! KT14 7

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

MEMBER HOTSPOTS Across the UK, 15.9% of the population are members of a gym – this the latest data from Leisure DB’s 2024 State of the UK Fitness Industry Report. How does your club compare in your key hotspots? Could you push deeper into your key markets? What and where are your growth opportunities in 2024? We have concentrated on the postcode sectors which are home to at least 20 of your members. The table below shows these postcode sectors, the number of members and the number of people aged 18-74 within each. The last column shows the penetration rate being achieved in each postcode sector (i.e. the number of members compared to the number of adults aged 18-74).

Total no. of members

Total no. of people aged 18-74

Penetration rate (%)

Postcode sectors (with at least 20 Members)

10.92

KT16 8 – Abbey Mead, Chertsey

570

5,221

10.04

KT16 9 – Chertsey (Incl. Lyne)

558

5,560

6.36

KT16 0 – Ottershaw, Lyne, Longcross

278

4,309

4.74

KT15 2 – Ham Moor, Addlestonemoor

342

7,220

4.14

KT15 1 – Row Town, Addlestone

306

7,383

2.53

TW17 9 – High Street, Shepperton

1,938

2.33

TW20 8 – Egham (Incl. Thorpe)

134

5,756

2.07

GU25 4 – Christchurch Road, Virginia Water

4,257

1.66

TW18 3 – Chertsey Lane, Staines

3,201

1.60

KT15 3 – New Haw, Woodham

104

6,509

1.21

TW17 0 – Laleham Road, Shepperton

3,628

1.13

KT13 8 – Church Street, Weybridge

5,059

0.69

3,166

GU24 8 – Chobham

0.66

TW20 9 – Egham (Incl. Englefield Green)

5,883

0.54

TW17 8 – Upper Halliford Road, Shepperton

4,254

0.54

KT13 0 – Weybridge (Incl. Brooklands, St George’s Hill)

4,859

0.45

KT14 7 – Byfleet

5,061

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

POSTCODE SECTOR SPOTLIGHT Let’s zoom in to one of your key postcode sectors – KT16 8 – where we can see a significant density of members in one corner of the postcode. Could you be targeting some of these streets with a precisely pinpointed, highly efficient marketing campaign? As the table on the previous page shows, there are two postcode sectors which really stand out (KT16 8 and KT16 9), both home to more than 500 members and both achieving a penetration rate of more than 10%. In total, more than 1,100 members come from these two postcode sectors alone. This represents 35% of the Sample Club’s membership. Although both are delivering good member numbers for the Sample Club, there is still potential to attract more members (each postcode sector is home to more than 5,000 adults aged 18-74) and thus push penetration higher.

KT16 8

! !

! ! ! !

! !

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

MARKETING RECOMMENDATIONS So, how do you use these new insights? Based on your member dot map and postcode sector breakdown, you might consider marketing activities such as: 1. Leaflet drop to postcode sectors with a penetration rate over 6% ■ It’s not uncommon for gyms to get a significant proportion of their members from just two or three postcode sectors. ■ A postcode sector is defined as the first part the postcode, plus the first number from the last three digits (e.g. KT16 8). Postcode sectors can vary in size from a few hundred to several thousand households. A rough average would be approx. 3,000 households within a single postcode sector. ■ While it might feel tempting to target postcode sectors with low penetration, we advise not trying to buck the trend. The table on page 6 shows where your members come from – and where our experience says they will continue to come from. ■ There are many local leafleting providers, and even more part-time workers prepared to do some leafleting in your area. However, for a reliable campaign, we would recommend Royal Mail Door-to-Door. You can register for an account here: www.royalmail.com/business/marketing/ mail/door-to-door . Prices are £65.99 per ‘000 leaflets for quantities under 25,000, with reductions for larger door drops. 2. Meta advertising ■ Over the past decade, paid advertising (as opposed to a content post) on Facebook & Instagram has become a key marketing channel for most gyms. ■ However, geo-targeting the correct areas is not as common. Many gyms waste significant ‘click’ budget on enquiries from outside the catchment area. Use your member dot map to ‘Drop Pin’, then compare your catchment area on Meta with the member hotspots we’ve identified in this report. The areas of overlap are the areas you should be targeting with your paid Meta advertising. ■ All targeting can be managed in Meta Business Profile > Ads Manager.

MEMBERSHIP HOTSPOT REPORT

SAMPLE CLUB

3. Google Advertising ■ Advertising on Google has evolved considerably. Rather than simply relying on keywords, Google Performance Max now allows gyms to use photography and video to target potential members through Search (aka Adwords), Display and YouTube. ■ Geo-targeting has improved too: campaigns can now be focused around specific locations. This allows you to approximately map – and target – your key catchment area(s). ■ Furthermore, the ‘Interest’ targeting feature allows your business to focus advertising spend on people within your catchment area who have shown a specific interest in fitness and/or gyms. ■ Google Ads wizards are also very intuitive; it’s easy to make a start on your Google Ads campaign while staying in full control of your daily budget.

If you require further assistance with your marketing campaigns, from planning to booking to execution, we would be delighted to help. Please contact Leisure DB to discuss your needs and request a quotation: enquiries@leisuredb.com

MEMBERSHIP HOTSPOT REPORT

TAKE THE NEXT STEP

NOT JUST WHERE, BUT WHO In this report, we’ve shown you where your members are – and with it, where you’ll find the most new members. And that, of course, is a great first step, allowing you to intelligently focus your marketing campaigns in areas of maximum potential ROI. But knowing where to market is only half the picture. You also need to know what to say. What message will be most compelling to prospective new members? To work that out, you first need to know who your members really are. What’s their demographic profile? What motivates them? What’s their lifestyle beyond the gym? And does this differ between your key postcode segments? Only armed with this knowledge can you create campaigns that truly hit the mark – campaigns that say the right things to the right people at the right time, to attract more customers who look like your existing loyal members. That’s why we strongly advise you also invest in a Leisure DB Membership Profile Report. Using the UK’s premium demographic profiling system (Mosaic from Experian – see next page), this report cross-references your member location data with the Mosaic database to build a detailed profile of your members. It provides invaluable insight into your existing members – their income and life stage, their qualifications and digital habits, and far more – to help shape the messages, offers and media channels of your future campaigns. Crucially, it also tells you how many more people with this profile live within your catchment area, allowing you to even more precisely target specific areas with specific messages. (Incidentally, Leisure DB can go a step further still, not only providing target market numbers within your catchment, but also penetration forecasts – and with it, an accurate prediction of how many more members you can attract. This is our latent demand report and is the gold standard for new and existing sites alike. Get in touch now to discuss a latent demand report for your club).

MEMBERSHIP HOTSPOT REPORT

TAKE THE NEXT STEP

MOSAIC FAMILY TREE Let’s take a really quick look at how Mosaic works.

Building on a 30-year track record of identifying changes in the structure of UK society, Mosaic synthesises over 850m pieces of information to create an easy-to-understand segmentation that allocates 51m individuals and 25m households into one of 15 Groups, which in turn break down into 66 detailed Types.

The family tree below illustrates the major demographic and lifestyle polarities between the Mosaic types, and shows how the Mosaic types relate to each other.

Family Tree

The family tree illustrates the major demographic and lifestyle polarities between the Mosaic Types, and shows how the Mosaic Types relate to each other.

Affluent

Independent

Homeowners

B05

B08

B06

A01

C10 C123

B07

A02

B09

G26

C12

C12 N57

G27

E18

G28

C11

A03

N58

G29

E21

F25

N59

H30

D14

A04

H31

F24

E20

N60

H33

F23

DC152

D16

O62

H34

H32

F22

E19

H35

O61

C12 D17

O64

O65

M56

M55

M54

J42

L51

O63

J41

I37

I38

L53

O66

J40

I36

L50

I39

K44

J43

L52

K45

K48

L49

K46

K47

Supported

Limited Resources

Renters

This is the level of data and insight you can expect in our Membership Profile Reports, providing a clear and fascinating picture of who your members really are.

Mosaic UK

MEMBERSHIP HOTSPOT REPORT

TAKE THE NEXT STEP

LET US SHINE A SPOTLIGHT ON YOUR MEMBERSHIP

1. Defining your actual catchment We have already mapped your member postcodes, so we can see where your members are and in which postcode sectors they live. However, in a Membership Profile Report, we will also define your catchment – that is how far, in miles and minutes, members travel to get to you. Just as an example, let’s say 75% of members live within 10 minutes’ drive time. Quite possibly this is the perfect catchment, but there are other considerations. Does that 10-minute drive time reach a big cluster of a specific population group that isn’t represented in the existing membership base? Is there a little corner of the catchment that’s heavily populated but more conveniently served by a number of competitive sites? Is there a cluster just outside the drive time that isn’t served by a competitor, from where members are already coming? Is there a river or railway line with no nearby bridge to cross it? Anything like this, we can factor in and manually adjust the catchment. 2. Identifying your areas of strength Our next step is to cut the data so we’re only looking at members who live within the defined catchment area. We then turn to Experian’s Mosaic consumer classification system – 15 groups that break down into 66 types for a clear picture of who lives where in the UK – to understand more about who the members are, in demographic terms. We create a Mosaic profile of your catchment and a Mosaic profile of your members and compare the two. This shows how well your facility penetrates each Mosaic group and type, and how your site indexes for each compared to the total catchment population. Anything indexing over 100 means you perform particularly well for that Mosaic group/type, and our reports then detail who they are demographically: age, life stage, affluence, home ownership, types of property, whether they have children, how they holiday, shop, consume social media and so on. We deepen your understanding of your key audiences and empower you to speak to them in ever-more relevant ways, shaping your marketing to drive penetration rates even higher among these high-indexing groups and types – your low-hanging fruit.

MEMBERSHIP HOTSPOT REPORT

TAKE THE NEXT STEP

Purchase a Leisure DB Membership Profile Report and benefit from detailed insights such as those in the table below. Although the below is an anonymous sample profile, you can quickly see how valuable this information can be in understanding your member base.

Target:

Members within 10 minutes’ drive

Base:

Adult (15+) population within 10 minutes’ drive

Mosaic Group

Target

% Base % Pen Index

100

150

200

A City Prosperity B Prestige Positions C Country Living D Rural Reality E Senior Security F Suburban Stability G Domestic Success H Aspiring Homemakers

0.2

502

0.9 1.0 23

543

23.0 13,230 24.3 4.1 95

37 12

1.6 0.5 7.3 8.8

691 320

1.3 5.4 124 0.6 3.8 87

172 208 559 318

5,454 10.0 3.2 73

4,866

8.9 4.3 99

23.7 9,356 17.2 6.0 138 13.5 6,346 11.7 5.0 116

I Family Basics

98 13

4.2 0.6 0.2 1.8 0.0 1.1

2,465

4.5 4.0 92 1.0 2.4 56 0.4 1.9 43 3.8 2.0 47

J Transient Renters K Municipal Tenants

535 216

L Vintage Value

2,059

M Modest Traditions N Urban Cohesion

0.0 0.0

715

1.3 3.5 81

O Rental Hubs

321

13.6 7,664 14.1 4.2 97

Total

2,357 - -

54,419 - - 4.33 - -

From the table above, we can see that for this Sample Club, Mosaic Group G stands out. Group G already accounts for 559 (23.7%) of the club’s total member base; the club’s product resonates with this group. Yet it’s a big population group in which the club has still only achieved a 6% penetration. There’s plenty more opportunity here! So, who are these people? (see overleaf)

MEMBERSHIP HOTSPOT REPORT

TAKE THE NEXT STEP

Domestic Success G

Thriving families who are busy bringing up children and following careers

Age

18-25 26-35 36-45 46-55 56-65 66+

Property

Highest Education, Work & Finances

£ Mortgaged detached

FOUR

Vocational qualifications

Bedrooms

High incomes

Home owner

Full- or part-time

Online Activity

Technology & Channel Preferences

Are you are interested in doing a deep dive into your existing members? Do you want to know who they really are? Would you like to understand what your core catchment is and know how well you are penetrating

Broadband speed

Time online

Social media

Technology

In-store

Lifestyle

Holidays

Beach

Escorted tour

2 or 3 holidays

' ' 5 a day

Video games

Music

Transport

Shopping & Charity

each population group within it?

ALDI SAINSBURY'S TESCO Supermarkets

We can help! Get in touch now to request your Membership Profile Report: enquiries@ leisuredb.com

DONATE Medium donations

Convertible

High online

Train

People carrier

Mosaic UK |

MEMBERSHIP HOTSPOT REPORT

INDUSTRY INSIGHTS

BROADEN YOUR KNOWLEDGE with Leisure DB’s industry reports

You’re now beginning to gather robust, reliable data on which to base your decisions – but please don’t stop there in your due diligence. Leisure DB’s industry reports provide the most accurate, granular view of the supply-side to the industry, based on a proprietary database that we’ve developed over 20+ years. These unique reports are cited by operators, suppliers, investors, consultants and government bodies across the UK and into Europe as providing ‘invaluable business insights’ into their respective sectors. Each report is compiled from a comprehensive review of the industry that involves detailed individual contact with all sites. Throughout the year, this intelligent audit allows our dedicated research team to capture changes as they occur, including new openings, closures, expansions and site/ management takeovers. In 2024, with the support of Leisure DB’s fantastic partners, the State of the Industry Reports will be available free of charge for the first time in history. The new State of the UK Fitness Industry Report was launched on 6th June 2024 and is now available. You’ll find the new State of the Fitness Industry Report, plus our most recent swim & boutique reports, at leisuredb.com/publications For more information on Leisure DB’s other market-leading products and services, please see page 16.

State of the UK Fitness Industry Report 2024

MEMBERSHIP HOTSPOT REPORT

OTHER LEISURE DB PRODUCTS

SITE ANALYSIS Identifying gaps in the market for competitive advantage

Supply demand: Using our unique supply demand model, our latent demand reports take into account competition and demographics to provide the most accurate, robust estimation of potential membership at any fitness facility in the UK. Demographics: Want to know who lives and works in your core catchment area? Demographic analysis – which can be done for any UK facility – delivers population figures, as well as an unparalleled understanding of the types of people living and working in the local area. Where relevant, this can include analysis based on age, gender and ethnicity. It provides invaluable insights into potential markets and specific target opportunities, supporting strategic decisions around everything from offering to pricing and promotion. Competitors: Competitive mapping highlights and maps all open and planned fitness facilities within an agreed geographical area, providing an overview of the competitive threat and allowing for informed decisions to be made on the location of a planned facility. MARKET DATA Sharing intelligence and insights for informed business decisions Leisure DB is the leading market intelligence source for operators, suppliers, consultants and investors. Every year, our dedicated research team updates a vast number of detailed data fields – from member numbers and pricing to site contact details, ownership and management, technical facility details and many, many more – to maintain the highest levels of data quality and accuracy. Spanning everything from gyms and studios to swimming pools, sports halls, indoor tennis and squash courts, we can deliver the latest data to support key business decisions, with options to suit a variety of budgets. All data is handled sensitively and in adherence with our privacy agreements, but nevertheless provides invaluable cross-market insight. Please note, where member numbers are available, these are provided in bands only. Licensed data: Targeting or analysing the sector couldn’t be easier, with our fully customised facility database available to license. This enables operators to understand their current market position and identify areas for future growth; aids investors and start-ups to make informed business decisions on property purchase and location; and helps suppliers to develop new, market share-boosting opportunities. Historical stats: Leisure DB has historical fitness data going back to 2007, and swimming data to 2010. This enables clients to see how the market in the UK has changed over time, and where the growth areas have been. This historical data can deliver powerful insights to help with due diligence and forecasting trends.

MEMBERSHIP HOTSPOT REPORT

ABOUT LEISURE DB

ABOUT US Leisure DB is a leading independent data and insight specialist in the UK leisure sector, providing key market intelligence and analysis across the full scope of an increasingly diverse fitness and leisure industry. Established over 30 years ago, we work with a wide range of operators, suppliers, consultants and investors to empower your business with the insights and tools you need to make informed decisions and thrive in your market. Armed with the knowledge we provide, you can make strategic decisions with confidence and precision. WHAT WE DO By providing the UK’s most robust market data, in-depth site and customer analysis and highly tailored advice, we help your business achieve its full potential. Imagine being in a position of truly understanding your customers and their preferences. Imagine being given new insights that hand you a compelling competitive edge. Imagine being able to pinpoint precise, perfect locations for your brand. Perhaps you simply need access to licensed data, historical stats and industry insights for a comprehensive view of the ever-evolving landscape. Leisure DB delivers all this, and more. WHY IT MATTERS Put simply, important business decisions should never be based on guesswork. Leisure DB unlocks the power of data to secure a competitive advantage for your business, with a team of experts on-hand and ready to guide you through the data, deep dive into specific report metrics and tailor advice to the needs of your business. By providing you with an in-depth understanding of your target markets and customers, we help you make more confident decisions, better investments and better strategies for success, leading to happier, more loyal customers. Let us help you take control of your success – today.

MEMBERSHIP HOTSPOT REPORT

LEISURE DB PARTNERS

Our thanks go to our partners for their ongoing support as we work to help businesses across the sector achieve their full potential.

MEMBERSHIP HOTSPOT REPORT

Addleisure Limited trading as Leisure DB, 2 Leman Street, London E1W 9US. Registration Number: 11798301 email: enquiries@leisuredb.com www.leisuredb.com

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