Member Insight Report

By providing absolute clarity on where your members are coming from, our Member Insight Report is a springboard to smarter marketing strategies, helping you understand where your budgets are best directed for maximum return.

MEMBER INSIGHT REPORT A DEEP DIVE INTO YOUR CUSTOMER BASE

EXAMPLE REPORT

SAMPLE CLUB

03 04 06 07 08 10 27 29 30 31 35 37

WHERE ARE YOUR MEMBERS?

MEMBER DOT MAP

MEMBER HOTSPOTS

POSTCODE SECTOR SPOTLIGHT

MARKETING RECOMMENDATIONS

WHO ARE YOUR MEMBERS?

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 Member Insight Report ... By providing absolute clarity on where your members are coming from, our Member Insight Report is a springboard to smarter marketing strategies, helping you understand where your budgets are best directed for maximum return.

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INDUSTRY INSIGHTS

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APPENDIX – ABOUT MOSAIC

MEMBER INSIGHT 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.

! 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

MEMBER INSIGHT 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.

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.

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

KT16 8

2.07

GU25 4 – Christchurch Road, Virginia Water

4,257

KT16 8

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

MEMBER INSIGHT 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.

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

MEMBER INSIGHT REPORT

SAMPLE CLUB

CLARIFYING YOUR 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 this Member Insight Report , we have also defined your catchment – that is how far, in miles and minutes, members travel to get to you. We found that 37% of your members live within a one-mile radius of the club. This increases to 60% within a two-mile radius. A further 15% of your members live between two and three miles away. A five-minute drive time around your club is home to 45% of members and this increases to 78% within 10 minutes’ drive. For the purposes of this report, a 10-minute drive time therefore defines the boundary of your catchment. Outside of this 10-minute drive time, numbers begin to drop off and you do not make any large gains by adding another minute or two to the total drive time. If we increase the drive time to 15 minutes, the proportion of members goes up a little. However, your penetration is much lower because the population increase between 10 and 15 minutes is so large. The map below shows a 10-minute drive time (yellow shaded area) around your club. The green dot is the club; the red dots are your members’ home addresses; the blue circle shows a three-mile radius around your club. Our next step is to cut the member data so we’re only looking at members who live within the defined catchment area – in this case, a 10-minute drive time.

WHO ARE YOUR MEMBERS? So far 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 now we need to understand who your members are. Who does your fitness facility appeal to, and how well have you penetrated the relevant audiences in your catchment area? Armed with this knowledge, you can 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.

“By highlighting the groups to whom your facility appeals, this report provides a springboard to smarter marketing”

Using the UK’s premium demographic profiling system (Mosaic from Experian – see page 12), we have cross-referenced your member location data with the Mosaic database to build a detailed profile of your members. This 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, this analysis also reveals how many more people with this profile live within your catchment area, allowing you to even more precisely target specific areas with specific messages.

! MEMBER DOT MAP SHOWING YOUR CATCHMENT AREA !

! !

! Staines ! !

Ashford

! ! !

! Egham ! ! !

! !

! Englefield Green ! ! !

! !

! !! !

! !

Thorpe

! !

Upper Halliford

! Virginia Water ! !

Shepperton Green

! !

! ! ! ! !

! Shepperton ! ! ! ! !

! !

! ! ! !!

! ! ! !

! ! !

! !

! !. ! ! ! ! !

! !

! !!

! !

! Chertsey ! ! ! ! ! ! ! ! ! !! ! ! !

! ! !

! !

! ! ! ! ! !

! !

!! ! !! !

! ! ! ! ! ! !

! !

! ! ! !

! !

! ! !

! !! !

! ! ! !

! !

! ! !

! !

! !! ! ! ! ! !

Weybridge

! ! ! !

! !

! ! Addlestone ! ! ! ! ! ! ! !

! ! !

! ! ! !

! !

! ! !

! !

! ! !

! !

! ! !

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

! !

! ! !

! !

! ! ! !

! ! !

! !

! ! !

! !

New Haw

! !

! Chobham

! !

! Brooklands Industrial Estate ! !

! Woodham ! ! !

! West Byfleet !

! !. Sample Club !

Sheerwater

Cobham 10 minute drive 3 mile radius Club Members

Pyrford

MEMBER INSIGHT REPORT

SAMPLE CLUB

MOSAIC FAMILY TREE We then turn to Mosaic to understand more about who these members are, in demographic terms. 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 (shown below, with further detail in the appendix), which in turn break down into 66 detailed Types.

YOUR AREAS OF STRENGTH – MOSAIC GROUPS So, what have we discovered in this report? First, let’s look at the level of Mosaic groups for a broad overview of your members. In the chart overleaf, the first column lists the Mosaic groups, with subsequent columns showing the number of members in your catchment who fall into each group, and the % of your membership this represents. We then share the same figures for your catchment, showing how many individuals aged 15+ belong to each Mosaic group in your catchment area, and the % of the total adult population this represents. The final couple of columns show how well your facility penetrates each Mosaic group – i.e. what proportion of each population group are already members – and how your site therefore indexes for this Mosaic group compared to the total catchment population. An index of 100 means the percentage of members in this Mosaic group is equal to the percentage of the population in that group. An index below 100 means the percentage of members in the group is lower than in the population as a whole; the group is under-represented in your facility. Anything indexing over 100 means you perform particularly well for that group; your product already appeals to them and has attracted them as members. Represented visually in the coloured bars to the right of the chart, these are the bars that extend right of the centre point. In many cases, this is where the low-hanging fruit is to be found – among the groups that are over-represented in your site. With your product already proven to appeal to these profiles, there is a strong opportunity to drive your penetration rate even higher among these groups.

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

Mosaic UK

MEMBER INSIGHT REPORT

SAMPLE CLUB

MOSAIC GROUP PROFILE OF MEMBERS Sample Club

WHAT DOES THIS TELL US? In total, 54,419 adults (aged 15+) live within 10 minutes’ drive of the Sample Club. Of these, 2,357 are members of the club; this means the penetration rate in the catchment area is 4.33% . The prominent Mosaic group in the area is B (Prestige Positions) : it accounts for over 24% of all adults aged 15+ in your catchment, a figure which is much higher than the national average. These are affluent families who live in spacious homes within sought-after neighbourhoods. Most householders are married couples – some are older and no longer have dependents, others have children or young adults to support. This group also generates 23% of members at the Sample Club, so penetration within this group is 4.1%. This puts it a little below the average of 4.33%. The best performing group, in terms of generating members, is G (Domestic Success) . It accounts for just over 17% of the population in the area but generates almost 24% of members. This gives it a high penetration rate of 6%- the bar is furthest to the right of centre on the bar chart. Domestic Success are householders in their middle years who have made progress in their careers and own comfortable family homes. Most are couples aged in their 30s and 40s. Other households consist of single people living alone in family-sized properties. Adults work in higher-level roles which earn them good salaries. Mosaic group O (Rental Hubs) is the third most prominent in the catchment population, making up 14% of local people. These are young people enjoying city lifestyles in accessible locations. Usually aged in their 20s and 30s, they moved to their current addresses relatively recently. Most are well educated and either have university degrees or are in the process of gaining them. This group generates 13.6% of members, giving it a penetration rate of 4.2%. This is a little below the average for the club, so the index score is just under 100. One other Mosaic group that performs well for the Sample Club is H (Aspiring Homemakers) . It accounts for 11.7% of the population but generates 13.5% of members within the 10 minute catchment area. This gives it a penetration rate of 5% and the bar is just to the right of centre on the bar chart. Aspiring Homemakers are young people in their 20s and 30s who are putting down roots in pleasant homes. Many have moved in recently, others have lived there for a few years and are beginning to settle. Households are a mix of young couples and single people. Around two-thirds have started families and have young children. Although Mosaic group C (Country Living) achieves an above average index score (124), overall numbers are very low; this group accounts for fewer than 700 people in the catchment area.

Target:

Members within 10 minutes’ drive

Base:

Adult (15+) population within 10 minutes’ drive

Mosaic Group Mosaic Group

Target Target

% Base % Pen Index % 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 - -

MEMBER INSIGHT REPORT

SAMPLE CLUB

Mosaic provides a snapshot of information about each group, which can be useful in understanding local needs and nuances.

B05

B06

B07

B08

B09

Please note, montages of the Mosaic groups mentioned here can be found on the following pages. You can also find a brief summary of each of the 15 Mosaic groups in the Appendix of this report. The montages show that of the five groups outlined on the previous page, those in group H are the youngest (almost 37% of people in this group in the UK are 26-35) while those in group C are the oldest (more than 35% of people in this group are 66+). Those in groups G and H are the most likely to have dependent children. In terms of household income, those in group B have the highest (43% of people in this group have an income above £70k) while group O has the lowest (almost a quarter people in this group have an income of between £30k and £40k). It is generally in the over-represented Mosaic groups that your low-hanging fruit is to be found. The only exception in this case is Mosaic group O. While it generates 13.6% of members, this is lower than the proportion of population found in the catchment area. More than 7,600 adults in your catchment fall into group O and these are young people. Could you increase your penetration within this group? Also worthy of note is Mosaic group F (Suburban Stability) . There are more than 4,800 adults in your catchment who are classifed as such, but just 208 of these are members at the Sample Club. Penetration within this group is slightly lower than average - could you increase this?

Established families in large detached homes living upmarket lifestyles Prestige Positions

Advert Resp

Who We Are

Household income

Age

56–65

£150k+

161 24.6%

645 9.3%

Number of children

Household composition

Family

No children

Key Features

Household T

185 42.4%

107 74.0%

Breakdown cover Pay credit cards in full Garden or allotment High discretionary income Highly educated Own large, detached houses

Residency type

Tenure

Detached

Owned

147 94.9%

398 73.9%

C10

C11

C12

C13

Well-off owners in rural locations enjoying the benefits of country life Country Living

Mosaic UK

Advert Resp

Who We Are

Household income

Age

66+

£70k–£99,999

191 35.2%

176 14.0%

Number of children

Household composition

147

Family

No children

Key Features

Household T

167 38.2%

111 76.7%

High environmental impact gap Oil central heating Garden or allotment Electronic money transfers Own old, detached houses Rural locations

Residency type

Tenure

Detached

Owned

131 84.5%

350 64.9%

MEMBER INSIGHT REPORT

SAMPLE CLUB

F22

F23

F24

F25

H30

H31

H32

H33

H34

H35

Mature suburban owners living settled lives in mid-range housing Suburban Stability

Younger households settling down in housing priced within their means Aspiring Homemakers

6.22% 7.91%

Advert Response Channel

Advert Resp

Who We Are

Household income

Age

56–65

£30k–£39,999

26–35

£40k–£49,999

100

108

112

233 35.5%

147 23.6%

191 36.9%

192 23.5%

Number of children

Household composition

102

122

Family + other adults

No children

Pseudo family

Key Features

Household Technology

Key Features

Household T

248 39.9%

132 91.2%

209 22.6%

267 36.8%

Solar panels News and media sites Established in community 3 bedrooms Own mid-value semis Older families, no children

Order from takeaways Texts and photos on smartphone Internet via smartphone High outstanding mortgages 3 bedrooms Families with young children

Residency type

Tenure

Semi-detached

Owned

Medium

143 92.3%

196 51.0%

121 77.7%

157 40.8%

G26

G27

G28

G29

O61

O62

O63

O64

O65

O66

Thriving families who are busy bringing up children and following careers Domestic Success

Educated young people privately renting in urban neighbourhoods Rental Hubs

6.73% 7.65%

Mosaic UK

Advert Response Channel

Advert Resp

Who We Are

Household income

Age

36–45

£70k–£99,999

26–35

£30k–£39,999

120

103

194 36.1%

411 32.8%

202 39.0%

155 24.8%

Number of children

Household composition

119

130

123

145

Family

Single

No children

Key Features

Household Technology

Key Features

Household T

193 44.2%

291 36.2%

142 56.2%

126 87.4%

Online shoppers Internet via smartphone Very high mortgage debt Monthly discretionary income under £1000 Mid to high household income Families with children

Internet via smartphone Very high internet use Rent flats Young singles and homesharers

Residency type

Tenure

Detached

Flat

Owned

Rented

Don't use landlines Watch videos online

Very High

137 88.1%

203 37.6%

333 59.9%

354 81.9%

MEMBER INSIGHT REPORT

B09 Empty-Nest Adventure C10 Wealthy Landowners

23 37

1.0 1.6 0.0 0.0 0.0 0.5 0.0 0.0 0.0 4.2 1.7 0.5

812 630

1.5 1.2 0.0 0.0 0.1 0.6 0.0 0.0 0.0 6.0 2.5 0.5

2.8

5.9 136

C11 Rural Vogue

0 0 0

6 0

0.0 0.0 0.0 3.8 0.0 0.0 0.0 3.1 2.9 4.3 3.6 2.1

0 0 0

C12 Scattered Homesteads C13 Village Retirement

SAMPLE CLUB

D14 Satellite Settlers

320

D15 Local Focus

0 0 0

D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents

100

3,243 1,363

71 68 98 82

40 11 21 23

YOUR AREAS OF STRENGTH – MOSAIC TYPES We now turn to Mosaic types for a more detailed understanding of who your members are. Once again, the chart below shows actual numbers and % accounted for by each Mosaic type, both in your membership and in the total catchment population. It then goes on to establish your facility’s penetration rate and how you index for each Mosaic type. As with the groups, this shows who you appeal to and how well you’ve penetrated those Mosaic types so far. By looking at the penetration rate and index, it also nods to how much more opportunity there might be within those types – where it might be a comparatively easy win to push your penetration a few percentage points higher. Any type indexing over 100 means they’re over-represented in your membership compared to the catchment norm; when you hit an index of 200+, you really want to sit up and take notice!

258 590

E21 Solo Retirees MOSAIC TYPE PROFILE OF MEMBERS (continued) Sample Club 0.9 1.0 1.1 2.0 F22 Boomerang Boarders 1,113 3,130 48 170 5.4 125

Target: F25 Dependable Me F23 Family Ties F24 Fledgling Free

7.2 0.0

5.8 0.1 1.1 3.6

2.0 2.4

47 56

Members within 10 minutes’ drive 14 0.6 574

Base: G26 Cafés and Catchments G27 Thriving Independence G28 Modern Parents Mosaic Type G29 Mid-Career Convention H30 Primary Ambitions H31 Affordable Fringe H32 First-Rung Futures H33 Contemporary Starts H34 New Foundations

3.7

1,952 5,711

4.5 103

Adult (15+) population within 10 minutes’ drive

384

16.3

10.5 6.7 155

30 58

1.3 2.5 6.6 0.1 0.3 2.4 0.0 4.1 4.2 0.0 0.0 0.0 0.0 0.0 0.6 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 1.1 0.7 0.0 0.0 0.0 0.0 0.2 0.0 0.0 0.8 9.7 0.0 0.0 3.9 0.0 0.0

588

1.1 2.0 6.4

5.1 118 5.2 121 4.5 103

Target

% Base % Pen Index

1,105 3,482

156

2 8

0.0 15.4 355

202 874 118

0.4 1.6 0.2 3.0 4.5 0.0 0.0 0.0 0.0 0.2 0.8 0.0 0.0 0.0 0.4 0.0 0.0 0.1 0.1 3.0 0.6 0.0 0.0 0.0 0.0 0.2 0.0 0.0 1.1

4.0

6.4 148

0.0

H35 Flying Solo

96 98

1,657 2,465

5.8 134

MOSAIC TYPE PROFILE OF MEMBERS Sample Club

I36 Solid Economy

4.0 0.0 0.0 0.0 0.0 0.0 3.0 0.0 0.0 0.0 1.5

I37 Budget Generations I38 Economical Families I39 Families on a Budget

0 0 0 0 0

0 0 0 0

0 0 0 0 0

Target:

Members within 10 minutes’ drive

J40 Value Rentals

Base:

Adult (15+) population within 10 minutes’ drive

J41 Youthful Endeavours J42 Midlife Renters J43 Renting Rooms K44 Inner City Stalwarts

437

Mosaic Type

Target

% Base % Pen Index

0 0 0 3 1 0 0 0

0 0 0

100

150

200

K45 City Diversity

A01 World-Class Wealth A02 Uptown Elite A03 Penthouse Chic A04 Metro High-Flyers B05 Premium Fortunes B06 Diamond Days B07 Alpha Families B08 Bank of Mum and Dad B09 Empty-Nest Adventure C10 Wealthy Landowners

1 4 0 0

0.0 0.2 0.0 0.0 2.8 2.8 6.5 9.9 1.0 1.6 0.0 0.0 0.0 0.5 0.0 0.0 0.0 4.2 1.7 0.5 0.9 1.0 7.2 0.0 0.6 3.7

0.1 0.8 0.0 0.0 5.1 3.9 5.4 8.3 1.5 1.2 0.0 0.0 0.1 0.6 0.0 0.0 0.0 6.0 2.5 0.5 1.1 2.0 5.8 0.1 1.1 3.6

2.0 0.9 0.0 0.0 2.4 3.0

47 20

K46 High Rise Residents K47 Single Essentials K48 Mature Workers L49 Flatlet Seniors L50 Pocket Pensions

199

453

5.9 136

0 0

0.0 0.0 0.0 1.6

0 0 0

59 65

67 65

2,792 2,134 2,959 4,533

55 70

L51 Retirement Communities L52 Estate Veterans L53 Seasoned Survivors M54 Down-to-Earth Owners M55 Back with the Folks

26 16

1,612

154 234

5.2 120 5.2 119

323

5.0 114

0 0 0 0 5 0 0

0 0 0 0

0.0 0.0 0.0 0.0

0 0 0 0

23 37

812 630

2.8

5.9 136

C11 Rural Vogue

0 0 0

6 0

0.0 0.0 0.0 3.8 0.0 0.0 0.0 3.1 2.9 4.3 3.6 2.1

0 0 0

M56 Self Supporters N57 Community Elders N58 Culture & Comfort N59 Large Family Living N60 Ageing Access O61 Career Builders O62 Central Pulse O63 Flexible Workforce O64 Bus-Route Renters O65 Learners & Earners

C12 Scattered Homesteads C13 Village Retirement

108

4.6 107

0.0 0.0 3.4

0 0

D14 Satellite Settlers

320

D15 Local Focus

0 0 0

584

79 96

D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents

229

5,508

10.1 4.2

0 1

0.0 0.2 3.8 0.0 0.0

0.0 1.1

100

3,243 1,363

71 68 98 82 48

40 11 21 23

2,061

4.4 102

258 590

0 0

0.0 0.0

0 0

E21 Solo Retirees

O66 Student Scene

F22 Boomerang Boarders

1,113 3,130

F23 Family Ties F24 Fledgling Free F25 Dependable Me

170

5.4 125

Total

2,357

- -

54,419 - -

4.33 - -

2.0 2.4

47 56

14 87

574

G26 Cafés and Catchments G27 Thriving Independence

1,952 5,711

4.5 103

384

16.3

10.5 6.7 155

G28 Modern Parents

30 58

1.3 2.5 6.6 0.1 0.3 2.4 0.0 4.1

588

1.1 2.0 6.4

5.1 118 5.2 121 4.5 103

G29 Mid-Career Convention

1,105 3,482

H30 Primary Ambitions H31 Affordable Fringe

156

continued overleaf

2 8

0.0 15.4 355

MEMBER INSIGHT REPORT H32 First-Rung Futures

202 874 118

0.4 1.6 0.2 3.0

4.0

MEMBER INSIGHT REPORT

H33 Contemporary Starts H34 New Foundations

6.4 148

0.0

H35 Flying Solo

1,657

5.8 134

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