SAMPLE CLUB
ACCURATELY PREDICTING POTENTIAL Leisure DB’s latent demand reports have been trusted by operators, consultants and agencies alike for 20+ years – but why? We could talk about the unparalleled insights these reports provide into local demographics. We could talk about their detailed competitor analysis. We could talk about how they help operators understand exactly where the opportunities lie, and how significant each of those opportunities is. But where most people start is with the latent demand number: the number of members we estimate your club or centre can realistically achieve. It’s a number that draws in the aforementioned demographics and local competition, and that reflects the make-up of your existing or proposed club or centre: its size, price point, facilities and many other factors. And it’s very precise: change one of these variables, change your intended target audience, and the latent demand number changes with it. Behind this sits a model powered by extensive, benchmarkable data from comparable sites, as well as competitor site analysis and the full weight of Experian’s Mosaic consumer classification platform, not to mention our own 20+ years’ experience in forecasting demand.
“Our robust model can accurately predict the impact of each new variable on latent demand”
Crucially, Leisure DB’s proprietary model is based on profiling millions of fitness members, mapping the customers of each gym individually to understand who they are, how far they travel and so on. We already have member data for 1,300 sites, creating an incredibly robust model that’s able to predict the impact of each new variable – each new filter applied – on latent demand. And the model continually adjusts and updates, too, as new member data is incorporated. Add to this the 450+ data variables that inform Mosaic’s classifications (see appendix) and you can begin to understand why our forecasts are so accurate. It means those looking to open a new facility can make decisions with confidence. That might mean immediately pressing ‘go’ on the next stage of development. It might mean refining the product, including equipment and layout, to meet the needs of the specific population groups most likely to use it. It might mean looking for a new location.
LATENT DEMAND REPORT
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