The fitness club category has posted annual gains during the past five years, even during the recession, with revenues increasing from $15.9 billion in 2005 to an estimated $20 billion in 2010. Fitness club membership has similarly grown, from 41.3 million members in 2005 to an estimated 46 million members in 2010. Beneath these numbers, however, is a category in a period of transition. This report provides a comprehensive analysis of the health and fitness club category, and examines key issues, including:

The fitness club category has posted annual gains during the past five years, even during the recession, with revenues increasing from $15.9 billion in 2005 to an estimated $20 billion in 2010. Fitness club membership has similarly grown, from 41.3 million members in 2005 to an estimated 46 million members in 2010. Beneath these numbers, however, is a category in a period of transition. This report provides a comprehensive analysis of the health and fitness club category, and examines key issues, including:

Reasons for category growth, including the growing popularity of budget and 24 Hour Fitness clubs

Challenges to category growth, including membership churn, and specific strategies for countering it

What motivates individuals to choose fitness clubs, including clean locker rooms and long hours of operation, and how club owners can capitalize on these desires

Demographics that have been overlooked that can provide fitness clubs with new members

Why individuals do not join fitness clubs, and how fitness clubs can change the perceptions and beliefs of this demographic

Which demographics use personal trainers, and strategies for increasing usage