Although golf, tennis and swimming dominate the club industry’s recreation scene, other, less traditional activities are capturing the eyes of a growing number of people across the country. Sports like pickleball and squash have seen a sharp rise in popularity over recent years, and fitness and health continue to play a larger role in individuals’ everyday lives. By keeping an eye on these recreational trends, clubs can adjust their programs to match memberships’ changing needs.
Racquet Sports
Though often considered a sport for the “elite,” squash has recently gained popularity among the masses. According to U.S. Squash, the sport’s national governing body and membership organization, participation numbers more than doubled nationally from 600,000 in 2007 to 1.3 million in 2012. Also, among young people, total tournament participants increased by 154 percent in less than a decade.
A significant reason for this growth is the health benefits to playing squash. Rated the number one “healthiest” sport by Forbes—above swimming, rock climbing and running—squash helps build muscle strength, endurance and flexibility—all critical for those who want to remain active and healthy.
This growth includes more than the stereotypical Ivy Leaguer from the northeast either. Although the sport remains popular in the New England area, other regions have seen their numbers increase as well. The U.S. Squash website lists more than a thousand organizations that play the game nationwide, including more than 30 organizations in Georgia and 20 more in Arizona, both atypical squash states.
Squash on Fire, a squash training organization, has announced its 20,000-square-foot, $12 million facility in Washington, D.C. The center will hold eight courts, and coupled with four additional courts from its partner Sports Club/LA, located directly below the new project, will be able to host major international tournaments.
Squash on Fire offers benefits that target a variety of players. Using a “pay-to-play” model rather than exclusive membership, the program is more accessible to everyday squash players. Squash on Fire will also feature free summer clinics, giving guidance to players of all skill levels, and cushioned court floors at its new facility, helping protect players’ knees and keeping them on the court longer.
Other groups like SmartSquash in Philadelphia, StreetSquash in New York City and SquashBusters in Boston have further extended the game’s reach by teaching thousands of children (often underprivileged) how to play squash and providing them with life lessons.
“One of the Fastest Growing Sports in America”
As highlighted by a March NBC “Nightly News” piece, pickleball has captured the attention of a fast growing number of Americans. Originating in Seattle, the racquet sport—played on a badminton-sized court with players volleying to each other using a paddle and a ball similar to a Wiffle ball—has gained a following across the country, including hubs in Phoenix and Orlando, Fla.
According to USA Today, since 2010, the number of locations to play pickleball has nearly doubled, reaching more than 1,500 clubs, while the booming pickleball population nearly tripled from 2011 to 2013.
The game’s rapid rise is attributed to its athletic and social appeal. Pickleball has an increasing, yet tightly bonded social network that facilitates players meeting new people. These networks create a viral aspect to pickleball’s popularity that other sports do not have—even the name pickleball can draw an inquisitive look from others. Many pickleballers also credit the sport’s low-impact style to be beneficial, particularly to older players, the game’s dominant demographic. In fact, often times octogenarians can be found on courts competing against one another.
It is important to note that many nontraditional sports players see these games as a more active and less time-consuming alternative to golf. Golf is often viewed as being relatively slow-paced compared to other recreation activities, making the choice to play a shorter and more vigorous game, like squash and even pickleball, a more convenient option.
The infographic below details several other growing sport and fitness trends that have been seen around the country.
Sources: Tennis Industry Association/ U.S. Tennis Association Participation Studies
Fitness Is In
More than 52.9 million Americans are health club members, rising 5.3 percent from 2012, according to IHRSA, the International Health Racquet & Sportsclub Association. The fitness industry continues to play a large part in American recreation, with $22.4 billion in revenue in 2013—up from $21.8 billion in 2012. With more than 32,000 health clubs around the country, consumers can choose from a variety of club types from full-service centers and small studios with trainers to 24-hour gyms and sport-specific facilities.
IHRSA’s 2014 health club data indicates that trends at commercial facilities are seeing a shift from usage of “traditional” fitness equipment and group exercise programs like aerobics and group cycling to newer activities such as fusion classes, boot camps, kettlebells, Barre, body weight training and sports- and age-specific training. Zumba and CrossFit remain popular.
Looking forward, IHRSA predicts that technology may redefine the current fitness center experience, focusing on a comprehensive workout program fully tailored to the gym member. Centers may have virtual trainers who, along with wearable fitness tracking devices, measure your workout frequency and performance. State-of-the-art weightlifting machines will make exercises more efficient and will know the exact resistance for a member’s regimen. In addition, “on-demand” programming will allow users to walk into a fitness center and request a variety of workouts depending on their needs. Although these technologies and conveniences seem distant, some are already emerging, according to IHRSA.
Source: 2014 Club Benchmarking Data
Source: IHRSA’s member census of 1,782 clubs from the U.S. and Canada
Focus on Health
Alongside fitness, the wellness industry, which includes all products and services that intend to improve health, has ballooned in recent years from a $200 billion value to $500 billion, with projections pointing to $1 trillion in 2020, according to New York Times best-selling author and economist, Paul Zane Pilzer.
Some sports have evolved to place a focus on health, creating new ways to play the sport. Cardio Tennis (CT), a fitness and tennis hybrid, is one that has gained momentum in recent years. Founded in 2005, the game has already grown to 1.5 million players, according to Tennis Industry magazine. Combining athletic drills and tennis, CT has reenergized the tennis industry, capitalizing on the nation’s health trend and attracting all skill-levels. Also, accommodating up to eight players at a time, CT can generate more revenue per game than traditional tennis.
Other fitness trends include CrossFit, created in 2000, which has more than 9,000 affiliated gyms worldwide, with 72 percent located in the United States. CrossFit incorporates high-intensity interval training (HIIT), which ranks number one on the American College of Sport Medicine’s (ACSM’s) 2014 survey on fitness trends.
Ranking seventh on the ACSM’s list in 2014, fitness for older adults continues to trend high, suggesting that clubs should consider Baby Boomers when crafting fitness programs. Many older Americans with disposable income and time are seeking opportunities to stay fit. Getting this demographic into your club may prove successful. (See sidebar on page XX for ASCM’s top fitness trends.)
Competition from the Commercial Industry
Competition—especially in recreational pursuits—provides a challenge to private clubs, as Americans can choose from a variety of places to workout and enjoy recreational activities instead of a private club. The country’s more than 32,000 commercial fitness centers offer Americans many affordable alternatives to private clubs, according to IHRSA, with an average monthly membership fee of $49 at traditional health clubs and a $100-$200 monthly fee at premium facilities. Member retention and participation at commercial clubs are up, as 78.1 percent of patrons renewed their memberships in 2012 compared to 2011’s rate of 76.6 percent, and member visits surged to an all-time high of 102.9 per person in 2013. As these commercial clubs further improve and enhance their offerings, private clubs should continue to remain cognizant of the commercial industry’s progress and upgrades to remain competitive.
Approximately 57 percent of clubs report having a fitness center, according to 2014 Club Benchmarking data. While fitness centers are the fourth most commonly found club facility—with golf courses ranking first—McMahon Group Pulse Survey data shows that fitness center usage increased for more clubs in 2013 than golf participation. Also revealing, far more clubs reported declining golf participation in recent years than fitness participation. In 2013, 34.8 percent of clubs saw golf activity go down when compared to 2012, while only 5.4 percent of clubs saw fitness participation decline during that same time. Using these same criteria, club fitness centers consistently noticed fewer declines in participation since 2009, making some in the industry believe fitness is “recession-proof.”
High-End Competition
Golf & Body NYC, a Midtown Manhattan gym, is being likened to a country club due to its luxury and advanced amenities. The high-end gym focuses its value in its golf program, offering seven golf simulators, featuring 30 well-known courses from around the world. The “Body” of Golf & Body NYC includes trainers, performance coaches, a chiropractor, and other professionals and services that help rehabilitate and keep golfers healthy. Allowing players to “golf” year-round while remaining pain-free has given this gym an edge over competing clubs. The gym is private, with a $5,000 initiation fee and $7,500 in annual dues. However, other commercial gyms also offer golf conditioning in New York City and other metropolitan areas.
Some high-end health clubs may offer amenities equal to or greater than those at private clubs. For approximately $8,000 a year according to Forbes, members of La Palestra in New York City can enjoy a 50-foot indoor pool and see their physical therapist and nutritionist afterward. The Sports Club, with locations across the country, offers more than 100 classes per week, partnerships with local eateries, temperature-controlled swimming pools and other state-of-the-art amenities for $294 a month at the Washington, D.C., facility.
The Nautical Boat Club has introduced a new concept, the boat country club, in Texas. This new model lets members pay a joiner’s fee along with monthly dues to reserve crafts ranging from small wake-boarding boats to a large party pontoon, giving members access to the clubs boats and equipment without the hassle of maintaining it. In addition to Texas, the franchise has locations in Nashville, Tenn., Columbia, S.C., and Prescott, Wis.
Translating Trends Into Club Offerings
NCA’s 2013 research study on the future of private clubs found that fitness facilities play a vital role in the health of club members. Top fitness facilities have the capacity to attract members, can support other aspects of club life, and can be tied to an area that is of growing significance, as concerns about health and wellness become a top priority in both the private and public sectors.
As clubs upgrade and renovate their facilities post-recession, adapting to today’s trends will help to gain and retain membership. McMahon Group Pulse Survey results indicate that more than half of clubs seek to either improve facilities and/or add programs to retain members, and nearly a quarter intend to update facilities to attract new members. This provides clubs an opportunity to discuss these trends and decide whether incorporating a fitness center, new spa or wellness center, or various recreational activities like squash, pickleball, yoga and others to be a worthwhile addition to a club’s offerings.
Fitness is a great “fit” for club life, and although there is a lot to be done, clubs appear to be gaining momentum in this area.
Club Trends Summer 2014