As cost of living pressures bite and some former gym-goers continue an exercise routine learnt during lockdowns, fitness groups are having to work even harder to attract and keep members.
says membership numbers have gone into rewind at his Sydney CBD branch. “I’ve got a few gyms and this one in particular in the CBD has gone backwards big time,” he says.
“Gyms in Sydney and Melbourne’s inner city and CBD areas haven’t bounced back as quickly as their [suburban] counterparts because the workforce hasn’t come back five days a week,” Elvish says. Health and wellness app Keep It Cleaner commissioned a survey of 1200 women and non-binary Australians, finding two-fifths of respondents aren’t exercising because they feel it’s too expensive.“It’s a sad reality that when we’re hit with financial stressors, people don’t often see their health and fitness as a priority,” says Laura Henshaw, Keep it Cleaner chief executive.
“The price of gym memberships [relative to other price increases] hasn’t increased for about 10 years,” he says. “Ultimately, prices are probably going to have to go up.”Director of fitness centre Flow Athletic Ben Lucas says his team in Sydney’s Paddington has “definitely had to work harder than we ever have for growth”.
The new technology rewards users for various types of training that may not raise an individual’s heart rate but is still beneficial, such as resistance training.
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