Over 100 fitness studios: membership numbers are to be increased again
A new Online campaign focuses on the Tyrolean fitness industry.” Muscle strength is not only needed by athletes to celebrate success.” The studios are going into the year 2023 with a bigger chest. The number of members should be increased, the energy costs are a challenge.
INNSBRUCK. In addition to looking back on the past year, the industry spokesman for the Tyrolean fitness studios, Alois Fauster, and specialist group manager for leisure and sports companies, Fabian Kathrein, presented the new online campaign for the industry. “Muscular strength is not only needed by athletes to celebrate success.” It also helps us to overcome challenges in everyday life. “Behind this are the Tyrolean fitness studios, which strengthen the body and mind,” is the core message of the industry’s new target group-oriented campaign. The Tyrolean fitness studios advertise their services with a lot of humor and a crisp story.
“We want to target the different target groups with the video, from a 14-year-old apprentice scrolling through Instagram to a 65-year-old senior who sees our videos on a monitor,” says Fabian Kathrein, explaining the background to the campaign.
base for activities
Without long explanations, the video comes with a short point to the explained: Physical activity in a gym is the basis for all sporting activities. Regular training keeps the musculoskeletal system fit and mobile.
“The fitness studios in Tyrol help to keep our society healthy. In order to prevent ailments in old age, health sport is incredibly important in terms of prevention,” says Alois Fauster.
membership numbers
In the course of the corona pandemic, the number of members fell from 12% of the Tyrolean population to just 9% with a membership in a fitness studio. However, the year 2022 was characterized by stable visitor numbers in the Tyrolean fitness studios. Towards the end of the year, the inflow increased again.
“It can be observed that Tyroleans under the age of 18 are currently increasingly registering for memberships in fitness studios,” sums up Alois Fauster.
membership numbers have not yet reached pre-pandemic levels. “The reason for this is also a certain clean-up that took place as a result of the pandemic, so that, for example, many ‘dead files’ have come out.”according to the industry spokesman for the Tyrolean fitness studios.
Over 100 studios
The industry is optimistic that there is currently a trend towards greater health awareness among the population: “People in Tyrol are again willing to spend more money on their health and also to invest in additional services,” Alois Fauster describes the situation. In addition to the progressive digitization in the companies, which is reflected in the form of “intelligent” training devices, apps as well as chip bands and QR codes for checking in, it is still the personal advice from the trainers in the more than 100 Tyrolean fitness studios is particularly in demand.
challenges
Thanks to its wide range of offers and the new target group-oriented advertising campaign, the industry expects to be able to return to the level of membership before Corona by the end of 2023. The biggest challenges are the energy price increaseswhich became effective at the beginning of the year due to new contracts for many companies.
“In terms of energy costs, many companies have to wait and see what developments 2023 will bring,” says the professional group spokesman for the Tyrolean fitness studios, “but the fitness studios cannot and do not want to transfer the resulting cost increases 1:1 to their customers”.