For many fitness studios, the question of cooperation with aggregators has become part of their day-to-day business. In a study, the Technical University of Berlin examined how gyms decide whether and with which aggregators to cooperate.
More and more fitness studios in Germany are relying on aggregators, i.e. a service provider that selects various offers for its customers, puts them together and offers them for sale. According to the study, two thirds of operators already cooperate with an aggregator.
For the study, TU Berlin surveyed decision-makers from the fitness industry, such as operators and owners. Operators in small, medium-sized and large cities were included. A total of 327 participants took part.
Rising membership figures
59% stated that they already address a specific target group when recruiting members. They estimated the average willingness of customers to pay at € 72 per month.
The majority of operators (56%) are recording rising numbers, with only 5% registering a loss of customers. Despite the positive trends, 61% of operators are only "moderately satisfied".
How gym operators choose their service providers
The overall decision of operators for or against working with a service provider is largely determined by three attributes:
- Revenue potential per aggregator customer
- Customer segment: is B2B or B2C served?
- Partner network: is the aggregator represented nationally or regionally?
Other attributes (e.g. market position, range of sports offered) tend to play less of a role in the decision.
The study also shows that operators generally prefer not to share risk and potential with the aggregator (e.g. fixed remuneration model). This makes the remuneration more transparent, but limits the long-term potential for excessive turnover.
A strong market position of the aggregator is also generally viewed positively. However, systems from small towns prefer a "non-top 3" provider, which is due to the preference for a local network. Operators with existing cooperations, however, prefer top 3 providers.
Source: BODYMEDIA
Image source: #653530122 Blue Planet Studio / stock.adobe.com
Published on: 29 November 2023