Nowadays, healthy lifestyles awareness for Asian people, especially young people, is increasing along with their income.
Gym studio is a place that provides supporting facilities for indoor physical exercise. Based on MarketResearch.com survey, gym industry is one of the industries that experienced a steady 9% growth in the Asia Pacific region during 2013-2018.
It also gained support from the growth of its derivative industry such as sports apparel, fitness gadgets, supplements, nutrition, and beauty products. Contrary to the fact, CEO of Gold’s Gym Indonesia stated that the growth of the gym industry in Indonesia is minimal (below 2.1%), compared to other Asia Pacific countries such as Singapore (8%) and Malaysia (4.3%).
Nielsen’s New Global Health and Ingredient-Sentiment Survey in 2016 showed a domination of respondents that have been adopting healthy diets (approx. 80%) and almost 64% of consumers said that they were willing to pay more to buy and consume healthy food and drinks. This can be both opportunity and challenge for gym industry player, especially in Indonesia in developing their company to grasp the healthy lifestyle trend.
But not all people have a strong commitment to live a healthy lifestyle. Their decision is driven by trend, to obtain applauding recognition. StratX Insight conducted research and found there a few obstacles faced by people discouraging them from exercising, including ones in the gym.
The first obstacle is the perception that they do not want to spend their money on gym or exercise. Then, their unavoided various daily activities such as education, work or hobbies gave them limited time to exercise at the gym.
Moreover, they assume that there are still some other important things that should be prioritize other than doing exercise regularly at the gym. Last, laziness versus exercising consistency, making people who try to adopt a healthy lifestyle demote their exercise frequency.
These obstacles are challenges for the gym industry to fulfil customer’s needs towards the gym and increasing their interest in healthy lifestyle, especially by coming to the gym. Thus, the gym industry information must be attractive and delivered to customers through the right channels.
According to StratX Insight result, people getting their information on a healthy life is through the internet and social media. This is shown by their combination of highest percentage rather than the other media information. Television is following as another option for people obtaining information about healthy lifestyle.
Even though nowadays peoples can not be separated from digital technology, gym trainers as an offline information source is also important to consider as a channel in communicating healthy lifestyle.
After information discovery phase on getting healthy lifestyle, significance of the content is crucial. Figure 1.3. shows what content that would attract such people e.g. promotion program, the price of the program, healthy products, as well as the place of the gym. These contents is able to influence the people’s decision in going to the gym and accomplish their goals for having a healthy lifestyle.
Based on StratX Insight data, it can be concluded that mostly people is interested in healthy product offerings. Next is the promotion program and affordable prices. Almost all of the respondents stated that the gym exercises would be more obvious when it was accompanied with healthy products, especially supported by a promos program.
Hence, the gym industry business must be able to fulfil consumer’s needs, support consumers in facing challenges towards a healthy life, and create the eye-catching campaign of gym products for consumers using attractive information through the right media channels. The next question is, how to bound the gym company values with above insights and strategise the implementation? And how to distribute the values to the targeted market? Let’s discuss further!
