Person cleaning gym weights

In COVID-19’s Wake, Consumers Rank Cleanliness As Their No. 1 Concern When Choosing a Gym

When it comes to consumers’ mindsets regarding a post-pandemic return to gyms, one of the top precautions taken to curtail the spread of the coronavirus — diligent cleaning and sanitation practices — seems to be holding sway even as the pandemic ebbs. This finding, revealing that consumers consider cleanliness to be their most important consideration when choosing a post-pandemic gym, was one of many industry-relevant insights delivered by a recent nationwide survey of health and fitness consumers conducted by The Brandon Agency.

A takeaway-filled study

The TBA survey, conducted March 29 through April 1, 2021, and entitled “The 2021 National Fitness & Nutrition Consumer Study,” offers a range of insights for the health and fitness industry, along with many actionable takeaways for owners and managers of health- and fitness-related businesses. Just a few of the interesting facts the marketing research study revealed regarding the mindset of post-pandemic health and fitness consumers:

  • When evaluating or deciding to join a gym or fitness center after the pandemic, 81% of surveyed fitness consumers said they consider cleanliness a priority. This leading priority was followed closely by considerations including the quality of the gym’s equipment (78%), the gym’s ability to facilitate social-distancing measures (74%) and the variety of the gym’s equipment (74%). The remaining considerations noted were price (which 68% of respondents considered a priority), staff experience (62%), specialized group classes (46%) and pool/juice bar/amenities (45%).
  • On the other end of the spectrum, the percentage of respondents to the survey question detailed above who considered gym cleanliness to be a non-priority was just 4%. Other “not a priority” percentages included 2% for the quality of a gym’s equipment, 6% for the ability to social distance, 4% for the variety of a gym’s equipment, 4% for price, 7% for staff experience, 25% for specialized group classes and 32% for pool/juice bar/amenities.
  • Among employed respondents to the same survey question who said they expect to work from home frequently over the next 12 months, cleanliness was still considered a top priority, but it was tied in the top spot with the ability to social distance — with the percentages for each coming in at 85%. This group also deviated from the full respondent group with their other answers, with 82% each considering variety of equipment and quality of equipment to be priorities, followed by price and staff experience (each at 76%), pool/juice bar/amenities (67%), and specialized group classes (66%).

Ready to learn more about the survey results? Download our exclusive white paper, “The New Fitness & Nutrition Consumer,” to take a deep dive into the data and the mindset of today’s fitness consumer in our post-COVID world.

Need assistance with getting your health & fitness-focused business back on track — and beyond — after the tough 2020 the pandemic delivered? Our team of marketing experts has gone to great lengths to get inside the mind of the fitness & nutrition consumer, and it’s eager to help. Contact us today to discuss how we can help your health- or nutrition-focused business grow.

Ed Lammon

Ed Lammon

Managing Editor of Agency Content

Ed Lammon is the Editorial Director of Blog and Long-Form Content for Brandon. A native of Enterprise, AL (home of the world’s only monument to an insect), Ed is a 1998 Journalism graduate of Auburn University (War Eagle!). When not working, he enjoys travel, hiking, telling dad jokes, and hanging out with friends and family (particularly around campfires, at concerts and at tailgates).

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