2023-12-29 12:03:00
From my experience consuming sports centers in different categories, and analyzing consumer behavior, there is a point of value beyond physical well-being and it is: like feeling free to go whenever they want or that elevates their social status, or included as an asset/resource within your individual investment in well-being. This phenomenon has effects on the economics of well-being. Mainly, and most obviously, are the balance sheets of the gyms. People who pay for a membership but do not attend regularly provide income to gyms. This financial predictability can be beneficial for gyms, allowing them to plan and manage their resources in a “planned” manner.
The fact that more and more people have gym memberships can have a positive effect on social well-being indices, accessible to different segments of the population.
The appeal of having a gym membership but not using it also comes from the side of psychological impact and perceived well-being. For some people, having a gym membership can have a positive psychological impact, as they feel like they are investing in their health and well-being, even if they don’t attend regularly. This sentiment may be beneficial to the overall perception of wellness economics.
Overall, the perceived value in dormant memberships can have mixed effects while providing “stable” income, it also poses challenges in terms of capacity and active and low participation. The innovative proposal in solution to these challenges is currently the most beneficial for “sleeping” members, the on-demand model / for each attendance at the sports studio, and this is where the perceived value plays a key role, because it is left to compete by price, but by value proposition + perceived value.
In personal care industries, specifically in the wellness and fitness sports studio segment, the best indicator will always be perceived value!
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Editor’s note: Fernando Martire is a Bs & MBA WellFitness Specialist. Keep it up LinkedIn . The opinions published in this column belong exclusively to the author.
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