Placer.ai.: Fitness Chains Continuing Traffic Gains In 2023

Article From：SGB Media

 

 

Placer.ai. data found that fitness centers have seen a recovery year in the number of member visits in 2022 as pandemic concerns subsided and the fitness industry continues to build on healthy foot traffic gains in 2023.

 

Placer.ai., a consumer foot traffic analytics company, reported year-over-year fitness chain visits were up 7.8 percent in May compared to 2022 after gaining 8.8 percent in April, 11.4 percent in March, 17.2 percent in February, and 30.3 percent in January.

 

Placer.ai noted that Omicron infections impacted consumer foot traffic to gyms in the first months of 2022, which peaked at the end of January 2022. Placer.ai wrote in its monthly update, “The new year is typically a critical season for gym memberships and visits as consumers take on health-oriented resolutions. And January 2023 marked the first new year in recent memory that wasn’t dominated by COVID storylines which added to the foot traffic expectations.”

 

Examining two of the largest fitness chains, Placer.ai found that LA Fitness had a healthier rate of change in visits per venue than Planet Fitness. At LA Fitness, changes in visits per venue were up 8.3 percent in May, 6.1 percent in April, 9.1 percent in March, 14.9 percent in February, and 25.9 percent in January. At Planet Fitness, changes in visits per venue slipped 1.0 percent in May, but grew in the remaining months, up 1.9 percent in April, 3.3 percent in March, 10.1 percent in February, and 24.5 percent in January.

 

Placer.ai said its findings reflected LA Fitness’ move to rightsize and rebrand a portion of its gyms as the Esporta chain, while Planet Fitness likely saw pressure on visits per venue due to its aggressive expansion plans. Planet Fitness plans to open approximately 175 new stores this year.

 

Placer.ai said, “LA Fitness’ monthly YoY visit per venue growth indicated that more gym-goers are working out at the remaining locations after the chain closed venues. And while Planet Fitness saw YoY visits per venue dip slightly in May 2023, this likely had more to do with the brand’s expansion than a drop in member demand. As Planet Fitness memberships grow, new locations will likely fill with fresh traffic.”