UpSwell Marketing’s recent fitness survey revealed the potential of an untapped consumer audience and trends for strategic marketing

Marietta, GA, November 9, 2023 — UpSwell Marketing, a full-service marketing agency focused on helping gyms experience growth and acquire new members, today released the results of their recent fitness consumer survey. These insights help to uncover a better understanding of changing consumer behaviors and help gyms strategize to distinguish themselves in a highly competitive market.

The survey found that 41.37% of respondents prefer an established big-box gym to at-home workouts, and 46.11% already plan to switch facilities in 2024. That’s a huge market of pre-qualified members who already subscribe to another gym’s services or are actively considering a change. Gym owners are encouraged to leverage this opportunity by tailoring their marketing campaigns to target these members.

Although many are considering a switch, consumers still want the most value from their gym membership.

UpSwell’s research revealed the following ranked as the number one factor when choosing a gym:
  • Location and convenience (35.96%)
  • Sanitation and cleanliness (22.50%)
  • Price and value (21.15%)
The following amenities were also ranked as number one when choosing a gym:
  • Childcare services (25.2%)
  • Group fitness classes (22.66%)
  • Sauna, steam room, or pool (13.67%)

Gym owners can capitalize on these insights by tailoring their marketing strategies to emphasize competitive pricing, accessibility, and unique value-driven amenities.

Additional key findings from the survey include:
  • Lower membership fees are the number one reason for an existing member to switch gyms for a competitor (54.27%).
  • The primary fitness goal of 2024 is to maintain health and stay active (36.81%), placing more emphasis on both physical and mental well-being.
  • Spring and summer months — between March and July — see the highest volume of sign-ups. Gyms can strategically allocate resources during these peak seasons to ensure the best return on investment.

Not surprisingly, the survey revealed word-of-mouth as the most common way consumers hear about their current gym, highlighting the importance of building value for your current member base. The survey insights also uncovered other value-driven marketing methods that include Social Media (24.10%), Google / Online Search (14.80%), and Direct Mail Flyers (10.44%).

Gym owners seeking to thrive in this competitive landscape can turn to UpSwell as a trusted partner to create a compelling strategy and entice current gym-goers to convert.

The fitness survey was conducted in 2023 with a total of 938 respondents in the United States between the ages of 18 – 65. To learn more about this survey or get additional insights, reach out to

Press contact:

Eric Goodstadt

Additional resources:

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About UpSwell

UpSwell is one of the largest direct response marketing agencies in the United States, recognized for invaluable client success in the fitness industry market. Founded in 2008 and backed by over 14 years of experience, UpSwell represents more than 15,000 independent and franchise small businesses, providing tailored marketing solutions and helping clients acquire millions of new customers each year.

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