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1、2022 W E L L N E S S I N D E XFitnessReportA closer look at the years biggest fitnesstrendswhats coming, why they matter,and how to make them part of yourbusiness strategy.每日免费获取报告1、每日微信群内分享7+最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经”微信群。2022 Mind
2、body Wellness Index: Fitness Report2Just as 2020 created new paths to connection and wellness, 2021reinforced the need to make those paths sustainable.Its fair to say that life heading into 2022 may look different than expected, but theres still plenty of room for reimagining along the wayespecially
3、 for the fitness industry.As one of the industrys most comprehensive studies, our 2022 Wellness Index asked more than 16,000 Americans from major US cities about their wellness habits. A clear majority now see wellness as worth prioritizing in life, and theyre willing to put the time in to do it. Fi
4、tness brands that support all dimensions of wellness will reap the biggest benefits in the year ahead.Lets dive into the results.2022 Mindbody Wellness Index: Fitness Report3The definition of wellness is changingIn the minds of consumers, “wellness” now encompasses a whole lot more than just being i
5、n shape. Its reducing stress. Its finding a sense of community and belonging. It spans mental, physical, and spiritual dimensionsand consumers actually prioritized mental wellness above them all.This is where we see the pandemics lasting effect on consumer behavior even their overall outlook on life
6、. Wellness now speaks to an overall improvement in quality of life, a lifestyle that makes room for things that really matter.78% say wellnessis more importantthan ever2022 Mindbody Wellness Index: Fitness Report4010203Reasons people are morefocused on health and wellness:I want to improve my health
7、I want to live a long and healthy lifeI want to be healthy so I can focus on other things2022 Mindbody Wellness Index: Fitness Report5Consumers realize wellness isnt comprised of fitness alonewhen asked to rate the dimensions most important to their overall wellness routines, they said:010203MENTALP
8、HYSICALSPIRITUALWELLNESSWELLNESSWELLNESS2022 Mindbody Wellness Index: Fitness Report6TA B L E O F C O N T E N T SSECTION 01SECTION 02SECTION 03SECTION 04SECTION 05SECTION 06SECTION 07The pandemic continues to have an impact Deeper motivations for movementConsumers seek variety in their fitness and w
9、ellness routinesBreaking down barriersVirtual fitness is here to stayRecovery is on the riseMusic is the ultimate motivatorpandemic continue to have an impactdemic continues toave an impact. The01SECTIONc continues to have pact. The pandemiThe pandemic continues to have an impactWomens mental wellbe
10、ing was more affected by the pandemic46%51%The repercussions of COVID-19 are far-reaching. Half of consumers say the pandemic has negatively impacted their mental wellbeing, with women and younger generations being the most affected.WOMENMEN2022 Mindbody Wellness Index: Fitness Report9Younger genera
11、tions mental wellbeing took the biggest hit from the pandemic57%53%46%37%GEN ZMILLENNIALGEN XYOUNG BOOMER(ages 18-24)(ages 25-40)(ages 41-56)(ages 57-65)The pandemic has negatively impacted my mental wellbeing2022 FITNESS REPORT1040%of consumerssay thepandemic hasnegativelyimpacted theirphysical hea
12、lthThis is especially true forMillennials and Gen Z42%44%39%32%GEN ZMILLENNIALGEN XYOUNG(ages 18-24)(ages 25-40)(ages 41-56)BOOMERS(ages 57-65)The pandemic has negatively impacted my physical health2022 Mindbody Wellness Index: Fitness Report11The vaccination status of your staff isimportant to a ma
13、jority of AmericansGEN Z(ages 18-24)MILLENNIAL(ages 25-40)GEN X(ages 41-56)YOUNG BOOMER(ages 57-65) 55%57%51%53%I am more comfortable going to fitness establishments when I know the staff is fully vaccinated2022 Mindbody Wellness Index: Fitness Report12T A K E A W A Y :Consider how you might approac
14、h your community differently during this time. For example, think about incorporating deeper motivations and mental health benefits into your messaging. You might even add breathwork or mindset workshops to your schedule.Also, a majority of people of all ages are more comfortable interacting with fu
15、lly vaccinated staff, with younger generations reporting the most likelihood to say so. If your staff is fully vaccinated, make that clear to your customers.How Mindbody can support you:Track vaccination status in your software.for movement. Deeeeper motivations forr motivations for movfor movement.
16、 DeepeDeeper motivations f02SECTIONmotivations for mov Deeper motivations fDeepermotivationsfor movementIts not just a workoutand consumers know that. So, why do Americans prioritize fitness? Stress reduction and mental health top the list, which, after the past couple of years, is understandable. A
17、nd with 45% of Americans reporting feeling stressed on a regular basis, theres a significant opportunity for the fitness industry to make a positive impact.77%of consumers say being physically active helps their mental health2022 Mindbody Wellness Index: Fitness Report15The top reasons people work o
18、ut has changedTop reasons peopleTop reasons peopleexercised pre-pandemic:exercise today:1. Control weight (35%)1. Reduce stress (43%)2.Feel good (33%)2.Feel better mentally (43%)3.Live a long and healthy life (32%)3.Look better physically (39%)2022 Mindbody Wellness Index: Fitness Report16T A K E A
19、W A Y :Todays consumers are more focused on feeling better mentally than on how they look. Because those motivations are deeper than just improving physical appearance, it may well give wellness habits more staying power. If your marketing hasnt shifted to account for that, its time to rethink the m
20、essage youre putting out there. Rather than messages that focus on “getting in shape” or “losing weight,” leading with the mental health benefits of exercise may resonate more.nsumers seek variet k variety in their fitn umers seek variety i n their fitness and w03SECTIONk variety in their fitn fitne
21、ss and wellnessConsumers seek variety in their fitness and wellness routinesWe cant say this strongly enough: Consumers have expanded their definition of wellness. Fitness will always be a cornerstone, but the savviest fitness businesses will be the ones who shake up the norms and become a venue for
22、 supporting other dimensions of wellness.Not surprisingly, consumers are interested in bolstering their immune health. Nearly half(46%) of Americans are interested in trying new services or treatments that support immune health moving forwardwomen being more interested than men. This presents opport
23、unities for immune-boosting services and education on topics like nutrition, sleep, and stress reduction all foundations of strong immune health.Americans are also focused on intellectual well-ness. In fact, more than a quarter of Americans ranked intellectual wellness in the top three most importan
24、t dimensions. Over a third said they would be interested in yoga classes that involve art therapy like coloring or pottery.2022 Mindbody Wellness Index: Fitness Report19A strong majority of people also prefer a fitness studio or gym with a variety of workouts available with men citing it as slightly
25、 more influential than women (69% versus 64%).*69%A gym with a variety ofworkout options availableis more influential on men64%than womenWOMENMEN*Mindbody. “Summer 2021 US Consumer Survey.” July 2021.2022 Mindbody Wellness Index: Fitness Report20T A K E A W A Y :Try new things! Offer writing worksho
26、ps, painting classes, or meditation in addition to yourday-to-day offerings. You might consider these as community-building events at yourbusiness. Be smart about it: Dont go all in until youve tested it by promoting specific events and gauged the turnout and the level of enthusiasm. This wont be a
27、one-size-fits-all kind of thing. Maybe a series of workshops on nutrition is the right vibe for your members; maybe its partnering with other businesses in your area. Remember that expanding what you offer is also a great way to expand your sales funnel.How Mindbody can support you:Attract variety-s
28、eekers and introduce them to your services with ClassPass.Upgrade or add equipment to support new services with Mindbody Capital.iers. Breaking down wn barriers. Breaking ng down04SECTION barriers. Bre ers. Breaking down b Breaking down barrie down barriers. Breaki reaking down barrierBreakingdown b
29、arriersAlthough the benefits of fitness have become increasingly more evident, there are still a variety of barriers to entry. Expense, concerns about cleanliness, and gymtimidation are among the top reasons consumers dont attend gyms or fitness studios.TOP REASONS PEOPLE DONTGO TO GYMS/FITNESS STUD
30、IOS:1. Too expensive2. Worry about COVID-19 cleanliness3. Dont have time4. Feel too intimidated12Feel too intimidated19Feel too intimidated% to go to a gym/fitness% to go to a gym/studio in 2021fitness studio in 20222022 Mindbody Wellness Index: Fitness Report23Being in shape and representationare m
31、ost impactful on gymtimidation55%48%Seeing more31%people like me inSeeing thatGetting inthe gym/studiothe gym/studioand in theirsupports diversebetter shape firstpromotionspopulationsWhat would make you less intimidated in going to a studio/gym?2022 Mindbody Wellness Index: Fitness Report24T A K E A
32、 W A Y :None of these barriers are insurmountable. Its about developing a business strategy for addressing themand then following through. If youve heard time is a barrier for your clients, try experimenting with the duration of your classes. If gymtimidation seems like a real factor thats lowering
33、attendance, try intro offers that start with a virtual class package and then work up to hybrid or in-person classes. Offer educational workshops or classes for newcomers or promote small group classes and personal training to help people get started with new fitness routines. Adjust your messaging
34、to make sure youre getting credit for all the COVID-19 protocols you observe and think about how to authentically feature the diverse populations you serve in your social and other marketing channels.How Mindbody can support you:Automate your messaging to keep new clients motivated andconnected with
35、 Marketing Suite.Virtual remains a stro ns a strong acquisitio Virtual remains a stro ong acquisition and r05SECTIONcquisition and retenti mains a strong acquVirtual remains a strong acquisition and retention toolIn-person fitness may have returned, but Americans continue to seek out virtual workout
36、s, too. For many, virtual workouts are simply an extension of a brand theyre already engaging with. In fact, a quarter of those who participate in virtual workouts do so with the gym/studio they currently attend.Virtual also proves to be a great way to try out new class types. Over a third of consum
37、ers started going to an in-person fitness class they discovered virtually.35%of Americans started going to an in-person fitness class they discovered through virtual fitness2022 Mindbody Wellness Index: Fitness Report27Millennials are most likely to attend in-person classes they tried virtually43%34
38、%30%14%GEN ZMILLENNIALGEN XYOUNG BOOMER(ages 18-24)(ages 25-40)(ages 41-56)(ages 57-65)I have started going to an in-person fitness class I discovered virtually2022 Mindbody Wellness Index: Fitness Report28T A K E A W A Y :If youre worried that virtual or streaming classes are a barrier to in-person
39、 attendance, its not. Theres good evidence to suggest that its actually a way to break down barriers to new fitness disciplines and assuage those “Ive never tried this before!” fears. In addition, its an avenue to stay connected with your community even when theyre not in your studio.Beyond that, vi
40、rtual fitness is absolutely here to stay. Curbside pickup began as a pandemic adaptation for restaurantsnow its a basic expectation. Virtual fitness is increasingly viewed the same way.How Mindbody can support you:Seamlessly integrate streaming classes and video on demand offerings via theVirtual We
41、llness Platform.very services are o es are on the rise. Re covery06SECTIONservices are o services are on the r s are on the rise. Rec ecovery services are services are on the rRecoveryservices areon the riseRecovery is arguably just as important as the workout itselfand an increasing number of consumers agree. Some 44% of Americans say workout recovery is important. Men are more likely than women (32% versus 24%) to engage in recovery services like massage, cryotherapy, ice bath, and sauna.Men are more likely to engage in recovery services post-workout than women32%24%M E NWO