Health & Fitness Benchmark Report 2022

Health & Fitness Benchmark Report 2022

This was the first full benchmark since the pandemic, comparing operators with how they performed in 2019. In clubs, the sales process proved resilient despite staffing pressures. Teams were asking good questions, but they didn’t always use the answers to shape the tour or build rapport. Follow-up remained a weak point.

Digital enquiry handling continued to improve, while the telephone journey lost ground. Many callers were never asked for their contact details, which meant leads were lost before they began. The report also argues that operators’ pass marks may be set too low, because the sites creating the most promoters are performing well above the standard most operators aim for.