B2C Online survey about fitness

1. Online survey
Market research of fitness services
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
O B J E C T I V E
Studying the market of fitness
services
TA S K S
▪ Evaluation of market indicators
▪ Target audience profiling
▪ Assessment of recognition of fitness centers among current
consumers
▪ Satisfaction / loyalty to city fitness centers
G E O G R A P H Y
__________
O B J E C T S O F
R E S E A R C H
Men and women aged 18-
55 involved in sports
M E T H O D O F
R E S E A R C H
Online survey
S A M P L E S I Z E
350 respondents
T I M E L I N E S
2
May-June 2023

3. 3
Summary
✓ Constantly (without breaks) fitness clubs are visited by 61% of those involved in sports, about 18% more visit fitness centers 3-4 months a year and 14% are interested in one-time
visits / individual sports events
✓ The male audience accounts for almost two-thirds of those involved in sports
✓ Among men the most active group is 26-35 years old, they account for 28% of those involved in sports, among women the most active group is 36-45 years old (12.9%)
✓ In terms of employment and education the characteristics of those involved in sports almost do not differ from the citywide parameters
✓ But the level of income of the audience involved in sports (the share of the middle income category) is up to 1.5 times higher than the average for the city
✓ Thus the portrait of the most numerous consumer of fitness services: a married working man aged 26-35 with an average income
✓ The average cost of a subscription is 2830 euros / year among those who play sports constantly. The segment over 5,000 euros accounts for 12% of the market in the city, from 3,500
to 5,000 euros / year - 8%. On average, about 1000 euros / year are spent on one-time classes or sports events / master classes
✓ The financial capacity of the city's fitness services market (without additional fitness center services) can be estimated at 140 million euro/ year
✓ Top-of-mind World class is the highest rate on the market and is 13.4%. Spontaneous fameWorld classamounted to39,3%, which is a high figure for a market with a large number of
participants. Aided brand awareness rate of World class is 67,1%, so it can be said that the brand is very strong
✓ World class is in the TOP-3 fitness clubs in terms of attendance, yielding to Max Union and Alex fitness
✓ At the same time in terms of readiness to recommendWorld class ranks first in the city World Class Lite - fourth place
✓ In addition to the simple willingness to recommend a club, the study also assessed the index NPS: according to this indicator the TOP-3 includes small clubs in terms of attendance
Forte Club, FirstGym and Solar fitness
✓ A third of women started going to a fitness club in connection with the desire to lose weight, in second and third place among the triggers - the need to relieve stress (16.2%) and solve
problems with the back, joints (16.2%)
✓ Among men the most common reason (26%) is to gain muscle mass, in second place to lose weight (16%) and in third place to relieve stress (15.5%)
✓ For the male audience, an acceptable cost of services is primarily important, for women, a convenient location is almost as important as an acceptable cost
✓ Male and female audiences in 60-65% of cases choose a fitness center on their own. At the same time, the male audience can be called more “stable”, since men are less likely to
explore alternatives. The male audience more often than the female one discusses the choice of a fitness club with one of their friends
✓ Of the sources of information, half study information on the Internet (51.7%) and 30% learn information from friends

4. 4
Leisure activities and frequency of sports activities
N=350
✓ Visiting a fitness club is one of the ways to spend free time: on average, they spend the same amount of time on such a pastime as visiting shopping
centers (the audience that goes in for sports)
✓ Other options include nature walks, hunting, etc.
✓ At the same time, 61% of those involved in sports regularly (without breaks) visit fitness clubs, about 18% visit fitness centers 3-4 months a year, and
14% are interested in one-time visits / individual sports events.
60,7%
17,7%
14,0%
4,0% 2,6% 1,1%
Leisure activities Frequency of visiting fitness clubs
A park,20%
Shopping mall,21%
Entertainment
Center,11%
Other,1%
Sports and fitness
club,22%
Pool,12%
Sport's event,13%
Constantly Every 2-3 months One-time classes Once every six months Less than once a year 1 month a year

5. 5
Characteristics of those involved in sports
N=350
✓ The male audience accounts for almost two-thirds of those involved in sports
✓ Among men, the most active group is 26-35 years old, they account for 28% of those involved in sports, among women the most active group is 36-45 years old
(12.9%)
✓ The share of those who are married is 15% lower compared to the statistics for the entire population and is only 51.1% among those involved in sports
Female Male
18-25 years old 4.6% 14.9%
26-35 years old 9.4% 28.0%
36-45 years old 12.9% 17.7%
46-55 years old 5.4% 7.1%
19,4%
37,4%
30,6%
12,6%
2,6%
8,0%
8,2%
9,1%
21,0%
51,1%
Distribution of those involved in sports by gender
Marital status of sportsmen
Distribution of those involved in sports by age
18-25 years old 26-35 years old 36-45 years old 46-55 years old
Men, 68%
Women, 32%
Officially married
I live alone
I live with my
relatives
Divorced
Civil marriage
Other

6. 6
Characteristics of those involved in sports
N=350
✓ In terms of employment and education, the characteristics of those involved in sports almost do not differ from the citywide parameters.
✓ But the level of income of the audience involved in sports (the share of the middle income category) is up to 1.5 times higher than the average for the city
✓ Thus, the portrait of the most numerous consumer of fitness services: a married working man aged 26-35 with an average income
66,7%
13,1%
10,0%
2,8% 2,6% 4,8%
0,6%
3,4%
3,7%
12,0%
38,5%
39,0%
The level of education involved in sports The level of income involved in sports
Employment involved in sports
I work full time I do not work
full time
I work and
study
I don't work
and I don't
study
I study but I
don't work
I prefer not to
answer
We can easily buy large household
appliances, but we won’t have enough for a
car without a loan
We have enough for food and clothes, but
it is difficult for us to buy a TV, a
refrigerator or a washing machine
Our funds are enough for everything,
except for such expensive acquisitions as
an apartment or a country house
We have enough money for food, but
buying clothes is a serious problem for us.
We don't have any financial difficulties. If
necessary, we can buy an apartment or a
house
We do not always have enough money
even for food
Higher, 65.8%
Advanced
degree, 1.7%
Secondary
special, 18.5%
Incomplete
higher education
(university or
academy), 13.7%
Did not finish
school, 0.3%

7. 7
Average spending on sports
N=350
✓ The average cost of a subscription is 2830 euros / year among those who play sports constantly
✓ The segment over 5000 euros accounts for 12% of the market in the city, from 3500 to 5000 euros / year - 8%
✓ On average, about 1000 euros / year are spent on one-time classes or sports events / master classes
8,6%
36,2%
15,1%
10,3%
9,7%
8,1%
11,9%
15,7%
16,2%
24,3%
17,8%
13,0%
5,9%
7,0%
Expenses for subscriptions to a fitness club among regular
sportsmen
Annual costs for one-time classes
More than 5000 euros per year
From 3500 to 5000 euros per year
From 2500 to 3500 euros per year
From 2000 to 2500 euros per year
From 1500 to 2000 euros per year
From 1000 to 1500 euros per year
From 500 to 1000 euros per year
More than 4500 euros per year
From 2000 to 4500 euros per year
From 1000 to 2000 euros per year
From 500 to 1000 euros per year
From 300 to 5000 euros per year
From 100 to 300 euros per year
Up to 100 euros per year

8. 8
Assessment of the capacity of the fitness services market in the city
N=350
✓ Thus, the financial capacity of the fitness services market (without additional services of fitness centers) is divided into two parts:
✓ Purchase of subscriptions among those who regularly exercise in fitness centers
✓ The share of this segment among all those involved in sports is 60.7%
✓ Average costs per year - 2830 euros
✓ Buying one-time classes, attending individual sporting events or master classes, as well as subscriptions up to 3 months (39%)
✓ The share of this segment among all those involved in sports is 39.3%
✓ One-time sports events are also visited by the audience that has a permanent subscription to the fitness club
✓ Average costs per year - 1000 euros
✓ The proportion of those involved in sports among the total population is less than 10%, the population of the city is 830thousand people
✓ Therefore, the financial capacity of the city's fitness services market (without additional fitness center services) can be estimated as 140 million
euro/ year
✓ The shares of market participants can be estimated by dividing the annual turnover by the specified market capacity - and track the indicator in
dynamics.

9. 9
Recognition of market participants
N=350
1,1%
6,6%
9,7%
17,4%
20,6%
21,1%
22,3%
22,9%
24,0%
28,6%
28,6%
31,1%
33,4%
38,6%
38,6%
55,1%
56,0%
67,1%
13,4%
12,0%
8,0%
5,4%
4,0% 3,1% 3,1% 2,3% 2,3% 2,0% 1,7% 1,7% 1,4% 0,9% 0,9% 0,6% 0,3% 0,0%
39,3%
29,6%
25,1%
11,4%
14,2%
7,1% 8,3%
10,0%
13,4%
6,0%
3,7% 3,1%
4,8%
1,7%
5,4%
3,1%
1,1% 1,7%
Top-of-mind Спонтанная
✓ Top-of-mind:for developing brands, the indicator is usually up to 20%, for market
leaders (TOP-3, TOP-5) - from 10 to 20%.Top-of-mind World class is the highest
rate on the market and is 13.4%
✓ Unaided brand awareness World classamounted to39,3%, which is a high figure
for a market with a large number of participants. This figure is also the highest on
the market.
✓ Aided brand awareness: a brand is considered strong if the indicator is in the
range of 60-80%. IndexWorld class is67,1%,therefore, it can be said that the brand
is strong, No. 1 in the market of the city
top-of-mindand spontaneous fame
Induced fame of market participants
Top-of-mind Unaided brand awareness
World class
Alex Fitness
Union
World Class Lite
Forte Club
sport culture
Dionis
Chelsea
FirstGym
Sunny fitness
Safia
Fitness park
Non-stop
ReForm
Wow-fitness
Other
None of the above
World Class Union Alex Fitnesssport ClassForte Club Dionis Sunny fitness Leader Chelsea Non-stop FirstGym Fitness park Wow-fitness W-Class Lite Safia Sport culture Super! ReForm Other

10. 10
Loyalty / satisfaction with competitors
N=350
✓ World class is in the TOP-3 fitness clubs in terms of attendance, yielding to Max Union andAlex fitness»
✓ At the same time, in terms of readiness to recommendWorld classranks first in the city
✓ World Class Litein terms of willingness to recommend, it ranks fourth in the city
17,7% 17,4%
13,7%
7,1% 6,9% 6,6% 6,3%
5,7% 5,7% 5,4% 5,1% 4,9%
4,0% 4,0%
2,0%
1,4% 1,1%
22,5%
21,7%
29,3%
12,5%
10,5%
8,0%
13,1%
7,4%
8,3%
7,7%
8,3%
7,1%
6,0%
4,0% 4,0%
3,1%
6,6%
Максюта Юнион Alex fitness World Class Forte Club Спорт класс Солнечный
фитнес
World Class Lite FirstGym Нон Стоп Chelsea Сокол парк Дионика Сафия ФизКульт Strakhova fitness ReForma Ничего из
перечисленного
Посещения в течение года Рекомендации
Visits throughout the year and willingness to recommend a fitness club
World Class Union Alex fitness Sport class Forte Club Dionis Sunny fitness Leader Chelsea Non-stop FirstGym Fitness park W Class Lite Safia Sport culture Super! Other
Visits in 1 year Loyalty

11. 11
Key indicators of fitness services market participants
N=350
✓ In addition to the simple willingness to recommend a club, the study also assessed the index NPS (the share of those who rate the club with 9 and 10 points,
minus the share of those who rate the club from 1 to 6 points): according to this indicator, the TOP-3 includes small clubs in terms of attendance Forte Club,
FirstGym and Solar fitness
✓ TOP-3 in terms of conversion of fame into traffic: Max Union, Alex Fitness and Solar fitness
✓ TOP-3 in terms of loyalty conversion into visits: Max Union, Alex fitness and Solar fitness
Attendance Induced fame
NPS (Net Promoter
Score), loyalty
Conversion of fame
to visits
Conversion of
loyalty to visits
Max Union 17.7% 55.1% 24.2% 32.1% 78.7%
Alex fitness 17.4% 56.0% 11.5% 31.1% 80.5%
World class 13.7% 67.1% 41.7% 20.4% 46.7%
Forte Club 7.1% 38.6% 64.0% 18.5% 57.0%
Sport class 6.9% 31.1% 29.2% 22.0% 65.1%
Solar fitness 6.6% 22.9% 47.8% 28.8% 82.4%
World Class Lite 6.3% 38.6% 36.4% 16.3% 48.0%
FirstGym 5.7% 24.0% 55.0% 23.8% 77.1%
Non-stop 5.7% 20.6% 45.0% 27.8% 69.2%
Chelsea 5.4% 28.6% -10.0% 19.0% 70.6%
Falcon park 5.1% 21.1% 23.5% 24.3% 62.2%
Dionis 4.9% 28.6% 41.2% 17.0% 68.2%
FizKult 4.0% 33.4% 21.4% 12.0% 100%
Safiya 4.0% 22.3% 28.6% 17.9% 66.9%
Wow fitness 2.0% 9.7% 42.9% 20.6% 50.1%
ReForma 1.4% 17.4% 0.0% 8.2% 45.6%

12. 12
Characteristics of those involved in sports
N=350
✓ The male audience accounts for almost 2/3 of those involved in sports
✓ TOP-4 groups covering three quarters (almost 75%) of the sports market are segments:
✓ Men aged 26-35 (28% of those involved in sports, most of them are married)
✓ Men aged 36-45 (18% of those involved, 2/3 of them are married)
✓ Men aged 18-25 (15%, of whom less than a quarter are married)
✓ Women aged 36-45 (13%, half of them are married)
✓ The share of unmarried men obviously exceeds the share of unmarried women (24.5% and 13.2% respectively)
4,6%
9,4%
12,9%
5,4%
14,9%
28,0%
17,7%
7,1%
Женский Мужской
50,0%
12,3%
8,8%
6,1%
13,2%
9,6%
51,9%
5,9%
8,0%
0,8%
24,5%
8,9%
Женский Мужской
Distribution of those involved in sports by gender and age Marital status and gender of those involved in sports
18-25 years old 26-35 years old 36-45 years old 46-55 years old Official marriage Civil marriage Divorced Living with relatives Living alone Other
Women Men
Women Men

13. 13
Preferences for areas of study
N=350
✓ On average, within the framework of the study, one
person chose 2-3 directions
✓ The most popular fitness destinations in the city are
weight training at the gym (21.6%), swimming pool
(13.2%) and cardio training (12.2%)
✓ The share of preferences for personal training is 7.0%,
group classes - 4.8%, team sports - 2.7%, outdoor
activities - 2.6%
0,0%
0,4%
2,0%
2,0%
2,6%
2,6%
2,6%
2,7%
3,8%
4,2%
4,8%
5,0%
6,4%
6,9%
7,0%
12,2%
13,2%
21,6%
Program Preferences
Power training
Pool
Cardio workout
Personal training
Exercises with weights
Sauna or hammam
martial arts
Group lessons
Cross-fit
Pilates, yoga, stretching
Team sports
Outdoor activities
Dance programs
Boxing
Rehabilitation after injuries
Sections for children
Programs for pregnant women
Other

14. 14
triggers
N=350
✓ A third of women started going to a fitness club in connection with the desire to lose weight, in second and third place among the triggers - the need to
relieve stress (16.2%) and solve problems with the back, joints (16.2%)
✓ Among men, the most common reason (26%) is to gain muscle mass, in second place is to lose weight (16%) and in third place is to relieve stress (15.5%)
12,7%
29,9%
16,2%
12,3%
16,2%
6,9%
3,9%
2,0%
0,0%
26,1%
16,0% 15,5%
14,1%
11,8%
9,9%
4,2%
2,4%
0,0%
Женщины Мужчины
The reasons that prompted you to start going to a fitness club
Women Men
Gain muscle mass Lose weight Relieve stress Sports skills Improve health In my circle it is customary To communicate Parallel with a child Other

15. 15
Criteria for choosing a fitness club
N=350
✓ For the male audience, the acceptable cost of the services of a fitness club is primarily important
✓ For women, a convenient location is almost as important as an affordable price
✓ In third place among the criteria for men is the presence of a swimming pool in the club, for women - areas of interest to them
21,8%
22,4%
8,4%
3,9%
8,1%
6,4%
7,3%
9,5%
6,4%
3,1%
2,5%
21,9%
17,9%
10,3%
9,6%
8,9%
8,3%
7,3% 7,1%
6,3%
1,7%
0,9%
Женщины Мужчины
Criteria for choosing a fitness club
Women Men
Cost Location Swimming pool Parking Reviews Sauna or hammam Club audience Programs Trainer Sections for children Children's room

16. 16
Sources of information about fitness clubs
N=350
✓ Male and female audiences in 60-65% of cases choose a fitness center on their own
✓ At the same time, the male audience can be called more “stable”, since men are less likely to explore alternatives
✓ The male audience discusses the choice with one of the friends more often than the female one
✓ Of the sources of information, half study information on the Internet (51.7%) and 30% learn information from friends
0,9%
1,4%
1,4%
2,3%
5,7%
6,6%
30,0%
51,7% 60,2%
14,2%
22,1%
0,9%
2,7%
64,1%
18,6%
13,1%
3,4%
0,8%
Женский Мужской
Sources of information about fitness clubs Influence on decision making
Women Men
I choose club
myself
I'm asking for
advice or
decide with friends
I have been visiting
this club for many
years
I ask my husband
for advice
Other
In the Internet
From friends
Outdoor advertising
In the club building
From spouse
Advertising at home
Other
On the radio