Consumers Like the Y, But Many Want to Switch

Coach and Director of Content and Community

Despite all the TV advertising and billboards national-brand gyms shell out for, it turns out consumers prefer their local YMCA or YWCA over all other national gym chains. That's according to a recent study by MarketForce, conducted with more than than 2,700 consumers, each of whom reported having a gym membership with a national brand.


Study Findings

According to the Market Force study, Planet Fitness is number one in market share, with 27% of participants having memberships there. YMCA/YWCA and LA Fitness were in second and third, place, respectively. However, 25% of consumers reported that they are unhappy with their current gyms, and 10% say they are very likely to change gyms in the next 90 days. YMCA/YWCA customers are the least likely to switch, which is not surprising considering it is also turned out to be consumers’ favorite fitness center.

The Y Comes Out On Top Overall

Dan is a seasoned marketing professional with a knack for being where things are happening. He helped open up the nascent southern California market as a corporate trainer for Starbucks when there were less than a dozen locations in Los Angeles, took up the banner of one of the first 100 CrossFit affiliates when no one had heard of it, and interviewed student protesters in Tiananmen Square in 1989, right before the tanks rolled in. Dan has professional marketing experience with start-ups,...Read more