Big Cat

Birmingham

Identifying the behavioural habits of gym-goers to inform an emotional ‘hook’ in advertising


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This report assesses the experiences and behavioural habits and preferences of gym-goers who have or have had gym membership. Free-text responses from a survey constituting 68 gym-goers were analysed to gain an insight into how they feel about gym accessibility, their emotional and physical reactions to gym classes, the impact the gym has on their lifestyle (i.e. diet, sleep, and spending), and their preferences for types of training formats and fitness classes.