Author: Annette Malave, SVP/Insights, RAB
Parties. Food. Time with friends and family — and more food.
During this time of the year, everyone begins to talk about their resolutions for the New Year. One of the most common resolutions is getting fit/going to the gym.
According to the International Health, Racquet and Sportsclub Association, over 12% of consumers join a gym in January – an amazing spike compared to the average of 8.3% for the full year.
Radio is the perfect medium to address consumers who plan on getting fit in the new year. In fact, 90% of broadcast radio listeners who are members at some type of health club or gym work out two or more times per week. More than half exercise at some type of club, 36% work out at home and 36% also work out at some other facility.
The attitudes and actions of radio listeners as they pertain to health and exercise vary by gender. Nearly 25% of female radio listeners strongly agree that they follow a regular exercise routine, while 34% of male listeners somewhat agree. Of those radio listeners that are gym members, 83% follow a regular exercise routine.
Fitness isn’t just about exercise. It’s also about diet and eating habits. Female radio listeners are 25% more likely to eat with fitness in mind and 23% more likely to eat for weight loss. Male radio listeners have a different perspective. Seventy-four percent do not have any type of diet plan as part of their diet control and eating habits.
Whether the listener is male or female, a regular fitness enthusiast or not, radio is the perfect medium to spread cheer as well as share new year gym membership incentives. For now, season’s greetings and we’ll see you at a nearby gym in the new year – working out and listening to your favorite radio station!