GymTV Study Reveals Insights for Gym Owners

Data reveals gym-goers’ brand preferences, tech usage and content interests, offering key insights to enhance services and marketing strategies

A recent study by GymTV has unveiled valuable insights into the habits and preferences of gym-goers, offering a wealth of information for fitness professionals and gym owners to enhance their services and marketing strategies.

“The GymTV audience study is crucial for both our organization and gym owners, helping us enhance the gymgoer experience,” says Hillary Farber, senior director of marketing & creative, North America. “By understanding who our viewers are, what motivates them, and how we can better serve their needs, we can tailor our content to be more relevant, engaging and beneficial.”

The 2024 viewership study, which surveyed over 2,000 respondents across the United States, found that 82% of participants have seen ads on gym screens, with 68% considering or purchasing advertised products. This highlights the effectiveness of in-gym advertising as a marketing channel.

The study also revealed that 63% of respondents use fitness trackers , with Apple Watch leading the pack at 60% market share. This data suggests an opportunity for gyms to integrate popular wearable technology into their training programs and equipment.

In terms of apparel, 54% of gym-goers care about the brands they wear during workouts, with Nike, Adidas and Lululemon topping the list. This information could guide potential sponsorships and retail offerings within fitness facilities.

Notably, the study uncovered a significant interest in women’s sports conten t. 64% of respondents reported that female sports content on GymTV positively influences their perception of associated brands. This finding presents an opportunity for gyms and fitness professionals to focus more on women’s sports content and related branding.

This study provides insights that gym owners can use to personalize products and services, or forge new connections within their local communities. Data-driven insights like these help inform decision-making and strategy development for fitness professionals across the sector.

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