Post-COVID, gyms, fitness centers raise membership prices
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The COVID-19 pandemic was a difficult time for businesses all over the country, and gyms and fitness centers were no different.
Several area fitness-related businesses say they are raising their membership fees to offset pandemic-related losses.
From March 2020 to December 2021, 25% of health and fitness facilities closed globally, according to The Global Health & Fitness Association. About 30% of studios closed, which was an 11% increase in closings compared to the previous year.
Burch Valldejuli, one of the co-founders of mActivity gym in New Haven, said the business took advantage of solutions offered by the government for financial help during the pandemic.
But like many area fitness centers, the business has had to raise its rates.
Valldejuli said that as of April, the rates for memberships rose for the first time in over four years. The new membership does feature increased services such as complimentary cryo therapy and additional companion passes each month.
This will help the fitness center offset any financial struggle, but also compensate the employees at a higher rate and with increased benefits, Valldejuli said.
A report by the tech company ASF Payment Solutions showed that as of last year, 67.3% of gyms that participated in a survey had to raise the cost of memberships.
The ASF report also showed that 27.4% of gyms are selling the same amount of memberships as before the pandemic, and 22.9% said that they have actually increased the amount of memberships sold since the pandemic.
Planet Fitness, known for its $10 per month membership plan, had to raise the price of one of its memberships. Last spring, it raised the fee for its Black Card membership from $22.99 to $24.99 after testing the new price at 100 locations the previous summer. The plan offers various amenities such as massage beds and chairs and tanning equipment.
Planet Fitness has stated that six out of ten members choose the Black Card plan, allowing the company to still offer the $10 per month plan.
The franchisor was able to make it through the pandemic without closing any locations.
Wodify, a fitness management software, presented survey data from over 1,000 gyms and found that since May 2020, the average cost of a gym membership has been steadily increasing, rising over 14% from January 2019 to August 2022.
Connecticut was listed as having an average membership rate of $134 per month.
With increasing costs of supplies and inflation - including a high spike in the cost of living - gym owners are doing what they need to in order to keep their businesses operational.
At mActivity gym in New Haven, while the business lost money during the pandemic, it was able to survive through reserves and a financial cushion, Valldejuli said.
Some members kept their memberships active during the three months the business was closed and beyond, to help support the gym.
With government mandates supporting social distancing and vaccines not being readily available until well into 2021, the gym had to adapt and create virtual content for members who wanted to work out from home. Virtual content, including recorded and live classes, was made available and continues to offer an alternative for customers.
Another factor behind the increase in rates has been the increased cost of cleaning since COVID - from wipes, sprays, vaporizers and infrared light scrubbers - to completely disinfect. Increased costs for utilities such as electricity have also been a factor, area fitness business owners said.
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