Gym users spend 56% more than non-gym users on eating out, while budget gym users spend 64% more than non-gym users, according to new research from card-linked marketing experts Cardlytics.
It found that budget gym users are bigger spenders on takeaway food than non-gym users, spending 32% more of their total eating out budget.
The company also found that spending on eating out steadily increases by 27% in the eight weeks leading up to a gym membership beginning, and remains higher by 15% during the first eight weeks of consumers becoming active. In their first week of active gym membership, consumers spend 34% more at fashion retailers. Supermarkets also see uplift, with an 11% increase in spending.
The research found that spending on gym memberships has increased by 44% in the last year. Budget gyms experienced the most significant rise in spending, with an increase of 66% compared with the last year. Mid and top-tier gyms are also seeing results, with spending rises of 22% and 14% respectively.
Cardlytics tracked the spending behaviour of 5.5 million UK bank customers to analyse gym members’ shopping habits. As part of this, it has looked into the spending behaviour of gym-goers in the eight weeks prior to them joining a gym, and the first eight weeks of their membership.
Jill Dougan, managing director of Cardlytics, said: “This data shows that British consumers aren’t the only ones improving their figures, as UK retailers across the country benefit from a focus on fitness. A gym membership can lead to higher levels of spending across the board on social activities, new clothes and healthier products.”
