New Report: CrossFit has more staying power than Yoga

Contact: Mitch Leff, 404-861-4769, mitch@leffassociates.com

ATLANTA, January 11, 2016- Cardlytics, a data analytics and digital advertising company, has taken a look at data around the most common New Year’s resolution: Getting in Shape. What emerged from the data is a story around gym engagement, retention rates and food habits of specific gym types. The report finds that gym retention varies based on the type of gym and the classes that are offered. When analyzing the purchase data, Cardlytics looked at new customers who didn’t spend on gyms in the prior year.

The report finds: 

• Overall, forty-six percent of new gym members drop after January.
• Crossfitters are nearly twice as likely than yogis to stick with it. Crossfitters are the least likely to quit after January, while yogis most likely to quit
• Nearly 80% of new gym customers stop going by Q4 with only 21.4% continuing through October
•  Full gyms retain the most customers through October at 24.3%
•  Grocery vs. restaurant spend is consistent across gym types, but spinners purchase half as much fast food as the other groups.

(Graphics of above findings are found below) 

“We believe that every purchase tells a story, and in our experience, past purchases are the best indicators of future purchases," says Cardlytics CMO Dani Cushion. "Our access to purchase data at the bank level gives us a view into spending across categories and retailers. In turn, we use those insights to help our clients discover where their campaigns are delivering the most impact, as well as who they should be targeting based on past purchase history.”

Cushion continues, “Our review of 2014 fitness spend identified an opportunity for yoga and barre studios to target customers beyond February to help bring them back as customers. With the Cardlytics platform, these retailers can easily target those lapsed customers to bring them back into the fold.”

About Cardlytics (www.cardlytics.com)

Cardlytics® is a purchase intelligence platform that makes all marketing more relevant and measurable. Our patented technology measures and connects trillions in purchases to millions of consumers. We partner with major financial institutions, including Bank of America, Lloyds Banking Group and FIS, to provide Card-Linked Loyalty programs, which deliver significant savings to customers and revenue to banks, securely and without any personally identifiable information ever leaving the bank.