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At the peak of the Covid-19 pandemic gyms were closed in numerous states and were not deemed an essential service for Australians. AUSactive (then Fitness Australia) engaged us to survey their members’ customers to understand the impact gym closures were having on everyday Australians.
Utilising our deep experience of the fitness industry, physical and mental health, government evaluations and our expertise in collecting data and encouraging feedback, we independently surveyed 14,333 gym members on their usage and attitudes towards gyms and the role it plays in their life, along with the impacts gym closures were having on them.
The study gathered the largest sample size AUSactive had ever achieved for a survey, and combined with the data points strategically gathered, drove credibility for AUSactive, enabling the organisation to strategically advocate for the safe reopening of gyms.
AUSactive is Australia’s peak body for the exercise and active health sector, and their goal is to activate Australians to move more. They do this to improve national preventative health outcomes and share this goal with everyone across the sector: with individuals and businesses, and across modalities ranging from gym classes to yoga, pilates, aqua and functional fitness.
Despite having over 20,000 members, at the time AUSactive (then Fitness Australia) were relatively unknown to stakeholders outside of the gym/fitness industry.
AUSactive’s goal was for 10 THOUSAND FEET to provide real data on the impact of gym closures through the Covid-19 pandemic so that AUSactive could use it for it’s essential advocacy work to drive the safe reopening of gyms for all Australians.
Utilising our deep experience of the fitness industry, physical and mental health, government evaluations and our expertise in collecting data and encouraging feedback, we independently surveyed 14,333 members on their usage and attitudes towards gyms and the role it plays in their life, along with the impacts gym closures were having on them.
The survey cut across usage and attitudes to understand the role gyms play in the lives of Australians, social impact research to understand the impact of the gym closures and basic segmentation and profiling to enable AUSactive and their member brands to understand the impact of gym closures for different segments of the gym going public.
14,333 gym going Australians were surveyed. The credibility of the numbers participating in the survey gave AUSactive credibility when speaking with media and other stakeholders. The research design framework and associated clear and concise reporting positively impacted AUSactive’s advocacy narrative. The success of the project can be attributed to the overall credibility of the study and associated credibility it gave AUSactive at time when they were relatively unknown to stakeholders outside of the gym/fitness industry.
“10 THOUSAND FEET’S approach enabled us to get the greatest amount of survey responses we’ve ever had, which drove credibility for the study.
The clear and concise information provided in the reporting positively impacted AUSactive’s advocacy narrative.
The associated credibility it gave our organisation with media and government stakeholders at time when we were relatively unknown to stakeholders outside of the gym/fitness industry was significant.
As a result it had a strong strategic impact on the advocacy work we were doing at the time to successfully get gyms reopened safely.
The research project also made us realise the importance of data driven decisions and since then we definitely use this a lot more.” Chris Alexander, General Manager, Standards and Development AUSactive
“10 THOUSAND FEET helped us understand how we could get the outcome we wanted to achieve through qualitative vs quantitative survey data. 10 THOUSAND FEET was then able to develop engaging survey questions for the purpose.
The way 10 THOUSAND FEET were able to get so many survey responses was hugely impressive.
The 10 THOUSAND FEET team worked effectively and efficiently for a quick turnaround in collecting and reporting on the data. The information that was provided back to us was clear and concise and the combination of the number of survey responses and the information being of a high quality that was fit for purpose, gave us the credibility we needed to have a strong strategic impact in our advocacy work.
As far as our involvement in the project, 10 THOUSAND FEET heavily engaged us at the right time and effective communication throughout the project from both 10 THOUSAND FEET and AUSactive enabled us to drive our desired outcomes.” Chris Alexander, General Manager, Standards and Development AUSactive
Briefing, and being walked through the research design: 3 hours
Input on questionnaire design and socialising questionnaire with internal stakeholders: 6 hours
Assisting in fieldwork to get all the details 10 THOUSAND FEET needed: 1 hour
Reviewing results:1 hour
Embedding results into advocacy strategy and media releases: 1 hour
Total time: 12 hours