The fitness consumer pres hi res

zoommedia.com

Presented to: NamePresented by: NamePresented on: May 7, 2012 FINAL VERSION

THEFITNESS CONSUMER™

BABY BOOMERSGeneration X

Generation Z

Millennials

Generation Next

Generation Y

EchoBoomers

Generation WiFiAlways-On Generation

NetGeneration

GenWired

Alpha Moms

The Fitness Consumer

47 million

20% US Adults

Source: GfK MRI, Fall 2011, penetration of fitness consumers based on membership to a gym/fitness club. Population based on U.S. Census Bureau figures for Total Adults 18+, 2010 release.

24% Total US Discretionary Spending

$1.1 Trillion

Source: GfK MRI, Fall 2011, Based on total and average expenditures across all discretionary spend categories available in MRI.

Index 131

Fitness Consumer Spend

Versus Non-fitness Consumers

6Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

Concerned with their health and

well-being

Index 183

Passionate about their health clubs

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 7

87%

62%

Is important “me” time

It’s something they love

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 8

Regularly participates in health & nutrition

Index 167

Being physically active is important to my overall health

Index 167

I work out to feel good & look good for myself

Index 142

I like to try the newest and latest healthy lifestyle products first

Index 188

Healthy Lifestyle

Regularly recommends on health & wellness

Index 193

84%After

63%During

Working out Enhances MoodA Positive Receptive Mindset

28%Before

working out Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence

Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.

9

Attending cultural/Arts events

Index 179

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-

health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.10

Watching/Going to the movies

Index 114

Home decorating/Furnishing

Index 136

Gourmet Cooking/Fine Foods/Wine

Index 169

Gardening

Index 117

Crafts

Index 124

Photography

Index 119

Travelling Internationally

Index 220

Wildlife/Environmental

Issues

Index 125

Investments

Index 218

Travel Domestically

Index 155

Well-Rounded

Automobile Work

Index 120

Broadly knowledgeable and experienced

11

Personal finances & investing

Index 157

PoliticsIndex 129

Pop culture

Index 153

SportsIndex 138

TravelIndex 179

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.


FashionIndex 218

Newtechnologies

Index 138

MusicIndex 193

News & information

Index 130

Movies

Index 148

In-the-know

13


A strong desire to learn

I want to explore and learn about new things

Index 118

Regularly spend time reading books, magazines

or newspapersIndex 117

I am open to trying new thingsIndex 125

Goal-oriented Index 153

Aspiring to get ahead Index 138

Leaders Index 136


Take-charge Index 139

Self-improvers Index 149

Driven

Confident Index 132

Optimistic Index 128


Positive

Negotiating to buy a carIndex 114

Planning for retirementIndex 133


Asking for a raise in salaryIndex 114

Buying and selling stocks to make money

Index 141

Self-Assured

Discussing politicsIndex 115

16


Motivated

Self-starterIndex 129

AmbitiousIndex 131

CompetitiveIndex 141


18

SuccessfulSuccessful in career Index 151

Success at work is important Index 117

Current job/Career Index 133

Role as a spouse/partner Index 117

Life in General Index 118


Income Index 136

Control over the way things are going in life Index 122

19

More Satisfied

20

I initiate plans Index 167

I consider myself very social Index 157

I prefer to be busy and active Index 143

Family and friends are an important part of my health and well-being Index 125

Socially Active



21

Connected

Community Involvement

Index 177

Connecting with others is

important to me

Index 140

Doing charity work is important

to me

Index 125

22


Social & MobileNearly 2X more likely to access social networking sites via tablet

Heavy social media users Index 123


23

Avid Consumers

I like to shop around before buying

Index 118

I think shopping is `a great way to relax

Index 131

Experienced shoppersIndex 119

Versus lower quality alternatives Index 161

Buy based on quality, not price Index 143

Prefer Premium Brands



25

Brands reflect personal stylePay extra for products consistent with desired self-image Index 161

Buy brands that reflect their style Index 143

The brands I buy are a reflection of myselfIndex 140


26

First to try new travel products and brands

Index 188

Plan vacations with family & friends

Index 167

Experienced travelers

Index 179

Regularly recommend travel

Index 182

Travel domestically

Index 155

Travel internationally

Index 220

Ideal Travel Target


Appearance is very important

Index 114

Regularly recommendon fashion

Index 188

Consider themselves

“fashionable”

Index 165

First to try fashionIndex 183

In the know on emerging fashion trends

Index 218

Experienced with fashion

Index 167

Influenced by what’s hot and what’s not

Index 157

Fashion Savvy


Regularly recommend on shoppingIndex 128

Experienced shoppersIndex 119

First to try shoppingIndex 127

Active Shoppers

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 29

Regularly recommends on automobiles

Index 123

ExperiencedIndex 117

First to try: AutomotiveIndex 150

Activities: Automobile work

Index 120

Confident in negotiating to buy a car

Index 114

Auto Enthusiasts


First to try new technology

Index 119

Access social media via tablet

Index 187

Heavy social media user

Index 123

Access social media via

smartphone

Index 144

Regularly asked for advice

Index 192

Likes to explore new things

Index 118

In the know: Technology

Index 138

Experienced

Index 111

Regularly recommends technology

Index 117

“Tech-Thusiasts”


I enjoy reading about new technology products

Index 124

I like to keep up with latest developments in technology

Index 125

Technology helps make my life more organized

Index 130

Technology helps me to relax/unwind

Index 118

I am fascinated by new technology

Index 115

Passion for Technology


I am willing to pay more for top quality electronics

Index 150

Before buying electronics, I do as much research as possible

Index 129

The technology products I ownreflect who I want to be seen as

Index 153

Before buying new technology or electronic products I pay

more attention to advertising for that product

Index 146I like technology that is different and sets me apart from the crowd

Index 136

Technology Shoppers


In the know

Index 115

First to try food & cooking

Index 126

Regularly recommends on food and cooking

Index 123

Activities: Gourmet cooking/Fine foods/wines

Index 169

Experienced

Index 115

Food Aficionados

34Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved.

How much money I make is important

Index 110

First to tryIndex 155

ExperiencedIndex 157

Regularly recommends Index 165

Finance & Investing Experts

35Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved.

Obtaining a mortgage

Index 126

Buying and selling stocksto make money

Index 141

Deciding how to save

Index 112

Planning for retirement

Index 133

Dealing with financial advisors

Index 130

Financial Confidence

36

Health & Wellness

Index 207

Personal Finance & Investing

Index 155


Fitness & Exercise

Index 283

Travel

Index 188

Sports

Index 182

Pop Culture

Index 133

Politics

Index 142

Technology

Index 119

Shopping

Index 127

Automotive

Index 150

36

Fashion

Index 183

Food & Cooking

Index 126

First to Try New Products & Brands


Give advice extremely/very often Index 192

Comfortable giving advice to others Index 120

More likely to recommend Index 118

ActiveRecommenders

Health & Wellness

Index 193

Personal Finance & Investing

Index 165


Fitness & Exercise

Index 276

Travel

Index 182

Sports

Index 165

Pop Culture

Index 133

Politics

Index 126

Technology

Index 117

Shopping

Index 128

Automotive

Index 123

38

Fashion

Index 188

Food & Cooking

Index 123

Areas of Recommendation

39

Index 207

Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. Roper Influential based on GfK Roper Influential scale.© 2012 Zoom Media Corp. All Rights Reserved.

Roper Influentials™


Avid Consumers

Social & Mobile

Prefer Premium Brands

Brand Reflects Personal Style

Passionate About Their Health Club

Concerned with Their Health & Well-being

Po

siti

ve a

nd

R

ecep

tive

Min

dse

t

“In-the-know”

A S

tro

ng

Des

ire

to L

earn

BROADLY KNOWLEDGEABLE AND EXPERIENCED

DR

IVEN

Confident & Optimistic

Motivated

More Satisfied

SUCCESSFUL

CONNECTEDA

ctive Reco

mm

end

ers

Well-rounded

Desirable

Roper InfluentialTM

ZoomFitnessTM

41

The ONLY National Nielsen-Measured Video Network

The World’s LARGEST Fitness Video Network

zoommedia.com

APPENDIX

Methodology

© 2012 Zoom Media Corp. All rights reserved.

GfK panels are:

• Multi-Sourced. Panelists are recruited online via a wide range of permission e-mail recruitment, affiliate networks and web site advertising, avoiding potential bias associated with panel recruitment from a single source or single methodology.

• Research Only. GfK panelists are only contacted for the purposes of conducting market research. These panelists are not exposed to third party advertising or direct marketing campaigns, nor is their personal data sold to third parties.

• Carefully managed. Panelists are invited to take surveys based upon a set of panel management rules. These rules are designed to minimize possible biases and to provide a positive experience for the panel member. Each panel has a dedicated panel support team available to provide help and assistance to the panelists.

• Frequently refreshed. GfK continually recruits new members to ensure ongoing access to fresh panelists.

GfK Zoom Fitness Thought Leadership StudyStudy Conducted by GfK Custom Research North America

Sample size

2,010 adults 18-54 years of age broken out into the following two cells:

• Gym Members (1) - Qualified respondents (N=1,008) were current member of a gym or health club at time of survey, but not joined in the past month.

• Non-gym Members (2) - Qualified respondents (N=1,002) were not current member of a gym or health club at time of survey

Online Survey: Online methodology utilizing GfK’s proprietary panel. Incentivized survey took approximately 25 minutes 88% of A18-54 are online, which is makes this online methodology representative of the total US population

(Source: MRI Fall 2011, Base = A18-54)

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