Robert Houghton: Thanks, Simeon.
Operator: Our final question is from John Baumgartner with Mizuho Securities. Please proceed.
John Baumgartner: Good morning. Thanks for the question.
Bahram Akradi: Thank you.
John Baumgartner: Just one for me. I wanted to come back to the growth in memberships. Do you have a sense Bahram from where those members are being sourced? Is it from other premium or specialty gyms? Is it from the at-home Peloton crowd? Is it folks trading up from lower priced clubs? And then demographically, are there any themes you’re seeing, whether it’s newer, you’re younger versus older, families versus singles? And I’m curious, when you think about that composition of members coming in, is it informing or requiring any sort of changes in how you’re thinking about re-investing at the margin, whether it’s in programming or anything else? Thank you.
Bahram Akradi: Yeah, great, great question. So when we looked at post-COVID from two years, three years ago, I did not believe that all the members that left would come back. I figured 85%, 80% would come back. So we went to the re-design of what do we need to do. So we overhauled and revamped our small group training. And we made the small group training so easy for people to stay. This is equivalent of our Ultrafit or GTX or Alpha equivalent of certain boutiques. We made it a singular membership. They didn’t have to make a double purchase. They buy a signature membership. And we dramatically increased the number of classes we offer. I mentioned to the tune of about $45 million a year more spent in all the extra programming we’re doing.
That tripled more than that. We looked at it over like a 14-month period. We went from 16,000 unique participants to 56,000 unique participants in that space. So that simply is where we’re getting the membership. DPT, we’re getting customers who come in that want that. Pickleball, we added at least 100,000 people plus that they’re playing Pickleball in Life Time. And so, and simply, if you increase the reasons for people to wanting to come to Life Time, then you will see that every roughly 10, 11 swipes ends up being one membership. So it’s not complicated. All we have to do is giving reason to people to want to be in Life Time for a visit and then every 10 or so. Now to your question, it’s across the board. We see people coming from boutiques.
We see people coming who haven’t been working up in clubs. They’re tired of doing their home workout, which I don’t know some, at one point, everybody thought all the clubs are going to go bankrupt and everybody forever is going to be sitting on their bikes at home bored to death. But we knew that’s not the case. All we have to do is deliver the experiences. Furthermore, if you go to Life Time and spend time to Life Time, it is the social country club that they get to do all the activities. They can do recovery. They can do hot top. They can do cold plunge. They can do red — they can do heat, saunas. I mean, everything. They can do the red light therapy. I mean, it’s just we are continually looking to see what are the things that the health and wellness customer wants.
And in our large format clubs, we provide them all the things related to health and wellbeing that they want in one place conveniently at the highest level of execution. So results are — we have the highest satisfaction we’ve ever had. People are coming in. Many, many clubs surpassed their swipes over the past years. So — but the customer came from everywhere. It’s young, it’s old, it’s middle age. And because all the programs we invented and rolled out, they basically are working and they’re pretty much now are in that leap stage. They are really producing fruits at this moment.
John Baumgartner: Great. Thanks, Bahram.
Bahram Akradi: Thank you so much.
Operator: We have reached the end of our question and answer session. I would like to turn the conference back over to Bahram for closing comments.
Bahram Akradi: We’re thankful to all of you, all of our investors and our members and our amazing, amazing team members who have really passionately put their heart and soul underlying to make sure Life Time prevails and get back and go beyond where we were pre-COVID. We’re excited for the future. We are very, very confident that we can deliver what we are promising you. And hopefully we can improve that as time goes on. And so with that, we just look forward to seeing, hearing you guys back on our next call in July, August. Thanks so much.
Operator: Thank you. This does conclude today’s conference. You may disconnect your lines at this time and thank you for your participation.
