This article is brought to you by Les Mills
New global report from Les Mills provides a comprehensive picture of what Gen Z want from a workout and how clubs can engage this key demographic to accelerate growth.
• 36% of Gen Z are exercising regularly, while 50% want to start – representing a huge ‘untapped market’
• 30% are regularly using fitness facilities
• 72% of Gen Z regular exercisers are doing both gym and out-of-gym workouts
Gen Z will have a bigger impact on the fitness market than any generation before them, presenting a transformative opportunity for clubs to drive record growth.
That’s according to Gen Z Fitness: Cracking the code – a new global report examining Gen Z fitness habits, their motivations to work out, and the barriers holding them back.
The Les Mills report is the biggest-ever study into Gen Z fitness, combining quantitative and qualitative insights from more than 4,000 young people aged 16 to 26 across North America, Europe and Asia.
As the largest generation ever and the next big global spending power, Gen Z represent a key battleground for clubs. The report examines the generational shift sweeping fitness and outlines how providers must continually evolve to keep pace with the expectations of young consumers.
Having helped shape a culture where fitness is a social media mainstay, Gen Z are frequently dubbed ‘Generation Active’ – and 36% of them are already exercising regularly, according to the report. But this is just the tip of the iceberg.
A further 50% of Gen Z – identified as the ‘untapped market’ – want to work out regularly but say they need help getting started. Among this group, 68% want to start working out at home first, so the ability to provide high-quality digital options is essential for clubs seeking to engage them.
The report finds that offering a broad choice of workout options, fostering a sense of community, and providing flexible fitness solutions are all prerequisites for winning with Gen Z.
“If the pandemic was defined by clubs’ use of technology to keep members moving, the next phase of club growth will undoubtedly be driven by operators’ ability to appeal to Gen Z,” says Les Mills Group CEO Clive Ormerod.
“This is now the key battleground for clubs, with Gen Z set to have a bigger impact on the fitness market than any generation before them.
“The report finds that nurturing this untapped market requires an intimate understanding of the varied challenges they face. But for operators that lean in and meet the nuanced needs of this cohort, the opportunities are endless.”
To access the full report, visit: https://www.lesmills.com/clubs-and-facilities/innovation/gen-fit-training/