Generation Z are driving the future of the fitness industry. Their desire for flexibility, community, and technology in their gym experience presents an incredible opportunity for fitness businesses.
By adapting to these trends – whether through flexible membership options, technological innovations, or creating an online community – you can not only meet their expectations but also stand out in a competitive market.
Embrace the power of technology and make their experience seamless, fast, and personalized to attract new customers and keep them loyal.
Key Takeaways
- If fitness facilities want to tailor their offerings to the expectations and needs of Gen Z, it is worth examining the characteristics of this generation, trends and statistics about fitness habits and mental well being.
- A global report examining gen Z clearly shows that gen z regular exercisers are a larger percentage than other age groups. This is a big opportunity for fitness businesses, but on the other hand, you have to be well prepared for it.
- Support gen Z’s preference for liking technology in fitness: offer them quick booking of classes and efficient communication with the gym thanks to gym management software and a members app that is present in their phones constantly and influences brand loyalty.
Gen Z & Millennial Fitness Trends
- Health as a Lifestyle: Prioritizing fitness and mental wellness as an integral part of daily life.
- Virtual Fitness: Embracing apps, digital workouts, and online fitness communities.
- Flexible Memberships: Preferring no-commitment, month-to-month or class-based options.
- Social Media Engagement: Sharing workouts and achievements on platforms like Instagram and TikTok.
- On-Demand Content: Seeking exclusive, accessible fitness content anytime, anywhere.
- Wearable Tech: Using fitness trackers and wearables to monitor progress.
- Wellness Integration: Combining fitness with mental health, nutrition, and self-care practices.
How Gen Z Gym Goers Are Shaping the Fitness Market
Millennials, born between 1981 and 1996, together with Gen Z, born 1997-2012 are one of the most significant consumer groups in today’s fitness industry. As this generation continues to prioritize health and wellness, gyms and fitness clubs are seeing a shift in how services are offered and consumed.
Understanding these trends and integrating technological innovations can help your gym attract more millennial clients and keep them coming back.
These members are shaping the fitness landscape in powerful ways. Here are a few trends and statistics about Gen Z fitness needs and what their impact is.
Gen Z Health and Fitness Priorities & How to Use Them
According to a 2023 survey by the International Health, Racquet & Sportsclub Association (IHRSA), millennials are more likely than any other generation to invest in health and fitness. Around 74% of millennials view fitness as a lifestyle, not just a routine.
There is also a trend of caring for mental health, which puts physical and mental health on an equal footing.
Trend 1. Gen Z Fitness Experiencing Through Technology
A 2022 Fitness Trends report from Statista revealed that 56% of millennials are more likely to engage in fitness through digital platforms. They embrace fitness apps, online workout classes, and virtual fitness challenges.
Trend 2. Social Media Influence
Millennials and Gen Z are not only influenced by fitness trends but also drive them. 80% of these gym-goers share their workout routines or achievements on social media, making your gym’s presence on platforms like Instagram and TikTok more important than ever. Have you already launched your gym social media channels?
And do you have your own star instructors, popular fitness influencers, well known thanks to social media? If not, make it up!
Trend 3. Gen Z Preference for Flexible Options
In 2023, 48% of millennials surveyed reported preferring flexible membership options over traditional contracts. They value convenience and accessibility, which is why offering various class times or pay-per-use options can appeal to this demographic. This is what Planet Fitness and other chains picked up and implemented immediately.
Using Trends to Attract Gen Z Customers
Understanding gen Z and millennials’ preferences and lifestyle can help you tailor your offerings to meet their needs and expand your customer base. Here’s how you can leverage these trends.
Trend 4. Appreciating Flexibility
Since young people prefer flexibility, consider offering month-to-month memberships or class packages that don’t require long-term commitment. Offering hybrid options (both in-person and engaging digital workouts) can also attract this demographic.
Flexible fitness solutions for gen Z, and other younger generations, are prepared by franchise chains. This is an important part of, for example, Planet Fitness marketing strategy.
Trend 5. Importance of Community Engagement
Millennials love fitness communities, especially those they can engage with online. Host gym challenges or virtual workout groups, and encourage your members to share their progress on social media. Building a supportive, active community will help foster loyalty and attract new customers.
Trend 6. Looking for Exclusive Content
Millennials love premium content. Consider providing access to exclusive workout videos, expert fitness tips, and nutrition guides for your members. Offering value-added content can differentiate your gym from others and create a more engaged customer base.
Trend 7. Gen Z Likes to Be Seen
Ask gen Z! Yes, we mean that! Generation Z loves to be seen and taken care of. Ask them gym survey questions and take into account what they say.
They will feel important to you, they will become loyal customers of the brand. And you can learn interesting observations and make beneficial changes in your business.
Technological Innovations to Appeal to Gen Z
These gym people are the first generation to grow up in the digital age, and they love integrating technology into their fitness routines. Here are a few technological innovations you can adopt to enhance their gym experience.
Fitness App Integration
Statista report finds Gen Z love tracking their workouts and progress using apps. Offer a custom branded fitness app where members can track workouts, book classes, access on-demand content, and connect with trainers. A seamless app experience can increase member engagement and retention.
Booking Software
Gen Z values convenience, so having an easy-to-use booking system for classes and personal training sessions is a must. Implementing an intuitive class booking software solution where they can view schedules, reserve spots, and cancel or reschedule at their convenience will keep them coming back.
Fast and Easy Payments with Billing Software
Offering seamless payment options is crucial. Gen Z appreciates easy and fast payments through mobile wallets, credit cards, or subscription-based services. Implementing advanced gym billing software that allows for auto-renewals, invoicing, and multi-payment options will increase convenience and reduce friction.
Quick Service with Point-of-Sale (POS) Systems
Millennials value speed and efficiency. A modern gym POS system will streamline member check-ins, reduce wait times, and improve overall customer service. It’s also helpful to offer contactless payment methods for added convenience, especially for those in a rush.
Customer Relationship Management (CRM) Systems
Millennials expect fast, but personalized communication. A gym CRM system allows you to track member preferences, attendance, and engagement. This makes it easier to send personalized offers, reminders for classes, and targeted communication, which fosters stronger, faster relationships with your clients.
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FAQ
Gen Z values health, body positivity, and social media fitness trends, using the gym as a space to both improve their physical health and engage with their online communities.
Yes, Gen Z is increasingly engaging in fitness, with many prioritizing physical health, especially in response to mental health challenges and a growing awareness of self-care.
Gen Z prefers diverse, flexible, and tech-driven fitness options like workouts on-demand and social media challenges, allowing them to fit exercise into their busy, digital-first lifestyles. They attend group workouts but also value individual fitness programs.
