Operators should focus on Gen Z for big revenue

The impact on the global fitness market will be felt more by Gen Z than any generation preceding them, says fitness organisation Les Mills in a new report.

‘Gen Z Fitness: Cracking the code’, shows how the generation – people born between 1996 and 2010 – presents a “transformative opportunity for clubs to drive record growth”.

The report combines quantitative and qualitative insights from more than 4,000 young people aged 16 to 26 across North America, Europe and Asia.

More than a third (36%) of Gen Z respondents are exercising regularly, while 50% want to start – representing a huge market for operators.

“Among this group [50%], 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.

“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,” the report states.

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.

Les Mills’ CEO Clive Ormerod believes Gen Z could change the fortunes of the global fitness industry. “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,” Ormerod said.

“The report finds that nurturing this untapped market requires an intimate understanding of the varied challenges they face.”

Ormerod concluded that for operators that show receptiveness to meeting Gen Z on their level, “the opportunities are endless”.

Click here to read the full report.