Engage the Millennials
or lose them forever
The way
we were…
In December 1990, the front cover of Network News (as this publication
was then known) featured the world’s most recognisable bodybuilder,
Arnold Schwarzenegger, working out on a ‘computerised’ resistance
machine alongside the heading ‘Computerised fitness …An Exciting
new Era!’
Inside, Jim Josephsen warned fitness leaders against complacency
for fear of losing ground to computerised fitness machines such as
bikes, treadmills, steppers and rowers:
“…beware, don’t sit back on your Reeboks and sink into a sea
of smug complacency. Even now, as you broaden the base of your
teaching expertise, you may be unaware of a revolution that is
occurring within the confines of your centre. …Meet the new technotrainer. Whilst you may have been busy focusing on your classes, your
computer colleague has some interesting qualities that you may have
failed to recognise:
• he/she (it) can work 24 hour shifts, non-stop
• it doesn’t expect holidays or overtime
• works for a pittance – 20-50c per hour
• doesn’t become bored, demotivated or unfriendly
• doesn’t require heaps of leotards, shoes, uniforms and new music”
1 thing I’ve learnt…
Derek Barton, Marketing Consultant,
bartonproductions.com
“An inviting environment is incredibly
important when you are creating a space that
you want people to spend time in. Many club
owners don’t seem to care about the interior
and exterior branding of their gyms. There are
no WOW factors throughout the facility. They
put dozens of pieces of fitness equipment on
the floor and believe that’s enough to create
a great atmosphere. If you go to those same
owners’ homes, you’ll see beautiful pieces of
art, sculptures, potted plants, different shades
of paint, stylish light fittings, big screen TVs,
pool tables and a great sound system; yet none
of these WOW factors exist in their gyms. Is it
any wonder people continue to spend billions
of dollars on home gym equipment? They
don’t want to leave the comforts found in their
homes to train in a stark warehouse. I learnt
early on the importance of making our gyms as
exciting and inviting as our homes!”
The Millennials, also referred to as Gen
Ys, are the generation born between 1982
and 2000 (according to the Australian
Bureau of Statistics). Now aged between
14 and 32, they are our young members
and clients – and prospective ones.
So, what excites them to exercise
and what impact will they have on
the fitness industry now and into the
future? In answering the second part
of the question, it is first worth noting that a global consumer
fitness survey commissioned by