the big picture. The concept of inflexible
traditional gym memberships just doesn’t
appeal to this group.
Millennials also want fast. Guided group
classes which have them in-and-out in
under an hour is the perfect balance.
How do I market to
Millennials?
This age group is entering their prime
spending years... and to top it all off,
they’re the biggest generation yet.
Millennials define “wellness” in a whole
new way than previous generations.
For them, it’s more than exercising and
eating right, but a lifestyle choice. This
has them continuously investing in the
industry.
If you’re not currently focusing your
marketing efforts on Millennials, you may
wish to reconsider.
So, how can you capitalise on this
group? Here are some suggestions to get
your fitness lead generation strategy in
place:
1. Get With the Tech Times
Don’t kid yourself into thinking Millennials
will notice that promotional poster on
the wall. The best way to get this group
eating from the palm of your hand? Be
in the palm of theirs. You guessed it, you
need a mobile app for easy on-the-go
class bookings.
There’s no better way to prove you’re
truly invested in your member’s
experience than making booking a
two tap process. With in-app mobile
notifications, you can ensure your
messages get noticed: special offers,
limited time promotions - you’ve a
direct marketing channel to keep your
millennial audience engaging with your
business.
Fitness studio management software
can help you keep up with this
technologically savvy group.
2. Go Boutique, Go High End, Go
Specialised
It’s not uncommon for Millennials to have
multiple memberships for studios with
different specialisations. They will pay
more to feel special and like to be part
of something bigger: a community. This
is exemplified by the rising popularity of
movements like Crossfit and SoulCycle.
Could it be time to craft a strategy that
makes your service more specialised to
specific millennial needs?
26
3. Implement Short, Varied
Workouts
now can help you get ahead of the
generational curve — and give you a
one up on rival gyms and studios.
Clubs, like F45, have started to target
Millennials by offering short classes that
have a lot of variety. Millennials do not
want a repetitive experience. They want
varied workouts that are short, intense,
and effective. Why not implement some
“fitness blast” themed classes at your
facility?
1. Offer Social Media Share
Worthy Experiences
This generation is constantly sharing with
their online network through platforms
like Facebook, Instagram, Snapchat,
and Twitter. The more shareable
experiences you offer, the more free
marketing you’ll get in the form of client
posts.
FITNESS LEAD GENERATION:
Gen Z
Who is Generation Z? They may be off
your radar now, but Gen Z is an up and
coming market to the fitness industry.
They’re our teens, born after 2000. To do this:
• Create ‘hashtags’ specific to your
brand. Encourage your members to
use them in their posts.
In fact, this group is blossoming and
projected to be 2.56 billion strong by
2020. Now is the time to start planning for
this influx of future spenders. • Encourage your instructors to
interact on social media. Each team
member can have a social account
that is linked to your gym or fitness
studio.
• Offer specials through your
company’s online social accounts
to grow your following. For example,
“Like our page today & get 10% off
your next session!”.
How have Generation Z
influenced the Industry?
This group is slowly shifting fitness towards
body confidence, balance and feeling
good. They use the word balance more
than any previous generation. The focus
is on their health in a more holistic way
than ever before.
Exercise for Gen Z is focused on stress
management and mental well being
versus strength and aesthetic appeal.
For these teens, their mind’s health is
intertwined with their body’s health —
fitness is about overall well-being.
What does Generation Z
want?
To prepare your business for this
generation, you will need to focus
on transparency and being a trusted
resource. This technology centered
group knows how to access information
instantly. If you aren’t selling the truth,
you won’t sell them anything.
Overall, Gen Z is seeking fresh, exciting,
lifestyle enhancing fitness programs that
promote balance. Strong emphasis will
need to be put on mental health’s link to
physical fitness.
How do I market to
Generation Z?
There are a few ways you can
prepare for this upcoming generation.
Understanding how to market fitness to
millennialls will help bridge the gap to
Gen Z. Implementing these strategies
2. Market Your Programs as a
Lifestyle
If you want to create the winning recipe
for Millennials, you will have to create a
program that integrates physical fitness
with nutrition, body image and mental
well-being.
From here on out, it’s time to stop
neglecting these aspects of wellness
and acknowledge how they play
together as a whole.
3. Embrace the Times
This group in particular has grown up
surrounded by technology. If you believe
that easy mobile booking is important
for Millennials, it’s critical to your success
with Gen Z. Ensure your gym or studio
excels with this group by providing value
added benefits through your business
mobile app. For example, you could
send inspirational client stories straight to
their smart phone.
This up and coming fitness market
is virtually untapped. Kick start your
company’s branding by being forward
thinking: start marketing to Generation
Z now!
WHAT’S NEW IN FITNESS - WINTER 2018