WNiF Magazine - Winter 2018 Edition - Page 48

Gen X has embraced the notion that movement through fun can be integrated into daily life better than a regimented exercise plan .

There ’ s one golden question every fitness industry entrepreneur wants the answer to : How to market their fitness business to their target client ?

In an industry that generates over $ 80 billion every year , it isn ’ t easy to effectively grab your slice of the pie . In fact , the number of gyms and fitness studios continues to increase each year . It ’ s more crucial now than ever to stand out from the competition .
So how do you put yourself in the best position and take the initiative to market your fitness business to three specific generations :
• Generation X
• Millennials
• Generation Z
In this article we ’ ll discuss the impact each generation has had on the industry , what their fitness priorities are , and strategies to get fitness lead generation under way .
Let ’ s dive in !
FITNESS LEAD GENERATION : GEN X
Gen X , born in the mid 1960 ’ s to the late 1970 ’ s , is at the forefront of the current fitness movement . Their health motto is “ live life to the fullest ”. They favor fitness plans consisting of doing things versus exercise for the sake of exercise .
Gen X has embraced the notion that movement through fun can be integrated into daily life better than a regimented exercise plan . This has pushed classes like martial arts or rock climbing , driving a mindset that fun sport activities can be the ultimate fitness plan .
How has Generation X influenced the Industry ?
Generation X took your basic step classes and turned them into the popular hyped up choreography of the early 1990 ’ s . With a new emphasis on “ fun ” fitness , variety was added in the form of pivots , jumps , and other complicated moves to keep Gen Xers engaged .
It has been suggested they are even responsible for today ’ s variety of danceinspired and high intensity spin classes .
What does Generation X want ?
This group wants variety in their workouts mixed with technical execution . Essentially , they want fun mixed with performance — these are their priorities . This means classes that are as much about entertainment as the workout .
Gen X has embraced the notion that movement through fun can be integrated into daily life better than a regimented exercise plan .
Generation X is notoriously heralded as cynical . They refuse to invest in fads or crazes without strong justification that it ’ ll benefit them long term ... minus monotony . As they ’ ve aged , their mentality has shifted from “ no pain , no gain ” to “ work smarter , not harder ”.
How do I market to Generation X ?
Generation X is still extremely active in the fitness world . In Australia this generation is approximatley 5 million people strong ... don ’ t miss out on an opportunity to engage with this large market .
Here ’ s some tips to get fitness lead generation from this influential age group :
1 . Stress Work-Life Balance
Your gym or studio could target these clients by mixing technical training with leisure activities - likedance , spin , or martial arts .
2 . Set Realistic Intensity Levels
Gen Xers don ’ t want programs that are overly intense or too stressful on the body . However , workouts do need to be effective . Measurable goals and results are certainly necessary to keep this generation coming back to your facility . Align goals with optimising movement and flexibility as opposed to high intensity workouts .
3 . Offer Group Training
This set the tone for a very strong relationship between the education convention and the trade show towards concurrently growing the joint events , which continues to this day .
Group training gives your Gen Xers the excitement they crave and also , the opportunity to create social bonds at your facility . If a member is thinking of skipping a class , their fear of missing out on the social aspect will kick in , boosting your class attendance rates .
FITNESS LEAD GENERATION : MILLENIALS
The Millennials group comprise those born in the early 1980 ’ s to the late 1990 ’ s and are renowned for being complicated individuals .
Millennials value priorities much different than the previous Gen Xers . Exercise to stay thin is a concept of the past for this group , with a motto of “ strong is the new skinny ”. They ’ re using words like eating right more than previous generations . However they still struggle to fit exercise into their routine , even though they hold health in high regard .
This busy age group seeks a like-minded community where they can have fast , social workouts . The industry is just beginning to truly accommodate and adapt to their unique desires .
How have Millenials influenced the Industry ?
This complicated brood has started the movement of “ fitness communities ”.
But what is a “ fitness community ”?
Essentially , Millennials have intertwined social atmospheres with their fitness environments . For them , it ’ s as much about getting together with like-minded people as it is about working out . This generates the idea of a community encompassing their loyalty to certain fitness facilities .
They identify with their fitness community as part of who they are . Think Crossfit or other well marketed fitness communities
WHAT ’ S NEW IN FITNESS - WINTER 2018 25