Unleashing the Power of Generation Z in Fitness: Trends, Insights, and Opportunities
Krissy Vann | Host, All Things Fitness and Wellness
In the age of social media dominance, Generation Z, often dubbed "Generation Active," is emerging as a force to be reckoned with in the fitness world. Let's delve into seven key insights from the Les Mills 2023 Global Report: Gen-Fit Training report that sheds light on this influential generation's fitness preferences, and explore how fitness brands can tap into their potential and cater to their unique needs.
Untapped Market: A staggering 50% of Gen Z desires to work out regularly but requires guidance to get started. Fitness brands that provide high-quality digital options hold the key to engaging this untapped market, enabling them to bridge the gap between desire and action.
Embracing a Holistic Approach: Gen Z views fitness as a holistic experience, seeking mental wellness, intrinsic motivation, and a sense of community. Health and happiness take precedence, with appearance improvement also ranking high among their motivations for exercise. Fitness providers that understand and address these multifaceted needs can forge stronger connections with this generation.
Love for Choice: Gen Z craves variety and enjoys choosing different workouts while exploring new options. From gym workouts to boxing, running, and home workouts through apps or online videos, fitness brands must offer a diverse range of exercise options to cater to their preference for choice and novelty.
Here, There, Everywhere: Gen Z's on-the-go lifestyle demands flexibility. A hybrid fitness approach that combines in-gym and digital workouts is essential to meet their expectations. By providing an Omnifitness experience, fitness providers can ensure Gen Z's fitness routines remain uninterrupted, regardless of their location or schedule.
Strength in Numbers: Gen Z finds immense value in social connections and community. Group workouts, particularly in studios, appeal to their need for energy, fast results, and guidance from instructors. Fitness brands can foster a strong sense of community by promoting local fitness influencers, amplifying the connection and authenticity that Gen Z seeks.
Under the Influence: Fitness influencers hold significant sway over Gen Z. They turn to influencers for guidance both inside and outside the gym. By highlighting their star instructors as local fitness influencers, fitness brands can leverage their expertise and build a sense of community, accelerating Gen Z's consideration journey.
Befriend the Black Mirror: Gen Z's strong attachment to their phones provides an avenue for fitness brands to capture their attention and build trust. By offering accessible and engaging digital workouts, clubs can expand their reach and create meaningful connections with Gen Z. Creating platform-specific content and showcasing the credibility of fitness programming can cut through the online noise and build trust with this tech-savvy generation.
Generation Z represents a powerful and untapped market in the fitness industry. By understanding their preferences for flexible options, holistic well-being, variety, community, and digital engagement, fitness brands can tap into the potential of this influential demographic. It is crucial to adapt to their needs, leverage social media influencers, and provide authentic and engaging content to connect with Gen Z on a deeper level. By embracing the unique characteristics of Generation Z, fitness brands can shape a healthier and more active future, fostering long-term loyalty and engagement among this dynamic generation.
