Gen Z was born between 1997 and 2012, which, for those of us who remember Princess Diana's death and the handover of Hong Kong, is nothing short of disgusting (cries in elder Millennial). They may be young, but between January and March 2024, Gen Z accounted for 27.3% of all new gym memberships. And research suggests that they are more likely to use a gym than any other generation, enough for Les Mills to label them 'generation active'. This means that gym owners need to understand Gen Z's motivations and expectations because this is the generation shaping the future of fitness. It's also why Les Mills did a global report on Gen Z fitness trends, and we'll be referencing its research throughout this post. The report asked 4000 people aged between 16 and 26 from North America, Europe, and Asia about their exercise habits and what they loved and hated about fitness. One key finding of the report was that while 36% of Gen Z exercise regularly, 50% said they'd like to exercise but 'need help getting started'. This presents a real opportunity for gyms and studios—tapping into a demographic that wants to exercise more but may need support or encouragement. 🇿 Why Gen Z are different to previous generations Social media has dramatically impacted how younger people make purchasing decisions. Vogue Business explains that Gen Z’s path to purchase isn’t as straightforward as previous generations. Social media is not only their primary marketplace but also where they go to socialise, be entertained, and learn. The article explains that this has made ‘shopping a medley of influences and mindsets’, meaning that Gen Z has, in effect, ‘broken the marketing funnel’. This wasn’t the case for previous generations, where socialising, entertainment, education, and shopping were more clearly defined and distinct. This must now be reflected in recruitment campaigns and member retention. However, just having an active social media presence may not be enough. Gyms may have to create more engaging, educational, and entertaining content to reflect what younger generations now expect to see in their feed. Gyms may also need to adjust their tone as Gen Z is less likely to be formal and often prefers relaxed and concise communication with a clear and authentic tone. If you’re targeting Gen Z, you need to add user-generated content (UGC) to your strategy. Examples of UGC include reviews, testimonials, livestreams, videos, and images. It’s usually unpaid or unsponsored and can add credibility to your brand. Gen Z is well-versed in marketing and advertising. They understand how companies can target them and how algorithms push content into the feeds based on their hobbies, spending habits and search histories. UGC is often more casual but can be considered more genuine. 70% of Gen Zs say it ‘plays an important part’ in their buying decisions, and according to Adweek, 61% prefer UGC over other forms of content. Gym owners will also need to see where this younger audience is. According to the 2024 social media content strategy report, 91% of Gen Z use Instagram, and 86% use TikTok. If you’re using email, remember that 67% use smartphones to read them, so test formatting and design to ensure your messaging is mobile-friendly. 🧔 What are some Gen Z fitness trends? Gen Z is incredibly tech-savvy, and they often expect that the world they’re moving through should be, too. The fitness industry has responded to technological advances and changes in attitudes and expectations by driving innovation, especially with software. This might be gamifying workouts to make them more fun and engaging. It can also be in personalising sessions and data to provide feedback on performance. ERG mode on Energym’s electricity-generating bikes is another example of using software to enhance personal performance in group classes. The wearable market has also seen significant growth in recent years. Many studios are considering allowing members to sync their devices to software within the gym. MyZone at David Lloyd would be an example. One recent survey found that 64% of gym goers under 35 think gyms should help members track performance. We’ve written about performance tracking before and its value in providing a framework for new or existing members when they struggle to see results. And it’s not just on the equipment itself. Tech integration can help streamline the entire membership process, from onboarding to customer service. It can also provide essential details on classes and equipment to better inform instructors, PTs and management about what classes or features are doing well and what may need more improvement. According to Les Mills, millennials and Gen Z comprise 81% of all participants in group fitness activities. What’s more, those who exercise in groups are 20% more likely to be loyal members than those who visit and exercise alone. A recent study by The Gym Group found that almost one-third of Gen Z gym members saw working out as a social activity. Towards the tail-end of last year, there were many new stories about the changing habits of young people. The Times wrote, ‘Gyms beat pubs for a Gen Z night out’. It’s quite the turnaround from the youth drinking culture of the 1990s and early 2000s. It means it’s a good opportunity to look at your class offering, ensuring that booking is easy (ideally via an app) and that instructors are willing to contribute to building a community around group sessions. There have been some interesting developments in indoor cycling classes—whether it’s Taylor Swift-themed sessions, riding electricity-generating bikes in a studio with a nightclub vibe, or incorporating wellness into class schedules, as with Pilates and yoga, but also with meditation classes and nutrition workshops. If you have the space, it could also include social areas where people can sit and chat after a workout or grab a protein shake or coffee. David Lloyd announced earlier this year that it was adding remote working areas to some of its health clubs in response to an increase in hybrid working models—an example of how new ways of thinking and working can influence the future of gyms. Gen Z is clearly an active generation that will drive future fitness and well-being trends. Attracting and retaining them will be crucial for gyms and studios as the demographic ages and influences Gen Alpha, the next generation. ✅ Planet Fitness in the US did free summer memberships for 14- to 19-year-olds. ✅ Gyms can partner with local schools, colleges, clubs, youth groups, and teams. ✅ If there's demand, then youth classes and sessions are another option. ✅ Some gyms will invite influencers to come and workout. Others will create their own influencers, using their own PTs and instructors. ✅ Younger people may not have the financial security of their peers, so having a flexible membership can help—this could be off-peak rates or a concessionary discount. ⚡ Gen Z is also more likely to champion social causes like sustainability, so if you want to reduce your carbon footprint while providing a superior fitness experience, look at Energym's electricity-generating indoor fitness bikes for your gym or studio. ⚡