At MOTUS CI, we’ve watched the data carefully during the pandemic to map emerging trends in fitness sales. One striking trend is the high rate of young people purchasing memberships compared to older prospects post-COVID.
Traditionally, fitness clubs have enjoyed a reliable base of Gen X and Baby Boomer members. However, as the fitness industry reopens, MOTUS CI’s data shows younger demographics returning much faster than others, and tailoring your programming to their interests is a key opportunity to shorten your recovery period.
This means offering small group training. Not only has it exploded in popularity over the past decade, but it’s particularly popular with Millennials and Gen Z-ers.
“The IHRSA Fitness Training Report found that almost half of all Generation Z members (ages 6-17 years old) signed up for SGT classes, and Millennials account for 37.4% of all SGT participation.”
But hold on! Before you introduce SGT into your programming, or as you reevaluate the SGT you currently offer, make sure your SGT appeals to younger audiences by asking yourself three questions:
1.) Is my SGT programming relevant to younger demographics?
Likely when you first introduced SGT classes to your club, you catered the classes to an older membership base. SGT is a rapidly changing space, so do your research — ask your fitness colleagues, search online, or interview younger members — to understand the latest SGT trends. You want training programs that create buzz amongst your members and your targeted prospect audiences.
2.) Can younger audiences afford my pricing?
You don’t need us to tell you that younger people have less disposable income compared to older adults. The good news? They prioritize fitness. IHRSA has found 76% of Millennials report working out at least once a week, and this generational focus on fitness represents seven billion in revenue for the industry annually. Want a cut of that revenue? Meet them in the middle and price SGT packages in a range that is attractive to their demographic.
3.) Have I taken appropriate steps to make members feel safe in SGT classes?
Even if they’re returning at higher rates, your younger prospects might be apprehensive about group classes. Proactively address any concerns by enacting stricter cleaning procedures, implementing class-size limits, offering outdoor training, and creating virtual training options.
Of course, offering small group training programming geared toward younger prospects is only effective if you’re able to locate and engage these audiences. Need a fresh strategy to connect with Millennials and Gen Z prospects?
Visit motusci.com to learn how to identify high-value audiences, segment prospects for personalized messaging, and leverage an omnichannel marketing campaign to connect your message with its audience at a household level.
