Understanding the Gen Z Opportunity

Gen Z accounts for 80% of the fitness market. Here is how you can best capitalize on the younger generation.

As the largest generation and the next big global spending power, gaining Gen Z’s trust is a key battleground. This demographic now accounts for over 80% of the total fitness market, yet many clubs still struggle to win their share.

Winning with younger members is club operators’ opportunity to boost their bottom line, by securing the loyalty of a generation 77% more motivated to spend on fitness than their parents. But getting them over the line requires knowledge of their preferences, an ability to provide irresistible social connections and an understanding of their need for flexibility.

Younger members’ insatiable appetite for strength training shows no signs of waning but it’s not just muscles they’re looking to work on. For Gen Z, health and fitness is a far more holistic experience. Younger members grew up watching their parents hero grueling workouts that left little room for joy. However, this is a generation working out for mental wellness, intrinsic motivation,and the chance to be part of a community. So guiding them toward experiences that harness the power of social connection and nurture their in-club relationships is key. By positioning your facility as a hub where they can get a great workout, but also a space where they can connect with friends, you’re increasing your chances of creating loyal members who return for more than just exercise.

The Gen Z picture isn’t complete without acknowledging this is a generation highly-motivated by choice. Whether it’s TikTok, UberEats, YouTube or Amazon, younger members have a world of options at their fingertips. And they want that choice reflected in their digital workouts, too. Gen Z spend more time than any other on their phones — 55% use phones for more than five hours per day — so when they’re tight on time, or simply prefer to train at home, a digital option is a must.

It’s a noisy market, with the prevalence of online influencers’ workouts meaning some younger members are unsure of where to start, or worse, doing unsafe workouts. Highlighting the credibility of your club’s brand and the science underpinning your programming can help you to cut through some of the misinformation and build trust with your target audience.