Carter Collins, the owner of IFTA, shares how to create mindful and meaningful studios for Gen Z.
Group fitness has evolved quickly. Much market research has been conducted, and we can read the findings, but how do we leverage this knowledge? We’re lagging behind when we force classes into the same studios with the same formats, expecting the same results as our pre-pandemic world. Sparking new trends, Gen Z is becoming one of the biggest consumers of fitness in our clubs, and we must adapt to keep up. Here are some actionable steps to make a shift:
Vocabulary Shift
Move away from the terms group fitness and Group X. They are dated, much like aerobics. Let’s shift to “studio fitness” and term our spaces likewise — Cycle Studio, Mind/Body Studio, Main Studio, etc. This conjures images of boutique fitness to website and club visitors. We can offer many boutique style classes under one roof.
Space Shift
Strength training, wearable technology, influencers and anything consumable in the moment are trending. Inside studios, offer spaces with props for members to use when a class isn’t in progress. Selfie or video stations, alternative lighting, and individual stations with rigs, heavy weights, TRX straps, turf, ring lights and other options will increase studio usage at off peak times. Highlight these spaces on social media and when classes are in session. Spaces like these will market themselves with your members tagging your club in their social posts and Instagram Reels.
Physical Shift
Just because you’re offering a group class does not mean it must be held in the studio. Circuit classes held on the turf or fitness floor, running/training classes on the treadmills, or cross training between cardio and strength machines offer amazing opportunities to cross pollinate your traditional class goers with your traditional strength trainers. Why not offer an outdoor class in an outdoor space called The Playground?
Schedule Shift
Switch offerings up quarterly. The new generation of fitness consumers crave series classes that are purpose driven with a beginning and an end. The Saturday 9 a.m. class with the same format week in and week out is a thing of the past. This generation wants fast results, thus committing to a series makes sense. Classes offered in a series that also include an educational component are a great way to capture all generations of class consumers while keeping classes fresh and exciting. For example, a dance format that starts with basic steps and builds for 12 weeks into something inspirational, sweaty and motivational leaves members hungry for the next build. A strength series that starts with basic lifts and gives progressions and weight increases over an eight-week series, delivers results and gives members an understanding of how to lift on their own. How about a progressive treadmill class that culminates in a group race? Create community with limitless possibilities.
Instructor Shift
Leverage the personal training staff. They have the opportunity to stand in front of potential clients when leading a studio class. Widely, personal trainers have specialties that would fit perfectly into a series class. The commitment is brief, and there’s opportunity to educate on a specific skill and build a book of clients from current gym goers.
Shift happens. Embrace it.
