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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Gen Z: how can fitness operators appeal to a tech-savvy, value-conscious cohort?

This generation is much more health-conscious than I was, as a millennial
– Fab Giovanetti

Research carried out by Leisure-net shows that fitness operators could be missing out on a lucrative revenue stream, if they fail to engage with Gen Z – the generation of young people currently "coming of age".

Born between the mid-1990s to early-2000s, the Gen Z cohort could be the most receptive audience to health and wellbeing ever, partly thanks to high-profile public health campaigns highlighting the importance of physical activity.

What more, Gen Z's propensity to seek out technology and good value in everything they do could work in favour of fitness industry, if operators can mix a tech-based, personal service with a suitable price point.

The Leisure-net research, pulled from 12 months of non-user community studies, specifically looked at the differences in behaviour, attitudes and perceptions of 16-24 year olds (Gen Z) versus the rest of the population. It found that time, motivation and, in particular, direct costs are much more important factors for Gen Z than they are for the rest of the population.

Mike Hill, director of Leisure-net says: “There’s an easier and bigger opportunity to get these young people active than the population at large as they’re already open to the idea."

Fitness blogger and Gen Z expert, Fab Giovanetti, agrees and says that Gen Z is one of the most receptive audiences when it comes to health and wellbeing, and believes they are far more health-conscious than many understand.

She says: “It’s interesting how things have changed. This generation is much more health-conscious than I was, as a millennial.

"They’ve had smartphones from the ‘get-go’ and are living their lives online. Their main role models are ‘Insta famous’ public figures and brands that talk to them through online storytelling.

“Think about climate change and environmental issues. Young activists talking about this are people they can relate to. Smart brands are conscious of this and realise these youngsters don’t want to be told what to do. They’re more mature than we were and want to make their own decisions, learning from examples of what they see online.”

• To read the full article on how fitness operators can tailor their offer to Gen Z, click here for the September 2019 Issue of HCM magazine.

Sign up for FREE ezines & magazines
Research carried out by Leisure-net shows that fitness operators could be missing out on a lucrative revenue stream, if they fail to engage with Gen Z – the generation of young people currently "coming of age".
HAF,FIT,IND,PTS,SAM,RES
imagesX/THUMB343182_383752_791608.jpg
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News

Gen Z: how can fitness operators appeal to a tech-savvy, value-conscious cohort?

This generation is much more health-conscious than I was, as a millennial
– Fab Giovanetti

Research carried out by Leisure-net shows that fitness operators could be missing out on a lucrative revenue stream, if they fail to engage with Gen Z – the generation of young people currently "coming of age".

Born between the mid-1990s to early-2000s, the Gen Z cohort could be the most receptive audience to health and wellbeing ever, partly thanks to high-profile public health campaigns highlighting the importance of physical activity.

What more, Gen Z's propensity to seek out technology and good value in everything they do could work in favour of fitness industry, if operators can mix a tech-based, personal service with a suitable price point.

The Leisure-net research, pulled from 12 months of non-user community studies, specifically looked at the differences in behaviour, attitudes and perceptions of 16-24 year olds (Gen Z) versus the rest of the population. It found that time, motivation and, in particular, direct costs are much more important factors for Gen Z than they are for the rest of the population.

Mike Hill, director of Leisure-net says: “There’s an easier and bigger opportunity to get these young people active than the population at large as they’re already open to the idea."

Fitness blogger and Gen Z expert, Fab Giovanetti, agrees and says that Gen Z is one of the most receptive audiences when it comes to health and wellbeing, and believes they are far more health-conscious than many understand.

She says: “It’s interesting how things have changed. This generation is much more health-conscious than I was, as a millennial.

"They’ve had smartphones from the ‘get-go’ and are living their lives online. Their main role models are ‘Insta famous’ public figures and brands that talk to them through online storytelling.

“Think about climate change and environmental issues. Young activists talking about this are people they can relate to. Smart brands are conscious of this and realise these youngsters don’t want to be told what to do. They’re more mature than we were and want to make their own decisions, learning from examples of what they see online.”

• To read the full article on how fitness operators can tailor their offer to Gen Z, click here for the September 2019 Issue of HCM magazine.

Sign up for FREE ezines & magazines
Research carried out by Leisure-net shows that fitness operators could be missing out on a lucrative revenue stream, if they fail to engage with Gen Z – the generation of young people currently "coming of age".
HAF,FIT,IND,PTS,SAM,RES
imagesX/THUMB343182_383752_791608.jpg

News

Rockwell Group have unveiled designs for luxury hospitality and wellness amenities at Manhattan's 550 Madison
The Gym Group is set to continue its fast pace of growth in 2020, with
A new product aimed at the ageing population is combining wearable fitness tech with artificial
A three-year research project will look to provide the physical activity industry with a better
The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its
The increasing popularity of streaming services and wireless earbuds – along with the introduction of
Alliance Leisure
Alliance Leisure
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Stuart Broster, chief executive of Anytime Fitness UK, will step down from his role in
Digme Fitness has acquired Another Space – the boutique studio arm of premium health club
Looklen Architects have created a stripped back gym in Bangkok, Thailand, that uses steel latticing
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Features
feature
We talk to two high-end operators who've established a valuable USP by offering EMS training
Features
Talking point
As we begin a new decade, will boutiques extend beyond the major cities? Will the budget boom continue? How will digital fitness impact the sector? Kath Hudson speaks to some of the industry’s big hitters to find out what 2020 could have in store
Features
Trends
Retreats are where boutique fitness is at in 2020. High-end operators are now designing packages to take their communities to inspiring locations, in order to escape everyday life and immerse themselves in exercise, mindfulness and relaxation. Kath Hudson reports
Features
Running
How many of your members pound the treadmill with poor technique, risking injury and hating every leaden-legged second of it? It doesn’t have to be this way according to Danny Dreyer, founder of ChiRunning, who says he can turn anyone into a runner. Kath Hudson discovers how
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Design focus
Fitness giant Les Mills has launched three new studio spaces at its Auckland City Gym in New Zealand
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Corporate wellness is getting on to the agenda of a growing number of companies, who appreciate the fact their employees are their number one asset. Kath Hudson reports
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With the first of a planned 105 clubs across the UK and Ireland up and running, UFC GYM turned to the expertise of DFC to ensure a simpler membership process for members
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So there we were, still in our 20s, responsible for running what was Finland’s largest fitness club
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In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence
People
people can leave their desks whenever they choose to have a workout. They won’t be judged for staying too long or going too often.
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I was seeing a lot of bad pad work and poor teaching in gyms, which broke my heart but spurred me on to develop a dedicated course for boxing technique
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My vision, based on my own personal experience, would be for physical activity to become the norm – not something you have to make an effort to do, but something you just go ‘yeah, that’s part of my everyday life’
People
HCM people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
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Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
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Job search
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Featured supplier news
Featured supplier: Staycationers treated to whale of a time at newly expanded W Club
Holiday complex Whalesborough Cottages and Spa in Bude, North Cornwall, has enhanced its visitor experience by expanding its leisure facilities.
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Video Gallery
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness equipment
FunXtion International BV: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Fitlockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness software
Go Do.Fitness: Fitness software
Locking solutions
Ojmar: Locking solutions
Skincare
Sothys: Skincare
Direct debit solutions
Harlands Group: Direct debit solutions
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
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The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
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Diary dates
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Loews Coronado Bay Resort, Coronado, United States
Diary dates
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