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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.

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Latest News
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Features
Flooring
Thanks to the rise in popularity of functional zones, there’s been an increased call for turf. We take a look at some of the turf products being installed
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Cycling
Why does indoor cycling attract so many loyal followers? Abi Harris ask industry innovators how much is down to the instructor and what part the kit has to play
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When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest
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Technogym’s SKILLRUN now comes in different versions to suit different users’ workout needs
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Personal trainers play a key role in the gym environment, helping members to achieve their fitness goals. But are the current training models allowing them to do this in the best possible way? Or could they be doing more? We ask our panel of experts
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Jimmy had the brilliant idea to put the logos of all of the current cycling brands in and around NYC onto a piece of paper and we handed it to the investor at the end of our presentation. Then we handed a blank piece of paper and referenced that this was the current number of cool fitness concepts in the world and how we would like the investor to help us fill that page. A day later he wrote us a cheque
Job search
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Exercise equipment
EXF Fitness Equipment: Exercise equipment
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International SPA Association - iSPA: Trade associations
Management software
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Fitlockers: Lockers/interior design
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Property & Tenders
Kirklees Active Leisure
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Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
05-08 Nov 2019
Koelnmesse, Cologne, Germany
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21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
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29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
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10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates

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

News

New York’s Blum Center for Health, a functional health facility, is offering a personalised, non-invasive,
US-based fitness franchise UFC Gym has opened its first European club. The 18,000sq ft (1,670sq
Public Health England (PHE) and the Centre for Ageing Better (CAB) have set out their
Physical activity bodies ukactive and EuropeActive have agreed to strengthen their partnership in the event
The first-ever FIBO Southeast Asia fitness event will be held in Singapore next year. Taking
Cancer survivors should undertake a minimum of 90 minutes of aerobic and resistance training each
EMD UK
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Thrive Global, the wellness and behaviour change tech firm founded by Arianna Huffington, has acquired
Regular exercise is highly beneficial for all patients with cardiovascular disease regardless of age. A
LXA has inserted a 2,000sq ft (186sq m) indoor/outdoor boxing gym into a mixed-use building
The number of UK adults classed as physically active has increased by 1 million in
Australian health club operator Viva Leisure has acquired eight Healthworks Fitness Centres in the state
The physical activity economy is now a US$828bn (€752bn, £655bn) market – and its value
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1 - 15 of 11,122
Features
Flooring
Thanks to the rise in popularity of functional zones, there’s been an increased call for turf. We take a look at some of the turf products being installed
Features
Cycling
Why does indoor cycling attract so many loyal followers? Abi Harris ask industry innovators how much is down to the instructor and what part the kit has to play
Features
Promotional feature
When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest
Features
feature
Technogym’s SKILLRUN now comes in different versions to suit different users’ workout needs
Features
feature
New refurbishment featuring Technogym’s Biocircuit sees 27 per cent membership growth in the first six months at Macclesfield Leisure Centre
Features
Talking point
Personal trainers play a key role in the gym environment, helping members to achieve their fitness goals. But are the current training models allowing them to do this in the best possible way? Or could they be doing more? We ask our panel of experts
Features
Promotional feature
Premier Global NASM has introduced a Nutrition Certification course to help fitness professionals give their clients the tools to achieve long-lasting, healthy behaviours
Features
People
Taking on BMF wasn’t without its risks: it might seem a simple model, but it’s actually a tough business to make any serious value out of
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HCM people

Ben Gotting & Dave Thomas

The Foundry: co-founders
Because of our strong focus on community and inclusivity our members really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities
People
Jimmy had the brilliant idea to put the logos of all of the current cycling brands in and around NYC onto a piece of paper and we handed it to the investor at the end of our presentation. Then we handed a blank piece of paper and referenced that this was the current number of cool fitness concepts in the world and how we would like the investor to help us fill that page. A day later he wrote us a cheque
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HCM people

Elodie Garamond

Le Tigre: founder
We now have eight sites and offer retreats, such as a retreat in a Moroccan palace and a French chateaux-based yin yoga and writing retreat
People
WE11 is a disruptive model and is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them
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The Life Fitness entrepreneur and ALS charity fundraiser is returning to the business that made his name
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HCM people

Rich Hutson

CEO of CHi Fitness and Co-founder of Fire Fitness
The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat
People
This isn’t about gender. I got the role because I’m absolutely the best person for the job - Sophie Lawler
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HCM people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Crown Sports Lockers to launch sector first at IHS 2019
Crown Sports Locker will launch a waterproof locker that will open the door to facilities demanding a sustainable solution for wet changing areas.
Featured supplier news
Featured supplier: Gympass brings together corporate workforces and leisure operators
The Gympass mission is to defeat inactivity – a vision shared by many in the leisure industry.
Opinion
promotion
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Company profiles
Company profile: TRX Training UK
TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
Company profiles
Company profile: The JC Group
The JC Group is home to JC Facilities Management, JC Leisure Solutions, JC Water Services, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness software
Go Do.Fitness: Fitness software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Locking solutions
Ojmar: Locking solutions
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Fisikal: Management software
Governing body
EMD UK: Governing body
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
ResortSuite: Spa software
Property & Tenders
Kirklees Active Leisure
Property & Tenders
Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
05-08 Nov 2019
Koelnmesse, Cologne, Germany
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
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