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Les Mills
Health Club Management

Health Club Management

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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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Supplier showcase
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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Pulse Fitness has installed a premium fitness facility at The University of Liverpool, fitting the space with its state-of-the-art equipment to appeal to staff and students alike
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Northumbria University has partnered with Matrix Fitness to fit out its newly refurbished sports centre and gym, using the latest in fitness technology to motivate members
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Cycling
In last month’s issue we grilled operators about what makes the best indoor cycling class, and they agreed instructors play a crucial part in the overall class experience. Now we’re asking the experts on the frontline for their thoughts on what makes indoor cycling such a phenomenon
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Promotional feature
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Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
People
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
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
People
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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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Locking solutions
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Property & Tenders
Diary dates
10-12 Dec 2019
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23-25 Mar 2020
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Eastwood Hall, Nottingham, United Kingdom
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04 Jun 2020
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17-18 Jun 2020
ExCeL London, London, United Kingdom
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21-24 Sep 2020
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Diary dates
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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
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

A large-scale study on genetics has shown that being more physically active reduces the risk
The Gym Group has confirmed plans to roll out a new small box format in
Representatives from the three main political parties have backed the view that physical activity has
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness
Almost half of children and young people (46.8 per cent) in England are doing the
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in
Servicesport UK Limited
Servicesport UK Limited
Since installing its new Wattbike indoor cycling studio last year, Holme Pierrepont Country Park, a
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo.
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins
Physical exercise can improve the health of blood vessels in the heart for people with
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's
The main political parties need to "discuss prevention in the same breath as they discuss
Les Mills
Les Mills
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout
SoulCycle chief executive Melanie Whelan has resigned from her role, capping off a challenging few
Workspace provider WeWork has launched a full service, on-site wellness programme at its largest site
On-demand fitness app Fiit has partnered with fitness marketplace Hussle, giving Hussle users access to
Dyaco International
Dyaco International
1 - 15 of 11,178
Features
Supplier showcase
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
Features
Supplier showcase
Pulse Fitness has installed a premium fitness facility at The University of Liverpool, fitting the space with its state-of-the-art equipment to appeal to staff and students alike
Features
Supplier showcase
Northumbria University has partnered with Matrix Fitness to fit out its newly refurbished sports centre and gym, using the latest in fitness technology to motivate members
Features
Cycling
In last month’s issue we grilled operators about what makes the best indoor cycling class, and they agreed instructors play a crucial part in the overall class experience. Now we’re asking the experts on the frontline for their thoughts on what makes indoor cycling such a phenomenon
Features
Promotional feature
TVS Group is one of the leading suppliers of flooring and surfaces for gym, sports and play environments. We take a look at what's behind this company's success
Features
Supplier showcase

Precor and Matrix share their latest operator case studies
Features
Thought leaders
Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
People
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
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
People
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
People
HCM people

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
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
People
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
Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realized that we were truly onto something much bigger than what we had anticipated - Johnny Adamic, co-founder of Brrrn
People
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
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Who does your brand belong to?
Who does your brand belong to? There used to be only one answer to this question: the company that grew it and invested in it.
Featured supplier news
Featured supplier: GLL chooses Ethitec’s Tiara9 system for its exercise-based public health referral schemes
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout of its Healthwise GP referral programme.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Skincare
Sothys: Skincare
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Fisikal: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Locking solutions
Ojmar: Locking solutions
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
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
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
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
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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