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Precor UK
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

active-net 2015: Group exercise key for marketing to millennials

Harnessing the power of group exercise in an effective fashion will be key to capitalising on latent potential in the fitness market, says the new chief executive of Les Mills UK Martin Franklin.

During a lively session at active-net 2015, Franklin identified the millennials (18 to 34-year-old) market as a major growth area for physical activity providers. Presenting recent group exercise research carried out by Les Mills in conjunction with Nielsen, Franklin noted that 81 per cent of millennials do or would like to do regular exercise, compared to just 61 per cent of the baby boomers generation.

Millennials have been shown to be particularly attracted to group exercise classes, said Franklin, who added they are typically motivated by the urge to ‘stay in shape,’ face challenges and achieve goals. They are also more likely to workout at home or in a boutique club than the average consumer. The key, he added, is to ensure that programming and marketing are tailored to suit the preferences of various demographics, rather than applying a one-size fits all approach.

“Operators need to be communicating in different ways and segmenting their messages to ensure that the programming and marketing matches the expectations and behavioural patterns of the target audience,” said Franklin.

“It’s certainly true that multi-purpose fitness facilities are still the bedrock of the market and boomers still represent the largest segment. But consumer behaviours are changing and millennials represent a huge opportunity to the fitness industry.”

Another area of potential identified in the session is the popularity of large-scale, high-intensity group exercise classes, which Franklin believes could help to breathe new life into leisure centre sports halls.

He cited Les Mills research which found 56 per cent of group exercise participants said the buzz of working out in a big group was the biggest driver of their participation, while the sensation of feeling crowded or crushed was the biggest barrier. The solution, Franklin concluded, could be to make better use of big spaces like sports halls. He said cost-effective lighting and projection solutions can be utilised to replicate a boutique club atmosphere for a fraction of the price.

“Of course, you can also apply this in smaller settings or even on the gym floor – it’s a case of working with what you’ve got,” Franklin added. “But current trends certainly seem to be indicating that bigger is better from a consumer perspective.”

Harnessing the power of group exercise in an effective fashion will be key to capitalising on latent potential in the fitness market, says the new chief executive of Les Mills UK Martin Franklin.
HAF,EVT,PHR,LCT
226894_653573.jpg
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Diary dates
01-03 Feb 2022
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Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
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News

active-net 2015: Group exercise key for marketing to millennials

Harnessing the power of group exercise in an effective fashion will be key to capitalising on latent potential in the fitness market, says the new chief executive of Les Mills UK Martin Franklin.

During a lively session at active-net 2015, Franklin identified the millennials (18 to 34-year-old) market as a major growth area for physical activity providers. Presenting recent group exercise research carried out by Les Mills in conjunction with Nielsen, Franklin noted that 81 per cent of millennials do or would like to do regular exercise, compared to just 61 per cent of the baby boomers generation.

Millennials have been shown to be particularly attracted to group exercise classes, said Franklin, who added they are typically motivated by the urge to ‘stay in shape,’ face challenges and achieve goals. They are also more likely to workout at home or in a boutique club than the average consumer. The key, he added, is to ensure that programming and marketing are tailored to suit the preferences of various demographics, rather than applying a one-size fits all approach.

“Operators need to be communicating in different ways and segmenting their messages to ensure that the programming and marketing matches the expectations and behavioural patterns of the target audience,” said Franklin.

“It’s certainly true that multi-purpose fitness facilities are still the bedrock of the market and boomers still represent the largest segment. But consumer behaviours are changing and millennials represent a huge opportunity to the fitness industry.”

Another area of potential identified in the session is the popularity of large-scale, high-intensity group exercise classes, which Franklin believes could help to breathe new life into leisure centre sports halls.

He cited Les Mills research which found 56 per cent of group exercise participants said the buzz of working out in a big group was the biggest driver of their participation, while the sensation of feeling crowded or crushed was the biggest barrier. The solution, Franklin concluded, could be to make better use of big spaces like sports halls. He said cost-effective lighting and projection solutions can be utilised to replicate a boutique club atmosphere for a fraction of the price.

“Of course, you can also apply this in smaller settings or even on the gym floor – it’s a case of working with what you’ve got,” Franklin added. “But current trends certainly seem to be indicating that bigger is better from a consumer perspective.”

Harnessing the power of group exercise in an effective fashion will be key to capitalising on latent potential in the fitness market, says the new chief executive of Les Mills UK Martin Franklin.
HAF,EVT,PHR,LCT
226894_653573.jpg

News

Boxx has launched a new generation punch bag and smart punch trackers that work with
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families,
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey
Location and cost are the top considerations for consumers when it comes to choosing a
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the
Les Mills
Les Mills
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People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication,
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HCM Magazine
Research
Nearly a third of Americans from the lowest income group in the study do not work out, but are interested in taking part in regular activity
HCM Magazine
Debate
Can partnerships and affiliations with less obvious companies, such as fast food brands, help the industry tap into a new demographic, or is the potential for them to compromise our reputation too big a risk to take? asks Abi Harris
HCM Magazine
Promotion
A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
HCM Magazine
Sponsored
Life Fitness is introducing a new range of Hammer Strength anaerobic equipment to complement its legendary strength training range
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Operations
With their dark vibe, pumping music and kit that needs adjusting, indoor cycling classes can be intimidating to the uninitiated. Steph Eaves asks suppliers for their tips on how to encourage beginners into the cycling studio – and keep them coming back
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It makes services and tech more accessible and affordable for wellness professionals
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Sponsored
Technogym’s Biocircuit offers a range of time-controlled and time-free circuits using the Biostrength line, with its Biodrive AI technology, delivering customised workouts
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Which messaging is most effective at inspiring people to get active and why? Researchers at the University of Waterloo in Canada set out to find out, as Tom Walker reports
HCM magazine
This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts
HCM magazine
HCM People

Alan Leach

Chair of IHRSA and CEO, West Wood Clubs
IHRSA is now on a mission to bring the global industry together
HCM magazine
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Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Greenvale Leisure Centre reveals brand new gym equipped with Core Health & Fitness products
Greenvale Leisure Centre in Northern Ireland last month revealed its brand new 800sq m gym completely transformed with Core Health & Fitness products.
Featured supplier news
Featured supplier news: Feet on the ground, fitness in the clouds
Life Fitness has launched a new mobile app named Life Fitness Connect to provide the ultimate workout experience.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Company profiles
Company profile: Pendex Fisio S.L.
Pendex programmes are delivered using 12 smart training machines, the design of which correlates with ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Exercise equipment
Power Plate: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
trade associations
International SPA Association - iSPA: trade associations
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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