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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
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Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
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01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

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

Boutique chain Trib3 will become one of the first fitness operators to establish a presence
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Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114
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HCM Magazine
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We’ve had approaches from people who want to buy the business, but there’s no desire within the team to sell. Hopefully we’ve got 20 years still to work
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Sponsored
Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ
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Fitronics’ new member journey software is supporting the University of Oxford in improving its services for users
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Florence Nightingale played an important role in the fitness industry and if she were still with us, she’d certainly be campaigning for fitness trainers to be fully involved in combating the effects of lockdown, says Muir Gray
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Featured supplier news
Featured supplier news: Focus on health to attract and retain new members in 2022
The ‘health seeker’ is a term being used a lot within fitness right now, as recent surveys have shown.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
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: Magicline GmbH
For more than 30 years, Magicline has been driving the digitalisation of the fitness industry ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
On demand
Fitness On Demand: On demand
Exercise equipment
Matrix Fitness: Exercise equipment
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Salt therapy products
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Property & Tenders
Bilborough, Nottingham
Bilborough College
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Welwyn Garden City
Welwyn Hatfield Borough Council
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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