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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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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

Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched
Following a history of supporting US military and service members, F45 has announced a new
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A young girl has died following an incident at the David Lloyd gym at Capability
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq
Elevate
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Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We
The new £42m Moorways Sports Village will open its doors to the public on Saturday
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Planet Fitness saw its Q1 2022 revenue increase by 66.9 per cent (to US$186.7m) on
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ukactive
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Les Mills
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1 - 20 of 12,209
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Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
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Bryce Hastings, head of research at Les Mills, explains the latest research into exercise motivation, giving tips on how to engage hard-to-reach members
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Choose consistent over perfect. That’s the long game. It’s never too late to pivot to that mindset
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Write to reply
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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The Global Wellness Summit brought together public health and wellness experts in Boston recently. Jane Kitchen was there for HCM to see first-hand what this ‘New new era in health and wellness’ will look like for the sector
HCM Magazine
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HCM magazine
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Louis Rennocks

Co-founder, Grndhouse
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
HCM magazine
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More than 100 industry delegates met in person at the annual active-net event at Eastwood Hall in Nottingham on 23-24 March.
Featured supplier news
Featured supplier news: UK health clubs hit by rising cost of energy
Health clubs across the UK are facing huge rises in business energy bills which are forcing difficult decisions.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Video Gallery
Sport Alliance GmbH
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: YOUR Personal Training
YOUR Personal Training is the UK’s largest and most successful PT Management company, offering a ...
Company profiles
Company profile: Premier Global NASM
Premier Global NASM, the UK’s leader in health and fitness education was founded in 1992 ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Saltability: Salt therapy products
On demand
Fitness On Demand: On demand
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
A Panatta Sport Srl: Fitness equipment
trade associations
International SPA Association - iSPA: trade associations
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
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Diary dates
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Diary dates
25-28 Oct 2022
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Diary dates
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