Les Mills global survey shows 80% of fitness club attendees are Generation Z or Millennials
80% of fitness club attendees around the world are drawn from the Generation Z and Millennial population cohorts according to the latest edition of the Les Mills Global Consumer Fitness Survey.
Les Mills' international study of the fitness industry revealed that fitness is most popular among Generation Z (born from the mid-1990s to mid-2000s) or Millennials (the generation of people born between 1980 and mid-1990s - also known as Generation Y), with the mean age of all club members being 36.4 years.
The Survey, last conducted in 2014, also reveals that the mean age of new joiners is 30.2 years.
Commenting on the importance of this for club owners and managerss, the report states "most clubs can tell you the average age of their members, but far fewer focus on the average age of new joiners.
"(This matters because) arming yourself with such insight enables you to perfect your new member strategy.
"Not only will this highlight how to hone the focus of your marketing to target the younger generations making up the bulk of new members, but also help you build and maintain a relationship with them to drive long-term retention benefits.
"It’s likely that the average age of your current membership will be closer to 40 than to 30 - that’s a decade of difference. Attitude, income, available leisure time, personal and career goals all play a part in their decision-making.
"These need to be accounted for when targeting them."
The report also notes that "Gen Z and Millennials enjoy the more social aspects of exercise, with a preference to workout with others.
"They’re also significantly more likely to try new workouts, research nutrition tips, and seek out eating plans to support a healthier lifestyle. The feeling of being stronger and achieving self-improvement are important elements to all regular exercises, but particularly these generations."
"Gen Z are especially focused on how they look, with over half (54%) stating their main reason for exercise is to get in and/or maintain shape.
"The combination of a balanced gym and studio timetable, where these new members can join in group activities, will encourage a higher attendance frequency and subsequently a better retention rate.
"Millennials and Gen Z make up the larger proportion of those doing fitness class activities – Millennials (52%); Gen Z (50%) - so the onus is on clubs to meet this demand with dynamic workout experiences."
The Survey also explains how these “new generations” of gym users like to try new things, advising . 80% of Gen Z and Millennials take part in both gym-type activities* and fitness classes, demonstrating their desire to experience and fully utilise the range of exercise types that clubs have to offer.”
Featuring 13,000 participants across 22 countries, the 2019 Les Mills Global Consumer Fitness Survey showed that 85% of all gym-goers now also work out at home and that the demand for full and flexible fitness experiences has never been greater and for clubs, the member retention and engagement opportunities are enormous.
For more information on the Les Mills Global Consumer Fitness Survey go to www.lesmills.com/clubs-and-facilities/consumer-survey/
Images courtesy of Les Mills.
23rd November 2018 - Les Mills Asia Pacific names new Chief Executive
30th October 2018 - Users drive development of new Les Mills resistance band technology
25th October 2018 - Reebok Les Mills Live to return to Singapore in 2019
25th July 2018 - Les Mills partner heads panel on how gyms win on social media
6th December 2016 - Technogym study explores the mindset of Millennials
23rd August 2014 - Traditional fitness operators missing out on millennial market
16th March 2014 - Fitness: the world’s biggest sport
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…read more
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…read more
SPORTENG specialises in the Planning, Design and Construction inspection of Fields of Play for all sports. Blending engineering with the specialist knowledge gained from working closely with sport…read more
@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…read more
iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…read more
Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…read more
PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge,…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!