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Les Mills global survey shows 80% of fitness club attendees are Generation Z or Millennials

Les Mills global survey shows 80% of fitness club attendees are Generation Z or Millennials
May 28, 2019

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

Images courtesy of Les Mills.

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6th June 2018 - IHRSA Report shows 22 million members at fitness clubs across key Asia-Pacific markets

6th December 2016 - Technogym study explores the mindset of Millennials

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