Solar Pool Heating & Swimming Pool Covers since 1974. Sunbather offer an Australian made product which undergoes continual development to enable you to trust in the Sunbather brand. We deliver a…read more
Traditional fitness operators missing out on millennial market
While recent research shows more Millennials are doing gym-type activities than any other generation, Les Mills International executives believe that fitness operators need to look at whether their products are meeting Millennials' needs.
Identified as the fitness industry's most important target market by the recent Nielsen: Les Mills Global Consumer Fitness Survey, Millennials (also known as the Millennial Generation or Generation Y - people born after the mid 1980s) make up 48% of all 18+ regular exercisers who do gym-type activities, while Generation X comprises 32% of this market and Baby Boomers just 20%.
However despite the large proportion of Millennials engaging in gym-type activities, Les Mills International Chief Executive Phillip Mills believes the wider fitness industry isn’t properly catering for them or capitalising on the opportunity they present.
Phillip Mills explains “Millennials view traditional health clubs as something for their parents’ generation.
"Our product and our packaging do not talk to this major market.”
Les Mills junior, Program Director of high-intensity interval training program LES MILLS GRIT™ Series, understands what Millennials are looking for.
Having developed a fitness program targeting this age group, and being of this generation himself, he has valuable insights into attracting a Millennial audience.
Les Mills junior adds “Millennials want to be around like-minded people of the same age.
"When it comes to exercise they want to get in, get results and get out. They’re looking for short workouts and bang for their buck.”
Les Mills junior believes that Millennials "don’t want to mill around in the weights room, or spend hours on cardio equipment.
"They want somewhere where they can show up and have someone push them hard without having to think about it - they need someone else to do the motivation work for them.”
The lessons learned from developing Les Mills' fastest ever selling program have taught Les Mills Jnr that music and community are key.
He adds “you’re going to attract younger people if you can create a program where the music is right.
"With LES MILLS GRIT™ it’s been about taking all the jazz out and creating an in-touch, personal community with cool instructors of the same age group.”
Les Mills Jnr warns that the fitness industry should not underestimate this important market as digitally switched on Millennials are more educated and clued up than people imagine, concluding “the fitness industry needs to make an effort to get the Millennial market and provide products they want or risk of missing out on the new generation of fitness.”
The Nielsen: Les Mills Global Consumer Fitness Survey, undertaken by global market researcher Nielsen, surveyed 4,600 people across 13 countries and showed that 27% of the total adult population attends a gym, fitness centre or health club and that 61% of regular exercisers are currently doing gym-type activities.
For more information, go to www.lesmills.com
10th April 2014 - Les Mills Asia Pacific announces top clubs and trainers
1st April 2014 - Les Mills Asia Pacific announces fitness awards finalists
16th March 2014 - Fitness: the world’s biggest sport
5th February 2014 - New co-branded Reebok/Les Mills fitness wear hits the gym floor
15th January 2010 - Les Mills Releases ‘Future of Fitness’ Research
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.
TRP help health clubs, leisure centres and gyms across the globe create happy, loyal members through our user-friendly software which enables effective engagement and the delivery exceptional customer…read more
A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…read more
Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…read more
HYPOXI® is one of Europe’s most successful health and weight loss studio concepts. It’s the first weight loss technology to incorporate exercise with advanced vacuum and…read more
Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…read more
Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…read more
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!