Latest News

Back to Latest News back

 

Traditional fitness operators missing out on millennial market

Traditional fitness operators missing out on millennial market
August 23, 2014

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

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.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

AEROBIC MICROPHONES AUSTRALIA

Aerobic Microphones Australia provides audio products for the fitness industry. Products include the sweat resistant Cyclemic and Aeromic headworn microphones and pouchbelts that are made in…

read more

Fitness / Technology

 
 

FOOD CONSULTANTS AUSTRALIA

Food Consultants Australia (FCA) helps clients grow theri food and beverage (F&B) offer, addressing declining sales and profit issues and bringing new ideas on how to increase customers'…

read more

Consultants / Hospitality

 
 

SeatGeek Asia Pacific

SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. The company’s SeatGeek search engine allows users to find…

read more

Entertainment / Sport / Technology / Ticketing / Venues

 
 

GLADSTONE MRM

Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues

 
 

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues

 
 

GreeneDesk

Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology

 
 

PROAM INFLATABLES

We supply a range of aquatic products including swimwear, goggles, commercial lane ropesand inflatables.

read more

Aquatics / Play

 
 

PULSETEC SOLUTIONS

PulseTec Solutions is a leading provider of software systems and solutions to the health and fitness industry for more than a decade. Our key products and services include ClientConnect studio and…

read more

Access / Fitness / Marketing / Technology / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business