FITNESS LEAD GENERATION: Gen Z
Who is Generation Z? They may be off your radar now, but Gen Z is an up and coming market to the fitness industry. They’re our teens, born after 2000.
In fact, this group is blossoming and projected to be 2.56 billion strong by 2020. Now is the time to start planning for this influx of future spenders.
How have Generation Z influenced the Industry?
This group is slowly shifting fitness towards body confidence, balance and feeling good. They use the word balance more than any previous generation.
The focus is on their health in a more holistic way than ever before.
Exercise for Gen Z is focused on stress management and mental well being versus strength and aesthetic appeal. For these teens, their mind’s health is intertwined with their body’s health — fitness is about overall well-being.
What does Generation Z want?
To prepare your business for this generation, you will need to focus on transparency and being a trusted resource. This technology centred group knows how to access information instantly. If you aren’t selling the truth, you won’t sell them anything.
Overall, Gen Z is seeking fresh, exciting, lifestyle enhancing fitness programs that promote balance.
Strong emphasis will need to be put on mental health’s link to physical fitness.
How do I market to Generation Z?
There are a few ways you can prepare for this upcoming generation. Understanding how to market fitness to millennials will help bridge the gap to Gen Z. Implementing these strategies now can help you get ahead of the generational curve — and give you a one up on rival gyms and studios.
[dropcap]1.[/dropcap] Offer Social Media Share Worthy Experiences
This generation is constantly sharing with their online network through platforms like Facebook, Instagram, Snapchat, and Twitter. The more shareable experiences you offer, the more free marketing you’ll get in the form of client posts.
To do this:
- Create ‘hashtags’ specific to your brand. Encourage your members to use them in their posts.
- Encourage your instructors to interact on social media. Each team member can have a social account that is linked to your gym or fitness studio.
- Offer specials through your company’s online social accounts to grow your following. For example, “Like our page today & get 10% off your next session!”.
[dropcap]2.[/dropcap] Market Your Programs as a Lifestyle
If you want to create the winning recipe for Millennials, you will have to create a program that integrates physical fitness with nutrition, body image and mental well-being.
From here on out, it’s time to stop neglecting these aspects of wellness and acknowledge how they play together as a whole.
[dropcap]3.[/dropcap] Embrace the Times
This group in particular has grown up surrounded by technology. If you believe that easy mobile booking is important for Millennials, it’s critical to your success with Gen Z.
Ensure your gym or studio excels with this group by providing value added benefits through your business mobile app.
For example, you could send inspirational client stories straight to their smart phone.
This up and coming fitness market is virtually untapped. Kick start your company’s branding by being forward thinking: start marketing to Generation Z now!