Faced with dynamic changes in the fitness market in Poland, clubs face the challenge of attracting and retaining a new generation of customers — Generations Z. Born between 1997 and 2012, Gen Z representatives are growing into a key demographic in the fitness industry.
UNDERSTANDING THE GENERATION OF
Generation Z is distinguished by unique characteristics that influence their purchasing decisions, including the choice of a fitness club. Above all, they value mental health, flexibility and personalization of the offer. Unlike previous generations, Gen Z expects brands to engage with them through social media, offer innovative technology solutions, and demonstrate an understanding of their individual needs.
From the text you will learn, among others, the importance of social media and influencers and how fitness clubs should build their presence on platforms such as Instagram, TikTok or YouTube.
ATTRACTING GENERATION Z TO FITNESS CLUBS: A NEW ERA IN THE INDUSTRY
Faced with dynamic changes in the fitness market in Poland, clubs face the challenge of attracting and retaining a new generation of customers — Generation Z. Born between 1997 and 2012, Gen Z representatives have grown into a key demographic in the fitness industry.
Understanding Generation Z
Generation Z is distinguished by unique characteristics that influence their purchasing decisions, including the choice of a fitness club. Above all, they value mental health, flexibility and personalization of the offer. Unlike previous generations, Gen Z expects brands to engage with them through social media, offer innovative technology solutions, and demonstrate an understanding of their individual needs.
Statistics and preferences
- Physical activity: Generation Z prefers home workouts (51%), outdoors (46%) and team sports (44%)
- Fitness Expenses: most are willing to spend a month on fitness from 25 to 49 dollars
- Training goals: the main goals are to improve mental health, reduce stress, lose weight and overall activity
What is worth paying attention to
Customization and Flexibility
Fitness clubs should offer personalized workout plans and flexible membership options to meet the diverse needs of Generation Z. Technology solutions such as mobile apps to track progress and access online workouts are key to increasing engagement.
Communication and Marketing
Social media and influencers are important here. Fitness clubs should build their presence on platforms such as Instagram, TikTok or YouTube by publishing content that is authentic, inspiring and tailored to the interests of Z.
Technological innovations
The introduction of modern technologies such as virtual reality (VR) for workouts, apps for tracking progress (e.g. MyFitnessPal, Fitbit) or online training platforms can attract younger customers looking for new experiences.
What is worth avoiding
Avoid homogeneity and lack of flexibility in the offer. Generation Z is quickly bored and looking for new challenges. Clubs cannot afford to stagnate, they have to constantly update and adapt their services to changing trends.
Hot Spot: Mental Health
Mental health is a priority for Generation Z. Fitness clubs should include programs focused on mental health, such as yoga classes, mindfulness or workshops on managing stress.
Creating a Club Offer
Pricing strategy
Flexible membership options that can be tailored to suit different budgets and customer needs are key. Consider introducing membership packages with a different range of services and loyalty programs with benefits for regular customers.
Strategy of action
- Adaptation to individual needs: develop training programs that can be tailored to individual fitness goals, from losing weight to building muscle mass.
- Group activities and community: promote group activities that respond to the need for belonging and community among Generation Z, such as dance classes, crossfit or functional training.
- Use of technology: invest in modern technology solutions that allow you to track progress and personalize your training, such as mobile apps or wearables.
Customer service
- Individual approach: ensure that staff are well trained, ready to support clients in achieving their goals, through individual consultations and customized training plans.
- Openness to feedback: regularly collect feedback from customers and be open to their suggestions for improving the club's offer.
- Online support: offer online support via social media or website chat to quickly respond to customer questions and concerns.
Specific examples of actions
- FitGen App: a mobile app that allows users to create personalized training plans, access virtual classes and track progress, increasing motivation and engagement.
- “Outdoor Adventures”: cyclical outdoor training events, such as: running classes, functional training in the park, yoga classes, pilates by the river or at sunset/sunrise, responding to the need for outdoor activities.
- “Body&Mind Wellness Program: programs focused on mental health, offering yoga classes, mindfulness workshops and sessions with a sports psychologist, coach.
SUMMING UP
Attracting and keeping Gen Z in fitness clubs requires flexibility, innovation, and an understanding of their unique needs. Clubs that invest in technology, personalization, mental health and community building have a chance to build a loyal customer base among this dynamic demographic.
With a hint on how young people think and act, come the following two reports that are the source of data for this article:
Les Mills International Report 2023: “Gen Z Fitness - Cracking the Code”
The Gen Z Fitness Consumer Report, The Complete Guide - Club Intel
