Are Generation Z (16-25 year olds) the sector’s next big challenge? Our research, pulled from thousands of non-user surveys, suggests so. We found that time, motivation and direct costs are more important factors for Gen Z than other age groups, yet they’re 25 per cent more likely to be in contemplation or pre-contemplation mode.
We know from previous research that this generation tends to be more concerned with their appearance and body shape. Gen Z is also more health conscious than millennials. Living their lives online, their main role models are public figures and brands that talk to them online. They gain knowledge online about the exercises they want to do and the kit they need for it. Their expectations are high, and they’re prepared to shop and move around, using their online skills to make comparisons and find the best deals.
The health and fitness sector needs to create specific membership categories to cater for Gen Z, with bespoke marketing creatives alongside fresh and on trend fitness offerings, designed to appeal to this group of early adopters. It should also work with fitness bloggers to generate inspirational content and use SMS to push out offers and promotions.
The main pain point for Gen Z is money, and remember that 86 per cent of Gen Zs read a review before making a first-time purchase. They want to know that people like them are enjoying ‘our’ experience. But Gen Z are not loyal. We need to demonstrate good value or they will go elsewhere, and we will miss a big opportunity to get this age group into a regular exercise habit, hopefully for the rest of their lives.
The sector needs to create specific membership categories for Gen Z, with bespoke marketing creatives alongside on trend fitness offerings