Les Mills research finds Gen Z a huge untapped market for health club operators


By Tom Walker    29 Jun 2023

According to the report, more than a third (36 per cent) of Gen Z consumers are exercising regularly / Les Mills

Gen Z will have a bigger impact on the global fitness market than any generation before them, according to a new report from Les Mills.

Called Gen Z Fitness: Cracking the code, the research shows how the generation – described as people born between 1996 and 2010 – presents a “transformative opportunity for clubs to drive record growth”.

According to the report, more than a third (36 per cent) of Gen Z consumers are exercising regularly, while 50 per cent want to start – representing a huge ‘untapped market’. In addition, 30 per cent of Gen Z are already regularly using fitness facilities.

Gen Z Fitness: Cracking the code combines quantitative and qualitative insights from more than 4,000 young people aged 16 to 26 across North America, Europe and Asia.

“Having helped shape a culture where fitness is a social media mainstay, Gen Z are frequently dubbed ‘Generation Active’ – and 36 per cent of them are already exercising regularly,” the report states.

“But this is just the tip of the iceberg.

“A further 50 per cent of Gen Z – identified as the ‘untapped market’ – want to work out regularly but say they need help getting started. Among this group, 68 per cent want to start working out at home first, so the ability to provide high-quality digital options is essential for clubs seeking to engage them.”

According to Les Mills Group CEO, Clive Ormerod, Gen Z could transform the fortunes of the global fitness industry.

“If the pandemic was defined by clubs’ use of technology to keep members moving, the next phase of club growth will undoubtedly be driven by operators’ ability to appeal to Gen Z,” Ormerod said.

“This is now the key battleground for clubs, with Gen Z set to have a bigger impact on the fitness market than any generation before them.

“The report finds that nurturing this untapped market requires an intimate understanding of the varied challenges they face. But for operators that lean in and meet the nuanced needs of this cohort, the opportunities are endless.”

To access the full report, visit: www.lesmills.com/clubs-and-facilities/innovation/gen-fit-training





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