Generational Shifts in the Fitness Landscape

Generational Shifts – Why Adapting Your Fitness Offer to Zoomers (and Beyond) is Crucial

No two generations are the same, and the shift we are seeing in the way Gen Z and the other upcoming generations consume products and services marks a significant change in the consumer landscape. For gyms and health clubs to succeed, they must recognize and adapt to these differences to stay relevant and meet the evolving needs of their customers. 

The Unique Needs of Gen Z

Gen Z has distinct preferences and expectations that set them apart from previous generations. “Zoomers” have grown up in a digital age, making them more tech-savvy and accustomed to the instant accessibility of information and services. Crucially for our sector, they also seek a more holistic approach to fitness, incorporating both physical and mental well-being into their routines.

Gen Z views fitness as a component of overall wellness. They are looking for more than just a gym; they want a comprehensive wellness experience. As they are more concerned on how exercise makes them feel, rather than look. They seek services such as yoga, meditation, nutritional advice and mental health support.

This is backed by the data we have. According to a report by The Global Wellness Institute, for example, Zoomers are more likely to participate in activities that promote holistic wellness, such as yoga (24%) and meditation (19%), than any other generation . Fitness clubs need to integrate these elements into their offerings to attract and retain Gen Z members.

Digital Fitness: A Non-Negotiable

In today’s world, digital fitness is not just a luxury – it's a necessity. Gen Z expects an omnichannel fitness experience which allows their engagement with fitness to extend beyond the physical gym. They want access to online classes, virtual trainers, nutritional advice and, perhaps most of all, apps and tech that can track their progress and keep them motivated.

This is shown in industry data that suggests that 76% of Gen Z use fitness apps, and 43% prefer online workouts over in-person classes, underscoring the importance of a robust digital fitness offering. A study by our new partner Les Mills found that 80% of Gen Z exercised at home during the pandemic, and 60% continued using digital workouts post-pandemic.

In addition to being able to access their fitness “journey” outside of the gym, what is also clear is that static and generic digital content will not suffice for Gen Z. They demand interactive and personalized experiences that engage them on a deeper level. This includes customized workout plans, real-time feedback, and social features that allow them to connect with other members.

We are already seeing that personalized fitness solutions, powered by AI and machine learning, can help create these bespoke experiences, making the gym experience more engaging and effective.

Mental Health: A Key Motivator

The connection between exercise and mental health is becoming increasingly recognized, particularly among Gen Z. According to a report by the American Psychological Association, 91% of Gen Z adults have experienced at least one physical or emotional symptom due to stress, highlighting the critical role of mental health services. Fitness clubs can tap into this by offering mental health resources, mindfulness sessions, and stress-relief activities, positioning themselves as comprehensive wellness hubs.

Goal-Oriented Fitness

Today's gym-goers, especially Gen Z, often have specific goals they want to achieve. Whether it's building muscle, losing weight, or improving mental health, they expect fitness facilities to provide the tools and support needed to reach these goals. This includes goal-setting features in fitness apps, progress tracking, and personalized coaching.

Active Aging for Older Generations

But Gen Z isn’t the only group clubs and gyms need to keep in mind when adapting their offering.

Baby Boomers and Gen X are now reaching stages in their lives where maintaining health and fitness is crucial for aging well. These generations are increasingly motivated by the "active aging" movement, which emphasizes staying active to improve quality of life in later years. This demographic shift requires fitness clubs to provide offerings that cater to both high-intensity training for younger members and functional fitness for the older population.

At Fitness On Demand, we believe that the fitness industry is at a pivotal point where understanding and adapting to the needs of different generations is crucial for success. Gen Z’s preference for holistic wellness, digital integration, and mental health support represents a significant shift from traditional fitness models. At the same time, older generations' focus on active aging highlights the need for diverse offerings that cater to all stages of life.

By embracing these changes, gyms and health clubs can create inclusive, engaging, and effective fitness experiences for all their members. As the world’s leading digital fitness platform, Fitness On Demand caters to every age, ability and confidence level through dedicated categories for active aging, nutrition, mindfulness, cardio, strength, yoga, recovery and more!

Want to find out more about how Fitness On Demand can help your facility meet the needs of all your members? Schedule a free demo today!