Momentus Technologies
About: Momentus Technologies is a global provider of industry-leading venue and event management solutions that empower organizations to create extraordinary moments. With over 50,000 users in more…
read moreOften caricatured as smartphone-obsessed social media addicts, Gen Z are not to be underestimated with latest research from Les Mills revealing Gen Z’s enlightened view on fitness will see them having a bigger impact on the global fitness market than any generation that’s gone before.
The latest report from Les Mills, Gen Z Fitness: Cracking the code shows how the generation - described as people born between 1996 and 2010 - presents a "transformative opportunity for clubs to drive record growth".
Gen Z Fitness: Cracking the code combines quantitative and qualitative insights from more than 4,000 young people aged 16 to 26 years across North America, Europe and Asia.
For Gen Z, health and fitness is a far more holistic experience and they work out for mental wellness, intrinsic motivation and the chance to be part of a community.
According to the report, 36% of Gen Z consumers are exercising regularly, while 50% want to start - representing a huge ‘untapped market’.
According to Les Mills Group Chief Executive, Clive Ormerod, Gen Z could transform the fortunes of the global fitness industry and shares "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.
"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."
The latest Les Mills report offers a comprehensive picture of what Gen Z want from a workout and how to engage them. From the trends making them move, to the barriers holding them back, Les Mills surface the key insights every brand should know.
As the next big global spending power, understanding Gen Z’s motivations, goals and values is key to earning their loyalty during the critical window in their 20s when most people decide their preferred long-term fitness provider.
Click here to access the full report.
Images. Credit: Les Mills
20th June 2023 - Les Mills among World Wellness Weekend participating organisations
23rd May 2023 - Gen Z consumers shaping the fitness industry
14th April 2023 - Les Mills Asia Pacific releases new subscription service for instructors
13th April 2023 - Les Mills, adidas and Sport Singapore to stage LES MILLS LIVE fitness festival in Singapore
10th March 2023 - Les Mills fitness classes to complement Lucy Rose Clinic treatment program
24th February 2023 - Les Mills launches new program to attract next generation of club members
23rd February 2023 - Les Mills spotlights experiences of LGBTQIA+ fitness instructors to coincide with Sydney Worldpride 2023
9th February 2023 - adidas and Les Mills announce new partnership to inspire next generation of training fans
14th January 2023 - Les Mills identifies three key fitness trends set to shape 2023
30th December 2022 - Les Mills Asia Pacific founder Bill Robertson marks 25 years of achievement
29th December 2022 - Les Mills Virtual helping clubs to maximise member attendance and prevent class cancellations
19th December 2022 - Death of Les Mills Bodypump pioneer Mike McSweeney
15th November 2022 - Les Mills launches new global brand campaign asking ‘Who Is Les Mills?’
26th August 2022 - Crowds at Les Mills Live Melbourne confirms resurgence of fitness events
13th July 2022 - Whitireia and WelTec spotlight benefits of online learning for Les Mills personal trainer Max Hall
8th July 2022 - Canstar Blue research reveals Les Mills as having New Zealand’s most satisfied customers
16th June 2022 - Les Mills research compares gym vs digital formats as most effective way to train
13th June 2022 - Asian Anytime Fitness members now able get 24/7 access to Les Mills content
8th June 2022 - Registrations set to open for Les Mills Live Melbourne
7th June 2022 - Les Mills Asia Pacific names Primafit as Indonesian distributor of Smart Tech equipment
4th May 2022 - Les Mills club partnership offers route to group fitness success
21st March 2022 - Club Active’s ‘ban on millennials’ gains media attention
7th January 2021 - New wave of Gen Z consumers ‘never’ watch sport
28th May 2019 - Les Mills global survey shows 80% of fitness club attendees are Generation Z or Millennials
6th December 2016 - Technogym study explores the mindset of Millennials
7th January 2014 - Globe-trotting Gen Y leads the charge overseas
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