Just a few years ago, every gym was focused on attracting millennials. While that approach still works for some clubs, that’s starting to change. Millennials are getting older and now there’s a new generation looking for fitness solutions - Generation Z. What gyms have already figured out is the changing landscape of Gen Z members and the importance of getting on their radar.
According to Bloomberg , Gen Z now has an incredible $360 billion in purchasing power, up from $143 billion just four years ago. Many brands from various industries are focusing on Gen Z and they are reporting a drastic increase in customers after started focusing on this generation.
What is stopping you from starting to focus on Gen Z as well? Here are the seven best strategies to focus on in order to increase your Gen Z members.
1. Have A Fitness App
The key to attracting Gen Z members is to go mobile. Because smartphones are the primary way they consume information and connect with their peers, it makes sense that your fitness club should have an app-based platform . It should be integrated with a mobile wallet for easy payment options, but also feature an online community where members can connect, share tips and successes, and encourage each other.
2. Provide A Flexible Gym Membership Model
Gen Z is more interested in the outcome of their fitness experience than the actual process. This means they’re less interested in signing up for annual gym memberships that may go unused if they get busy with work or travel.
Instead, offer flexible packages such as monthly memberships or even day passes that can be used whenever they have time. By offering these flexible options, you’ll attract more Gen Z members because they don’t feel tied down by a commitment.
Another factor to be aware of is that since this generation is still early in their careers and may have a limited income, offering a flexible membership model will attract them to your gym.
3. Provide Data-Driven Fitness Training
There is a “fitness experience” that fitness clubs are not delivering today. Instead, they’re offering traditional methods to increase gym memberships that worked for older generations but aren’t as effective with Gen Z.
Gen Z wants to achieve their fitness goals in ways that are entirely different from their parents, and most gyms don’t have the tools to provide these services.
If you want to succeed in the current fitness landscape, you will need to create something entirely new and adaptable for the future.
Gen Z is all about data and using it to improve their quality of life; this includes getting healthier through exercise. If you’re not integrating data into your training sessions, you’ll miss out on the opportunity to attract Gen Z members. They want coaches who use software or apps that collect data about their workouts and provide personalized feedback to help them achieve their goals.
Read also: Getting Rid of the Paper Weights - Why Digital Training Plans are the Future
4. Maximize Social Media for Gen Z Members
In this day and age, marketing is all about social media. This means that you need to be able to use social media in order to market your gym .
When it comes to getting in shape, Gen Z looks to social media for workout tips and advice from their favorite influencers. They also turn to social media as a source of community and support when they feel like they’re not hitting their goals.
In order to appear when they are in search, you need to make sure that you are posting regularly and updating your page as often as possible by giving tips on how people can get into better shape. People love fitness advice, and it will help them if they see a post about something that works for them. The more you post, the more people will want to visit your gym.
If you don’t know anything about creating fitness content, then you might want to hire someone who does, maybe a fitness influencer or your personal trainers? They will be able to give you some great advice on how to market your gym online.
5. Build Community Around Your Fitness Brand
Community is what makes joining a gym attractive. Without a sense of community, people are much less likely to join or stick with their membership. Members typically stick around because they’ve built relationships and feel comfortable at the gym. This is especially true for Gen Z members.
The role of community has always been important for gyms, but it’s even more important for Gen Zers. They’ve grown up with social media, and they expect to be able to connect with other people and share experiences on their own terms.
Building a community around your fitness brand can help increase the number of Gen Z members who both join your gym and stick around for years to come.
It is important to have a better engagement strategy with Gen Z, and these strategies will help fitness brands to have better fitness marketing.
6. Engage Gen Z Members With Peer-to-Peer Opportunities
It may seem odd to think that a generation that grew up with smartphones and the internet would crave face-to-face interaction, but research shows that Gen Z actually wants more of it.
This generation has seen the rise of social media, cyberbullying, and other threats from online life, so they value real-world interactions more than ever before.
Consider offering peer-to-peer fitness classes where teens can meet each other and make new friends in a safe
7. Have A Simple Onboarding Process
For anyone new to working out, the gym can be an intimidating place. There’s a lot to learn and know. For example, where do you fit in with your specific goals? What are the best times to visit the gym? How should you utilize the space and equipment?
By having a simple member onboarding process, you can take the intimidation factor out of the equation and make it easier for users to find their footing at your gym. This can include designing and offering a new member’s orientation program or approachable training sessions that help prospective members get started on their fitness journey.
