4000 sample survey of Generation Z fitness goers generates food for thought for Pilates Studio owners
Generation Z refers to those born between 1997 and 2012, currently 11 to 25-year-olds. Sensible facility owners should be looking at this cohort because they will be their customers of the future and trying to understand changes that they may need to make to attract this generation into their studios
If we just focus on the 16 – 25 year old element of this cohort it is clear that mental wellness, healthcare and sustainability are high on their ‘political’ interests - but what about their attitudes to fitness ? Gen Zers believe exercise helps them feel their best. Demographic analysts warn that their commitment to fitness just might transform the fitness industry.
Surveying 4000 Gen Zers across the US, UK, Germany, and China, a new Les Mills report highlights the importance of movement to a wellness-minded generation.
• 30% regularly visit fitness facilities.
• 36% are “regular exercisers,” working out at least once per week.
• 72% of regular exercisers are doing both in-gym and out-of-gym workouts.
Only 14% reported no interest in exercising and, a promising trend, Gen Z is visiting the gym more than the general population.
Among young studio-goers, an overwhelming 91% choose a multipurpose as opposed to single niche facility equipped with free weights, cardio equipment, and group classes — the latter of which is becoming paramount.
Key motivators for attendance are ‘atmosphere’ and ‘community’ as, Gen Zers home in on the social aspect of the gym.
Drawn by the energy of exercising with others and music-driven workouts, 81% of Gen-Z studio-goers take group fitness classes. Aspiring to look better and achieve results, group strength training was the top modality, followed by stretching & mobility.
While this isn’t a huge departure from other generations, Pilates Studios should pay close attention to how this younger cohort thinks about, discovers, and engages with its fitness community and in addition to considering whether a studio location within a ‘big box’ gym might be more attractive than a satellite studio, they might also consider some of the 10 points that I highlight here.
1. Social Media Presence: Establish a strong presence on social media platforms popular among Gen Z, such as TikTok, Instagram, and Snapchat. Create engaging and visually appealing content that showcases the studio's unique atmosphere, classes, and community. Use short-form videos, challenges, and fitness influencers to capture their attention.
2. Group Fitness Classes: Offer a variety of group Pilates classes that emphasise community and social interaction. Highlight the benefits of exercising together and fostering a sense of belonging. Consider themed classes, partner workouts, and social events to appeal to Gen Z's preference for shared experiences.
3. Online and Hybrid Classes: Recognise Gen Z's tech-savviness and desire for flexibility. Offer online Pilates classes or a hybrid model that allows them to participate in classes both in-studio and from home. Leverage user-friendly mobile apps or partner with fitness platforms to provide convenient at-home workouts.
4. Fitness Influencers and Brand Ambassadors: Collaborate with fitness influencers who have a significant Gen Z following. Offer them free or discounted classes and encourage them to share their experiences with their audience. Consider establishing a brand ambassador program to expand the studio's reach.
5. Mental Wellness Focus: Promote the mental health benefits of Pilates and its role in reducing stress and improving well-being. Gen Z places a strong emphasis on mental wellness, so highlighting these aspects can attract their interest.
6. Personalisation and Gamification: Implement personalized training programs and use technology to track progress and offer tailored recommendations. Consider integrating gamification elements, such as fitness challenges and rewards, to make the Pilates experience fun and engaging.
7. Sustainability Initiatives: Showcase the studio's commitment to sustainability and eco-friendly practices. Gen Z is passionate about environmental issues, and promoting sustainable initiatives can resonate with them.
8. Student Discounts and Referral Programs: Offer student discounts to appeal to Gen Z members who are still in school or university. Implement a referral program that incentivises current members to invite their Gen Z friends and acquaintances to the studio.
9. Inclusive and Diverse Environment: Foster an inclusive and diverse studio environment that welcomes individuals of all backgrounds and abilities. Gen Z values diversity and inclusivity - promoting an open-minded atmosphere can attract them to the studio.
10. Live Events and Pop-ups: Organise live events, pop-up classes, or workshops in locations where Gen Z gathers, such as university campuses or community centres. These events can introduce them to Pilates and create excitement around the studio.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD. Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk