Inspire360

GymGen: Your Guide to Gen Z and Millennial Fitness Trends

Issue 12 - January 2024

Published On

01.10.2024

We’ve talked in previous months about the importance of engaging and catering to your senior and 60-plus communities, but there’s a statistic that has recently brought something new and exciting to the spotlight: Millennials and Gen Z now make up 80% of health club members.


Those considered Millennials were born between 1981 and 1996 (ages 27 to 42 in 2023), while Gen Z were born between 1997 and 2012 (ages 11 to 26 in 2023).


This demographic in particular has a different mindset when it comes to health and wellness, and they certainly have a different approach to working out — and fitness in general — than generations past.


What does this mean for the industry? And what can we, as clubs and fitness professionals, change based on this information?


New Age Group, New Mindset

The younger members of your club aren’t necessarily chasing weight loss… they may be seeking dopamine instead.


Millennials are referred to as the most health conscious generation, even “the wellness generation.” They’ve also laid the groundwork for mental health prioritization, breaking down taboos and stigmas so that Gen Z can take that work to the next level. In fact, Gen Z is specifically working out to enhance their mental health. While previous generations have prioritized the physicality of exercise, happiness is taking the forefront with the younger demographic.


This mindset shift applies to other aspects of health and fitness. In the past, exercise could be viewed as a punishment, a chore, or a way to “earn” your calories. Fitness has been seen as grueling, and a method of “making up for” indulgences, meals, etc. This is not necessarily the healthiest of viewpoints.


Generation Active, as Les Mills is calling it, has said “no thank you” to this mindset, and sees exercise as a luxury, a social experience, and a way to seek endorphins and better mental health.


This is definitely something to keep in mind with programming and messaging! The disconnection from guilt and emphasis on the joy of movement may impact how you market your club offerings when it comes to the holiday season (no more “working off holiday weight”) or summertime (this demographic doesn’t love the term “bikini body” either).


Social Fitness is King

Speaking of viewing exercise as a social experience, Millennials have also piloted the transition from country clubs to social clubs, with many being focused on an integrated, hybrid fitness and social experience. The blend of coworking spaces, restaurants, gyms, and spas are very much in line with the Millennial ability to blur work and personal life (which is a topic for another newsletter). But the key takeaway is the emphasis on community and connection.


Forbes reported that “Gen Z and Millennials are changing the conversation around social clubs,” and seeking places to “work, play, work out, meet friends, relax and bring their families,” which is a significant shift from the golf-and-tennis clubs of years past.


This isn’t just applied to members-only social clubs: “Visits to boutique studios have grown by 121% over the past five years in the US alone,” reports Les Mills, who concludes that “today’s young people place significant value on the social aspects of exercise.”


The 40-and-under crowd also feels a strong social connection to particular instructors. “The quality of the instructor is the biggest single influence on how Generation Active chooses where to do group workouts,” adds Les Mills. In fact, 37% of respondents in this demographic have said that the instructor is their top reason for attending a class.


Digital Natives

As the first digital native generations, these age groups have an inherent expectation that their exercise will be “smart.” As Les Mills puts it, “this means a fully-integrated Live, Virtual, and at-Home solution that can truly take your club’s reach beyond the four walls and into every aspect of a member’s fitness journey.”


This applies to social media too. These groups are on TikTok, sharing videos from the gym and their boutique studios. The more aesthetic the environment, the more likely your members will be to share the club on their social media platforms.


Generational Habits

Something unexpected? This generation is walking more — a lot more. Low impact exercise exploded during the pandemic and it shows no signs of slowing down with this age group.


Silent, distraction-free walks aren’t anything new, but Gen Z in particular is taking to them as a way to disconnect from the overwhelming digital world they were born into… and as a substitute for other forms of cardio.


So while this generation is very much made up of digital natives and often have phones in their hands, they can also be a bit fried from the constant connection. Consider providing low impact “unplugged” classes, offering an hourlong digital detox and a means of quieting overloaded minds.


A Growing Demographic

Not all of Gen Z has made it to the gym yet — the youngest among them is only 11 years old, after all! But Planet Fitness shared that over 3 million teens signed up for their high schooler pass this past summer. Planet Fitness credits its welcoming environment for at least part of their success with younger people.


Greg Pfohl, Vice President of Operations at Retro Fitness, notes that the "pandemic shook things up. Retro Fitness observed a changing of the guard led by a younger crowd (think under 30's millennials and Gen-Z). Today, the older generations have been the slowest demographic to return post-COVID." He also notes that "these new fitness warriors work out harder, spend more and show up more than previous passive gym-goers." Regarding membership pricing, he says that "the price point of membership matters way less to younger people. The cheap membership fee drew passive memberships through the door, where today’s members look for equipment and offerings that justify the cost."


The opportunity for Gen Z membership will continue to grow over the next decade — a huge potential for your clubs!


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Industry Happenings:


Upcoming Events:


  1. TheFITExpo, January 20-21, 2024, Los Angeles, California
  2. Connected Health & Fitness Summit, February 7-8, 2024, Los Angeles, California
  3. DC Mania®, February 23-25, 2024, Herndon, Virginia
  4. IWF Shanghai Fitness Convention, February 29-March 2, 2024, Shanghai, China
  5. SUCCEED!, February 29-March 4, 2024, Online
  6. IHRSA, March 6-8, 2024, Los Angeles, California
  7. California Mania®, March 22-24, 2024, San Francisco, California
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    Upcoming Workshops in January:


    1. 20+ workshops from Peak Pilates
    2. 10 workshops from Spinning®
    3. 9 workshops from TRX®
    4. 4 workshops from FMT
    5. 2 workshops from Mike Boyle's CFSC
    6. 2 workshops from Oxygen Advantage
    7. 2 workshops from Peak Flow Breathwork
    8. 1 workshop from SoulBody Fitness
    9. 1 workshop from U-Jam

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    Industry News:



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    Thanks for Reading!


    This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.


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    A Note from Peter & Kathie


    The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.


    Keep Inspiring,


    Peter & Kathie Davis


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