Les Mills research reveals Gen Z to be huge untapped market for fitness industry

July 4, 2023

Often 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

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