Study: Gen-Z an Untapped Opportunity for Fitness

Article From：SGB Media

 

 

A study from Les Mills, “Gen Z Fitness: Cracking the Code,” found that 36 percent of the Gen Z generation exercise regularly and 50 percent, identified as the “untapped market.” want to work out regularly but said they need help getting started.

 

The study, based on a survey of more than 4,000 individuals ages 16-to-26 across North America, Europe and Asia, found that while Gen-Z are more diverse, socially conscious and digitally savvy than past generations, they are also more health-focused than previous age groups.

 

“And they have a much more enlightened view on fitness,” Les Mills, the creator of group fitness programs, reported in its study. “They grew up watching their parent’s yo-yo diet, follow fads and flit from one short-lived fitness kick to another. But for Gen Z, health and fitness is a far more holistic experience. Meet the generation working out for mental wellness, intrinsic motivation and the chance to be part of a community.”

 

Beyond seeking affordability and convenience, “offering a broad choice of workout options, fostering a sense of community and providing flexible fitness solutions are all prerequisites for winning with Gen Z,” the report noted.

 

Reaching “Untapped” Gen Z’s Seeking Fitness

Les Mills said in the study that Gen-Z is frequently dubbed “Generation Active” with 30 percent using fitness facilities, but new acquisition strategies could be required by fitness facilities to reach the demographic.

 

For instance, of the “untapped” Gen Zs, or those who want to work out regularly but are not, 68 percent said they would start working out at home first, pointing to an opportunity for fitness clubs to provide digital workout options to first engage the Gen-Z crowd. Fifty-five percent of the untapped Gen-Zers would be willing to try a paid app and 35 percent of all exercisers started going to a live class they first discovered online.  

 

Of the untapped Gen-Zers, 51 percent plan to join a gym, 36 percent plan to start exercising in the next three months while 14 percent want to start but feel too intimidated.

 

The study found that the Gen Z group is “slightly more extrinsically motivated” around fitness than regular exercisers. The top motivation among the untapped group was to be fitter and to get healthy, cited by 51 percent; followed by improve appearance, 50 percent; to get in/maintain shape, 45 percent; and reduce stress, 44 percent.

 

Gateway Workouts For Gen-Z Generation

Les Mills’ study found that Gen-Z require a “more gradual approach” to regular exercisers given their “more-rounded outlook on movement and goal setting” as a generation.

 

“Topping their list of planned activities are walking and running, options that are easy and accessible, requiring little to no knowledge or prior expertise,” the study states. “But activities that are easy to get into could be equally easy to fall out of love with. Although less intimidating, activities like walking and running often fail to deliver motivation, sociability, connection or community—things that Gen Z thrive on.”

 

Asked how they plan to start to exercise, the top path was walking, cited by 49 percent; followed by running, 43 percent; swimming, 36 percent; cardio machines, also 36 percent; free weights, 33 percent; yoga, 27 percent; and group fitness classes, 26 percent.

 

Gen-Z’s Obstacles To Fitness

Exploring obstacles to developing an exercise routine, one-quarter (27 percent) have not joined a gym because it’s perceived as being expensive. They are open to paying for an app, though nearly half (48 percent) said that cost is a barrier to working out or exercising. There’s also a lack of confidence, with 22 percent saying they have no one to workout out with, find gyms intimidating and don’t know what they’re doing. The study stated, “For fitness facilities, possible ideas to nurture this audience include offering free walking or running groups to help potential members meet other members. This helps to bridge the confidence gap and get them moving with activities they’ve indicated they’re confident and comfortable with.”

 

Introducing younger members to activities based on social interaction and guided expertise was also seen as a path to overcome the intimidation that comes with workout beginners.

 

Group workout studios, where support comes from instructors and social bonds are formed, could help build confidence and boost engagement. Of those considering group workouts, top three drivers are like to work out to great music, cited by 41 percent; enjoy the energy of a big group, 36 percent; and like receiving guidance from instructors, 31 percent.

 

Sixty-four percent of respondents agreed that offering open days for beginners to try new group workouts is a great way to create a strong sense of community 

 

Asked what makes a gym appealing to the untapped Gen-Z demographic, the top factor was affordable, cited by 39 percent; followed by the convenient location, 38 percent; good atmosphere, 37 percent; wide range of equipment, 34 percent; 24-hour access, 32 percent; offers different ways to workout, 31 percent; and friends go there at 23 percent.

 

Other themes from the study:

 

Omnifitness: Ninety-two percent of Gen-Z gym users do at least half of their workouts in the gym. But they still do plenty outside the gym, with 72 percent of regular exercisers doing both in and out of gym workouts. Sixty-percent of regular exercisers do outdoor workouts. Those who exercise both in and out of gym do 67 percent more workouts than gym-only exercisers.

Variety: Of those working out regularly, 64 percent strongly agree they like to choose different workouts, as well as discovering new ones. The top-12 activities being done in a gym were pin-loaded and/or cable machine, cited by 82 percent; group fitness workouts/classes, 81 percent; free weights (e.g. dumbbells, barbells, plates etc.), also 81 percent; cardio machines (e.g. treadmills, bikes etc.), 78 percent; body weight training, also 78 percent; functional training (e.g. CrossFit style workouts), 71 percent; personal training, 69 percent; small group training, 66 percent; Pilates (using reformer), 63 percent; yoga, 57 percent; mat Pilates, 55 percent; and swimming, 51 percent.

Most popular group workout formats: The top-ten group workout formats were strength training, cited by 50 percent; stretch/mobility, 35 percent; yoga, 33 percent; boxing, 31 percent; core conditioning, 30 percent; functional training, 29 percent; other cardio/aerobics, 28 percent; indoor cycling, 26 percent; martial arts, 24 percent; and dance, 23 percent.

Why group workouts are popular: Asked what they like most about group workouts, the top five responses were enjoying the energy of a big group, cited by 43 percent; liked working out to great music, 33 percent; quick results, 28 percent; receiving guidance from instructors, 25 percent; and classes are not too crowded, 21 percent. 

The full study is here.