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How to attract Gen Y to your fitness centre
Is your fitness centre catering to the Australian Gen Y? If not, you may be missing out on a significant source of consistent and reliable cash flow. More than 4 million Australians participate in exercise industry activities,
How to attract Gen Y to your fitness centre: Ezidebit according to Fitness Australia. Attending the gym and other related institutions is the second most popular form of exercise in Australia, behind jogging and running. The Australian Fitness Industry Report 2012, released last year, revealed that the average fitness centre member is aged between 25 and 34. Gen Y are now reaching this particular age bracket and, as they make up close to 25 per cent of the global population, it is important to ensure your company caters to the unique demands of this demographic.
Who are Gen Y?
Gen Y, otherwise known as Millennials, represent the population born between the early 1980s and the early 2000s. This means that the majority of Gen Y have reached the age when they are likely to obtain gym memberships. Generation Y is widely regarded as a game-changing demographic. These young and determined individuals typically have a range of unique wants and needs, particularly in terms of consumerism. For instance, as the generation that has grown up with the internet and other exciting technology developments, Millennials are a digitally savvy market that has become used to an incomparable level of convenience with real-time access to a business.
How does this affect your fitness centre?Marketing to and retaining the Millennial market is now more important than ever, according to multinational fitness giant Les Mills. The Nielsen: Les Mills Global Consumer Fitness Survey, released this year, revealed that Generation Y makes up close to half (48 per cent) of all adult gym users. However, Les Mills International Chief Executive Phillip Mills believes that fitness centre owners are not doing enough to cater to this massive user market. “Millennials view traditional health clubs as something for their parents’ generation. Our product and our packaging do not talk to this major market,” he explained. Fortunately there are a few simple steps you can take to increase your centre’s attractiveness within the Millennial market.
Generation Y is the age of convenience, with all of the globe’s knowledge available through the internet and hundreds of devices connecting people to the world at the click of a button. Because of this, it is important that business owners promote ease-of-use at every possible step. Whether it’s offering tailored mobile apps to track fitness goals or extending opening hours to attract time-poor night owls. Having your business processes and software working as a tightly integrated system will help you deliver 24×7 service. Another way to boost convenience could be to invest in a paperless direct debit solution. This will enable Millennials (and all other visitors) to set up automatic membership payments, reducing the amount of work they have to do to keep track of their memberships.
Millennials have grown up with technology, so they often utilise this in every aspect of their lifestyle. This includes monitoring their fitness goals using mobile apps and other devices. You could therefore benefit from increased member retention – and an alternative source of revenue – through means such as creating a technology-based fitness tracker to complement the classes and training offered through your centre.
Encourage online community initiatives
This young and connected generation are among the most prolific users of social media, which demonstrates a desire to connect with like-minded individuals. Encourage personal relationships between trainers and members by setting up online profiles for your business and staff. By allowing Millennials to “friend” their trainer and fitness centre online, they create stronger connections with your business and a new avenue for customer service. This is a great way to not only increase loyalty among your members, but also promote your centre among online communities – accessing free and convenient marketing. Learn more about improving your fitness centre in our article What makes good clubs good and bad clubs bad.