Over the past few years, fitness boutique growth has been driven by millennials. This age group, comprised of people born between 1980 and 1999, is seeking highly specialized fitness experiences that add variety and energy, and feed into their sense of adventure. Precor gives some valuable advice to fitness studios who want to appeal to younger generations.
Millennials tend to bundle multiple fitness experiences together as part of their “wellness wallet”. The brands and activities that they take part in reflect their individuality and unique identity. While many millennials belong to a traditional gym facility, they seek additional specialized fitness opportunities that align with their sense of identity.
What are some of the main features that millennials look for in their exercise environment?
Uniqueness – Millennials are looking for the fun and adventurous side of fitness. While they still use treadmills, ellipticals, and strength equipment for their workouts, they are looking to supplement their routines with something that’s different and thrilling.
Motivation – Millennials want to be inspired and pushed to achieve their fitness goals.
Transparency – Appealing to millennials, boutiques typically list their prices upfront, without requiring a membership. Many boutiques also have mobile apps, which makes it quick and easy to sign up for, and cancel, classes.
Locality – Millennials enjoy engaging with staff who really get to know and appreciate their clients – a simple greeting from the front desk won’t do. While most clubs have this friendly outlook, boutiques tend to deliver it at a greater level.
Tribe Mentality – Like-minded peers and a deep sense of connection drive millennials to boutiques, where they can form strong bonds with their fellow exercisers. This helps not only with motivation, but also the feeling of locality.
Some ideas for incorporating these features into more traditional fitness facilities include:
- Emphasize community by developing a special space for it. This can be as simple as arranging a few tables and chairs outside of your group exercise studio or front desk, so members can chat before and after classes and help form that tribe-like mentality that they are craving.
- Poll your members, both current and perspective, to figure out the types of specialized classes and experiences they enjoy, especially if they are pursuing those classes outside of your facility. Use your findings as an opportunity to try out new class styles.
- Be genuine in your marketing efforts, particularly of the digital variety. Millennials tend to head to social media, company websites, and review sites before making big decisions like joining gyms. List your prices upfront, and avoid tacky marketing techniques like using too many emojis or overgeneralizing on the younger age group.
Visit precor.com/en-us/resources for more ideas to make the most of your facility space.