Will Orr, The Gym Group CEO, kicked off his live on-stage interview at the HCM Summit by mentioning the high-value low-cost operator’s recent survey which showed that Gen Z are increasingly choosing gyms over pubs.

“Our survey of Gen Z shows the fitness industry is well placed in terms of emerging generations – they’re working out more often and more than one-third of them are seeing it as a way to socialise and make new friends, replacing alcohol and pubs as a place to socialise. If we can replace alcohol with gyms that’s got to be positive.”

The Gym Group will be opening 50 sites over the next three years.

Talking about his reflections on the first year in the industry, Orr said: “Gyms change lives, members tell me every day about how they have reduced their stress levels, got over injuries, passed exams, etc etc. What we do every day changes lives.”

HCM editor, Liz Terry, asked how the industry can be more consumer-centric.

Orr said it’s about data: “We know every time a customer enters one of our gyms and we're using data to inform all of our decisions, which takes the risk away. For example, we can be certain about outcomes such as the return on marketing investment.”

Retention is one area Orr has prioritised, he believes the more members use the product the longer they stay, and the first 45 days of the member's life are critical to establishing the habit.

Tune in via the live stream here to hear from our next speaker PJ Nuitten, managing director of Jims Fitness.