Research carried out by Leisure-net shows that fitness operators could be missing out on a lucrative revenue stream, if they fail to engage with Gen Z – the generation of young people currently "coming of age".

Born between the mid-1990s to early-2000s, the Gen Z cohort could be the most receptive audience to health and wellbeing ever, partly thanks to high-profile public health campaigns highlighting the importance of physical activity.

What more, Gen Z's propensity to seek out technology and good value in everything they do could work in favour of fitness industry, if operators can mix a tech-based, personal service with a suitable price point.

The Leisure-net research, pulled from 12 months of non-user community studies, specifically looked at the differences in behaviour, attitudes and perceptions of 16-24 year olds (Gen Z) versus the rest of the population. It found that time, motivation and, in particular, direct costs are much more important factors for Gen Z than they are for the rest of the population.

Mike Hill, director of Leisure-net says: “There’s an easier and bigger opportunity to get these young people active than the population at large as they’re already open to the idea."

Fitness blogger and Gen Z expert, Fab Giovanetti, agrees and says that Gen Z is one of the most receptive audiences when it comes to health and wellbeing, and believes they are far more health-conscious than many understand.

She says: “It’s interesting how things have changed. This generation is much more health-conscious than I was, as a millennial.

"They’ve had smartphones from the ‘get-go’ and are living their lives online. Their main role models are ‘Insta famous’ public figures and brands that talk to them through online storytelling.

“Think about climate change and environmental issues. Young activists talking about this are people they can relate to. Smart brands are conscious of this and realise these youngsters don’t want to be told what to do. They’re more mature than we were and want to make their own decisions, learning from examples of what they see online.”

• To read the full article on how fitness operators can tailor their offer to Gen Z, click here for the September 2019 Issue of HCM magazine.