PROGRAM AND SERVICE INNOVATIONS THAT WORK
Five Ways to Attract Younger Demographics
If your brand isn’t prioritizing Gen Z, you’re missing a potentially make-or-break opportunity.
BY JULIE KING
“As the largest generation ever and the next big global spending power, Gen Z will have a bigger impact on the fitness market than any generation before them,” says Bryce Hastings, head of research at Les Mills. “They’re the main drivers of growth in the industry now.”
Representing about 25% of the world’s population and $143 billion in annual purchasing power in the US alone, Gen Z (born 1997–2012) has been the focus of extensive research at Les Mills.
At the 2025 HFA European Congress, Hastings spoke as a member of the panel “Harnessing the Power of Gen Z’s and Alpha’s Interest in Fitness.” Below he shares with HFB readers what health clubs and boutiques need to know to attract members of Gen Z.
Hastings
of the world’s population is from Gen Z
of Gen Z use TikTok as their primary search engine
“Gen Z sees YouTube as crucial to their spending decisions, and 47% use it to research products before buying.” Bryce Hastings
1. Prioritize Holistic Experiences
While they want to look good, Gen Z typically views fitness as a more holistic experience than simply getting a beach body.
“This generation is working out for mental wellness, intrinsic motivation, and the chance to be part of a community,” Hastings says. “Four of their top five reasons to exercise are linked to health and happiness.”
2. Foster Community
Studies show that younger generations spend 70% less time with friends today than people did a decade ago. Loneliness and isolation are real threats to well-being, and gyms can become a vital third space for those craving community.
“Our research into the ‘group effect’ shows that when groups feel other participants are like them and have similar goals, it helps generate a supportive environment,” Hastings explains. “We really are social animals, and the higher the group effect, the greater a person’s enjoyment, satisfaction, and exertion—as well as their likelihood of returning.”
In addition to group exercise, small group training (SGT), and special programs, clubs should host events as opportunities for members to socialize.
3. Provide Omnichannel Options
Digital fitness doesn’t replace in-person, but 72% of Gen Z exercisers take a hybrid approach.
“Having grown up with Amazon Prime and Uber Eats, Gen Z expects flexible fitness solutions so they can work out wherever, whenever, and however they want,” Hastings points out. “Plus, hybrid exercisers are 40% more likely to have been a gym member for more than three years compared to gym-only exercisers.”
4. Build a Strong Social Media Presence
Clubs need to meet Gen Z where they are: on social media.
“Gen Z sees YouTube as crucial to their spending decisions, and 47% use it to research products before buying,” Hastings notes. “Plus, TikTok is the primary search engine for 40% of Gen Z. Researching trending hashtags and creating content that fits their values is a great way to get in front of them.”
Clubs can also enlist Gen Z for organic marketing support. “Create branded feature walls where they can pose for post-workout selfies, along with social filters and stickers to augment your brand’s digital presence,” Hastings adds.
5. Offer Programming Variety
Younger people prefer a variety of workouts, are open to trying new modalities and formats, and prefer whatever is current, achievable, and enjoyable. Gyms should keep offerings and amenities—from group exercise, SGT, and recovery tools and services—varied and evolving to maximize engagement.
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Health & Fitness Business (HFB) is the leading Health & Fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues and news that impact the industry.
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