Cracking The Code to Gen Z Fitness
From iconic social movements and renowned life events to music genres and movie releases, for every generation there are moments that help define their cultural legacy. And fitness preferences are no exception - especially when it comes to Generation Z.
While they might be more commonly known for their social media and smartphone obsessed tendencies, Gen Z’s habits are significantly influencing the current fitness landscape. Officially dubbed as “Generation Active,” with 50% of all Gen Z wanting to work out regularly but needing help getting started. So what will it take to crack the code and unlock this massive opportunity?
60 Second Summary:
Gen Z (the largest generation ever) want to incorporate exercise but feel intimidated and confused about where they should begin.
“Gymtimidation” and the desire to work out in a group or under the guidance of a professional has resulted in 55% of the untapped market being willing to try a paid fitness app.
Gen Z expects online fitness solutions to be incorporated and used to enhance their fitness experiences, including being able to track and monitor their progress.
Gen Z are more likely to support trainers and platforms that are deemed authentic and trustworthy sources.
Making Workouts Stick
To help Gen Z stay accountable and maintain their fitness habits, they need to feel like what they are doing is entertaining and achievable with a sense of community and social interaction that will keep them coming back.
It’s no surprise then that Gen Z are drawn to the supportive environment of group workouts (both online and in-person), with “gymtimidation” being a significant stumbling block and deterrent for this group when starting out in their exercise journeys. From live classes to running clubs, offering community-driven experiences to your Gen Z target market is a great way to both increase their engagement and overall retention.
Tech It Or Leave It
Unaware of anything other than a world with information instantly accessible at their fingertips, it only makes sense that Gen Z expect flexible solutions so that they can work out wherever, whenever and however they want. Omnifitness and delivering a range of fitness options is therefore key to winning them over.
Among non-exercisers, 68% want to start working out at home first, so being able to build their confidence with high quality digital resources is essential. And for those already working out, a wide variety of online content and tech that enables them to monitor and track their progress continues to be the winning formula. Because of this, at Sudor we’ve been working hard to improve our in-app features and functionalities, so keep a lookout for our latest updates to enhance your subscribers tracking capabilities!
Authenticity Is Key
When it comes to online fitness, influencers still seem to have the most sway over Gen Z’s exercise preferences and decisions. As a generation that places significant importance on a brand’s values as well as its products and services, trainers perceived as authentic and trustworthy sources of information stand a far greater chance at not only engaging with this audience but gaining their long-term loyalty and support.
It’s clear that in order to unlock the Gen Z market, you first have to understand their motivations, goals and behaviours. We’ve told you what they’re doing and how they’re doing it - now all that’s left is for you to seize the opportunity.
Team Sudor