Every generation is grouped based on characteristics that each generally shares. A lot of factors will influence the way that each generation views any given part of life including the way they respond to marketing and advertising.
As an NCCPT trainer, it’s important for you to be able to market your services to each unique generation effectively. In order to be able to reach them, though, you need to know what does and doesn’t work with them and why.
The Baby Boomer generation includes those born between 1946 and 1964. In general, the Baby Boomer generation values health and wellness, self-actualization, community involvement, and personal growth, among other things.
When marketing Baby Boomer fitness, avoid using terms that make them sound or feel old. They are giving a new face to their age group. Even in retirement, many choose to take fitness vacations, staying active and youthful despite growing “old”.
Baby Boomers prefer activities like biking, swimming, aerobics, and gardening to other fitness activities. Focus your Baby Boomer fitness sessions on effective workouts with a low-risk of injury.
Generation X includes those born between 1965 and 1976. The X generation generally values balance, diversity, and self-reliance, among other things.
When marketing to Generation X, keep in mind that their tastes are quite different from Baby Boomers’. Generation X tends to be more value-oriented and enjoys more workout variety than those before them. Gen Xers want fun mixed with performance.
Generation X prefers activities like running, biking, and strength training to other fitness activities. They also value a work-life balance and love group training classes. Group classes help them get their workout in while enjoying social time.
Not interested in marketing to Generation X or Baby Boomers, want to train all different generations, or simply want to learn more? We will cover other generations in part two next Monday.