As an NCCPT trainer, you know how important it is to customize workouts to each client. There are a lot of factors that will affect what you plan, and one of those is your client’s generation.
In Fitness by Generation: What you Need to Know Part 1, we covered the general values as well as the fitness preferences of Baby Boomers and Generation X in an effort to help you focus your marketing and training efforts effectively. Here in part two, we continue with Generation Y and Z.
Generation Y (Millennials)
Generation Y, or the Millennial generation, is made up of those born between 1977 and 1995. Millennials are notorious for their seemingly entitled attitudes and politically charged opinions, but in general they value innovation, diversity, and expressiveness.
Marketing to millennials may not seem very difficult as their generation is very into and enjoys fitness, but you may find it difficult to stand out from other trainers and programs in your area. Millennials are looking for something that has it all. The right exercises available at the right times of day, guidance on eating right, and more.
Millennials prefer exercises like running, strength training, and yoga to other types of fitness actives. Pay-as-you-go is their preferred payment method. They also like to keep things short. Host brief sessions, whether one-on-one or in a group and be sure to incorporate the latest technology.
Generation Z is the group born after 1996. While they may not be on your radar at the moment, it won’t be long before they end up composing the largest number of your clientele. As it stands now, Generation Z seems to want instant gratification and easy success.
When marketing to Generation Z, it’s important to use technology. Social media is a major part of their everyday lives. Create your own hashtags and interact on different social media platforms. Another important aspect of marketing to Generation Z is not just marketing your services, but marketing a lifestyle.
Generation Z is still developing so knowing their preferences at this point is difficult to do, but planning ahead and keeping an eye on the up and coming generation and tailoring your services to their wants and needs is something you’ll be glad you did.
Whether you want to target and serve one, two, or all generations it’s important to know what they want and need and what they respond to best.