Much has been said about the Millennial generation, and with good reason: Not only are they massive in number at 75 million strong, but they’re also recognized as the most diverse, educated, and mission-minded generation. All of this adds up to a major takeaway from marketers: Capturing the attention of Millennials — and their dollars — calls for different strategies.
The good news? You’re far from on your own when it comes to understanding their wants and needs when it comes to spending their fitness dollars. Read on for a roundup of five proven tips for marketing your fitness business to Millennials.
1. Digital is a must-do.
As the first “digital natives,” Millennials have grown up immersed in all things digital. Because of smartphones, meanwhile, they’re used to having information literally at their fingertips. In fact, says The Independent, “The majority of young people sleep with their handset within arm’s reach, and check it when they wake up briefly during the night.” Providing a comprehensive and seamless digital experience is essential to reaching them.
2. Experiences are everything.
Millennials are looking for more than just a place to exercise. Rather, they’re looking for meaningful experiences. “The digital economy has changed everything about the fitness experience. Your gym membership is now as much about connecting with people as it is about the workout. The workout experience counts most, but the club experience as a relationship is vital too.
Everything from social media engagements, shout-outs for results, to the attitudes and demeanor of your staff members count as part of that experience. “Look at everything that you do and evaluate it from the perspective of your members,” explains Gym Insight.
3. Social sells.
We briefly touched upon the social element in the prior point, but social media deserves a section of its own. Cultivating a robust social media presence gives members plenty of opportunities to engage with you and with each other.
Proposes CNBC, “A lot of millennials’ motivation has to do with distributing photos of themselves on social media. [A Harris Group poll] found that factors such as a craving for recognition (for example, how many likes someone gets on their Instagram post), and a ‘fear of missing out’ help drive millennials’ cravings for experiences.”
In addition to craving a digital experience, Millennials also crave an in-person sense of community. Group classes led by dynamic instructors, fitness challenges, and fundraising events can cultivate a sense of connection between members.
4. Lifestyle leads.
Millennials aren’t interested in spending hours at the gym. Nor are they interested in changing their schedules to be able to make it to the gym. Offering short yet powerful classes with plenty of flexible drop-in options is an effective strategy for getting more Millennials in the door.
5. The brand imperative.
Millennials have many options when it comes to choosing a gym. So how will you distinguish your fitness business from the rest? The importance of building your brand through fitness marketing cannot be overstated. Says Club Industry, “A frictionless brand experience is a must. Think of Millennials as a co-creator/ambassador of this experience. The traditional customer journey and life milestones don’t apply to Millennials, so you should consider creating a non-linear customer experience that still creates value regardless of entry point.”
Also sought-after by Millennials? Authenticity. “Although this is the easiest recommendation to implement, it’s often the most overlooked. Sincerity is key when it comes to messaging, tone and voice,” continues Club Industry.
One last thing to keep in mind about Millennials? They’re willing to pay more for if it means getting what they want. Embracing the latest trends and technologies, such as fitness monitoring equipment, is an investment in their satisfaction — and your bottom line. Download the catalog today to learn more about how the Accurofit System can help your business gain the inside edge with Millennial members. Learn more
