If you own a gym, do you know who the majority of your members (or even your potential members) are? According to a Nielsen Global Consumer Exercise Trends survey, it could be millennials, as 45% of them exercise regularly. So if you want to retain or increase your members, you might want to learn a thing or two about your target demographic.
What is a Millennial?
Millennials, also known as Generation Y, were born between the years 1981 and 1996. That would make a millennial between the ages of 22 and 37 as of today. They will also make up the majority of the workforce by 2025.
Millennials are the most ethnically and racially diverse generation ever. They are also the most educated generation so far. If you are looking for ways to get millennials to your gym, you should know that they are more receptive to celebrity endorsements or a brand that is aligned with a cause they care about. They are also less reliant on cars and prefer to live in cities. Try going green to attract more of them.
Misconceptions about Millennials
Many people think that millennials are too self-involved based on what’s posted on social media. However, with widely available technology nowadays, it is only natural for millennials to express themselves by using these platforms, such as Facebook and Twitter. If these had been around when other generations were in their 20s and 30s, it seems likely that they would have used them just as millennials do today.
How to Attract More Millennials
Given millennials’ digital preoccupation, you may want to consider using a gym member management system to attract more members. This type of software has gym visit check in with a fingerprint, portable workstations, and an automatic account updater.
You can now get online check in systems for gyms to eliminate wait times, which is preferable for millennials who are pressed for time and trying to squeeze in a workout before they have to head to work. You can add an iPad workstation for purchases and membership dues, which drafts members’ accounts for instant payments. An account updater can automatically request new payment methods for credit card transactions. A member CRM and automation can send out emails, schedule training sessions, and display balances.
If you own a gym, you may want to start catering to more millennials. Keep in mind that while they may not have enough money to own a house, they are often willing to spend money on personal fitness — provided the price is right and the value is obvious. You should try to connect with them by offering deals, getting involved in the community, and going digital with online gym software that offers them features, such as account updater, scheduling, and account management.