How to market your gym or fitness business to different generations

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How to market your gym or fitness business to different generations
How to market your gym or fitness business to different generations
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How to market your gym or fitness business to different generations

When it comes to running a business it’s sometimes difficult to get into the minds of your clients and, more importantly, your potential clients. While we can’t offer mind reading, it can be useful to break down your clients into different categories and demographics with the aim to addressing some of their similar needs and challenges. 

Why market to different generations 

Marketing your gym or fitness business to different generations allows you to get into the different mindsets of your clients, maximize revenue potential and adapt to changing trends. You can also expect to build better brand loyalty, enhance community engagement, stay competitive and future-proof your business. It's a strategic approach that can contribute significantly to your gym's long-term success and growth.

Generation X

Generation X was born between 1965 and 1980. They represent a diverse group, aged between 58 and 43, who value authenticity, convenience, and a balanced lifestyle. To effectively market your gym to this demographic, consider the following strategies:

1. Ensure your digital channels are up to scratch

This generation loves a functional, easy-to-use website so don’t overlook glitches or issues with your digital platforms as they’ll likely be put off if things don’t work.

Don’t forget your business's Facebook and Instagram pages either. 

While you’re at it, consider direct communication via email about any events, new classes and offers. 

2. Highlight convenience

Given the age range of this demographic, they’re likely busy - with kids of school age or older parents, you’ll do well to make it easy and convenient to engage with your business. Consider promoting offers around flexible hours, parking etc. 

Also, make it easy for them to keep track of class schedules and their previous and upcoming workouts. 

3. Authenticity matters

Gen X Aussies love honesty and authenticity so keep this in mind when creating your website or app. This can include testimonials and before-and-after photos. 

The other side of this is avoiding marketing jargon or gimmicky promotions - stick to the facts and be straightforward when marketing to this group. 

4. Create compelling content

You might not consider yourself a writer, but this demographic responds well to tips, tricks, hacks and advice around health and fitness.

Consider using platforms like YouTube or Instagram to share workout tutorials, trainer interviews, and virtual gym tours.

5. Offer plenty of options

This group tends to love having access to options when it comes to their lifestyle. This could be providing different classes with different styles, levels and interests - as well as options around personal training if relevant. 

6. Give back to your members

 Loyalty programs, discounts and promotions are big with people in this age range so consider, if you haven’t already, implementing some of these for your clients. 

There's no one-size-fits-all when it comes to fitness.


Marketing a gym to Generation Y customers, also known as millennials (born between 1981 and 1996), requires a different approach compared to other demographics. Millennials, aged between 43 and 27, value convenience, technology, and personalized experiences. To effectively market your gym to this demographic, consider the following strategies:

1. Online presence and social media

It really can’t be overstated how important having a strong web presence is if you’re trying to reach millennials - if they can’t access their schedules, bookings, and payments via their smartphone then you’re effectively invisible to them as they predominantly use their smart devices over desktop computers. 

Allow these clients to not just have full interactivity with your business for functionality but also make it enjoyable to use and easy for them to learn more and do their research before making any decisions. An app is a must-have for this age group too with bonus points going to those who go the extra mile and make an app that works on wearable devices such as smartwatches.

Don’t forget to be active on platforms like Instagram, Facebook, TickTock. Share engaging content, including workout videos, client success stories, and wellness tips. Respond promptly to comments and messages as this will help forge stronger and more lasting connections for your business.

3. Personalization and inclusivity

Millennials are lovers of personalisation so ensure they can tailor their membership and have access to as much flexibility as possible so they can tailor their experiences to their individual goals. This generation also loves

Don’t forget, too, that millennials adore inclusivity - so be real with your advertising and ensure you’re capturing as many different groups and perspectives as possible. Highlighting any sustainability credentials you have will also go a long way with this group.

4. Community engagement

This group doesn’t just lurk online, they also respond well to community events. So consider engaging with local communities by hosting fitness challenges, charity events, or workshops that allow Millennials to connect with their peers and give back to the community.

 This will also showcase your gym's involvement in social responsibility and community outreach initiatives. Millennials are more likely to support businesses that are socially responsible.

5. Wellness and holistic health

Millennials are more likely to respond better to positive messages around holistic health, rather than older-style fitness messages which can come across as conformist or shaming.  

So, consider offering a range of wellness services beyond fitness, such as nutrition counseling, mental health workshops, and yoga classes.

Stress-reduction initiatives can also be a great idea including mindfulness practices  and mental well-being programs.

Gen Z

Marketing a gym or fitness business to Generation Z (Gen Z), typically defined as those born between 1997 and 2012, requires a unique approach. 

Gen Z, aged between 26 and 12, is known for its digital native tendencies, a focus on authenticity, and a desire for experiences. To effectively reach and engage with Gen Z, consider the following strategies:

1. Leverage social media

Being present on platforms like Instagram, TikTok, and Snapchat, is a must if you want to reach Gen Z. 

Do this by sharing visually appealing content, including workout videos, quick fitness tips, and user-generated content. Create short, engaging Stories on Instagram and Reels on TikTok to showcase workouts, behind-the-scenes glimpses, and challenges and encourage clients to interact online too using hashtags and polls, quizzes and challenges.

2. Virtual classes

Consider offering virtual fitness classes or hybrid classes that combine in-person and online elements as Gen Z values flexibility and convenience. 

3. Inclusive marketing

Similar to millennials, Gen Z want to see themselves in marketing images so be sure to offer diversity and inclusivity in your marketing materials. Gen Z appreciates businesses that embrace inclusivity and authenticity as well as sustainability. 

Extend this mindset if you’re wanting to partner with Gen Z influencers, which can also be a good way to reach this group.

4. Gamification

Consider incorporating gamification elements into your fitness programs and apps. Gen Z enjoys competition and rewards, so consider leaderboards, badges, and point systems to motivate your Gen Z clients. 

5. Mobile-friendly experience

 It should go without saying that your website and app need to be mobile-responsive and provide an intuitive, seamless experience on smartphones and tablets if you want to reach Gen Z. Similar to other groups, messaging needs to be short and clear to align with their short attention span. 

6. Transparent pricing and payment flexibility

With the rise of buy now pay later methods such as afterpay you’ll do well to be transparent about membership pricing and offer flexible payment options, such as monthly or pay-as-you-go plans. 

15. Wellness and holistic health 

Similar to millennials, offering wellness programs that address mental health, stress management, and mindfulness will be beneficial for this group. Gen Z places a strong emphasis on overall well-being.

By implementing these strategies, you can effectively market your gym or fitness business to different generations, creating an engaging and authentic experience that resonates with their preferences and values. 

However, remember to stay adaptable and open to evolving your marketing approach as interests and preferences change over time.

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