【ABCFitnessSolutions】2023年Z世代健身消费者报告英文版_37页_3mb

报告摘要

The Gen Z Fitness Consumer Summary

Core Content

This report provides a comprehensive analysis of the Gen Z fitness consumer, focusing on their values, preferences, behaviors, and the strategies that health club and fitness studio operators can use to better engage this demographic. Gen Z, born between 1997 and 2012, is a digitally native generation with a strong interest in health, wellness, and social issues.

Main Points

Gen Z Demographics

Age Range: 18-24 years
Gender Distribution: 66% female
Income Level: Lower than the general population, with 38% earning less than $50,000 and 38% earning between $50,000 and $99,000
Employment Status: Mostly students (22%), with a significant portion being single (60%)

Fitness Preferences

Exercise Sources: Gen Z prefers working out at home (51%), outdoors (46%), and sports activities (44%). Health clubs are underrepresented at 25%.
Fitness Profile: 33% of Gen Z are "Fitness Explorers," seeking new programs and services.
Workout Frequency: 4x to 8x per month, with slightly higher monthly expenditures than average ($25–$49 per month).

Health and Fitness Goals

Top Goals: Mental health/stress relief, weight management, and general activity
Vacation Shape: 2x more Gen Z members prioritize being in shape for vacation/beach
Goal Achievement: Most Gen Z members are on track to meet their fitness goals

Facility Type Preferences

Top Facility Types: Traditional health clubs (highest), followed by Community Recreation Centers/University/Military health clubs (31%), Fitness Training Studios (29%), and the Y's (28%)
Monthly Dues: Gen Z is willing to pay between $48 and $65 for health club dues, and $58 to $75 for fitness studio classes

Value Drivers

Key Drivers: Communication and support, qualified trainers, motivating environment, innovative programs, variety of equipment, quality group classes, and achieving fitness goals
Community Building: A strong sense of community is a key value, with a focus on inclusivity and diversity

Economic Sensitivity

Price Sensitivity: Gen Z is slightly more price elastic than the general population
Non-Give-Up Items: Entertainment (43%) is the top non-give-up item if the economy worsens, followed by self-care (36%), health club membership (35%), and electronics/home furnishings (35%)

Marketing Strategies

Social Media: Gen Z spends 1–5 hours daily on social media, with YouTube (69%), Instagram (67%), Snapchat (58%), and TikTok (46%) being the most popular platforms
Content Preferences: User-generated content, authenticity, and transparency are important
Payment Methods: Debit cards are the most preferred (52%), but mobile payment services like Venmo, Apple Pay, and Cash App are also widely used

Key Information

Membership and Usage

Membership Tenure: Over half (55%) of Gen Z members joined within the past year
Monthly Usage: They tend to use clubs less frequently than average but are more likely to pay for ad-hoc services

In-Club Experience

Retention: While overall experience is positive, retention intent is lower than average, indicating the need for value-driven initiatives
In-Club Value: Creating a welcoming, inclusive environment and offering diverse, innovative programs is crucial

Opportunities for Innovation

Biotech Wellness, Spiritual Wellbeing, and Mental Health: These areas are underrepresented in the market and present significant opportunities for growth
Ad-Hoc Services: Gen Z is willing to pay for personal training, recovery therapies, and fee-based services, but the price range is broader than average

Conclusion

To effectively market to Gen Z, fitness operators must focus on flexibility, technology integration, inclusivity, and a strong community presence. They should also be mindful of the demographic's price sensitivity, preference for digital platforms, and desire for social and environmental responsibility. By aligning their services with these values, operators can better retain and engage this important and growing consumer segment.

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