Founder of Tyler BarnettPublic Relationsentrepreneur, author, artist and millennial marketing guru.
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Over the past 18 years, my agency has worked on countless fitness accounts. In doing so, I’ve noticed younger generations redefining the fitness industry with a new approach to staying fit that prioritizes personalization, engagement and fun. I think this is probably caused by several factors that can make traditional gym workouts unappealing. For example, athletes who stare too long can make people feel uncomfortable and self-conscious, and trainers can sometimes get a little too personal, which can make people feel uncomfortable and vulnerable. Open dressing rooms can also make people feel exposed and uncomfortable. As a result, younger generations may look for alternative fitness options that better suit their preferences and values.
a study The American College of Sports Medicine (ACSM) found that wearable technology and bodyweight training were among the top fitness trends for 2023 according to health and fitness professionals. This reflects a likely growing interest in personalized, technology-driven workouts that can be done anywhere.
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New developments shaping the fitness industry
One option is video games that require movement, such as Phigolf 2 and Beat Sabre. (Full disclosure: Phigolf is a client of my agency.) Phigolf 2 allows users to swing a real golf club and actually walk to the ball location from the comfort of their living room, while Beat Saber offers players a fun and interactive way to enjoy music while moving their body to the beat. Such games are not only fun, but also provide a workout.
Another trend I see growing in popularity is the use of virtual reality fitness games. Games like Supernatural and BoxVR allow users to immerse themselves in a virtual world while getting a full body workout. This form of exercise may appeal to millennials and younger consumers who want to keep fit in a fun and engaging way that is also technologically advanced.
Online fitness classes have also become a go-to option for people who want to stay fit outside of the gym. Companies like Peloton and Mirror offer a variety of interactive virtual fitness classes that can be accessed from home, making them an attractive option for those who prioritize convenience and personalized workouts.
Home exercise equipment is another alternative workout option. Companies like TRX and NordicTrack offer compact and convenient equipment that consumers can use in the comfort of their own homes, while the Peloton bike has become a favorite for those looking for a unique and personalized exercise experience.
Many people also use apps that offer guided meditation and stretches. Apps like Calm and Headspace provide users with a variety of mindfulness exercises aimed at reducing stress and improving mental clarity. These apps can be accessed from anywhere, making them perfect for users who are always on the go.
How fitness companies can appeal to younger customers
The days of uncomfortable gym experiences may soon be a thing of the past for those of us who like to have some privacy and space while burning those calories. With the rise of alternative fitness options like video games, virtual reality workouts, online classes, home fitness equipment, and guided meditation apps, millennials can sweat in the comfort of their own homes without unwanted encounters. So for all you gym rats out there, it’s time to get in the shower and give the rest of us some space. The fitness industry is evolving, and I think it’s time for companies to embrace the fun, personalized, and sometimes weird ways millennials and younger consumers stay in shape.
To appeal to younger consumers from a PR and marketing standpoint, traditional fitness companies can take a few key steps.
1. Emphasize Personalization: Companies can focus on promoting training tailored to users’ individual needs and preferences. Fitness companies can differentiate themselves by offering personalized workouts based on data-driven insights or by offering customization options that let users choose the exercises, equipment and intensity level that work best for them.
2. Focus on technology: Many people use wearable technology, virtual reality and fitness apps. Fitness companies should look for ways to integrate these technologies into their offerings and emphasize how they can improve the workout experience in their PR and marketing efforts. For example, companies can promote a mobile app that tracks progress, offers personalized workout plans, or connects users with virtual trainers.
3. Embrace Diversity and Inclusion: Research shows that many younger consumers are engaged in social and Environmental problems. Fitness companies can appeal to this audience by promoting diversity and inclusion in their advertising and highlighting their commitment to sustainability or social responsibility.
4. Create A Sense Of Community: In your messaging, focus on the elements of your offering that create a sense of community and social belonging. Fitness companies can promote this by hosting events or meetups, offering group workout classes, or creating online forums or social media groups where users can connect and share tips.
Overall, fitness companies looking to appeal to younger consumers should focus on providing and marketing a personalized, technology-driven, and socially aware exercise experience that meets the unique needs and preferences of this demographic. By emphasizing these values in their PR and marketing strategies, fitness companies can position themselves as leaders in a rapidly evolving industry and attract a loyal following of younger fitness enthusiasts.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.