ClubIntel: The impact of Generation Y and Generation Z on the fitness industry

New report from ClubIntel analyzes how Generation Y and Generation Z are impacting the global fitness industry. Our world is on the brink of one of the most dramatic generational shifts in the planet’s modern history; a trend positioned to significantly change consumer purchasing behavior in the coming decades.

As the 21st century rapidly approaches its third decade, what was once the most influential generation in human history – the Baby Boomers – are now being replaced by Millennials and Generation Z as the most influential generations of consumers worldwide. By 2030, all Baby Boomers will be 65 years old, and although they will make up a larger portion of the global population than they do today (9% in 2019, rising to 16% by 2050), their influence on consumer purchasing behavior is waning. By 2030, more than 80% of the global workforce will be from Millennials and Generation Z, and more than 80% of consumer purchasing power will also be driven by these two generations.

According to IHRSA’s 2019 Health Club Consumer Report, Millennials and Gen Z now make up 38% of U.S. health/fitness club memberships, a proportion that could rise to more than 50% in the next decade.

This shift in generational dynamics, especially related to the growing purchasing influence of Millennials and Generation Z or digital natives, has been dubbed “Generational Darwinism” and is part of a larger generational upheaval currently taking place. Generational Darwinism describes the laws of evolution from a generational perspective, and the challenges posed by generational differences are creating an environment where businesses must adapt quickly and regularly or lose market relevance.

ClubIntel’s report focuses on exploring the business challenges and opportunities inherent in this generational power shift, and more specifically, examining the impact that Millennials and Generation Z are having on the fitness industry.

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