» Demographics


Baby Boomers


Do your marketing strategy and value proposition address the differences between how and why Baby Boomers and Millenials purchase fitness?


BY STEPHEN THARRETT AND MARK WILLIAMSON


by Pew Research a few years back ad- dressed this perceived clash of genera- tions. Its conclusion was that while on the surface there may appear to be a conflict or even war, the two genera- tions actually have very few conflicts.


I 36 Fitness Business Canada May/June 2017


f your fitness business finds it- self bewildered by the conflict- ing beliefs and behaviours of Baby Boomers and Millennials, you aren’t alone. A study conducted


However, the two generations differ


attitudinally and behaviourally, espe- cially when it comes to purchasing be- haviour and fitness. The result is some significant challenges for operators seeking to attract and retain members from each generation.


Some Cold Hard Facts Baby Boomers represent adults born between 1946 and 1964 and who are,


and Millennials: Cashing In on Their Unique Purchasing and Fitness Behaviours


therefore, adults over the age of 55. In 2016, 27 percent of the Canadian pop- ulation and 30 percent of the work- force were Boomers. Concurrently, 27 percent of the Canadian population and 37 percent of the workforce were classified as Millennials. While the population numbers are


nearly identical, Millennials are the workforce powerhouse. Over the next decade, projections on the number of Boomer households in Canada will de- cline by 400,000 and the number of Millennial households will increase by 2.7 million. By 2030, the perceived conflict of the generations will be put to rest as Millennials will be the domi- nant consumer audience in Canada. The question for fitness operators


is, “Is your business prepared for this shift in generations and what it means


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48