» Demographics


The Boomers and Millennials are the two largest consumer groups in the history of Canadian capitalism.


based on the recommendation of a friend. • Lastly, they don’t trust advertis-


ers. User-generated content is far more influential in driving their purchas- ing decisions. Dan Schawbel, founder of Millennial Branding, a Generation Y research and consulting firm, said it best when it comes to attracting Millennials: “If you want to connect with Millennials, you have to rethink the way you advertise and market to them. Instead of traditional advertis- ing, which they ignore, brands have to publish authentic content as a way of building trust and loyalty with this ex- tremely important demographic.”


The Fitness Behaviours of Boomers • Boomers seek to age gracefully and


functionally. They exercise to prolong their lives, hobbies and interests. • They value fitness environments


that are comfortable, familiar and most of all not intimidating. Stability is important to them. • They seek fitness environments


that offer high-touch guidance and coaching. • Finally, they value a customer- centric fitness environment and want


to be appreciated and valued for their loyalty.


The Fitness Behaviours of Millennials • Millennials see exercise as a life-


style and consequently are prepared to spend more on it than Boomers. • They seek out fitness environ-


ments that are inspiring and aspi- rational, not to mention novel and adventurous. • They want an experience that


pushes them to the limit but that re- wards them as much for their effort as for their accomplishments. • They prefer a social exercise en-


vironment where their peers support them and engage with them. • Finally, Millennials are 4.5 times


more likely than Boomers to train at a boutique fitness studio, and much less likely to go to a non-profit or YMCA/ YWCA/JCC.


Leveraging the Unique Attributes of each Generation • To attract and retain Boomers, be


sure your facility environment is not intimating; you want it to be com- fortable, familiar and safe. Establish a customer-centric environment where service delivery is built around the


human touch, and foster building re- lationships. Make instructors available to help guide Boomers through the fit- ness experience. • Don’t make it about the sale; focus


on engagement and guidance. • Promote your business using tra-


ditional media, such as print, radio and TV. Have a dynamic website that is search engine optimized to come up on the first page of a Google search. Also, make navigating the website in- tuitive, since Boomers are not digital natives. • Boomers love coupons, so make


sure you use them with your call-to- action promotions. • Finally, reward brand loyalty.


To Attract and Retain Millennials • Focus on creating a fitness experi-


ence. It’s less about the aesthetics of the structure and the physical sur- roundings than it is the journey you bring forward. • Make sure you provide an environ-


ment where their friends can join them and innovate regularly. Millennials want an experience that is novel, en- tertaining and inspirational. • Millennials want to co-create with


the brands they engage with. Be seen as a leader in leveraging technology or else you risk losing them before they even join. Your website and social me- dia platforms need to be mobile friend- ly. You need to communicate and mar- ket on mobile platforms. Don’t push your message on social media; instead carry on genuine dialogue. • Word of mouth is top dog among


coupons, so make sure you use


“Boomers love


them with your call-to-action promotions.”


Millennials, so encourage them to share their experiences. They want to post about their experiences (on your site, but mostly on their own sites), but they also count on what their peers say in the social sphere to make their deci- sions. If you aren’t blowing them away with your experience, then it won’t matter what you tell them—they won’t believe you. FBC


Stephen Tharrett and Mark Williamson are co-founders of ClubIntel, a brand insights firm based in Dallas, Texas. The company works with clubs, studios and manufacturers to help them understand and shape their value propositions and to craſt the customer and employee journey.


38 Fitness Business Canada May/June 2017


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