20% of the Australian population.
Born between 1980-1994.
And highly educated.
Generation Y isn't like all the other generations but their influence is affecting industries across the board. Whether it’s because they’ve been raised with technology and an expectation for instant gratification, the fact is that they are changing the rules.
Let's just put it this way. There has never been a more educated, discerning and social market to sell your services to. Being the next generation of big spenders, it is important to understand how to engage with them.
Here are a few ways you can engage Generation Y into a fit lifestyle:
Gen Y has not had it easy. They have been heavily impacted by the global financial crisis and have found it hard to find their first job. That means, they are uneasy about long term commitments. The least 'trapped' this generation feels, the better you can get to them.
Providing flexible memberships will give them this feeling of freedom, where they won’t feel tied down to a long-term contract, which tends to scare this generation away. Memberships on a month-to-month or three-month basis work perfectly as they can trial the gym, class or instructor before committing.
Generation Y tends to prefer recurring small payments over a one time big payment, since they’re not yet used to big purchases likes other generations are. This generation lives in the moment; you need to engage them into your fitness training or memberships with a flexible payment plan.
Promotions and giveaways are a great way to engage this generation into fitness. Giving them free products, books, trials, or extra services will immediately catch their attention and make them want to start that Pilates class or sign-up for further sessions.
Be findable on mobiles and Social Media
Technology goes hand in hand with this generation. It has been revealed that smartphones are a huge part of Gen Y's lives with a third of them checking it when on the toilet! They are social and their mobile is an extension of themselves.
Social media will help you not only to be found but also to be credible. Let's just say that if you are not on Facebook or Instagram or Twitter, you may not be found by a Gen Y. And if they look for you and you are not there, or your profiles are not up to date with engaging content, then they won't think much of you.
Don't sell the hard sell
In today's day and age, we are all too savvy to know when we are being sold at. Gen Y is not the exception. Being particularly sensitive to hard sells, the way to engage Gen Y is by showing them they can trust you and get value from you. How do you do that? With soft sells, content, promotions, funny posts on social media and interesting articles and tools that they can relate to and find useful.
Include them in your community
Every group or gathering can become a community as long as it's members share an interest. When you feel like part of a community you are more prone to stay around and benefit from it.
Keep up with the trends
Because Gen Y is all about the latest, the newest and the right now, keep up with the trends. If you haven't yet, read our post about the latest fitness trends.
Are you a Gen Y looking for fitness classes? Find all the options on Classium and pay no booking fees!
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