We all know the image of the person who belongs to a fitness club – the young, buff, guy with water bottle in hand, wearing matching sweatpants, shirt and headband. But is that really who is coming to your gym?
According to the Fitness Industry Analysis for 2014, there is a change in the demographics of membership. Member age range used to be locked in at 18 – 34 year olds, but not so much these days. More and more, Americans over 50 are looking for the exercise option that a gym or fitness center provides. Additionally, adults are bringing their kids and teens to work out with them.
Appealing to the upper demographic
There are things that you can do as a club owner to appeal to fifty-plus demographic. Adding classes and training for people who are getting back into a fitness regime will help entice people whose doctors have asked them to boost their health profile. Making information available on health and nutrition, on boosting your energy, and how to lose weight after 40 would also create a welcome environment.
Engaging with the younger demographic
Many teenagers are getting their workout through team sports, while others are looking for ways to challenge themselves physically. Many kids are coming to the gym on demand of their doctors and parents to combat childhood obesity. Kidshealth.org recommends one hour of physical activity every day for teens. Making sure your staff is trained to understand the needs of a teenager, whose body is still developing, is a must. Teens just starting a fitness program need to move slow and find an activity, from weights to Zumba that keeps their interest as well as works well for their body.
Protecting yourself
While the fitness needs of the older generation and the teenager are vastly different, what is not different is their need to stay free of injury and to be safe on your property. Your role will be to protect your members and protect yourself by making sure that staff is trained to handle the changing demographics. As always having the correct waivers for your members, no matter what their age, is of utmost importance. As always, Forms and waivers are available on my website.
