How we're developing our gym experience for Generation Z

After growing our membership base at over four times the industry average in 2024, we have no plans of standing still.

With more people in the UK having a gym membership than ever before and the emergence of Generation Z, we're supporting our franchisees to capitalise on the huge opportunities available.

Millennials and Generation Z have been dubbed ‘Generation Active’, due to exercise being such a key part of their lifestyle. In fact, data shows that these two generations currently make up 80% of all gym goers. (Les Mills 2021 Global Fitness Report).

Andy Carr, Fitness Experience Manager at Snap Fitness EMEA, explains how we're developing our offering with these generations in mind,

The importance of group exercise

Generation Z put a significant value on social interaction as part of their workout experience, so a strong group exercise timetable is a must. The stats back it up too; ‘Generation Active’ make up 81% of all group exercise participants.

Launching in January 2025, we have significantly evolved our group fitness programming, including the launch of four branded, signature classes only available within our 100+ UK & Ireland gyms.

The classes have the overarching name of S7 and are 30 to 45-minute full body workouts that incorporate all seven of the body’s primal movements; hinge, squat, lunge, push, pull, twist, and gait.

S7 Strong, S7 Speed, S7 Sweat and S7 Strike will provide the ultimate total body workout and improve range of motion by using every muscle group in one session.

This gives our franchisees a unique selling point over its competitors as well as leveraging the importance of branded classes; 86% of active group fitness participants are doing a branded class.

Being digital-first

It’s no secret that Generation Z grew up with technology in their hands and if gyms don’t accommodate for this, they’re going to be left behind. Research shows that this generation demands a connected fitness experience which they can accommodate around their lifestyle and workout on their terms.

Meaning as a gym provider, you need to be able to provide them a 24/7 service they can access even when they’re not within the four walls of your facility.

Snap Fitness’ all-encompassing member app, the Snap App, allows our members to access over 1,100 on-demand video classes via their device, including the new S7 classes. This is hugely significant for ‘Generation Active’ who make up 65% of all virtual fitness participants. It also gives members the opportunity to exercise from home, something that 85% of all gym members currently do.

Many of our gyms have a Fitness On Demand tablet within their group exercise studios, allowing members to participate in virtual classes when there isn’t an instructor-led class on the timetable.

Giving them a reason to stay

The key to being a successful gym owner is to ensure your current members have a great experience and a reason to stay. It’s notoriously difficult to earn the loyalty of Generation Z so you have to ensure you’re giving them a great experience, inside and outside of your gym.

Snap Fitness recognises the importance of group classes as part of the member experience, with research showing that group exercise participants are 26% less likely to cancel their gym membership.

“Training in a group environment holds great significance in the member experience, helping build confidence and connection,” said Andy Carr, Fitness Experience Manager at Snap Fitness UK & Ireland. “Research shows that participants who exercise in groups tend to have greater loyalty and remain members for longer. These developments represent the first step a pivotal development for Snap Fitness in the UK & Ireland and will play a major role in shaping the future design and layout of our locations.”