The success of your health club may correlate with how successfully you can engage your Millennial members. Millennials (age 18 to 34) comprise 76 percent of all active exercisers, according to Erin Kelly, director of national accounts for Les Mills US, and they currently make up 28 percent of all dues-paying health club members in the country, according to the IHRSA 2017 Health Club Consumer Report.
"They tend to avoid fixed memberships or long-term subscriptions in favor of more flexible usage and access terms, which can be a challenge for traditional club models," the IHRSA report states. "It’s for these reasons that studios have attracted younger adults who can access these facilities on a 'pay-per-play' basis or pre-pay for a set number of sessions."
Millennials typically commit to a 3.2-year tenure at their health club of choice and average 92.5 visits per year. Forty-one percent of Millennials also belong to more than one facility, paying an average of $59.12 per month. (Only the age 6 to age 12 demographic pays more at $63—and, of course, that responsibility typically falls on the children's parents.)
According to the report, the median age for members at the following facility types is age 33 or under: boxing/martial arts/MMA (27); sport specific (29); boot camp/cross training (30); yoga/Pilates/barre (31); personal and small group training (P/SGT) (32) and indoor cycling/rowing (33).
The IHRSA 2017 Health Club Consumer Report surveyed 24,134 American adults on a wide array of fitness topics in 2017, including draws for Millennials. Learn more in this gallery.
For tips on better engaging senior club members, click here.
View the complete IHRSA report here.