5 ways for clubs to win Gen Z members

In the modern fitness landscape, Gen Z play by different rules – standing out as strength-obsessed, digitally native consumers with a strong appetite for social experiences. So how can you keep them loyal to your club? Here are 5 key plays for winning Gen Z members and converting them into club mainstays.

Gen Z isn’t just another audience segment – it’s the largest generation ever and the biggest driver of growth in fitness. They’re more engaged with training, more open to group experiences, and more likely to prioritise health as part of their identity. For operators, that makes them critical not just for short-term acquisition, but for building long-term, high-value memberships.

1. The coach-creator opportunity

Creating thumb-stopping content to attract a generation that spends unprecedented amounts of time online might feel like a tough ask. But it could be simpler than you think. 90% of Gen Z value brands that communicate with authenticity – meaning flashy influencer activity is neither  required or necessarily effective. Chances are, the best storytellers can be found in your club’s staff room.

Many operators only harness the power of coaches, Instructors and PTs inside the club, but their ability to speak credibly and insightfully about what members can expect from it opens a powerful window for growth. By leading with behind the scenes content, sneak peeks at popular classes and fitness transformation stories, you’re showing Gen Z not just what to expect, but who they can expect to help them on their journey.

Carlos Souza, Social Media Specialist at West Wood Clubs says intentional posting, with a clear sense of direction is key: “It’s important to have a clear goal. You don't get in your car without knowing where you're going – the same is true of social media.” With this in mind, useful pillars to consider when creating content are as follows:

Storytelling: What transforms your social feed from posts into moments your members actually care about.
Education: How you position your club as a trusted authority, not just a place to work out.
Entertainment: The energy that makes your club feel vibrant and relevant, supported by personalities that elevate workouts.

2. Crank up the community

Showcasing your edge to Gen Z is no longer just about your brick-and-mortar offering – it’s the experience you bring to life inside it that matters. Modern fitness has democratized choice for exercisers, but it also means your competitors have expanded. Your club is now competing for time, attention and belonging – and these shifts aren’t out of reach. 51% of Gen Z say they have formed new friendships while working out - a key driver for member motivation and retention. Clubs can meet Gen Z desire for social experiences by building simple, repeatable moments into everyday operations. Create community rituals like quarterly launches and post-class meet-ups. Introduce new members by having Instructors and coaches form teams for fitness challenges, and make sure your digital app is offering best-in-class workouts that allow members to stay active when stuck at home or on vacation.

3. Build habit loops, not one-off visits

Attracting Gen Z’s attention is the first piece of the puzzle, the bigger challenge is keeping it. Younger members are less loyal by default – 14.8% of Gen Z have cancelled their membership within 90 days of starting – that’s higher than any other generation and the starting point for intentional behaviour with this cohort.

This means shifting focus from pure acquisition to long-term habit formation. The strongest retention tactics include building structured onboarding journeys that guide members through their first 30 – 60 days with clear goals, support and momentum. Simple progression pathways – with goals such as “start” to “build” to “level up”– help younger consumers feel constant achievement and personal growth. And by layering in streaks, challenges, and milestone rewards to create consistency, accountability and community, you help keep more advanced exercisers locked in. 

For Gen Z, fitness success is about building routines they want to return to every week – which is where your studio comes in. It’s where shared energy, expert coaching and visible progress create built-in motivation and accountability, turning intention into consistent attendance and making it a powerful driver of long-term retention.

Brett Sutton, CEO of leading club chain Les Mills New Zealand (LMNZ) shares how his team take a joined-up approach to tackling members’ goals: “Onboarding is a critical element. Especially for getting young males into classes and really demystifying what goes on in the studio. 

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“Making sure we’re cognizant of what they want to achieve and how we can balance their goals with the gym floor, versus what they can achieve in the studio. Asking if they’ve considered balancing their strength training with core work, Pilates or an environment where they're doing exercises under more control. We want to demystify the preconceptions and open the gate in terms of what is available in our studios that might appeal to them.”

4. Evolve your schedule to keep moving

As a generation more engaged with fitness than any before it, Gen Z are dedicating unprecedented amounts of time to their training. This means they require variety, challenge and motivational experiences that drive results – in a setting that lifts their energy. 

‍The 2026 Global Fitness Report found younger members are 63% more likely than older generations to work out at clubs with a strong vibe, 47% more likely to seek workouts that push them to their physical limits, and 33% more likely to actively look for new workouts and ways to get fit.

That’s why a strong schedule that offers plenty of choice across training categories and timeslots is key. US chain EōS Fitness built excitement for the launch of LES MILLS STRENGTH DEVELOPMENT™ with a national challenge across its clubs. Joella Hopkins, Executive Vice President of Group Fitness, explains the approach: “We had a need for heavier lifting classes. Everybody wants to be strong now, everybody wants to lift weights. So, STRENGTH DEVELOPMENT filled that need.

“The goal was to get members to hit the workout at least 2-3 times a week. So we offered workouts early morning, mid-morning, evenings and weekends so that no matter what time you can make it in, you can take the class. Our members have seen some great results from the launch, and we’ve attracted more men to the studio because the idea of developing strength and lifting heavier resonated with them.”

5. Harness the power of events

Events are fast becoming a powerful loyalty lever for Gen Z, reflecting the rise of fitness festivals, social wellness, and even sober partying, as cultural touchpoints. This audience is drawn to experiences that feel purposeful, social, and shareable – moments that go beyond the workout itself. For operators, well-designed events can create belonging, spark habit, and strengthen emotional connection. 

The key is building experiences your community genuinely wants to be part of, as Geena Pannett, Head of Group Fitness at Les Mills New Zealand, explains: “Things that work really well are things that people can get behind; events that have a clear purpose, create community and facilitate beautiful cultural moments. 

“We love to do things that speak to what our ‘community personality’ is loving. Quite often, we’ll lean into things like mash-up classes or timetable takeovers. That can look quite different club to club. For example, we might do a MindBody mash-up with matcha afterwards, or a strength category mash-up with protein shakes afterwards. You can really cater these kinds of events to the club community and give people that sense of shared purpose and a moment of strong culture.”

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