Who is the target market for fitness clubs? Les Mills answers

Phillip Mills spends much of his life travelling the world visiting the 18,500 fitness facilities that Les Mills partners with. He observes the most successful operations, converses with their management, and couples this with findings from regular Les Mills-commissioned research. It provides him with a solid insight into where the opportunities lie.

One important statistic revealed by Nielsen research is that gym-type activities now rank as the world’s biggest ‘sport’ for adults, with 61% of regular exercisers visiting a fitness facility. Another key stat is that the total potential market for fitness facilities is much bigger than previously thought. This is positive news for the industry.

A key insight Phillip explores in this video is the potential for growth within millennial and Gen Z audiences, who now comprise over 60% of the fitness market. These groups are flocking to certain types of facility, analysis of which indicates significant club design and marketing opportunities for traditional gyms.

Watch Philip’s presentation on Attracting The Biggest Current Fitness Markets.

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Attracting today's biggest fitness market

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GROUP EXERCISERS ARE 26% LESS LIKELY TO CANCEL THAN GYM-ONLY MEMBERS