"From Pubs to Pilates:” Why ‘Generation Active’ Are Turning Fitness into a Social Experience
Recent research highlights a significant shift among younger people in the UK towards using gyms and fitness centres as social spaces, moving away from traditional places like pubs. Millennials and Gen Z, now known as "Generation Active," make up about 80% of all gym-goers. This trend is driven by their preference for healthier lifestyles, a desire for alcohol-free social settings, and the appeal of tech-enabled, flexible fitness options.
Younger generations are increasingly engaging in fitness activities as a way to connect with others, favouring the social atmosphere of group classes or interactive gym experiences over drinking in bars or pubs. The decline in alcohol consumption among ‘Generation Active’ and their interest in low or no-alcohol drinks suggests a broader cultural shift towards health-conscious behaviour, with many seeking out alternative ways to socialise that align with their wellness goals.
Given this trend, Pilates studios and fitness facilities have a valuable opportunity to adapt their offerings to meet these new demands. As a Pilates studio owner, here are some strategies to consider:
Create Social-Friendly Spaces
Dedicated Social Areas: Design your studio to include communal areas where clients can relax and socialise before or after classes. Providing comfortable seating, a small café-style setup, or even a lounge area can encourage clients to connect.
Organised Social Events: Consider hosting regular social events or themed classes, like "Pilates and Smoothies" evenings, to promote a community feel. This can help build a stronger bond among members, encouraging them to choose your studio as their primary social destination.
Focus on Technology Integration
Hybrid Class Offerings: Given that a significant percentage of younger gym-goers participate in virtual or at-home workouts, offering hybrid classes (both in-studio and live-streamed) can cater to their desire for flexibility. This approach ensures that members can stay engaged whether they are in the studio or at home.
Community Engagement Apps: Introduce an app or platform where members can connect, form workout groups, share progress, or even engage in friendly competition. This can foster a sense of belonging and increase member retention.
Highlight Mental and Social Well-being
Promote the Social and Mental Health Benefits: Many younger gym-goers are drawn to fitness for its mental health benefits as much as for the physical aspects. Promoting Pilates as a way to reduce stress and build mental resilience can resonate well with this audience, who often prioritise holistic health.
Inclusive Environment: Create a welcoming and inclusive environment that breaks down barriers for newcomers. Encourage a supportive culture where members of all fitness levels feel comfortable and valued.
Partner with Local Businesses
Collaborations with Health Conscious Brands: Partner with local juice bars, cafes, or health-food stores to offer discounts or exclusive deals to your members. This not only adds value to their membership but also encourages them to use your studio as a hub for their social life.
Wellness Workshops: Organise workshops focused on holistic health topics like nutrition, mindfulness, or recovery techniques. These can attract a broader audience who might be interested in more than just physical fitness.
Adapting to these trends by making your Pilates studio a social destination can help attract and retain younger members who are looking for a more enriching fitness experience. Emphasising community, flexibility, and overall well-being can position your studio as the go-to place for health-conscious socialising.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD. Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk