Targeting Gen Z and Millennials with Trending Pilates-Based Innovation:
FS8 & Vaura Pilates
Understanding Gen Z and Millennials’ Fitness Preferences
Gen Z and Millennials are pivotal demographics that, outside of large UK metropolitan areas, the Classical and Contemporary traditional Pilates Studio struggles to attract. Each with distinct preferences that are shaping current trends: Gen Z values holistic wellness, preferring workouts that blend physical activity with mental health benefits and prioritise engaging, community-oriented experiences. Millennials, on the other hand, often seek a balanced lifestyle with fitness routines that can seamlessly integrate into their busy lives, focusing on efficiency, flexibility, and results.
FS8: A Holistic Approach to Fitness for a New Generation
FS8 targets these diverse needs with its innovative combination of Pilates, yoga, and toning exercises. For Gen Z, FS8 emphasizes mental wellness, flexibility, and community, aligning with their holistic view of health. Millennials are drawn to FS8 for its shorter class duration, efficiency and the ability to fit into a multifaceted lifestyle, providing a quick yet effective escape from the daily grind.
FS8's use of a vast database of 3,000 exercises, streamed through FS8tv appals the Traditional Pilates Industry as it bypasses the instructor and relies upon supervision rather than instruction, yet it ensures workouts are varied and technologically integrated, appealing to both Gen Z’s digital savviness and Millennials' need for personalised and adaptable fitness solutions. This tech-forward approach allows for a personalised and an ever-changing fitness regimen that keeps pace with the fast-moving preferences of young consumers.
Vaura Pilates: An Engaging, Modern Twist on Pilates
Vaura Pilates redefines traditional Pilates by introducing an athletic and dynamic element to the workout, making it appealing to energetic and health-conscious Millennials and Gen Z alike. The studio environment, characterised by neon lights, mirrored ceilings, and upbeat music, transforms a Pilates Reformer session into a vibrant, club-like experience that resonates with Gen Z’s preference for enjoyable and social fitness classes while also catering to Millennials’ desire for a trendy, immersive fitness experience.
Vaura offers a variety of class formats, including Total, Stretch, Circuit, and Fusion, each designed to meet diverse fitness needs and interests, which is key for both demographics who desire flexibility and personalisation in their workout routines.
Marketing to Gen Z and Millennials: Social Media and Influencer Engagement
Both FS8 and Vaura Pilates use strong social media-based marketing strategies that resonate with Gen Z and Millennials, notably combining social media with influencer partnerships. Engaging with fitness influencers who mirror their brand values and appeal to a younger audience helps these brands effectively communicate their unique selling propositions.
Social media campaigns that highlight the immersive experience of Vaura Pilates and the comprehensive wellness approach of FS8 generate significant interest and engagement from both generations. These platforms allow for the sharing of user-generated content and testimonials, which are effective in building trust and authenticity: qualities highly valued by both Gen Z and Millennials.
Future Prospects: Growing with Gen Z and Millennials
As FS8 and Vaura Pilates expand their presence both online and in physical locations, their focus on innovation, community, and wellness is set to attract and retain both Gen Z and Millennial customers. By continuously adapting to the evolving preferences of these young demographics, both brands can secure a loyal customer base that will grow alongside their offerings.
The strategic positioning of FS8 and Vaura Pilates, coupled with their understanding of Gen Z’s and Millennials' fitness and wellness needs, illustrates a forward-thinking approach that could set new trends in the fitness industry and make them leaders in attracting the next generations of Pilates apparatus enthusiasts. However, they may still fall short in delivering the benefits of Pilates that more traditional studios offer to Generation X, Baby Boomers, and the Silent Generation.
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.