Welcome to the webinar! We will begin the presentation shortly.
Brought to you by:
Speaker: Michael Scott ScudderCEO at MSS Network
Speaker: Greg SklootVP Growth at Netpulse
3 Key Takeaways for Today
1. Why Millennials and 60+ers markets are important
2. Characteristics of Millennial and 60+er Markets
3. How to best reach Millennials and 60+ers
Why Millennials and 60+ers?
• The fitness industry is focused on chasing the 35–49 year old market.
• It’s 60 million people, but dwindling.It’s still 52% of members in the U.S.—but it won’t be for long!
• Highly competitive market segment.
• It’s not where present or future growth is!
The Gen X Market
One of the biggest mistakes that club operators make is underestimating
the financial potential of the millennial and 60+ markets.
Introducing the Millennials and 60+ers
Millennials
• Huge potential and untapped consumer market for the next 10 to 15 years.(80 million and growing).
• Already tapped into technologies.
• Already going in the direction that fitness and wellness are going. (“Experience and engagement”—based activities.)
60+ers
• Huge potential and untapped consumer market for the next 10 to 15 years.(60 million and growing at 2%+ annually.)
• Where the money is! (50% of consumer buying power…60% of the country’s wealth.)
• Have leisure time, availability and an interest in maintaining an older active adult lifestyle.
Millennials (ages 18–34) • Millennials are the core club
members of tomorrow. • Fueling the Studio, Boutique and
Virtual Fitness Markets.• Will spend for quality (eg. Class
Pass, Orangetheory, Soul Cycle)• Already tune into tech feedback• Will refer friends and co-workers
60+ers• 60+ers have the highest retention
rate in the industry (66%+). • Highest personal training and small
group training growth.• Highest ancillary sales percent
(33+%)• Highest monthly dues paid.• Will refer friends.
Why Millennials and 60+ers?
How to Best Reach Millennials and 60+ers
Questions to Ask Yourself
• What is the overall experience you create inside and outside your 4 walls?
• What are the experiences you create in your classes, your trainings as well as your programs?
• How are you connecting members? How well is your club integrated with technology?
• What do you do—from the reception area and locker rooms to staff interactions and club communications—that create emotional attachments for your members?
The 3 Elements of Emotional Attachment
Each customer must trust the integrity of your brand.
There must be expertise and professionalism...consistently.
You must create affinity with each customer.
TRUST QUALITY VISCERALCONNECTION
www.netpulse.com877-NETPULSE
www.michaelscottscudder.net
