The document discusses how millennials will impact the fitness industry. It notes that millennials, born between the early 1980s and late 1990s, now make up over 30% of core health club members. The document suggests that fitness clubs will need to adjust their business models to cater to millennials, who value technology, group activities, flexible pricing, and marketing through digital and social media channels. Club operators are advised to focus on customer experience, programming that fosters community, and using mobile-friendly websites and text messaging to engage younger customers.

1. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
@bryankorourke
1 Generational Impact bryankorourke.com

2. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
AKA
also known as
“echo boomers”
“next generation”
“generation y”
“peter pan”
“millennials”
2 www.bryankorourke.com

3. The New Consumer: May 2012
How Millennials Will Impact The Fitness Industry
3 www.bryankorourke.com

4. Question
The New Consumer:
How Millennials Will Impact
The Fitness Industry
WHO Are
They ?
May 2012
4 www.bryankorourke.com

5. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
Who Are Millennials ?
a) born between early 80’s and late 90’s
b) children of the “baby boomers”
c) highly influenced by technology
d) the largest generation since boomers
e) all of the above
5 www.bryankorourke.com

6. WHO ? Beliefs
The New Consumer:
How Millennials Will Impact
The Fitness Industry
Age 16-34 Also
A State of Mind
May 2012
6 @bryankorourke
www.bryankorourke.com

7. The New Consumer: May 2012
How Millennials Will Impact The Fitness Industry
http://pewresearch.org/millennials/quiz/
www.bryankorourke.com
7

8. Question
The New Consumer:
How Millennials Will Impact
The Fitness Industry
its important folks
@bryankorourke
8 @bryankorourke
www.bryankorourke.com

9. Question
The New Consumer:
How Millennials Will Impact
The Fitness Industry
Will history teach us nothing ?
Sting | Nothing Like The Sun
9 www.bryankorourke.com
@bryankorourke

10. The New Consumer: May 2012
How Millennials Will Impact The Fitness Industry
Strauss and Howe’s provocative theory of
American history as a series of recurring 80
to 100-year cycles. Each cycle has four
"turnings"- a High, an Awakening, an
Unraveling, and a Crisis.
History Includes
Many Examples Of
How Generational
Trends Have
Impacted Businesses
10 @bryankorourke
www.bryankorourke.com

11. The New Consumer:
Largest Generation Yet How Millennials Will Impact
The Fitness Industry
Millennials
Spend $170
Billion A Year
May 2012
11 @bryankorourke
www.bryankorourke.com

12. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
Generational Traits
1. Intense Use of Technology;
2. Poor Economics & Delayed Rites Of Passage;
3. Culturally More Diverse;
4. More Narsacistic Than Boomers
12 www.bryankorourke.com

13. The New Consumer:
What Do THEY Think ? How Millennials Will Impact
The Fitness Industry
May 2012
@bryankorourke
13 http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdfwww.bryankorourke.com

14. The New Consumer:
1. Self Expression How Millennials Will Impact
The Fitness Industry
May 2012
14 @bryankorourke
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdfwww.bryankorourke.com

15. The New Consumer:
1. Self Expression How Millennials Will Impact
The Fitness Industry
Trust
Pew Research revealed that
Millennials believe “you
can’t be too careful with the
people you deal with,” and
72 percent feel that most
people can’t be trusted.
May 2012
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf www.bryankorourke.com
15 @bryankorourke

16. 2. Information The New Consumer:
How Millennials Will Impact
The Fitness Industry
May 2012
16 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

17. 2. Information The New Consumer:
How Millennials Will Impact
The Fitness Industry
"It's not about your
company. It's about
me helping my
friends."
-8095 Live participant
May 2012
17 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

18. The New Consumer:
3. Action How Millennials Will Impact
The Fitness Industry
May 2012
18 @bryankorourke
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf
www.bryankorourke.com

19. 3. Action The New Consumer:
How Millennials Will Impact
The Fitness Industry
Word of
Mouth .....
On CRACK May 2012
19 @bryankorourke
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdfwww.bryankorourke.com

20. 4. On-Off Line, MOBILE The New Consumer:
How Millennials Will Impact
Reverberation The Fitness Industry
May 2012
20 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

21. 4. On-Off Line, MOBILE The New Consumer:
How Millennials Will Impact
Reverberation The Fitness Industry
On average, Millennials have
twice as many core friends
online as they do offline.
There’s no longer a delay between a thought
or experience and the ability to communicate
it, anyone who has an opinion is able to voice
it instantly. And, unlike most digital
interactions, mobile- platform conversations
are private and untrackable, yet even more
personal and powerful.
May 2012
21 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

22. 4. On-Off Line, MOBILE The New Consumer:
How Millennials Will Impact
Reverberation The Fitness Industry
May 2012
22 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

23. The New Consumer:
4. On-Off Line, MOBILE How Millennials Will Impact
Reverberation The Fitness Industry
The Gap Between
Reverberation And
Commerce Is Closing Fast
May 2012
23 @bryankorourke
www.bryankorourke.com
http://edelman8095.tumblr.com/ | www.edelman.com/insights/special/8095/8095whitepaper.pdf

24. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Millennial consumers will require
rethinking health club business models May 2012
www.bryankorourke.com
24 @bryankorourke

25. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
What Percentage Of Core Health
Club Members in US Are
Millennials ?
a) 10%
b) 15%
c) 20%
d) More Than 30%
May 2012
25 www.bryankorourke.com

26. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Millennials Make Up 1/3 Of
Core Membership
May 2012
26 www.bryankorourke.com @bryankorourke

27. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Its All About YOUR
The Product - Service
Customer
Experience
Is The Brand
27 @bryankorourke
May 2012 www.bryankorourke.com

28. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Programming -
Affinity | Caring
New Group
Fitness
Social Activities
May 2012
28 @bryankorourke
www.bryankorourke.com

29. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Flexible Pricing |
Groupon | Deals
avoid this perception at all cost
“this age group is less
employed than
others, often having to
delay certain rites of
passage like moving
out of their parents’
home or starting a
career.”
May 2012
29 @bryankorourke
www.bryankorourke.com

30. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Marketing
Are you engaging with
customers in the
digital and social
space ? Are you
shifting from direct
mail ?
May 2012
30 @bryankorourke
www.bryankorourke.com

31. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Technology
Is your website
mobile ?
Are you using text
marketing ?
What is your
technology platform ?
May 2012
31 @bryankorourke
www.bryankorourke.com

32. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Learn More - Get This FREE Report
32 @bryankorourke
www.bryankorourke.com

33. How Do Club Operators The New Consumer:
How Millennials Will Impact
Adjust & Compete ? The Fitness Industry
Learn More - Get This FREE Report
33 @bryankorourke

34. The New Consumer: May 2012
How Millennials Will Impact The Fitness Industry
34 www.bryankorourke.com

35. May 2012
The New Consumer:
How Millennials Will Impact The Fitness Industry
@bryankorourke
35 GGFA Webinar THANKS bryankorourke.com