Gen Z Demands Flexible Memberships
For Gen Z and Millennial members, rigid contracts are out and flexible options are in. A new fitness industry report indicates this demographic strongly prefers month-to-month or class-pack options that allow them to pause or adjust without penalty, prioritizing freedom over long-term commitment.
The demand for flexibility is part of a larger shift where 78% of consumers now say wellness is more important than ever. For Gen Z, this includes a focus on the connection between mental and physical health, with 55% ranking mental well-being as a top reason for working out. This generation, which makes up around 40% of gym memberships, is also more likely to socialize through fitness, with 51% forming friendships at the gym. Pilates was the most popular workout of 2023, with bookings up 92%, and it secured the top spot again in 2024 with an 84% increase in bookings. This surge is part of a larger trend toward low-impact training, which saw a 176% increase in reservations in 2023. The average fitness routine now consists of 40% low-intensity training, highlighting a move away from solely high-intensity workouts. Successful multi-studio brands like Club Pilates and Solidcore utilize structured playbooks for expansion. Club Pilates, the world's largest reformer brand with over 1,000 studios, provides franchisees with comprehensive support from site selection and build-out to pre-sale marketing and staff recruitment. Solidcore, which aims to have 250 U.S. studios by 2028, uses a disciplined development program, leveraging a consistent network of architects and vendors to ensure brand consistency while scaling. A crucial step in opening new locations is a robust pre-sale strategy, which can generate essential cash flow before doors even open. This involves creating a landing page to collect leads, offering limited-time "founding member" deals to create urgency, and mapping out a 6-week promotional calendar to build buzz. Successful pre-sales can mean the difference between opening to full classes and a nervous gamble. To optimize scheduling and profitability across multiple locations, data is key. Analyzing booking data helps identify peak hours and popular class types, allowing for dynamic pricing—adjusting rates for peak and off-peak times to balance studio capacity. Modern studio management software can automate scheduling, manage waitlists, and track attendance, which informs decisions on class offerings and instructor allocation. Building a career path for instructors is vital for retention during expansion. Beyond teaching, experienced instructors can become mentors, lead teacher training programs, or specialize in niche areas like pre-natal Pilates or rehabilitation. Offering tiered compensation that rewards additional certifications and responsibilities can increase instructor pay by 15 to 20 percent and foster loyalty. Fostering a sense of community is a powerful retention tool, with one studio owner reporting a 98% retention rate by focusing on member connections. Strategies include hosting social events, creating online groups for members to share progress, and celebrating member milestones on social media. This transforms the studio from just a place to work out into a supportive "tribe." As an owner transitions to a multi-unit leader, the focus shifts from hands-on teaching to strategic oversight. This requires developing systems for consistent quality control, hiring and empowering studio managers, and leading through a shared company culture rather than direct daily interaction. This evolution is critical for maintaining the brand's integrity and member experience across all locations.
