The only constant is change.
Our industry has spent a few decades dissecting and figuring out the needs of the massive population known as the Baby Boomers. The next wave of clients (pick your favorite term), the “millenials”, Generation Y and X, are now coming of age –individuals born primarily in the 80s and 90s. Their prodigious use of technology has experts in every industry scrambling to understand how they will be different along with what they want. And different they are. This younger demographic is very sophisticated and mercurial and as with all young generations, still evolving.
In working in this industry and also interacting with professionals who study emerging trends, I’ve tried to pull together some characteristics of this next wave of clients to help you be better prepared in your fitness business.
They are increasingly shunning the notion of the 9-to-5 job, and all of the stressors that come from the traditional workplace. They’ve proven that they can work from anywhere, at any time, given the utility of technology and do so faster and better than their predecessors.
What it means to you: Increasingly younger clients have more flexibility in the time of day and days of the week that they can schedule personal training sessions.
These newer generations want a much more blended lifestyle that includes enjoying the precious and declining resources the environment has to offer. This includes sports from kayaking and white water rafting, to paddle surfing, rock climbing and backcountry skiing.
What this means to you: Creating non-traditional training routines that lend themselves to clients participating in or preparing for their favorite outdoor activities will be highly desirable. Much of the new programs around functional training are perfect examples of this. Also, be constantly aware of the evolution of emerging sports for this generation.
Time is seen as a very valuable commodity in a world spinning at warp speed with no slow down in site. These individuals want to experience it all.
What this means to you: A continued trend toward exercise (not sports or recreational activities) that can be completed quickly and efficiently. This is evidenced by the proliferation of shorter workouts, and programs already very popular in clubs, such as CrossFit and boot camps.
These newer generations have more information, much of it conflicting, about diet and nutrition. In addition, there is increased interest in trying out alternative therapies and “natural” remedies.
What this means to you: Stay abreast of trends in herbal and other supplements, and organic and whole foods. Be aware of your client’s practices and keep them informed of the food pyramid guidelines. Align yourself with licensed and forward-thinking Registered Dietitians to whom you can refer your client when needed to help sort out the mountain of nutrition they receive.
Getting enough sleep has become an enormous issue. If you’re wondering how big, go to The National Sleep Foundation website.
What this means to you: You will continue to deal with clients who are always “connected and wired” creating issues around relaxation and reflection. In essence, being present. Strongly consider additional training and continuing education in areas such as Mind/Body to complement your base training philosophies.
Client needs will always change and whether you are a personal trainer or any type of behavioral change expert you must be able to adapt to those changes r to create healthier lives for your clients.
Keep in mind that there is a wealth of more detailed information on this subject. For additional information, I encourage you to explore books such as Growing Up Digital
by Don Tapscott, and What Would Google Do?
by Jeff Jarvis, and also The Myth of Multitasking
by David Crenshaw.
Mr. Florez is the founder and CEO of First Fitness, Inc., a personal training and fitness consulting company that has been in business since 1988. Read his full bio here.