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Playing the generation game: what's next for fitness?

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Chief Innovation Officer - David Caygill - explores the future of the fitness and wellness industries at Connecting the World to Wellness.

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Playing the generation game: what's next for fitness?

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  2. 2. Playingthe generation game: What’s next forfitness? 28 June 2018 David Caygill Managing Director, Innovation and Ventures Iris Worldwide @davidcaygill
  3. 3. More gyms, more members and a greater marketvaluethan ever before. State of the UK Fitness Industry, Leisure DB, 2018
  4. 4. The rate ofgrowth is lowerthan in 2017 and the penetration rate has stayed at 14.9%. State of the UK Fitness Industry, Leisure DB, 2018
  5. 5. Whichwaydowe think the trendwill go?
  6. 6. 6
  7. 7. 7 And overall spending is increasing, but slower for Gyms
  8. 8. 8 What isyour growth strategy? Increase penetration? by signing more members in core audience Find new audiences? by growing the category Diversify offerings? to win back market share from boutiques and alternative fitness Flex pricing models? and gain market share through disruption
  9. 9. There are 66 million people in the UK • 4 in 10 of them are aged 25 – 54, the largest group of gym members Gym statistics: members, equipment, and cancellations, Fitness for Weight Loss, 2015 Office for National Statistics, 2017
  10. 10. There are 66 million people in the UK • But only 14.9% of people in the UK are gym members Gym statistics: members, equipment, and cancellations, Fitness for Weight Loss, 2015 Office for National Statistics, 2017
  11. 11. 11 Theyallwant to do more
  12. 12. 1 in 10 people are aged 16 – 24, the mainwellness consumers oftomorrow Office for National Statistics, 2017
  13. 13. • The first tribe of true digital natives. • They are more self-aware, success- driven, socially-responsible and globally-minded than any generation before them. • Concerned about mental health, balance and overall wellness- they are far less likely to smoke or drink. • 96% own a smartphone, and spend an average of three hours and 38 minutes online each day, checking the phone 150 times per day. • They use social media to fill up time and to find entertainment rather than to stay in touch with friends. • They’re most likely to be found on YouTube and are much more likely to use Instagram and Snapchat than the generation above. Digital Drifters Health isn’t a status symbol for Digital Drifters: they see it as an essential part of their lifestyle. Exercise is about lowering stress and enhancing cognition.
  14. 14. • Smart, safe and mature – they are cautious spenders. • They don’t immediately trust a brand just because it has a big name. Mistrusting of adverts, they’re looking for trust, honesty and the best value. • Strongly influenced by friends, family and online influencers. • They prefer realistic to idealistic – they like to be engaged by ‘real people’. While older generations like to follow brands on social media, Digital Drifters are more likely to follow celebrities. • Unlike Millennials, 80% of Digital Drifters have a greater tendency to buy products that have a positive social or environmental impact. • They are impatient and will quickly discount those who can’t meet their needs or complicate their lives. As Consumers They have extremely high expectations – they are looking for better, faster and more fun. They want to use their natural creativity to create their own solutions with companies.
  15. 15. 2 in 10 people are aged 55 – 74, a growing demographic Office for National Statistics, 2017
  16. 16. • The first truly multimedia generation. • A segment predicted to grow by 41% between now and 2030. • They eat more healthily than younger generations and are the least likely to smoke. • Concerned about developing mental health issues and other illnesses. • They feel younger than they are, are enjoying life more than ever but are still the most sedentary age group. • Show very limited participation in any sports except walking. • They’re embracing digital - 90% use email every day and 47% use social media every day. 69% are on Facebook, 20% on Twitter and 7% on Instagram. Mature Movers 41% of Mature Movers say that being at their best physically is one of their top three life priorities.
  17. 17. • Mature Movers hold around 80% of the wealth in the UK and their spend has grown by an average of 4.5% annually for the last 10 years. • They are discerning consumers and want brands to look at their needs. • However, they feel stereotyped as a traditional group with declining health, but 63% view themselves as sociable and 20 – 40% as healthy, fun-loving and adventurous. • 89% believe that brands aren’t interested in them and marketing is focused on younger generations. As Consumers They are looking for brands to improve their quality of life and wellbeing and offer better solutions with key emotional benefits. Lyn Slater, 64
  18. 18. 4trends shapingthe future offitness 18
  19. 19. Wellness as a Lifestyle 19
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  21. 21. 21 Rise in athleisure points to fitness = lifestyle
  22. 22. Boutique, immersive, experiential
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  25. 25. 25 Communityconnections create brand love
  26. 26. 26 Digitallyand physicallysocial
  27. 27. What not to do
  28. 28. 2. Holistic health 28
  29. 29. £88,740,000
 
 Cost of mental health to the UK economy every year. 
 
 Source OECD. 29
  30. 30. 30 Meditation meets HiiTto trainyour mind asyou trainyour body.
  31. 31. 31 Personalised DNAbased nutrition plans
  32. 32. 32 Cryotherapyfor pain relief, sports recoveryand wellness
  33. 33. Beyond membership 33
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  35. 35. 35 payasyou gym: aggregating and selling piece meal gym sessions. Creatingvalue.
  36. 36. 36 Mindbodydisruptive wayto buyand book fitness andwellness classes,with dynamic pricing.
  37. 37. Data Driven Personalisation 37
  38. 38. Digital, selfserve
  39. 39. 39 Thriva offer personalised health tracking based on blood tests
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  41. 41. 41 AI powered running coaches replace personal trainers
  42. 42. 42 Run the Rockies inyour living room.
  43. 43. 43
  44. 44. 44 Let’s debate, meet the panelists. Eddie Brocklesby #irongran Silverfit Lara Morgan Entrepreneur Richard Glynn 87%
  45. 45. 45 Startups
  46. 46. 46 David Caygill Managing Director, Innovation and Ventures Iris Worldwide @davidcaygill

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