2. Millennials like a high-touch experience.
IHRSA research has found that Millennials are more likely to gravitate toward personal training and small group training than other age groups. They also favor the boutique experience over multipurpose clubs, which makes it imperative for clubs to find ways to offer boutique-style experiences in more traditional facilities.
3. You have to be mobile-proficient to serve Millennials.
This is a generation that spends a lot online, both in time and dollars. Research by Invesp found that 67% of Millennials prefer to shop online than in-store, and they make 54% of their purchases online. And they aren’t doing it from desktop browsers; they’re using their smartphones. Your club has to have up-to-date mobile capabilities, or these consumers will desert you.
4. Millennials are research-oriented; they read and trust online reviews.
Trust is the key word here. As many as 8 out of 10 Millennials don’t click “complete purchase” until they’ve read at least one review online. One report found that social media is the primary source of shopping information for Millennials. If you’re not there, you’re not on their radar. You must have a positive and engaging presence on social media sites.
5. They want rewards, discounts, and flexibility.
Never give a Millennial a prix fixe menu. A one-size-fits-all approach won’t work. Millennials are the “á la carte” generation. They like choices, where they can build their own experience. This fact is best reflected in their attitudes toward cable television, since Millennials are the primary cord cutters responsible for the decline of traditional cable models. And they also favor loyalty and rewards programs. As many as two-thirds of Millennials are signed up for at least one loyalty program.
Got all that? Your health club needs to be active on social media, have state-of-the-art mobile capabilities, and deliver specialized services that can be offered in an á la carte menu. This means you need a digital partner that can arm you with a CRM that’s built for this demographic. It’s absolutely critical for your business.
A Software Supplier That Will Help You Capture and Retain Millennials
ASF Payment Solutions has been hard at work developing a new version of their award-winning club management software that’s designed to provide superior digital capabilities that are in demand by Millennials. At the heart of ASF’s new software is their “Member Enrollment” application. This versatile tool allows members to take an á la carte approach to choosing the services they desire. This satisfies a core desire of Millennial consumers who want to build their own membership experience with your brand.