.Why Gyms Can’t Afford to Forget Gen X and Boomers

 

Why Gyms Can’t Afford to Forget Gen X and Boomers

In the fitness industry, so much attention is focused on attracting younger members. We build marketing campaigns around Gen Z and Millennials, we invest in the latest digital tools, and we design services with the assumption that everyone wants to track, share and post their workouts.

It makes sense on the surface. Younger members are active on social media, they adopt new trends quickly, and they tend to shout about the things they like. But by putting so much energy into one demographic, we risk forgetting another group who bring something far more valuable than likes and shares. Generation X and Baby Boomers.

These members are not only here in large numbers, they are often more loyal, more consistent and have more disposable income to spend on their health than their younger counterparts. Yet too many gyms give them the impression that modern facilities are not designed for them.

Once you start looking, the signs are everywhere. Programmes delivered exclusively through apps. Class bookings only available online. Inductions that skim through equipment with the speed of a YouTube reel. Imagery in campaigns that shows nothing but lean, toned bodies under 30. The unspoken message is clear – this is not for you.

The irony is that when these members do feel welcome and supported, they stay longer, spend more and become some of the best advocates a club can have. They are often driven by different motivations. Health. Mobility. Independence. Social connection. And these goals tend to deepen with age.

So how can we bridge the gap? Part of it is about choice. Give members the option of traditional programme cards alongside digital tools. Some people genuinely prefer having something they can hold and tick off, without needing to log in or sync up. It feels familiar, and familiarity builds confidence.

Another part is in the onboarding process. Slowing things down, allowing more one-to-one time, and making sure equipment is not just demonstrated but practised under guidance can make all the difference. It’s not about talking down to people, but about meeting them where they are.

Staff training is crucial too. The ability to adapt communication to different generations is a skill that is often overlooked. For some members, technical jargon will inspire curiosity. For others, it will simply confuse and create distance. Staff should feel confident in explaining why each exercise is important, how it benefits the individual, and in checking understanding in a way that feels respectful and encouraging.

Marketing plays a role in the solution as well. If every image you use features someone in their twenties, you are unintentionally sending a message about who you expect to join. Featuring older members thriving in your club, telling their stories, and celebrating their successes can make your brand feel instantly more relatable.

Finally, there is the social side. For many in Gen X and Boomer age groups, the gym is as much about the people as the workouts. Small group sessions, coffee mornings, walking clubs and social events can all strengthen that sense of belonging. When people feel like they belong, they don’t just stay longer – they bring others with them.

The big question for any club owner is this. Could a new member in their fifties or sixties walk into your facility today, feel instantly welcome, understand how everything works without frustration, and leave excited to come back? If the answer is anything other than yes, there is work to do.

Younger generations will always be early adopters of the next big thing in fitness. But if we ignore the generations who have the loyalty, the time, and the resources to become some of our best members, we are leaving value on the table. Small, thoughtful changes to the way we market, onboard and serve these members could make the difference between a fleeting visit and a long-term relationship.

In an industry obsessed with chasing the next trend, maybe it’s time to give a little more attention to the people who will be here for the long run.