Over the past few years, millennials have driven the growth of boutique-style fitness clubs. This demographic, comprised of people born between 1980 and 1999, amounted to an estimated 83.1 million in the US in 2015. Millennials often seek highly-specialized fitness experiences that add variety and energy, and feed into their sense of adventure.

Here are four characteristics millennials are looking for in a fitness experience:

1. Uniqueness

Millennials are always searching for new and adventurous experiences. They use a blend of brands and activities to reflect their individuality. While many still belong to a traditional gym, they are looking to supplement their workouts with specialized fitness experiences that align with their sense of identity.

2. Motivation

Millennials want to be inspired and pushed to achieve their goals.

3. Transparency

In order to appeal more to millennials, boutique studios typically list their prices upfront without requiring a membership. An increasing number of clubs and studios are releasing mobile apps to sign up for or cancel classes.

4. Community

Like-minded peers and a deep sense of connection attracts millennials to boutique-style experiences. Being able to form strong bonds with fellow exercisers not only helps with motivation but also creates the sense of community most millennials are seeking.

Some ideas for incorporating these features into more traditional fitness facilities include:

Emphasizing community by developing a special space for it. This can be as simple as arranging a few tables and chairs outside of your group exercise studio or front desk so members can chat before and after classes and help form that tribe-like mentality that they are craving.
Poll your members, both current and prospective, to figure out the types of specialized classes and experiences they are looking for, especially if they are pursuing those classes outside of your facility. Use your findings as an opportunity to try out new class styles.
Be genuine in your marketing efforts, particularly of the digital variety. Millennials tend to head to social media, company websites, and review sites before making big decisions like joining gyms. List your prices upfront, and avoid over-the-top marketing techniques like using too many emojis or stereotyping the younger age group.

Looking for more inspiration for your fitness facility? Visit our Tips for Operators resource page.