Chapter 2: The Health and Fitness Consumer

There has been a great deal of change in the fitness industry over the last decade, with the COVID-19 pandemic turbocharging some changes and heightening other issues already becoming apparent in society and in marketing generally. This chapter considers the trends in society and among different target markets, namely, how different generations are interacting with physical activity and fitness centres. It considers the changing nature of consumer behaviour, the impact of social trends, and how different generations engage with physical activity and fitness centres, to aid fitness marketers with adapting their offering to these changing circumstances. Through analysing these trends and changes in society, the chapter offers specific measures that fitness marketers can implement to more efficiently and effectively engage and retain specific target markets and ensure that their fitness offering is fit for purpose in a changing marketing environment.