Building a multi-generational approach to corporate fitness

If there's a single goal everyone shares for corporate fitness, it's to improve health in a way that is meaningful and measurable, which drives progression. However, that doesn't imply that a one-size-fits-all approach will work well. In fact, overlooking the importance of tailoring your corporate fitness programming strategy for different subsets of your employees is likely to backfire, because you'll be offering what only a slice of your employees truly need.

A key example is generational differences in fitness programming. Just because employees of distinct generations may share a larger aim doesn't mean any and every fitness effort will help them get there. Similar to other strategies targeted to separate demographic segments, fitness programming that not only acknowledges but also embraces generational preferences can enhance engagement and participation.

At the same time, it's imperative to include all generations in your strategic efforts so no one feels left out of the fitness programming mix. Let's take a deeper dive with some examples, along with ways to modify and strengthen strategies for multiple generations.

What generations want

Strength, mobility, flexibility, endurance: These are qualities that transcend generational preferences, but when creating fitness programming strategies, it's crucial to understand how different generations move toward these goals. A report from the American Institute for Preventive Medicine on generational wellness and attitudes toward health improvement offers these insights:  

• Individuals age 33 to 49 were most likely to participate in a "lunch and learn" on-site program that featured an expert speaker.
• Adults age 50 and older were significantly more interested in health assessments and screenings than younger adults. This group is also much more likely to lean into programming that addresses specific health risks like cancer, diabetes and dementia.
• Those age 18 to 24 were much more interested in weight management as part of their fitness programming compared to older individuals, who are more focused on managing conditions.

Does this mean millennials and Gen X members and boomers can't be in the same group classes or take advantage of certain aspects of fitness programming like health screenings? Of course not. But it does inform how you market those classes and fitness resources based on generational differences. It also emphasizes that when it comes to programming, everyone needs to feel included.

Building a multi-generational approach

With the understanding that strategies need to be tweaked—or even overhauled, in some cases—to appeal to multiple generations, here are some starting points that might help:

1. Tailor fitness programs according to goal.
When you understand what each generation wants, you can create programs that meet those desires without specifically calling out a program as geared toward one group. For instance, programming that emphasizes reduction of health risks—cardio marketed as “heart-healthy,” for example—will draw more older participants because it falls within their realm of interest but is not specifically articulated as being "for seniors."

2. Tailor promotion and benefits according to unique motivations.
While Baby Boomers are motivated by word-of-mouth testimonials from their coworkers who have experienced positive results, Gen Z is motivated by gamification, such as fitness challenges and rewards for participation and achievement. One thing that all impacts all generations is visible leadership support that emphasizes the importance of wellness at all levels of the company and gives employees time and permission to participate.

3. Help generations build community through shared experiences.
Provide a variety of group classes, clubs, leagues, and special interest groups, as well as outdoor adventure and recreation to connect employees of all generations. Examples include tailgate at the gym parties, 5K fun runs, rooftop yoga and fitness dance parties featuring music through the decades.

4. Consider your image choices.
From inspirational posters in a lobby area to brochures to website photos, your images matter. Including photos of people, especially if they're members who've agreed to be part of marketing efforts, can be a powerful way to encourage regular sign-ups. Remember that people want to see themselves reflected in those materials, so they feel welcomed. Images that include only people in their 20s, for example, will leave older, potential members feeling this this is not the fitness site for them.

Approaches like these meet the criteria for multi-generational fitness center programming because they acknowledge the needs of specific generations while still making everyone feel part of the effort.

Strategy for the long term

Although strategic initiatives tend to benefit with specific milestones, that doesn't mean your multi-generational fitness program has a finish line. After all, generational needs shift as people age. The Gen X members you have now is poised for retirement, and that will likely change the fitness path and goals of individual members. For Baby Boomers, they may have focused on cardiovascular health in the past, but many might turn more toward strength training as a way to maintain both muscle mass and bone density as they get older.

These types of subtle shifts are important to note, and it means that fitness programming will never be static. It also underlines why bringing in expertise from the fitness management industry is crucial, since these experts can see trend changes well before they're widely known; with this level of management, you're able to pivot in appropriate and timely ways, in a proactive rather than a reactive approach.

The fact is that generational differences will always be a factor in any type of employee strategy, and fitness programming certainly isn't an exception. Embracing these differences and accommodating them with expert-driven and dynamic management can help you stay ahead of generational shifts in consumer demand.

Connect with us for a no-obligation meeting to learn about our fitness solutions that support all generations of your workforce.