Generation Z, also known as "Zoomers," is the most recent generation to enter adulthood. Born between 1997 and 2012, this generation is the first to grow up entirely in the digital age. 

Gen Z makes up 40% of the global spending population, and as they come of age, their attitudes and behaviours toward health and fitness have really begun to take shape. 

In this report, we explore Gen Z’s preferences and motivations when it comes to staying fit and healthy.

Here's an outline of the topics we cover in this report for fitness studios:

• What defines Gen Z?
• The Gen Z fitness consumer — what do they care about?
• Gen Z fitness motivators — where and why do they work out?
• How much is Gen Z willing to pay for fitness?
• Attracting Gen Z to your fitness studio: 
  - 1) Marketing your fitness studio to Gen Z 
  - 2) Providing Fitness services that appeal to Gen Z
• What does all this mean for the future of fitness studios?