7 Ways the Luxury Fitness and Custom Meal Prep Brand Appeals to this Health-Conscious Demographic
Teens and young adults are more interested in fitness than any other age group; 56% of Gen Z consumers say fitness is a “very high priority,” compared with 40% of consumers of all ages, according to a McKinsey & Company report. In fact, gym use is almost double pre-pandemic levels, and Gen Z is driving the trend, comprising 29% of new memberships from the first quarter of 2023 to the same period in 2024, according to ABC Fitness’s Wellness Watch report. Josh and Kaitie Biggs, power-couple founders of the Fuel Fortress franchise, are keenly aware of this important demographic, and they’ve tailored the Fuel Fortress concept to meet the needs and interests of Gen Z fitness fans.
“We wanted a boutique-style approach where we targeted a specific audience, so we have a specific niche in the market,” Kaitie says. “That niche,” Josh continues, “is the younger crowd. You know, fitness is never more important to you as when you’re 16 to 28, and that’s our typical demographic. That group of people loves to work out. They’re in the gym all the time. It’s more popular than ever for them.”
Targeting Gen Z Fitness Fans
The innovative Fuel Fortress concept appeals to people of all ages, but particularly the Gen Z demographic. Here’s how:
1. Social Media-Driven Environment
“We created a social media-driven environment for members to post from, which leads to a lot of organic content for us, as well,” Josh says. Fuel Fortress’s bold graphics, sleek design and sophisticated lighting are key to its branding, which distinguishes it from competitors. Experts say Gen Z digital natives love posting videos from the gym, and they’re even more likely to share their workout experience on social media if the environment is aesthetically appealing. Fuel Fortress also takes full advantage of social platforms for its own messaging, including posting instructional and motivational videos complementing the gym workout experience.
2. Posing Rooms
Another component designed to appeal to Gen Z’s compulsion for self-expression through social media, posing rooms feature spotlights, mirrors, and Fuel Fortress logos. “So, every time they take a picture and post it, it’s more branding for us,” Josh says.
3. Fuel Nutrition
Fuel Fortress’s tailored meal prep component is very popular with busy health-conscious members and non-members, offering healthy fresh-made meals prepared on-site and available for pickup and delivery. Research shows that Gen Z consumers have eagerly adopted meal kits and meal prep for convenience. Kaitie, who has a bachelor’s degree in biology, created Fuel Nutrition’s recipes with correctly proportioned macronutrients (protein, carbohydrates and fats) for optimal health and performance.
4. College and University Locations and Discounts
“We like college towns,” Josh says, adding that college students and faculty receive membership discounts with Fuel Fortress, which is headquartered in Bowling Green, Ky., home to the Hilltoppers of Western Kentucky University. Other franchise locations are in Lexington, Ky. (home of the University of Kentucky Wildcats), Franklin, Ky. (home of Franklin University), and Clarksville, Tenn. (home to the Governors of Austin Peay State University and minutes away from other college campuses). Being in a college town is not a requirement for a franchise, but the youthful demographic is a plus.
5. Innovative Amenities and Recovery Solutions
In addition to their interest in physical fitness and appearance, Gen Z consumers are focused on wellness, stress relief, and emotional well-being, according to McKinsey research. Fuel Fortress, “where luxury meets lifestyle,” features amenities including men’s and women’s saunas, cold plunges, and red-light and cupping therapy.
6. A Supportive Community-Oriented Workout Environment
The Biggs emphasize the importance of creating supportive communities of like-minded, non-judgmental individuals. To this end, they require every Fuel Fortress staff member to become acquainted with each member. “We’re very a very community-oriented, Jim. We support our people, and our people support us. So that way you have you longer retention times and there’s loyalty built in to the business model,” Kaitie says. While Gen Zers have embraced technology in their exercise routines, they increasingly desire meaningful human interactions and offline experiences. Connecting with friends over health and fitness has even helped gyms become a popular “third place” outside of home, school and work to find community, according to the ABC Fitness Wellness Watch Report.
7. Diverse Workout Options
Gen Zers like variety in exercise. Fuel Fortress offers custom-branded cardio equipment and weights “designed for lifters by lifters,” as well as personal training for every fitness level and class, including mixed martial arts and cardio kickboxing.
For more information about Fuel Fortress franchising opportunities, visit https://www.fuelfortress.com/franchise-opportunities.
