4 Gens by 2 Gen: Marketing Your Gym to Four Generations

4 Gens by 2 Gen: Marketing Your Gym to Four Generations

Sal and Sarah Pellegrino took the latest data and research and created a powerhouse presentation that is coming to FIC this Friday

By Erin Phelan

By Erin Phelan

Fitness Industry Council of Canada

Millennials are willing to spend big dollars in your gym for an exceptional experience. Boomers are loyal customers who will stick with you – but they might be penny-pinchers, Generation Z is the fastest growing demographic in the fitness sphere. And what about Gen X?


These are the four generations that Sal and Sarah Pellegrino will address in the highly anticipated Fitness Industry Council of Canada (FIC) webinar “4 GENS by 2 Gens: Marketing Your Gym to Four Generations” this Friday, September 15th at 1:30 PM EST.


“We are digging into demographics,” says Sal Pellegrino by phone from New York City.  “We are going to highlight some of the most up-to-date information, and go over perceptions, needs, desires and habits – and why they are so different for each generation.”


Sal Pellegrino, a Boomer, began his career as a fitness owner, opening a club in New York City more than forty years ago. “When I started in this industry, opening my first gym in 1979, there was no such thing as marketing,” quips Pellegrino, who has worked in all facets of the industry and with some of the world’s leading brands including Stairmaster and Precor, and now as the Executive director of the Fitness Industry Suppliers Association (FISA).

The presentation, first seen at IHRSA in March 2023, will review each generation’s key factors when they are considering a gym membership. The Pellegrino’s will dive into the marketing materials and follow-up methods that will help gym owners ensure they are advertising and communicating with potential members in ways that speak to their generation.


“We know millennials will spend hundreds of dollars a month on fitness, if they see the value in what they pay for,” says Pellegrino. “And in the last 18 months, the new member demographic signing up the fastest has been Generation Z – how do you speak to them?”


The Pellegrinos will also look at some of the statistics that recent reports show. “Where did 35–50-year-old women go in the pandemic?” asks Sal. “We know…. but you have to come to the presentation to find out!” 


Globally, 23% of gyms didn’t survive the pandemic, and boutique gyms were hit the hardest, says Pellegrino. This was reflected in a recent FIC State of the Industry survey; industry leaders are optimistic that we will bounce back from the challenges of the last few years, and enter Q4 using the back to school / back to routines energy to finish 2023 strong.


For this strong finish, and an even stronger start to 2024, we need marketing – which is why FIC has planned this extraordinary marketing webinar and is inviting all fitness business owners, whether they are an FIC member or not. “We are opening the 4 Gens by 2 Gens to every Canadian business owner. Come Friday, and learn from the best of the best,” says Gabriel Hardy, Executive Director of FIC.


To register for this free event, please click here.

Fitness Industry Council of Canada (FIC) is the not-for profit trade association that represents the voice of fitness facility operators across Canada. Representing more than 6,000 facilities with more than six-million members nationwide, FIC pursues a legislative agenda in the hope of bettering the fitness industry for both consumers and operators. FIC aims to work with both industry and government to improve the health and physical activity levels of Canadians.

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