Big box gyms
Millennials don’t go in for giant gyms that offer every piece of exercise equipment on earth; instead, they want a tailor-made experience that lets them connect as a community, such as F45, Yoga by the Sea, Flow Athletic and Code 5. “Boutiques have successfully created the concept of ‘you show up, we will do the rest’ – all the person has to do is consistently get themselves to class and everything is set up for them to succeed,” says Conor O’Loughlin, CEO and founder of boutique fitness management software company Glofox. “In addition, the class-based nature of boutiques means that members are driven by the motivation and support of their fellow members.” This smaller membership base creates a tighter knit community, allowing members to feel part of something. “This explains why boutiques are good at building distinctive tribes their members are proud to show off and tell their friends about, which is why they are growing so rapidly,” he says.
But don’t count out big box gyms for good – if they can adapt. “Many of the big-box gyms are becoming more class-based and member-experience focused,” O’Loughlin says. “They also have the ability to price local independent studios out of the market, assuming they can modernise their programming, pricing and member experience.”
Millennials are picky about their condiments and as a result, this favourite of potato salad lovers everywhere has spoiled. Between 2012 and 2017, mayonnaise sales fell 6.7 percent and a viral US article claimed that the finicky tastes of millennials were to blame. But of course, mayo isn’t actually good for you, so those looking to eat healthier – which millennials are – may eschew the condiment. Companies like Heinz are now coming up with alternative mashups for basic mayo: Mayochup (mayonnaise and ketchup), Mayomust (mayo and mustard) and Mayocue (mayo and barbecue). The original is also getting a healthy mayo makeover: “Real Mayonnaise” is made from cage-free eggs, lemon juice, oil and vinegar.
Another staple of the childhoods of many an older generation that’s being squashed by millennials? American cheese, which is often laden with preservatives or made with so little actual cheese it can only be called “cheese product.” Millennials strive for nothing if not authenticity, so they prefer real and more expensive, cheeses like asiago, gouda and fontina. Sales of Kraft Singles and Velvetta, meanwhile, are down 1.6 percent and have been dropping for the past several years. But if millennials are broke, why are they going for expensive cheese? “I see re-engaging with food choices and challenging the status quo around food, to be acting in one of the spaces where they are able to exert control,” Skinner says.