Millenials and Gen Z: preparing for the next generation of gym user

Thursday 16th June 15:50 - 16:30

The Business of Physical Activity

According to recent research Gen Zers and Millennials are already open to the idea of being active making them the perfect target. Research shows that time, motivation, and value for money are their most important pinch points. Having had smart phones from an early age this digitally savvy generation are influenced by Instagram, bloggers and professional athletes and brands – and are well informed and fitness aware.

So how can we best tailor marketing strategies that engage and how do we create offerings that appeal, at the right cost?

Session led by Rob Lander.


Rob Lander

Founder and CEO


Rob has over 20 years experience in the Health and Fitness industry, as a former personal trainer who built a successful business of 50 sessions per week. Rob has also spent many years as an international presenter lecturing on “Technology in the fitness industry”. Rob was the guy with the problem and is the content matter expert. Rob started with little knowledge of technology other than the vision that one day we would all be using it for many areas of our lives. Organisations all over the world now come to Fisikal seeking our advice on how systems and processes can be optimised. As Rob has worked in all areas of the Fitness Industry this gives him multiple perspectives to help advise on how solutions could be created but also with his advanced knowledge of technology – what the future holds and how we can adapt internal processes so they can leverage technology efficiently.

Pip Black

Chief Marketing Officer


Pip co-founded Frame over 11 years ago, opening their first location in Shoreditch and growing the business to a 7-site operation. The business currently runs 1,500 classes per week and takes over 60,000 bookings every month. Pip was instrumental in pivoting the business to an online-only offering during the Covid19 pandemic, offering both On-Demand and Livestream classes, with a monthly revenue of over £100k.
Over the past 6 months, Pip has successfully carried out an MBO with her co-founder Joan, after a 4 year stint with Private Equity investors Piper.

Pip is currently Chief Marketing Officer, overseeing the Marketing, Product, Digital and Customer Experience elements of the business. She has prior experience working in Agency environments and now works with a number of creative agencies, freelancers and in-house team to ensure that the Frame Brand Values and Customer Experience are always upheld as the business grows.

Pip leads a team of Marketing and Brand professionals and has previously managed the operations of the business. She has experience across all areas of the business and has learnt a significant amount ‘on the job’ as well as through courses such as the Goldman Sachs 10KSB programme, a condensed MBA programme for entrepreneurs. She is often found speaking on panels and presenting Key Notes at Lifestyle, Fitness Industry and Marketing events and conferences.

Pip has recently been included in the Evening Standard ‘Progress 1000’, a list of the 1000 most influential people in London. She has also been awarded a Marie Claire ‘Women at the Top’ award. Pip has two young children and currently lives in Somerset, although works in London during the week. She has previously played national-level hockey and enjoys all sports and outdoor activities, along with cooking, gardening and interior design.
She is a qualified fitness instructor and still covers classes at Frame when required.

Carl McCartney

Customer Experience Director

Les Mills

Carl McCartney is Customer Experience Director for Les Mills UK. Carl started his Les Mills career as a National Trainer/ Presenter 20 years ago and has held a number of key roles within both the global and UK business, including working in both the German and Nordics markets and also working centrally as Global Performance Development Manager. Prior to this, Carl spent 8 years working for Virgin Active and other UK clubs in Group Fitness Management and Product roles, in addition to running his own health and fitness business. This breadth of industry experience has allowed Carl to build unparalleled expertise in the Group Fitness space. He is dedicated to helping partners build healthier businesses, working with them to achieve their business goals and supporting member retention and recruitment challenges.