Essential Strategies for Attracting and Retaining Gen-Z Participants: Watch Our Full Webinar
In the ever-evolving landscape of mass participation events, understanding how to engage with different demographic groups is crucial for sustainable growth.
In the ever-evolving landscape of mass participation events, understanding how to engage with different demographic groups is crucial for sustainable growth.
Our recent data analysis revealed something particularly interesting: Gen Z participants (born between 1997 and 2012) are becoming an increasingly important segment in the mass participation events space, with impressive growth rates of up to 92% in the 20-24 age group during 2024.
This blog summarises key insights from our recent webinar on attracting and retaining Gen Z participants in mass participation events such as marathons, triathlons, and other endurance challenges. We'll explore who Gen Z participants are, what they're looking for, and provide actionable strategies to help event organisers connect with this digitally-savvy generation.
The Current State of Mass Participation Events
Before diving into Gen Z specifically, let's look at the bigger picture. Our analysis of the mass participation industry in 2024 showed:
- Overall industry growth of approximately 9% (reaching 16% when including new events from existing accounts)
- The strongest participant growth came from the 20-24 year old demographic (92% increase)
- The 25-29 age group followed closely behind
- While 40-44 year olds still represent the largest participant group, the age distribution is gradually flattening, with younger generations catching up
These trends suggest an exciting opportunity for event organisers to tap into the growing interest from younger participants, particularly Gen Z.
Understanding Gen Z Participants
To effectively engage with Gen Z, it's essential to understand their characteristics and values:
Who They Are:
- Born between 1997 and 2012
- Digital natives who have grown up with smartphones and social media
- Frequently use platforms like TikTok, YouTube, and Instagram (4-5 hours daily on social media)
- Dedicate 1-1.5 hours daily to fitness activities
- Budget-savvy with a focus on saving and investing over spending
- Strong emphasis on sustainability and environmental impact
- Health and wellness-focused, viewing fitness as a social activity
- Value authentic experiences and face-to-face interactions
- Skeptical of brands that don't align with their values
Their Social Media Usage (UK Data):
- TikTok: 47% regularly engage, averaging 27 hours monthly
- YouTube: 45%
- Instagram: 44%
- Snapchat: 44%
- Facebook: 36% (primarily to connect with older generations)
Four Key Strategies for Attracting Gen Z
1. Create Memorable, Personalised Event Experiences
Before the Event:
- Enhance your website with high-quality images that accurately reflect your event experience
- Showcase testimonials and reviews prominently
- Include interactive route maps to help participants prepare
- Make your description compelling - those first few sentences are crucial!
During the Event:
- Go beyond just the race itself - consider adding music, technology engagement, or social sharing opportunities
- Create an event village with food trucks or other social gathering spaces
- Capture high-quality content for future marketing
After the Event:
- Schedule automated thank you emails to go out immediately after the event
- Share results and photo galleries promptly
- Send personalized follow-up communications
- Request reviews while the experience is still fresh
2. Leverage Additional Channels
Build Influencer Partnerships:
- Connect with fitness influencers who have already built trust with their followers
- Use referral schemes to track their impact and reward them accordingly
Embrace Marketplaces:
- List your events on aggregation sites that attract younger demographics
- Track which platforms drive the most Gen Z registrations
- Set up tracking links for each social platform to analyse where your participants are coming from
Implement Referral Programs:
- Offer double-sided rewards where both the referrer and the referee receive benefits
- Make sharing easy through participant accounts with prominent "invite your friends" buttons
- Enable direct sharing through WhatsApp and SMS
3. Emphasize Community, Health and Sustainability
Build Community:
- Position your event as part of a broader health journey
- Provide training advice, injury prevention tips, and highlight local achievements
- Create content that engages participants beyond the event day
- Partner with local businesses and brands to strengthen community connections
- Use your website to host community content, training tips, and health resources
Highlight Social Causes:
- Partner with charities that resonate with Gen Z values
- Integrate fundraising options directly into the registration process
- Enable participants to opt into charity marketing
Demonstrate Sustainability:
- Take measurable steps to reduce environmental impact
- Reduce single-use plastics by offering reusable cups
- Consider eco-friendly medals and merchandise
- Offer "trees not tees" programs as alternatives to race shirts
- Communicate your sustainability initiatives clearly in all marketing
4. Demonstrate Inclusivity and Flexibility
Diversify Race Options:
- Offer beginner-friendly distances
- Add walking categories (Strava reported a 52% increase in walking clubs in 2024)
- Consider women-only race options
- Make copying and modifying event templates easy to create complementary events
Enable Group Participation:
- Implement team or relay options
- Create flexible team registration systems where captains can invite members later
- Make it easy for friends to participate together
Communicate Options Clearly:
- Use email marketing to highlight all available options
- Make sure messaging is inclusive and welcoming to all abilities
- Create templates that can be used for various communications
Retention Strategies for Gen Z
Attracting Gen Z participants is only the first step - retaining them requires consistent effort:
Stay Connected:
- Maintain regular communication through email marketing
- Provide valuable content like blog posts and training tips
- Position your event as part of a broader health journey
Build Loyalty:
- Consider implementing membership programmes with exclusive benefits
- Offer loyalty points that can be redeemed for rewards
- Provide priority registration or discounted entries for returning participants
Leverage Brand Partnerships:
- Collaborate with health-conscious brands that align with Gen Z values
- Continue working with influencers to maintain engagement
- Track referrals to understand which partnerships drive retention
The Bigger Picture
While focusing on Gen Z is important, remember to maintain a broad approach that appeals to all demographics. Across generations, participants are becoming more health-conscious and interested in inclusive events that accommodate various fitness levels.
Key Takeaways
- Create experiences, not just events - Focus on the entire participant journey from registration to post-event
- Embrace social and digital channels - Meet Gen Z where they already spend their time
- Build community around your events - Connect participants through shared values and experiences
- Reward loyalty - Implement systems to recognise and incentivise returning participants
- Prioritise sustainability - Take concrete actions to reduce environmental impact
By implementing these strategies, event organisers can effectively engage with the growing Gen Z demographic while creating more inclusive, community-focused events that appeal to participants across all age groups.
