Forget the stereotypical young spender splurging on nights out—Gen Z is pumping their discretionary income into workouts, wellness, and physical well-being like never before. For this generation, fitness isn’t just a habit—it’s a lifestyle investment with ripple effects for mental health, social connection, and even personal productivity.
Fitness Comes Before Feasts and Streaming
A recent snapshot from The Gym Group (UK) reveals that 44% of Gen Z (ages 16–28) list fitness as one of their top two spending priorities—outranking binge-worthy streaming and nights out. Meanwhile, the average monthly fitness spend for this group has jumped 17% year-over-year, landing at around £48.81. The result? For many young people, the gym has replaced the bar as their go-to outlet.
And it’s not just about numbers—it’s about context. 73% of Gen Zers now exercise at least twice a week, up from 62% the previous year. Many credits flexible work hours for making movement more habitual and accessible.
It’s Not Just Sweat—It’s Mental Health
Beyond the muscles, Gen Z elevates fitness for emotional resilience: a remarkable 87% say working out improves their mental well-being—more effectively than mindfulness podcasts or apps. And for 82%, staying active isn’t optional—it boosts daily productivity, especially when paired with flexible schedules at work.
Data-Driven and Socially Savvy
Bank of America’s latest market analysis backs up the trend: fitness center spending is up 7% year-over-year, outpacing pub and bar visits. Gen Z households, on average, spend 2.8 times more on fitness than Baby Boomers.
McKinsey data shows that younger generations now account for over 41% of wellness spending, far exceeding older cohorts—despite being a smaller percentage of the population.
What Powers This Spending?
Two key factors drive Gen Z’s fitness-first mindset:
- Holistic health: Gen Z views wellness as more than physical strength—they want better sleep, stress relief, and a community centered around movement.
- Digital culture: social media doesn’t just influence fitness—it creates it. Platforms like TikTok and Instagram provide workout inspiration, workout communities, and shareable enthusiasm for staying fit.
What This Means for Wellness Brands & Clubs
If Gen Z values fitness over streaming, brands should double down on digital-first experiences, stress-busting classes, and messaging that underscores both performance and well-being. They want gyms that act like second families—not just places to get sweaty.
The takeaway? Gen Z isn’t just active—they’re active investors in their bodies, minds, and communities. If the goal is to be relevant and respected in today’s fitness world, catering to their values isn’t optional—it’s essential.
