Gen Z Shifting Preference from Pubs Towards Fitness Centers?
Shift in Socialization Preferences: Why Gen Z Chooses Gyms Over Pubs
A significant change in socialization patterns is evident among Generation Z, with a growing preference for gyms over traditional pubs, according to Will Orr, the CEO of The Gym Group, one of the UK's largest fitness chains.
In a recent episode of the City AM's Boardroom Uncovered podcast, Orr discussed this trend, which he views as an "incredible generational opportunity" for his company. He further emphasized his intentions to capitalize on this growing preference in the coming years.
Orr, who previously held the position of editor at The Times, detailed how The Gym Group is working to differentiate itself from major competitor, PureGym. In 2024, The Gym Group reported a 11% increase in revenue to £226.3m and a return to making a pre-tax profit.
The CEO attributed Gen Z's shift towards gym-based socialization to a combination of factors:
- Enhanced Understanding of Fitness: Gen Z exhibits a more sophisticated comprehension of physical health, recognizing the multiple benefits gyms can provide, including cardio, strength, and overall appearance.
- Mental Health Importance: The gym serves as a venue not only for physical well-being but also for mental health improvement, with 40% of The Gym Group's customer base being Gen Z members.
- Identity and Lifestyle: Gyms have become an integral part of Gen Z's identity and lifestyle, making fitness choices a personal expression rather than a mere obligation.
Looking ahead, Orr is optimistic about the continued orientation of Gen Z towards gyms, stating, "I don't see that kind of reversing anytime soon."
To capitalize on this trend, The Gym Group plans to focus on strategies that emphasize the social and community aspects of fitness, such as creating designated social spaces, offering group fitness classes, integrating technology, and implementing targeted marketing campaigns. By doing so, the company aims to establish gyms as the go-to destination for Gen Z, providing a unique blend of fitness, community, and social experiences.
The enhanced understanding of fitness among Generation Z, coupled with the recognition of gyms as a place for mental health improvement, has driven a shift towards gym-based socialization. This shift coincides with gyms becoming an integral part of Gen Z's identity and lifestyle, making fitness a personal expression rather than an obligation. To capitalize on this trend, The Gym Group aims to focus on strategies that emphasize the social and community aspects of fitness, such as creating designated social spaces, offering group fitness classes, integrating technology, and implementing targeted marketing campaigns, positioning gyms as the go-to destination for Gen Z's health-and-wellness, fitness-and-exercise, and lifestyle needs, while also catering to their home-and-garden interests by providing a holistic, integrated lifestyle experience.
