Nearly half of financially squeezed Gen Z-ers rank fitness as their top discretionary spend category, a survey from one of the U.K.’s biggest gym chains found
Exercise is moving higher up the agenda for Gen Z — nearly three-quarters (73%) of young people report working out at least twice per week, up 11 percentage points from 2024, according to a new survey from The Gym Group in the U.K.
In all, Gen Z now makes up about 40% of The Gym Group’s 900,000-plus members, the gym chain said.
But it is the why (and what) young consumers are willing to sacrifice to sweat that stands out in The Gym Group’s first “Gen Z Fitness Pulse Report.”
The report, based on a survey of more than 2,000 respondents aged 16 to 28, shows fitness has climbed ahead of other lifestyle priorities. More than four in 10 (44%) rank fitness as their top first or second discretionary spend, compared with 36% for streaming services and 36% for dining or drinking out. Average monthly spend on fitness has also risen 17% year-on-year to £48.81 ($65.63).
For Young People, Fitness Is About More Than Muscles
What may be most surprising is that Gen Z’s focus appears to be less on six-pack abs and more on mental well-being.
A majority (87%) say working out improves or significantly improves their mental health, with many rating exercise as more effective than mindfulness apps, podcasts or influencer content, according to The Gym Group. More than half (55%) list mental health as one of their top three reasons for exercising, nearly equal to those who cite improving fitness levels (58%).
The social side of fitness is also gaining importance. Just over half (51%) of Gen Z say they form new friendships through working out, and 44% now socialize with friends as part of their fitness routine, up from 37% in 2024.
A flexible work model, which Gen Z values, is also supporting exercise habits and may deliver benefits for employers: 82% say incorporating workouts into their day boosts productivity and energy, while 52% point to flexible hours as the factor that most helps them stay active.
Will Orr, CEO of The Gym Group, a high-value low-price (HVLP) gym operator in the U.K., said the findings highlight how fitness underpins Gen Z’s wider approach to life.
“Our report shows us that exercise is at the core of Gen Z’s sense of well-being and lifestyle,” Orr said. “For this generation, it is not only about improving fitness, but also protecting and improving mental health and building social connections. The multitude of benefits explains why spending on health and fitness is on the rise amongst this age group.”
Gen Z Loves Fitness on Both Sides of the Pond
A similar vibe is playing out in the U.S., where wellness events and run clubs are becoming social playgrounds for younger consumers.
Most recently, Y11 Sport and Media announced the relaunch of its 5K series, “The Color Run,” which returns this November with stops in Los Angeles and Dallas before expanding globally in 2026. Designed as untimed, festival-like experiences, the runs combine fitness with music, food and community, exactly the kind of no-pressure, social-first events that resonate with Gen Z’s approach to health and wellness. In another crossover of music and movement, Austin-based strength app Ladder has teamed up with Diplo’s Run Club for a high-energy, eight-city tour that combines mobile gyms, strength challenges and live coaching with community runs.
That shift is showing up in U.S. gyms too, where those under 25 now account for 30.8% of all members, nearly 10 percentage points higher than a decade ago, according to the Health & Fitness Association. Operators are taking notice.
Planet Fitness, which recently topped 20.8 million members, noted that Gen Z is its fastest-growing segment and that Gen Alpha is expected to be even more focused on health and well-being, according to CEO Colleen Keating. Its popular High School Summer Pass, a free program for teens during the summer months, has outpaced last year’s sign-ups and has become a key strategy to build loyalty with the next generation of members.
