Young people are increasingly treating gyms as social spaces similar to how previous generations treated pubs. The Gym Group says about 40% (360,000) of its members are Gen Z (under 29), and 51% of those said they had formed a new friendship on the gym floor. PureGym reported that 47% of its new joiners in January were aged 25 or under. Will Orr, CEO of The Gym Group, said gyms and fitness are part of Gen Z's identity and social life, and that a £25 monthly membership is about a round of drinks, making gyms a more affordable social option.
A poll of 1,000 adults aged 18-29 found 53% opt for daytime or early evening get-togethers over nights out. Six in 10 prefer to socialise in a lower key way than five years ago, and 54% actively sought social plans that didn't revolve around alcohol. 48% felt more present and engaged during relaxed, daytime social plans. Over half cite mental wellbeing as a key factor in their social decisions. 50% reported going out less frequently for traditional nights involving pubs and clubs compared to five years ago.
Gyms and fitness are, for this generation, part of their identity, and in some cases part of their social life. In previous generations, maybe people went to the gym when they thought they ought to. And increasingly consumers go to the gym because they want to.
The same poll found 38% socialise at the gym, 24% at afternoon tea, 28% play board games, 18% craft, 12% book clubs, 13% running clubs, and 13% wellness classes. Most enjoyed activities with friends: shopping (52%), trying new food/drink (47%), exercise (38%), board games (28%), afternoon tea (24%), themed/pop-up experiences (24%). Soft and fizzy drinks were the top choice (42%) when socialising in relaxed environments. 78% said cost was the main driver in how they chose to socialise, and a third prefer afternoon tea with friends over a night out.
86% of young adults enjoy putting their own twist on trends from the past. 52% said modern twists on nostalgic experiences appealed more than traditional versions or entirely new activities.
£25 a month [the average membership] is about a round of drinks. I think you’re seeing people socialising more in gyms, both because fitness can be a social experience but also because it’s a more affordable way to spend your leisure time.
The Gym Group reported a pre-tax profit of £10.6m for 2025, up 194% from last year, with revenue up 8% to £245m. The company runs 260 locations and has over 900,000 members. 75% of Brits aged 16-24 do strength training at least twice a week, more than any other generation.
More than half of people would opt for a protein shake over a pint. More than half believe they feel more energised and better connected through wellness-led activities than a traditional night out. One in ten say saunas are becoming the new place to meet friends, and six in 10 Gen Z respondents have attended or would consider attending social sauna events.
What we’re trying to do is improve the perceived value of our gyms. We’re not trying to pivot towards the premium sector in any shape or form. We are firmly a high value, low cost gym.
However, UCL research suggests rates of binge drinking are rising sharply among young Brits, contradicting the sober trend. This contradiction indicates that while many young people are choosing healthier socialising, a significant subset may be increasing risky drinking, suggesting a divergence in behaviour within Gen Z.
The exact sample size and methodology of the Premier Protein research cited by the Daily Mirror are not publicly known. How the different survey results from Coca-Cola, Premier Protein, and The Gym Group compare in terms of representativeness and reliability remains unclear. It is also uncertain whether the shift towards gym socialising is a lasting change or a post-pandemic fad, and whether there are regional or socioeconomic differences in its adoption. Gym chains' methods for measuring and defining 'socialising' in their membership surveys have not been disclosed.