Young people are increasingly treating gyms as social spaces for friendship and community, similar to how previous generations used pubs. About 40% (360,000) of The Gym Group's members are Gen Z (adults under 29), and 51% of those have formed a new friendship at the gym, according to The Gym Group. Additionally, 47% of PureGym's new joiners in January were aged 25 or under, multiple reports indicate. According to BBC News, Sydney Cassidy described the gym as her space to get a social fix and make friends, noting she doesn't go out drinking. This reflects a broader movement where fitness centers are becoming central to social life for younger adults.
Younger people now have a broader idea of wellness, expecting fitness centers to provide more than just workout equipment and classes, according to Mintel research group. Gyms are positioning themselves as alternative social spaces, encroaching on the traditional role of bars and nightclubs, Paul Davies, senior director of leisure and trends at Mintel, said. According to BBC News, Paul Davies described young consumers choosing gyms and leisure centres over traditional alcohol-centric socialising, such as pubs. This shift is part of a larger cultural change where wellness encompasses social connection and community building, not just physical health.
The gym is my space to get a social fix and to talk to and see people. That is predominantly where I make all of my friends - at the gym, at training sessions. I don't go out drinking.
A poll of 1,000 adults aged 18-29 found 53% opt for daytime or early evening get-togethers over nights out, according to a poll commissioned by Coca-Cola. Six in 10 prefer to socialize in a lower-key way than five years ago, with 78% citing cost as the main driver, the same poll shows. The cost of living squeeze is prompting young people to think more carefully about leisure spending, with gym membership seen as a more affordable alternative to drinking, Will Orr, CEO of The Gym Group, said. According to City AM, Will Orr described gyms as a more affordable way to spend leisure time, noting that £25 a month for an average membership is about a round of drinks. This economic pressure is reshaping social habits toward more budget-friendly options.
Fifty-four percent actively seek social plans that don't revolve around alcohol, and 48% feel more present and engaged during relaxed, daytime social plans, according to the Coca-Cola poll. Soft and fizzy drinks are the top choice (42%) when socializing in relaxed environments, the poll indicates. This preference for alcohol-free activities aligns with the gym's appeal as a social space without the focus on drinking, offering a healthier and more inclusive environment. According to BBC News, Megan Riley described gym celebrations as feeling like a club with music and dancing, but without the hangover the next day, highlighting the appeal of sober socializing.
Young consumers are choosing gyms and leisure centres over traditional alcohol-centric socialising, such as pubs.
Shopping is the most popular activity with friends (52%), followed by trying new food and drink experiences (47%), exercise (38%), board games (28%), afternoon tea (24%), and visiting themed/pop-up experiences (24%), the Coca-Cola poll found. Thirty-eight percent of those polled enjoy socializing at the gym, 24% at afternoon tea, 28% playing board games, 18% crafting, 12% book clubs, 13% running clubs, and 13% wellness classes, the same poll shows. These activities reflect a diverse range of social preferences, with gyms ranking high as a venue for connection. According to City AM, Will Orr described gyms and fitness as part of this generation's identity and social life, contrasting with previous generations who might have gone out of obligation.
Eighty-six percent of younger adults enjoy putting their own twist on nostalgic trends from the past, according to the Coca-Cola poll. Fifty-two percent of those polled said modern twists on nostalgic experiences appeal more than traditional versions or new activities, the poll indicates. This nostalgia trend is influencing social activities, with gyms offering a modern take on community spaces that blend fitness with social interaction. According to a press release, Ellie D’Silva, spokesperson at Coca-Cola Great Britain, said the results show Gen Z are part of a 'spin generation', loving to reinterpret past elements in their own style. Maura Higgins, a brand collaborator with Coca-Cola, added in a press release that she loves anything that brings people together in a fun, relaxed way with a cute twist on something familiar.
We're all celebrating each other's little wins whether that be upping your weights or doing a really successful class. It feels like you're in a club, you're getting all the songs, you're all dancing, you've got the club vibes but without the hangover the next day.
Seventy-five percent of Brits aged 16-24 take part in strength training at least twice a week, more than any other generation, according to UKActive. This high engagement in strength training underscores the gym's role as a frequent social destination for young people, where regular visits facilitate community building. The trend is supported by data showing gym membership growth among younger demographics, reinforcing the shift toward fitness-oriented socializing. According to City AM, Will Orr described consumers increasingly going to the gym because they want to, not out of obligation, indicating a deeper cultural integration.
The Gym Group is investing in premium sites with designs (dimmer lighting, neon strips, exposed features) similar to bars or nightclubs to improve perceived value, Will Orr, CEO of The Gym Group, said. The Gym Group posted a pre-tax profit of £10.6m for 2025, up 194% from last year, with revenue up 8% to £245m, multiple reports indicate. The Gym Group runs 260 24-hour locations across the UK with over 900,000 members, according to reports. According to City AM, Will Orr described efforts to improve perceived value without pivoting to the premium sector, emphasizing a high-value, low-cost model. This business growth reflects the industry's adaptation to changing consumer preferences.
The results show Gen Z are part of a 'spin generation', they love to take elements of the past and reinterpret them in a way that reflects their own style and identity.
A contradiction exists in Gen-Z drinking habits and sobriety trends: Gen-Z is increasingly choosing alcohol-free socializing, with 54% actively seeking plans that don't revolve around alcohol, and gyms are seen as an alternative to drinking culture, but rates of binge drinking are rising sharply among young Brits, suggesting Gen-Z may not be as sober as often thought. This highlights uncertainty about whether Gen-Z is truly shifting away from alcohol or if drinking remains prevalent, affecting how readers interpret the broader social trend. The trend toward gym socializing may coexist with persistent drinking habits, indicating a complex landscape where some young people embrace sobriety while others do not.
Specific demographic factors, such as income, education, or location, that most strongly correlate with Gen-Z's preference for gym socializing over traditional nightlife have not been confirmed. The long-term sustainability of this trend is unclear, and it is unknown whether it will persist as Gen-Z ages or economic conditions change. Exact mental health impacts of this shift are not documented, and potential negative social consequences, like exclusion of non-fitness enthusiasts, remain unexplored.
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.
Gyms' metrics for measuring the success of their social spaces beyond membership numbers, such as community building indicators, have not been disclosed. The role of social media algorithms in promoting gym content and influencing this trend is not fully understood, and it is unknown how platform shifts could affect this dynamic. These unknowns highlight areas for further research as the trend evolves.
In summary, the rise of gyms as social hubs for Gen Z reflects broader shifts in wellness, cost-consciousness, and social preferences, with industry adaptations and cultural contradictions shaping its trajectory. The trend's future will depend on demographic factors, economic conditions, and ongoing cultural changes, making it a significant development in leisure habits.
£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.
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.