Published 12 September 2024

Author

6 min read

For Gen Zers, fitness is more than a means to keep physically fit: it’s a belief system that encompasses self-care, empowerment and community. Equally, for this cohort, physical fitness goes hand in hand with mental wellness. However, to sustain this attention-short group’s interest, wellness-orientated brands must offer a wide roster of mix-and-match exercise modalities.

Motivated to Move

Gen Z’s Gym Scene

Exercising Al Fresco

All-In for Racquet Sports

Although some argue that Gen Zers aren’t as passionate about sport as their elders (particularly with regard to spectatorship), this cohort is committed to keeping physically fit. In fact, 56% of American Gen Zers consider fitness a “very high priority” (McKinsey, 2023). However, when it comes to maintaining this preference, Gen Zers want a broad spectrum of choice.

Summary

Motivated to Move	Although some argue that Gen Zers aren’t as passionate about sport as their elders (particularly with regard to spectatorship), this cohort is committed to keeping physically fit. In fact, 56% of American Gen Zers consider fitness a “very high priority” (McKinsey, 2023). However, when it comes to maintaining this preference, Gen Zers want a broad spectrum of choice.
Gen Z’s Gym Scene	Gen Zers enjoy spending time at the gym: globally, 30% said last year that they use a gym to keep fit (Les Mills, 2023). In the US, in Q1 2024, 29% of new joiners at gyms were Gen Zers (ABC Fitness, 2024). However, beyond providing physical training, fitness centres must also be spaces for hanging out, relaxing and socialising.
Exercising Al Fresco	Gen Zers have embraced fitness-driven outdoor activities, especially ones that also provide a social dimension. They’re particularly zealous when it comes to running – seen by the cohort as an affordable activity that doesn’t require costly gym membership fees or expensive equipment. See also The New Culture of Running.
All-In for Racquet Sports	The rising popularity of ball sports – such as pickleball and padel – has been well-documented. As to the latter, according to a recent piece in Forbes, Gen Zers are tipped to turn the pastime into “the new golf”. However, alongside these practices, we also note increasing interest from Gen Zers in sports like tennis and badminton.

Gen Z Fitness Trends: 25/26

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