Gen Z Loves the Gym, Finds Report Spotlighting Young Fitness Consumers

Fitness brands are racing to attract Gen Z, and for good reason: the majority of the group is active and 73% are members or users of health clubs, gyms or studios, according to data from ABC Fitness

Fitness tech company ABC Fitness has released a Gen Z snapshot, revealing some intriguing information about young consumers and their potential to positively impact the fitness and wellness industry.

Clamoring for the attention and spending power of Gen Z — commonly known as “ Generation Active ” — is a strategy that could pay off, especially as their global spending power is projected to reach $12 trillion by 2030 — a feat that could make them the wealthiest generation in every region of the world, according to new data from NielsenIQ (NIQ) and World Data Lab (WDL).

ABC Fitness , which looked at those aged 18-24, discovered that 40% of young consumers consider themselves ‘wellness lovers’ while 30% identify as ‘fitness explorers.’ Their main goals? to lose weight and maintain or improve mental health.

The majority of Gen Z (66%) are active, and 73% are either members or users of health clubs, gyms or studios, with nearly half (48%) logging 4-8 visits per month. Traditional health clubs attract the majority of the Gen Z cohort (38%), followed by fitness training studios (29%), YMCA/YWCA/JCC (26%) and community recreation centers (25%).

Within the club, Gen Z prefers to work out solo (58%), followed by 38% who opt for the guidance of a personal trainer. Still, 33% enjoy recreational and sports activities, followed by 27% participating in group exercise classes.

Over half (56%) of Gen Z uses wearable tech, finds ABC Fitness; this is supported by NIQ and WDL’s finding that over 50% have used a fitness or exercise app, and 17% have used a fitness band to monitor and track health and fitness information. The Gen Z data is part of a larger active consumer research study from ABC Fitness on fitness and wellness trends.

ABC Fitness’ report also brings encouraging news for the fitness industry at large, revealing that 12% of non-fitness facility users plan to join this year.

The Race for Gen Z

Leading fitness brands have taken note of the rise of Gen Z, looking to meet young consumers right where they are – on TikTok, the birthplace of “cozy cardio,” “Pilates princess,” and the “30-30-30” method. Peloton made a play for the video-sharing platform, producing co-branded fitness content for TikTok users and introducing its home-based fitness brand to a new generation.

Still, some companies are targeting young consumers the old-fashioned way, fostering a sense of IRL (in real life) connection. Earlier this year, Adidas Training and Bumble partnered to pair fitness enthusiasts with one another to combat “ gymintimidation .”

Ultimately, brands that aren’t actively engaging Gen Z are sure to miss out, suggests NIQ chief communication officer Marta Cyhan-Bowles.

“Gen Z is the most connected, largest and influential generation yet,” Cyhan-Bowles said. “Gen Z will have fewer children – later, will have unprecedented spending power, and will continue prioritizing certain categories – like health and wellness – to an extent generations before them have not. Our analysis leaves no doubt: investment in Gen Z today will pay off tomorrow.”

ABC Fitness’ Wellness Watch Report Q1 2024 is available for download here .

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