The Gym Group chief executive Will Orr has declared that Generation Z is increasingly favoring gym memberships over pints, as social media trends and economic factors drive young Brits to socialize at fitness centers rather than nightclubs. In an exclusive interview with City AM, Orr highlighted a significant surge in young members who are exercising more frequently and consuming less alcohol.
Fitness as Identity for Gen-Z
According to Orr, Gen-Z accounted for 44 percent of The Gym Group's members last year, with an impressive 73 percent of these individuals exercising at least twice weekly. He emphasized that for this generation, gyms and fitness are integral to their identity and social lives. "In previous generations, people might have gone to the gym out of obligation," Orr explained. "Now, consumers are going because they genuinely want to, making it a core part of their lifestyle."
Sophisticated Routines and Mental Health Focus
Orr noted that younger members are adopting more sophisticated and regimented fitness routines compared to older generations. While the mental health benefits of working out contribute to the gym's popularity, Gen-Z members are particularly driven by a desire to "look and feel strong." Supporting this, data from UKActive reveals that 75 percent of Brits aged 16 to 24 engage in strength training at least twice a week, surpassing all other age groups.
Economic Pressures and Social Shifts
The cost-of-living squeeze is another key factor influencing Gen-Z's choices. Orr pointed out that the average gym membership costs around £25 per month, equivalent to a round of drinks. "People are socializing more in gyms because fitness can be a social experience and it's a more affordable way to spend leisure time," he said. However, research from UCL suggests that binge drinking rates among young Brits are rising sharply, indicating that sobriety trends may not be universal.
Premium Gym Investments and Design Innovations
The Gym Group is investing in its premium sites, featuring elevated design elements such as dimmer lighting, neon strips, and exposed building features. All 16 new locations opened last year incorporate this modern aesthetic, which Orr describes as mirroring environments young people encounter in bars or nightclubs. "We aim to enhance the perceived value of our gyms without pivoting to the premium sector," Orr clarified. "We remain a high-value, low-cost provider."
Financial Performance and Growth
On Thursday, The Gym Group reported a pre-tax profit of £10.6 million for 2025, marking a 194 percent increase from the previous year. Revenue also grew by eight percent to £245 million. The chain operates 260 24-hour locations across the UK and boasts over 900,000 members. Following the announcement, the group's share price rose two percent to 178p at Wednesday's market open, reflecting investor confidence in its strategy and the broader fitness trend among Gen-Z.
