Gym Z have always been generalised as a valuable audience from their growing spending power to the media they consume. UK Active released their health & fitness report announcing that in 2024 gym memberships had increased by 6.1% to 11m members and that this had been mainly driven by Gen Z.
“For young consumers, a gym membership has become an essential rather than a nice to have.”
Alongside research consultancy, Differentology, we wanted to know more about Gen Z, specifically those who regularly go to the gym (we’ve now coined as Gym Z) vs those who do not attend the gym with any regularity (non-Gym Z).
Here’s just some of the insight in to Gym Z..
Who are Gym Z?
Gym Z are ambitious, self-assured and have a growth mindset.
They love the gym and they go because they want to, not because they have to. They also feel the positive mental effects of working out more so that non-Gym Z. After a workout…
Switching off to switch on
Whilst Gym Z are more ‘online’ than the rests of their age group outside of the gym, they’re still using their gym time as a digital detox.
‘Zooming’ in on our Gym Zs
Gym Z inherently trust brands that advertise in the gym and as a result feel more positive towards them.
Even though they’re focussed on reaching those fitness goals, they notice and pay attention to what they’re seeing on screens whilst in the zone.
Don’t underestimate Gym Z
Gym Z are confident, self-assured and have a growth mindset. Not only do they love the gym, but they’re receptive to advertising in the gym environment. They trust brands that advertise in gyms and are more likely to notice advertising when they’re in the zone on the gym floor.
When compared to their non-gym going counterparts in Gen Z, they are more affluent and willing to spend across all categories, especially wellness and fitness. Appealing to the Gym Z audience is key for in-gym advertising.
To find out more about this research and how you can engage with Gym Z, get in touch with our teams.