GymZ – June 2025
The objective
Following the growing presence of Gen Z gym-goers across the UK, Zoom partnered with Differentology to better understand this rapidly emerging audience segment – known to us as Gym Z. The aim of the research was to explore:
Who Gym Z are, and how they differ from the wider Gen Z cohort
Their mindset and lifestyle inside and outside the gym
How brands can effectively connect with them
The project sought to uncover the true value of the Gym Z audience – both to advertisers and to the evolving fitness ecosystem.
Key Insights
85% are consistently striving toward their goals
83% prioritise productivity
81% actively look for opportunities to expand their horizons
Switching off, to switch on:
Despite being the most connected generation, 62% of Gym Z said that going to the gym helps them disconnect from social media
Brand-driven and loyal:
Gym Z are 40% more likely to be receptive to advertising than their non-gym counterparts and 68% feel more positive towards brands that advertise in the gym
A Prime Moment for Positive Engagement
90% of Gym Z feel happier and more positive after working out, making the gym environment one of the most emotionally receptive moments for advertisers to connect with them.
This audience represents a powerful opportunity for advertisers – affluent, loyal, and primed for positive engagement in a trusted, distraction-free environment.
Gym Z aren’t just another subset of Gen Z. They are a distinct, high-value audience with a growth mindset, strong purchasing power, and proven receptivity to gym-based advertising. Appealing to Gym Z means reaching a generation who are switched off digitally, but switched on to brands.