How gyms can attract the new generation of fitness fanatics
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Posted: Tue 8th Apr 2025
10 min read
Gym and health club memberships in the UK have been hitting record highs in recent years, with industry data indicating that the market continues to expand.
According to Health Club Management, membership levels rose to 14.6% in 2024 – some 10.7 million of us hitting the weights or treadmills, creating a market worth a healthy £5.9 billion. At the same time, PureGym reports a notable boom in the number of gym facilities nationwide, suggesting that our collective appetite for fitness is stronger than ever.
This surge in new openings isn’t just a coincidence. Younger generations – Gen Z in particular – are helping to drive this growth. Their focus on health, wellbeing and work-life balance has reshaped the fitness landscape, creating demand for flexible, inclusive and community-driven workout spaces.
The good news is that heightened interest in fitness means a larger potential customer base for gym owners. The flip side is that the competition is fierce, and today’s discerning consumers are quick to judge a gym’s credentials before they even step inside.
So, how can gyms and other fitness facilities stand out in this new era and capture Gen Z’s attention for the long run? Here are some strategies to help you connect with younger members, differentiate your business and thrive in an increasingly crowded market.
1. The challenge and opportunity of greater demand
The wave of new openings represents a golden opportunity for gym operators. More people seeking gym memberships translates into a potentially larger pool of paying customers. However, it also means intensified competition. Gen Z will scrutinise everything from your online presence and Google reviews to your floor layout and community vibe before setting foot on-site.
New gym-goers tend to value openness and authenticity. Make it easy for prospective members to see what you offer by showcasing your facilities and classes online.
Offer social-proof elements, such as testimonials and real member stories. Providing a genuine behind-the-scenes glimpse helps potential members feel at ease and signals confidence in what your gym has to offer.
Don’t shy away from collecting and displaying feedback. A strong presence on social channels, user-generated content, and Google reviews can help create trust. If Gen Z see like-minded individuals enjoying their workout experience, they’re more likely to believe your gym is the right fit for them.
2. Standing out in a crowded market
With so many new gyms and boutique fitness studios appearing, a strong USP is essential. Whether it’s a particular training philosophy, a niche class offering, or a carefully curated vibe, you’ll need to spell out why your gym is different – and better – than the competition.
Gen Z are famously quick to abandon services that don’t meet their needs. In fact, one report suggests many simply cancel their direct debit or let payments fail if they feel locked into an unsuitable contract. Yes, they will ghost your direct debit!
So, offer monthly rolling options or pay-as-you-go sessions to cater to those who want to dip in and out without fear of penalty. This approach also encourages you to continually up your game, keeping your members engaged through excellent service rather than binding contracts.
Younger customers aren’t just looking for a place to break a sweat; they also crave meaningful connections. Group fitness classes, communal challenges and social media-linked events (like weekly workout competitions) can all spark a sense of camaraderie. If members form friendships and identify with your gym community, they’re far more likely to stay loyal.
3. The importance of thoughtful gym design
Beyond flexible memberships and community-building strategies, how your physical space is designed can make or break the experience for Gen Z. The days of dark, cramped, machine-packed rooms are giving way to airy, well-zoned facilities that accommodate a range of training styles. Gym design is no longer just about maximising profits; it’s also about creating an aesthetic and functional environment that sets you apart.
A great layout begins by clearly separating areas for different activities: a dedicated cardio section with treadmills and rowing machines, a distinct strength-training zone with squat racks and free weights and perhaps an open space for functional fitness, group classes or stretching. Each zone should feel deliberate and uncluttered so members know where to find the equipment they need — without scrambling past other stations.
Why it matters
Improved flow: When people can move logically from warm-up to workout to cooldown, they’re less likely to feel frustrated or intimidated
Shared energy: Zoning creates mini-communities within your gym, where cardio enthusiasts, lifters, or functional fitness fans can spur each other on
Modern gym-goers value personal space and a stress-free environment. If too much equipment is crammed in, the atmosphere can quickly feel overwhelming and off-putting. Instead, offer plenty of walking room, set aside areas for rest or chit-chat and ensure that lighting is bright but not harsh. Even small touches, like neatly organised kettlebells, quality flooring that absorbs sound, and strategic mirrors, can elevate the entire experience.
We live in a share-everything culture. People love posting workout highlights on social media, and a tasteful, well-lit corner (complete with your logo in the background) is an easy way to encourage that. At the same time, weaving your brand colours and design elements throughout the facility helps reinforce a sense of belonging and recognition.
4. Crafting a flexible experience for modern lifestyles
For Gen Z, fitness is often woven into a busy schedule of work, study and socialising. Many prefer to work out at unconventional hours — early in the morning or late at night.
If feasible, consider offering 24-hour membership or at least extended opening hours. If people know they can pop in for a workout after a late shift or first thing on a Sunday, it removes a big barrier to regular exercise. Even if 24-hour access isn’t practical, think about adding some early-morning classes or late-night sessions to accommodate different schedules.
Remember that nearly 85% of gym members also train at home or access online workouts. Offering virtual classes, members-only workout libraries, or online nutrition and wellness guidance can help position your gym as a round-the-clock fitness companion.
This hybrid model not only gives your members the flexibility they crave but also allows you to reach those who might not be able to visit the gym in person every day.
5. Nurturing a sense of community and retention
Ultimately, the secret to long-term success lies in building a community that resonates with Gen Z. That could be achieved through themed fitness events, wellness workshops or social clubs where members can bond over shared interests.
This generation loves seeing and sharing progress. Provide simple tracking tools, whether digital apps or old-school noticeboards, so members can celebrate milestones together, like personal bests or group challenges. Recognise members’ achievements publicly on social media or within the gym to foster encouragement and loyalty.
Many gyms now run seminars on mental health, mindfulness, or healthy eating. Incorporating these elements shows you care about holistic wellbeing, not just selling memberships.
Final thoughts: Growing with Gen Z
Gen Z’s enthusiasm for health and wellbeing is a major driving force behind the £5.9bn industry. Gyms that respond proactively to the demands of this generation by updating their memberships, embracing strategic design, fostering community spirit and keeping the user journey flexible stand a far better chance of securing and retaining this valuable audience.
This generation wants more than just a treadmill and a squat rack; they crave an experience that seamlessly fits into their lifestyle, aligns with their values and offers genuine connection. By staying adaptable and doubling down on authenticity, you can transform your facility into a dynamic fitness hub that Gen Z are proud to call their workout home.
So don’t be intimidated by the influx of new competition. Instead, treat this as a chance to adapt what you offer, refine your approach, and forge deep-rooted relationships with a generation that sees fitness and wellbeing as a way of life.