TL;DR:  Gen Z’s fitness habits have changed the industry. To attract and retain these members, gyms need to rethink their membership models, upgrade their technology, and create experiences that align with Gen Z’s wellness priorities.

What Mid and Large Operators Need to Know About Gen Z Members

Gen Z is emerging as the most influential demographic in fitness today.

Why? This generation is reported to have $360 billion in global disposable income and represents 40% of global consumers. Their expectations will reshape fitness revenue models, membership structures, and how you engage with members.

Don’t worry, we’ve got you covered. 

Understanding Gen Z fitness trends will help you future-proof your fitness business. For instance, this generation demands greater flexibility, personalization, and integration with technology in ways that differ fundamentally from previous generations.

Throughout this post, you’ll learn what drives Gen Z’s workout choices, how technology shapes their fitness decisions, as well as specific strategies to attract and keep these valuable members.

Download our FREE eBook “Understanding Gen Z: How to Future-Proof Your Fitness Business” to stay ahead of the curve.

Gen Z Fitness Habits and Expectations

Gen Z gym preferences look different from what you’ve seen before. 

When it comes to fitness, this generation values their independence, is highly fluent in digital tools, and sees working out as part of their overall health and well-being. 

Multi-location operators need to adapt their business strategy accordingly.

#1 – Preference for hybrid memberships

Gen Z members expect both in-person and digital workouts. 

Far from being a pandemic holdover, virtual workouts for Gen Z have become a permanent expectation. These members want the flexibility to hit your physical location when it fits their schedule and stream classes when they can’t make it in.

The desire for hybrid fitness membership means your business model needs to accommodate both digital and physical touchpoints easily. Members should be able to book classes, access on-demand content, and track their progress through one integrated platform.

📝 Read More: 11 Ways to Build a Successful Hybrid Gym

#2 – Greater demand for personalization

Personalized fitness experiences top the list of Gen Z fitness priorities. Generic workout plans don’t cut it with this generation. They’ve grown up with algorithms that know their preferences, and they expect the same from their gym.

One way to meet this demand is to create a structured onboarding process for new members if your gym hasn’t done so already. The process should include fitness assessments, goal-setting sessions, and personalized program recommendations. 

Gen Z members want to see their data. Therefore, another way to personalize Gen Z fitness is to integrate technology so members can track their progress, receive personalized feedback, and get tailored suggestions that match their goals.

#3 – Importance of community and social connection

While 68% of Gen Z members prefer working out alone, they still crave community-driven workouts and digital connection. This reflects how this generation views social interaction. They want to feel part of something without constant face-to-face engagement.

Fitness communities for Gen Z happen in group chats, on social media, through shared challenges, and in digital leaderboards. 

To meet Gen Z members where they’re at, consider organizing social events and challenges that encourage interaction among members. A month-long challenge with a digital leaderboard, for instance, can build just as much community as a group class.

📝 Check Out: How Community Engagement Fuels Studio Growth (and How to Measure It)

#4 – Focus on mental health and holistic wellness

Mental health and fitness are inseparable for Gen Z. 

According to our recent Wellness Watch report, the second main motivating factor for Gen Z to stay active is to maintain or improve their mental health and stress relief (17%)—which ranks just as important as weight loss. 

It’s true that this generation views fitness as one dimension of overall wellness. They’re interested in how exercise impacts their stress levels, sleep quality, and mental clarity. Gen Z wellness culture emphasizes balance, recovery, and sustainable fitness practices over punishing workout regimens.

Technology as the Gen Z Fitness Driver

Technology shapes how Gen Z members use your gym, full stop. Let’s explore some of the ways that digital solutions form the foundation of the Gen Z fitness experience. 

The role of fitness apps, wearables, and gamification

Gen Z members expect fitness technology. It’s no longer optional.

Gen Z and Millennials are the most open to AI-driven fitness solutions. They regularly use fitness apps, wearables, and virtual personal trainers. They want smart workout suggestions, gamified fitness apps, and data that shows how they’re improving.

In our Wellness Watch report, we found that 56% of active consumers use a wearable like Fitbit, Whoop, or Apple Watch to track their activity. Furthermore, 49% have used nutrition and meal planning apps, 61% have used AI-based fitness tracking apps, and 36% have used virtual fitness trainers or workout generators.

Gamification appeals to Gen Z’s competitive side. Leaderboards, achievement badges, and challenge completions turn routine workouts into more engaging experiences.

📝 Go Deeper: How Gamification in Fitness Boosts Motivation and Engagement

How social media influences workout choices

Social media fitness trends drive a significant portion of Gen Z’s workout decisions.

This generation regularly discovers new exercises, fitness challenges, and workout styles through TikTok, Instagram, and YouTube. In fact, they’re more influenced by fitness creators than by traditional advertising.

Therefore, your gym needs a social media presence that speaks authentically to this audience. Sharing user-generated content, behind-the-scenes looks at your facilities, and real member success stories resonate better with Gen Z than perfectly polished corporate messaging.

Seamless digital experiences are the baseline

Gen Z expects frictionless digital engagement at every touchpoint with your gym. From discovery to booking to checking in at your facility, the experience should be mobile-first and intuitive.

Your tech stack should include mobile-first booking and payment systems, AI-driven personalization for workout recommendations, integration with wearables and fitness apps, and on-demand class options.

Any friction in these digital experiences sends Gen Z members straight to your competitors. If your booking system is clunky, or if members can’t connect their wearables, you’re losing members before they walk through your door.

📝 Check Out: Understanding Gen Z: How to Convert the Next Generation

Key Challenges for Mid- and Large-Operators

Scaling your offerings to appeal to Gen Z can present real obstacles when you have multiple locations. Here are the biggest hurdles you’ll face and what they mean for your operations:

Meeting Gen Z’s demand for flexibility at scale

Gen Z members want personalization and flexibility. Therefore, you need operational efficiency across dozens or even hundreds of locations.

Traditional membership models with tight annual contracts don’t appeal to this generation. You’re competing against boutique studios that pivot quickly and digital platforms that offer unlimited flexibility.

Finding the middle ground requires rethinking your membership tiers and revenue model. 

Balancing traditional memberships with digital-first habits

Your existing member base might prefer a traditional gym experience while Gen Z demands something different.

Managing multiple membership tiers, digital-only options, and hybrid models across locations creates complexity. You need a platform that handles various membership structures, tracks engagement across channels, and shows which models work best in which markets.

📝 Check Out: Business Expansion at Scale – A Strategic Guide for Multi-Location Fitness Operators

Retaining Gen Z members in a competitive market

Gen Z switches fitness providers easily. They’re loyal to experiences, not brands.

So if a competitor offers better technology or a stronger community, they’ll switch without hesitation. Your gym needs retention strategies that promote continuous engagement and regular touchpoints to maintain member loyalty.

Put differently, your gym’s relationship with Gen Z members can’t end when they walk out after a workout. The experience needs to continue through your app, social media, and community offerings.

Strategies to Attract and Retain Gen Z Members

Understanding these challenges is one thing, but solving them is another. Let’s look at proven strategies for how to adapt your offerings to meet Gen Z where they’re at. 

Build in personalized onboarding from day one

First impressions matter. As mentioned above, your gym needs a comprehensive onboarding process that includes fitness assessments, goal-setting sessions, and personalized program recommendations.

To keep engagement high, it’s essential to schedule follow-ups at 30, 60, and 90 days to check on member progress. You can use your member management system to automate these touchpoints while maintaining a personal touch.

📝 Read More: How to Simplify Member Onboarding With ABC Glofox

Use technology to track progress and boost engagement

Gen Z members want to see their data and receive personalized suggestions to help them break through plateaus. Therefore, your gym needs tech that easily integrates with Gen Z’s favorite wearables. Engagement jumps when members can see workout data, recovery metrics, and progress in one place. 

Another suggestion is to add AI-powered chatbots that answer questions 24/7 and virtual coaching through your app for at-home workouts.

Organize digital-first social events

Community is a huge driver for Gen Z, which your gym can tap into by organizing low-pressure social events, fitness challenges, and group activities—both online and in-person. 

Keep in mind that “social” for Gen Z often means digital-first. A Discord server, WhatsApp chat, or private Instagram group might build more community than an in-person event.

Provide education about holistic wellness

As we’ve seen, Gen Z sees mental health as an essential part of overall wellness. 

Your gym can meet this need by providing workshops on stress management, nutrition, and healthy habits. You could even partner with local nutritionists, mental health professionals, and wellness coaches to provide your members with holistic support. These offerings position your gym as a hub for complete wellness. 

Offer flexible membership tiers

Flexibility is key for Gen Z. Your gym can cater to different needs with multiple membership options, such as digital-only memberships for budget-conscious students or hybrid memberships for ultimate flexibility. You might even consider pay-as-you-go options for casual users.  

The important part is to make sure all options are easy to understand and easy to switch between. Needless complexity turns Gen Z away fast.

FAQs About Gen Z and Fitness Operators

What are Gen Z fitness trends? Which fitness trends are most popular with Gen Z?

Gen Z fitness trends focus on flexibility, technology, and holistic wellness.

According to our Wellness Watch report, Gen Z loves high-intensity interval training, functional resistance training, and virtual on-demand classes. This generation also gravitates toward fitness challenges with gamification, boutique-style experiences with a strong sense of community, and mind-body practices like yoga and meditation.

These members prefer hybrid memberships that combine in-person and digital workouts. Plus, they expect seamless mobile experiences and integration with their favorite wearable(s). Most importantly, they value mental health as much as physical fitness.

Why are so many Gen Zers fit to quit?

Gen Z takes fitness seriously, but in a different way than previous generations.

For instance, they’re more likely to stay active when fitness aligns with their broader wellness goals. They want workouts that help manage stress, improve mental clarity, and support their overall health—not just to look good. 

The challenge for gyms is that Gen Z won’t stick with a program that feels generic or disconnected from their personal goals. They need personalization, a community connection, and digital tools that track their progress. When those elements are missing, they’ll quit and find options that better match their needs.

What do Gen Z members want from gyms and fitness clubs?

Gen Z members want hybrid access to both physical facilities and digital content. They expect transparent pricing without hidden fees.

They also want a tech-forward experience, a high degree of personalization, and a strong sense of community. Holistic wellness—including mental health and nutrition support—is equally important.

How can gyms use technology to attract Gen Z members?

Start with mobile-first booking and payment systems that include options like Venmo and Apple Pay.

Another suggestion is to use AI-powered personalization that suggests workouts and tracks progress. It’s also important for your gym to offer integration with wearable devices like Fitbit and Apple Watch. Plus, make sure your gym provides on-demand and virtual classes/live streams for ultimate flexibility. 

The key is that the technology should feel intuitive and enhance the member experience rather than complicate it.

Make Gen Z Fitness Easier with ABC Glofox

Gen Z has created a fundamental shift in fitness. And their expectations around flexibility, digital solutions, and personalized experiences will only grow stronger as they gain more purchasing power.

Mid- and large-operators can win by implementing hybrid membership models, embracing digital integration, and creating community-focused experiences. ABC Glofox provides the technology infrastructure you need to meet Gen Z where they are.

Gen Z’s influence is growing fast. Download our free eBook “Understanding Gen Z: How to Future-Proof Your Fitness Business” now to adapt your business before your competitors do.