Why Gen Z is Choosing Luxury Gyms Over Nights Out

The best part of Owen Willis’s day is his morning shower, complete with lavender and eucalyptus bodywash and fluffy white towels.

This isn't his home, however—it's his gym. Willis is a member of Third Space in London, a self-described "luxury health club" where memberships start at £230 a month.

For Willis, a 23-year-old marketing professional, the £279 monthly fee is a significant part of his income, but he sees it as an essential investment.

He’s part of a growing number of Gen Zs (those aged 13 to 28) who prioritize high-end fitness experiences over traditional social spending like eating out or clubbing.

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A Shift in Priorities

According to a survey by Intuit Credit Karma, 27% of UK adults under 25 consider gym membership a necessity.

Another survey by The Gym Group found that many young people would rather invest in fitness than socialize, with 22% of 18- to 24-year-olds spending over £50 a month on fitness.

Willis has seen this "big shift" among his friends. They are choosing "nicer" gyms that offer more than just workout equipment, featuring amenities like saunas, steam rooms, massage guns, and hydrotherapy pools.

"It's more than a gym," he says. "I go and relax there; I work from there all the time. There’s other stuff, too, like yoga and sound-bath meditation."

For Willis, the luxury gym also became a sanctuary from a difficult living situation. At one point, he shared a house with six other people, a mouse infestation, and only two grimy showers. He never showered at home.

"Then I’d go to Third Space and the concierge would know my name and give me a fluffy towel when I walked in," he says.

The gym's high-end facilities, including irons and complimentary toiletries, helped him keep other costs down. Even now that he lives alone, he still showers at home only about once a month.

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The Booming Business of Luxury Fitness

This trend has fueled a boom in the luxury gym market. Third Space has grown from one club in 2001 to 13 in 2025, with consumer spending in its gyms rising by 41.1% in a single year.

Other high-end chains like David Lloyd have also seen soaring growth, driven primarily by Gen Z.

The gyms themselves are becoming ever more lavish. Memberships at Lanserhof at the Arts Club start at £6,500 a year, while Surrenne in Belgravia charges £10,000 a year plus a £5,000 joining fee.

These "revolutionary fitness playgrounds" offer amenities like UV-treated air and Himalayan sea-salt saunas.

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More Than Just a Workout

For many young people, fitness is a form of therapy and a source of stability. Niyi Akinseye, 26, spends about £250 a month on his fitness, including his £95 membership to GymBox.

"Seeing the results was very satisfying in a world where there are lots of uncertainties for young people," he says. "A job isn’t guaranteed in this world, as it perhaps was for previous generations."

Fitness has also become a social activity. Nishka Parekh, 24, spends around £75 a month on classes like Pilates.

"Sometimes, me and my friends would plan to go to a workout class on a Friday before going to the pub," she says. It's a way to socialize that "doesn't revolve around drinking and is better for your health."

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Luxury gyms are capitalizing on this by creating environments where clients want to stay.

Third Space's CEO aims for a "Firmdale hotel" experience, with many clubs offering dedicated workspaces, cafes, and wellness centers where members can get botox or massages.

For devotees like Willis, downgrading is not an option. "I haven’t really thought about moving to a cheaper gym; it’s just never going to be the same," he says, confident that the investment in his well-being is worth every penny.

Source: theguardian

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.