Fitness is a conduit for connection.
Group love. According to ABC Fitness, 57% of exercisers cite social interaction and connection as top reasons for joining fitness communities, outranking accountability.
In numbers. As important as the workout itself, the need for belonging partly fueled a 10% YoY rise in gym memberships through typically stagnant summer months. An IRL touchpoint for younger generations, 60% of new gym and 31% studio sign-ups are aged 18–35.
Generation fit. A third of Gen Z engage with their fitness community daily, getting active for mental, social, and aesthetic gains — while adopting indie activewear to flaunt individuality.
Team lift. With 73% motivated by community, plus studies showing group workouts boost results and self-worth, prosociality is a proven performance enhancer.
Fourth space. Divergent across generations, older adults value small, personalized circles for staying engaged, while younger cohorts see tech integration and digital platforms as vital to finding their tribe.
From IRL social apps like Clyx to solo traveler groups like SurfYogaBeer and squad training at The Athletic Clubs, active experiences are redefining culture for all.
Punchline: Those who sweat together stick together, and operators that enable genuine connection will see their communities naturally grow.
