Gen Z is hitting the wellness club.
What’s happening: Two studies highlighted the rise of healthy hedonism, with 63% of consumers craving multisensory experiences and 42% seeking “Alternative Social Spaces.”
As soft clubbing surges, thermal gathering attendance is up 1,105%, according to Eventbrite.
Golden child. Overwhelmed by stress, anxiety, and screens, Gen Zers want regulation and release. Reclaiming joy, wellness event attendance is up 146%+, driven by sauna and ice bath studios, wellness clubs, and run crews.
- Daybreaker reimagined its sober dance parties for a sauna rave series with Othership.
- London’s Shoreditch &Soul blends aufguss sauna ceremonies with creativity workshops.
- Diplo’s Run Club and Jesse Itzler’s Runningman pair endurance events with music festival-like atmospheres.
Going global, Sanctum’s music-driven movement classes create an immersive mind-body experience, while Berlin-based CNDO sparks meaningful connection through active pursuits.
Punchline: Consumers don’t want to choose between physical and social health. With 70% of Gen Z drinking again, striking the right balance beats preaching extremes.
