The fitness landscape is evolving, and younger generations are leading the change. Gen Z and Millennials now make up the largest share of U.S. gym memberships, reshaping what fitness looks like today.
Their preferences, behaviors, and expectations are transforming gyms, creating both challenges and opportunities for operators.
EGYM’s new whitepaper, The Strength Shift: How Gen Z & Millennials Are Changing Gym Fitness, explores this generational transformation. By analyzing a combination of industry research and a year’s worth of EGYM anonymized data, the report offers fitness operators a window into what today’s most influential gym-goers want and how to earn their loyalty.
“Clubs can no longer wait for younger members to adapt. They’re already defining the future of fitness,” says Dana Milkie, EGYM General Manager, North America. “This whitepaper shows operators how to meet them where they are, turn insights into action, and create experiences that keep members coming back.”
The report highlights several key areas where Gen Z and Millennials are influencing the market, including the types of workouts they prefer, their tech adoption habits, and a strong desire for community-driven experiences.
EGYM’s research draws on a rich dataset from its Member App, tracking millions of workouts across its Smart Strength machines and equipment from a wide range of leading fitness brands that are EGYM partners. It reveals not just what younger members do in the gym, but the patterns that drive engagement, motivation, and long-term loyalty.
“It’s about more than exercises. It’s about understanding why younger members behave the way they do, and what it means for sustainable growth,” adds Milkie.
Operators can use these insights to optimize equipment investments, design gym layouts, craft compelling digital experiences, and refine marketing strategies—all with a clear view on attracting and retaining the next generation of members.
The Strength Shift equips gym operators with actionable guidance to evolve their offerings, embrace data-driven insights, and build the kind of member experience that appeals to Gen Z and Millennials, now and in the years to come.
Click HERE to download the full whitepaper.
EGYM is a global leader in fitness technology and corporate wellness with the vision of transforming healthcare from repair to prevention. EGYM partners with companies to improve employee health by providing access to fitness and health facilities. And they equip facilities with smart gym equipment and digital solutions that offer an AI-driven workout experience for people of all skill levels. Corporations benefit from reduced healthcare costs and increased productivity, and clubs from a growing membership base that stays engaged.
emily.klipp@egym.com
EGYM
