Meet Gym Z: The Generation Brands Can’t Afford to Miss

Challenge

Understanding the most valuable new gym audience

Following the growing presence of Gen Z gym-goers across the UK, Zoom Media partnered with research agency Differentology to better understand this rapidly emerging audience segment, known as Gym Z.

The aim was to explore who they are, how they differ from the wider Gen Z cohort, their mindset inside and outside the gym, and how brands can most effectively connect with them.

Research Approach

A deep-dive into the Gen Z gym mindset

• Partnered with leading consumer research agency Differentology to design and run a bespoke audience study.
• Surveyed Gen Z gym-goers across the UK to map their goals, habits, media behaviours and brand attitudes.
• Compared Gym Z responses against non-gym Gen Z counterparts to isolate the unique value of the gym environment.
• Uncovered the emotional and motivational landscape that makes this audience distinct and commercially valuable.

Key Insights

Affluent, loyal and primed for positive engagement

Gym Z aren’t just physically active, they’re mentally switched on, goal-driven, and uniquely receptive to brand messages in the gym environment.

Switching off, to switch on

Despite being the most connected generation, 62% of Gym Z say that going to the gym helps them disconnect from social media, creating a rare, distraction-free environment for brands.

Brand-driven and loyal

68% feel more positive towards brands that advertise in the gym, making in-gym media a trust-building channel unlike any other.

Goal-oriented by nature

85% are consistently striving toward their goals, 83% prioritise productivity, and 81% actively seek opportunities to expand their horizons.

“Gym Z are not just a demographic, they're a mindset. Ambitious, goal-driven and emotionally open after a workout, they represent one of the most powerful media moments available to brands today.”

Research findings, Zoom Media x Differentology