Gen Z and Millennials Lead a Strength Training Surge, EGYM Data Shows
Krissy Vann | Host, All Things Fitness and Wellness
Gen Z and Millennials now make up the largest share of U.S. gym memberships, reshaping how fitness is defined and delivered. Their preferences, behaviors, and expectations are transforming the way gyms operate, creating both challenges and opportunities for the industry.
EGYM’s new whitepaper, The Strength Shift: How Gen Z & Millennials Are Changing Gym Fitness, analyzes industry research and a year of anonymized EGYM data to uncover what drives these generations. The report offers operators a detailed look at how to attract and retain younger members in a changing market.
“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 findings highlight several trends shaping today’s gyms, including the growing popularity of strength training, widespread adoption of fitness technology, and a strong desire for community-based experiences.
Drawing from millions of workouts logged through its Member App and Smart Strength machines, EGYM’s research identifies patterns that reveal how and why younger generations engage in fitness.
“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.
The report provides operators with guidance to make informed decisions on equipment investments, facility design, digital engagement, and marketing strategies. The Strength Shift ultimately serves as a roadmap for building gym environments that resonate with Gen Z and Millennials today and in the years ahead.
