Gen Z are leading the charge on the luxury fitness movement. Although social media encourages curating aspirational lifestyles, it’s not just the aesthetic keeping them spending.
In the 2025 Gen Z fitness pulse report, 53% of Gen Z (born between 1997-2012) are prioritising spending more on health and fitness memberships, with popular luxury gym chains in London like Third Space and KX offering memberships starting from £240 to £615 per month.
Third Space reported a 115% growth in profit in 2024/25.
The chain is appealing to Gen Z and Millennial demographics, by offering an inclusive luxury experience with classes, spa services and pools, at a manageable cost for early career professionals.
Maddie, 29, moved to using luxury gyms after she “reached a point where going to a standard local gym just wasn’t working for me anymore”.
@mads.alb love you @Third Space London !!!! #gym #reformerpilates #london #thirdspace #londongyms
Maddie believes Gen Z’s reasons for opting for luxury are more than just material. “There’s definitely an aesthetic and social element. Saying “I go to Third Space” does carry a certain excitement and status, and I think it would be disingenuous to deny that. But that’s not the full story.”
So, if using Third Space only to gain social status is a misconception, why are Gen Z investing so much in luxury fitness?
They’re caring more about their overall health
For 23-year-old UGC creator, Klaudia, her health was more important than clubbing .
“It wasn’t about status but just about wanting better for myself. I knew that I’d probably spend more than that on nights out over the month, so it felt like the right decision to instead invest it into my wellbeing.”
‘Fitspiration’ on social media has also shaped Gen Z’s gym expectations and fitness goals.
Samatha Ryall, a fitness coach and personal trainer at Third Space says that “While social media has made ‘aesthetics’ a priority, it has also sparked a much healthier movement: ‘Strong over Skinny.'”
“For many, especially women, fitness is no longer about restriction, it’s about capability. Young adults now see fitness as a non-negotiable part of their identity and a primary way to spend their disposable income.”
Klaudia also agrees social media is encouraging Gen Z to invest more in their fitness “while there’s definitely a lot of brain-rot content, there’s also a lot of motivational and self-improvement content.
“I think that’s pushing people to want more from themselves and their lives, and that often shows up as investing in fitness.”
@awaywithelisabeth Expensive but worth every penny @Third Space London #london #gym #thirdspace #richmond
As Gen Z are now looking to commit more time to their health, Samantha explains “they’re expecting their physical space to match the high-quality wellness content they consume online, they expect expertise, variety, and a ‘vibe’ that you can’t get at a budget gym.”
They appreciate the sense of community and sanctuary
Alongside its gym, Third Space offers other services like, classes, eateries, and club benefits, making exercise a socialising opportunity for Gen Z gymgoers.
For Klaudia this is one of her reasons for keeping her membership “I’ve met a lot of people there and it really feels like a small community. It’s made working towards my fitness goals so much easier and more enjoyable.”
Reports show younger adults actively want to make friends at the gym with 14% of 25-to-34-years-olds cite making friends through exercise as a benefit, higher than the national average and any other age group.
Third Space doesn’t just offers a sanctuary for Gen Z, but also community by integrating social aspects like Member Socials and ‘The Yard Games’ fitness competition into their membership.
Third Space isn’t just making members look impressive on social media, it’s also offering a sanctuary for them to better themselves.
In Samanthas experience “Gen Z is the ‘wellness generation.’ They aren’t just looking for a treadmill; they want a 360-degree approach that includes skincare, recovery, and mindfulness”.
As Third Space incorporates recovery with massages and spas she says, “It’s that ‘all-under-one-roof’ luxury that fits their high-performance lifestyle and lives up to the type of things they see on their Instagram”.
Aspirational environments make them work harder
Owen also started seeing a difference in his consistency after investing in Third Space “I was really struggling with my fitness goals, and I needed the motivation to really use the gym – and what better way than to pay a lot for it? I ended up losing 35kg due to my commitment.”
Even though the financial investment is steep, Owen, Maddie and Klaudia have all made sacrifices in other aspects of their lives to invest in Third Space. They’re part of a movement which is prioritising health first.
Samatha explains “Gen Z are now integrating fitness into their social lives and daily habits much earlier, which makes fitness a core pillar of their social identity”.
