Ananyah Rastogi
14-Jun-2025
Gen-Z is taking fitness seriously and is all in on making healthier, more responsible choices
There was a time when holidays meant indulgence for younger generations; think copious amounts of alcohol, partying and buffets. But that has changed. Gen Z have officially entered their fitness era, and they are all in on making healthier, more responsible choices. The narrative has shifted; it's now all about strength, stamina, and serotonin. Fitness is cool, and Gen Z is here to live their most authentic, yet aesthetically pleasing, lives. It's no longer cool to waste half the day recovering from a hangover.
What is cool now? Competing in HYROX, joining fitness communities, running at sunrise, rocking athleisure, and heading to coffee raves. With alcohol sales dipping year after year, hotels have recognised where the new revenue opportunities lie. Once home to outdated treadmills and dusty dumbbells, hotel fitness centres are being reimagined. Now, it’s about which hotel gym has the best equipment and supports Gen Z in maintaining their lifestyle, because skipping workouts while on vacation is non-negotiable. Resorts are adapting quickly and catering to these demands. Brands are indulging them too. From classes with celebrity trainers to an expanded variety of equipment, whether it’s ski ergs or Pilates reformers, they're stacking up. The focus has shifted from offering a space to relax to providing a space to level up.
Gen Z measures success differently. For them, wealth lies in having the luxury of time to do the things that bring joy. It's about who has the best sleep routine, the most coveted sauna membership, who nails their macros, and who hits their fitness goals. The goal isn't hustle culture; it's optimising life for happiness. Gen Z is actively seeking environments where they can meet like-minded individuals and build community. It’s about deeper connections and real relationships. A place to belong.
Outside the hospitality space, even major lifestyle and fashion brands have taken notice. Giants like Prada, Tiffany, Dior, and others have jumped on the wellness bandwagon to remain relevant in the face of shifting consumer values. From designing stylish athleisure and meditation gear to producing sleek, high-end gym equipment and fancy sports pop-ups, every brand wants a piece of the pie. Global events like HYROX are further fuelling this fitness-travel trend. These aren’t just competitions; they’re milestones in a lifestyle. From amateur enthusiasts to elite athletes, more and more Gen Z travellers are training for months just to compete and travel, to be a part of this movement.
This cultural shift has also led to the rise of fitness-specific resorts like Zamaya in Mexico, a world-class training destination offering full physical immersion. It’s the perfect blend of aesthetics and athleticism, exactly what Gen Z is looking for. Gen Z is in the midst of a lifestyle revolution. They’re trading hangovers for endorphins, choosing purpose over partying, and planning holidays around mental clarity, physical strength, and meaningful connections. Fitness isn’t just a trend; it’s a movement. And Gen Z is leading it.
Cover Credits: Christian Dior
