People are actually using their gym memberships — that’s a problem for gyms

It’s well-known that gyms are profitable because people don’t go — and if they did, gyms would be crowded and annoying.

• Planet Fitness currently averages 7.2k members per gym, but most only accommodate ~300 people at once.
• Only 18% of gym members go regularly, their experience subsidized by everyone else.

It may seem weird, but economists chalk it up to “pre-commitment” — an aspirational fantasy that keeps us forking over monthly dues in the hopes that,, eventually, we will “new year, new me.”

But unlike millennials, who were accused of murdering napkins with disuse, Gen Z is now apparently wreaking havoc at the gym by actually getting ripped.

Various surveys…

… have found that Gen Z likes working out, per Business Insider.

• They’re inspired by fitness influencers, who have surged on social media.
• They’re also using the gym to make new friends.

Additionally, there’s rising interest in weightlifting in general, including among women who may have previously thought of it as a man’s activity. Weight training is difficult to do at home considering the heavy equipment it requires.

In 2022, ClassPass saw a 94% YoY increase in strength classes.

How are gyms adapting?

Some are adding more weights and fewer cardio machines, and adding group events and social spaces for members.

Luxury gyms, like Equinox and LifeTime Fitness, often position themselves as part of a lifestyle, adding additional wellness benefits or coworking spaces.

Their high prices may insulate them from overcrowding, but budget gyms may be forced to rethink space and cost. Planet Fitness recently upped its basic membership for the first time since 1998.

There’s also room for more niche gyms. In 2023, there were 622 climbing gyms in the US — up 76% from 353 in 2014.

Totally related: an Instagram account for dogs that go to an LA climbing gym.