Gen Z & Millennial Wellness Revolution

A Significant Chance for Business Ventures: The Rising Demand for Advanced Wellness Options Among Gen Z and Millennials

In recent articles from Bloomberg & Athletec highlight significant slowdowns in gym memberships and overall foot traffic in January ‘24 as compared to January ‘23 for traditional multi-purpose health clubs and boutique fitness operators alike.

These slow downs could be a further reflection of the significant change in what younger generations, notably Millennials and Gen Z, are seeking for their respective wellness journeys.

This trend leans heavily towards comprehensive wellness solutions that seamlessly incorporate digital elements. This change poses challenges for traditional gym setups that are slow or unwilling to adapt through innovation.

Simultaneously, this kicks the door wide open for operators in multi-tenant residential communities, corporations, and educational facilities. These operators are ideally placed to meet the burgeoning wellness needs of younger crowds by integrating cutting-edge wellness services into their daily environments where they Live, Work and Learn.  

Below are a few ideas for consideration. 

Digitizing Underused Spaces

Being digital natives, Millennials and Gen Z have been immersed in technology from a young age. This exposure influences their wellness expectations, where they favor digital options offering interactive and engaging wellness experiences at their convenience.

Businesses have a tremendous opportunity to introduce digital wellness solutions. Imagine workout equipment that turns fitness into a competitive match, or virtual reality sessions offering a tranquil yoga practice on a distant beach. Adopting such digital wellness innovations responds directly to the younger generations’ preference for technology-driven, convenient wellness experiences.

These digital platforms do more than cater to the convenience and engagement needs of Millennials and Gen Z; they transform underutilized spaces into vibrant wellness zones. Utilizing technology to offer unique, on-demand wellness experiences enables businesses to present more tailored and appealing health options, embracing the technologically adept, convenience-oriented tendencies of these groups.

GymTech Fitness partnered with Gymlete to create bespoke digital offerings to complement their fitness equipment distribution offerings.  Bundling elements of their equipment portfolio to outfit such a space, and then providing digital workout guidance to provide tutorials and workouts. 

Comprehensive Wellness Areas

The younger populations prioritize both mental and physical wellness, often seeking beyond what traditional gym setups provide. A smart move for businesses is to establish areas focusing on comprehensive wellness.

These areas could include tranquil meditation spaces, dynamic wellness pods, and venues for wellness workshops. Incorporating elements of biophilic design can also enhance these spaces by creating a closer bond with nature, thus promoting mental well-being.

Expanding services to cover nutritional advice and mental health seminars allows businesses to meet the demand for a well-rounded wellness approach.

Collaborating with Boutique Fitness and Wellness Brands

To align with the sophisticated wellness tastes of Millennials and Gen Z, forming partnerships with esteemed boutique fitness and wellness brands is a forward-thinking strategy for businesses. These collaborations bring specialty wellness classes and workshops into residential communities, workplaces, and academic settings. Providing exclusive sessions from local yoga studios or meditation classes by expert wellness practitioners offers residents, employees, and students a unique mix of convenience and high-quality wellness amenities. Such efforts meet the exacting standards of these demographics, delivering distinct and attractive wellness option


The shift towards holistic and digitally integrated wellness solutions, as pointed out by Bloomberg, signifies both a challenge and a prime opportunity for businesses. By pivoting towards digital-first fitness platforms, creating comprehensive wellness spaces, and establishing strategic partnerships with boutique brands, businesses can aptly serve the contemporary wellness preferences of Millennials and Gen Z. Implementing these strategies not only answers the immediate wellness needs of these key demographic segments but also positions businesses at the leading edge of a wider societal move towards healthier, more interconnected living and working spaces.