UK Gyms Adopt "Kidulting" to Attract Gen Z
Leading gym chains in the UK are embracing a "kidulting" trend by designing workout spaces with obstacle courses and climbing walls. The strategy aims to attract Gen Z and other adults by making fitness more playful and social.
- The UK gym market is valued at £5.9 billion, an increase of 9.7% from the previous year, with almost 11 million people (16% of the population) holding a membership. - Gym chain David Lloyd has introduced "kidulting" classes at its North London location which include games like "stuck in the mud," wheelbarrow races, and activities with a parachute. - This trend aligns with Gen Z's preference for social and experience-based fitness, with many indicating they prefer going to the gym over traditional social venues like pubs. - Luxury gym chain Third Space, while not explicitly "kidulting," has recognized the demand for family-oriented fitness by opening "Little Space," a multi-active area for children at its Islington club, allowing parents and children to work out simultaneously. - The integration of gamification is a key driver in fitness app adoption among younger users, with features like badges, leaderboards, and social challenges increasing user engagement and retention. - 72% of Gen Z exercisers now take a hybrid approach, training both in and out of the gym, highlighting the importance of an "Omnifitness" experience that combines live and digital workout options. - Social media's influence is significant, with 76% of Gen Z members looking to fitness influencers for guidance on at-home workouts. - The demand for unique and personalized workout experiences has led to a rise in independent and boutique studios, with over 1,000 opening since 2019 across the UK.
