Meet Gym Z: The Generation Brands Can’t Afford to Miss

Challenge

Understanding the most valuable new gym audience

Following the growing presence of Gen Z gym-goers across the UK, Zoom Media partnered with research agency Differentology to better understand this rapidly emerging audience segment — known as Gym Z.

The aim was to explore who they are, how they differ from the wider Gen Z cohort, their mindset inside and outside the gym, and how brands can most effectively connect with them.

Research Approach

A deep-dive into the Gen Z gym mindset

• Partnered with leading consumer research agency Differentology to design and run a bespoke audience study.
• Surveyed Gen Z gym-goers across the UK to map their goals, habits, media behaviours and brand attitudes.
• Compared Gym Z responses against non-gym Gen Z counterparts to isolate the unique value of the gym environment.
• Uncovered the emotional and motivational landscape that makes this audience distinct — and commercially valuable.

Key Insights

Affluent, loyal and primed for positive engagement

Gym Z aren’t just physically active — they’re mentally switched on, goal-driven, and uniquely receptive to brand messages in the gym environment.

Switching off, to switch on

Despite being the most connected generation, 62% of Gym Z say that going to the gym helps them disconnect from social media — creating a rare, distraction-free environment for brands.

Brand-driven and loyal

68% feel more positive towards brands that advertise in the gym, making in-gym media a trust-building channel unlike any other.

Goal-oriented by nature

85% are consistently striving toward their goals, 83% prioritise productivity, and 81% actively seek opportunities to expand their horizons.

“Gym Z are not just a demographic — they're a mindset. Ambitious, goal-driven and emotionally open after a workout, they represent one of the most powerful media moments available to brands today.”

Research findings, Zoom Media x Differentology