"Spending 700,000 Won a Month Feels Worth It"... Where Young People Flock Instead of Bars for Friends and Romance [World Z Gold]

Generation Z Prioritizes Health and Wellness
Choosing Fitness Centers Over Bars
"Exercise Naturally Becomes a Topic of Conversation"

Editor's NoteGeneration Z (those born in the late 1990s through the early 2010s) is being recognized as a group that leads culture and trends in a rapidly changing era, setting new standards across society. In [World Z Gold], we spotlight the lives and values of Generation Z around the globe and explore how they are reshaping society.

"Instead of drinking, let's go work out."

Among Generation Z in the United States, fitness spaces such as gyms and Pilates studios are emerging as new social venues. As young people are meeting and building relationships at workout spaces rather than at bars or restaurants, exercise is becoming a core social activity, beyond just managing one's health.

"Looking for Opportunities to Meet Friends and Partners While Working Out"

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On May 25 (local time), Bloomberg reported in an article titled "A 400,000 won-a-month gym... Generation Z's new social space" that "young consumers in major cities are finding new opportunities to meet friends and partners through activities such as Pilates classes and running crews." The media outlet commented, "If Millennials made athleisure looks everyday wear, Generation Z is credited with making wellness a part of their identity," and added, "For consumers who are passionate about wellness, fitness spending feels more valuable than what they would spend on dinner or a night of drinking."

This trend is also seen at luxury fitness spaces in London. The lobby of 'Third Space,' a luxury fitness chain in Soho, London, exudes the atmosphere of a hotel lounge rather than a typical gym. While monthly memberships start at 245 pounds (about 490,000 won), the smoothie bar is crowded, and members in their 20s and 30s, dressed in color-coordinated workout attire, join Pilates classes together. Bloomberg noted, "Ten years ago, these people would have been standing in front of a pub, holding drinks instead of smoothies."

The luxury wellness space 'Third Space' in Soho, London. Third Space official website

Nicolette Brewer (25), an office worker, also uses an upscale gym in New York's West Village that costs over $300 (about 450,000 won) per month. Including Pilates and running race fees, she spends about $500 (about 750,000 won) per month. Brewer said she met her boyfriend in a running crew and made friends by attending the same exercise classes repeatedly. She explained, "It's similar to becoming friends with someone sitting next to you at school," adding, "At the very least, working out together naturally provides a topic for conversation."

Brewer, who attended university during the COVID-19 pandemic, also said she feels an even greater value in face-to-face activities. She commented, "After COVID-19, people became more accustomed to digital environments," and added, "I like that there are spaces where you can go out, talk, and connect freely."

Olivia Antonelli (26), who lives in Manhattan, also noted that exercise has become a major part of her social life. She said, "Now, instead of telling my friends, 'Let's go for drinks,' I suggest, 'Let's take a workout class together,'" adding, "It's a truly empowering experience."

"Fitness, an Essential Social Activity Beyond Health Management"

A member working out at a gym in Songdo, Incheon. Photo by The Asia Business Daily

As exercise becomes an everyday meeting place, fitness consumption is rapidly increasing, especially among younger generations. According to market research firm Mintel, 30% of Generation Z consumers in the United States reported spending more on gym memberships and workout classes than they did a year ago.

Claire Tassin, wellness strategist at Mintel, explained, "Overall, consumers are focusing more on health and wellness," adding, "Generation Z in particular is strongly leading this trend." She continued, "Young people now view fitness as an essential social activity, beyond just health management."

Despite high rents, student loans, a tough job market, and job insecurity due to AI, younger generations are increasing their fitness-related spending. Lauren Wilson, Chief Marketing Officer at 'Third Space,' said, "Young members visit more frequently and participate in more activities," adding, "They take various classes, and their visit frequency is much higher."

In Korea, 139,000 Won Spent Monthly for Health

Meanwhile, interest in health management continues to rise in Korea as well. According to the "2025 Health Perception Survey Report" from the Korea Health Promotion Institute, the amount that people consider appropriate to invest in a healthy life averages 273,000 won per month. However, actual spending was found to be an average of 139,000 won per month. The area in which people invest the most for their health was "diet" at 42.3%, followed by "exercise" (28.8%) and "hospital treatment" (16.1%).

The area to which the most time is devoted for health was "exercise" at 51.7%, followed by "diet" (31.3%) and "hospital treatment" (8.8%). The survey was conducted from October 31 to November 14 last year, targeting 2,000 men and women nationwide aged 20 to under 70.

This content was produced with the assistance of AI translation services.