Owen Willis, a 23-year-old marketing professional, spends a significant amount of time at Third Space, a luxury gym in London, where he holds a membership costing £279 per month. Describing the gym as a “second home,” he allocates about 22 hours a week to its facilities, including a stone-tiled shower room and high-end body care products. Membership options at Third Space start at £230, with access to various amenities, such as saunas and steam rooms.
A recent survey by Intuit Credit Karma indicates that 27% of UK adults under 25 regard gym memberships as essential, prioritizing fitness spending over activities like dining out or nightlife. In another survey by the Gym Group, 22% of 18- to 24-year-olds reported spending more than £50 monthly on fitness-related activities, and a notable percentage prefer investing in health over social outings.
Willis remarked that many of his peers are shifting toward higher-end gyms, favoring a more holistic wellness experience, which often includes relaxation options like yoga and meditation. He previously lived in a crowded house with poor facilities, making the luxury gym a welcome escape.
The rising demand for premium fitness facilities seems to be impacting the market positively. Third Space has expanded from one location in 2001 to 13 anticipated by 2025, experiencing a 41.1% increase in consumer spending from December 2023 to December 2024, as noted by consultancy firm CACI. Other competitors, such as David Lloyd, are also experiencing similar growth, reflecting a trend among younger adults who prioritize fitness.
Additionally, young gym members like Niyi Akinseye and Nishka Parekh are integrating fitness into their lifestyles, with Akinseye planning to transition from charity work to a career in fitness coaching. For them, the gym offers both social opportunities and a sense of stability amid uncertainties in the job market. Parekh highlights the social aspect of fitness, stating that it provides healthier alternatives to traditional socializing.
Luxury gyms are evolving to offer more than just workout facilities. Third Space, for example, aims to replicate a boutique hotel experience with cafes, workspaces, and wellness services, while David Lloyd is investing in creating spaces for various activities, blending work, relaxation, and fitness.
Despite the costs, Willis expresses no interest in switching to a more affordable gym, emphasizing the unique experience offered by his current facility. This trend raises questions about the long-term implications for traditional gym models as luxury gyms become more integrated into the lives of younger generations.
Source: https://www.theguardian.com/lifeandstyle/2025/sep/07/second-home-gen-z-sudden-surprising-boom-luxury-gyms