Planet Fitness: Capitalizing on Wellness Trends Among Millennials and Gen Z
- Planet Fitness leads the fitness industry amid a cultural shift towards health and wellness among younger generations.
- Millennials and Gen Z spend significantly more on fitness, indicating a strong commitment to healthy living over traditional leisure.
- Planet Fitness can capitalize on wellness trends by diversifying services and incorporating popular activities like pickleball and recovery therapies.

Wellness Trends Reshape Fitness Landscape for Planet Fitness
In the evolving landscape of fitness and wellness, Planet Fitness finds itself at the forefront of a significant cultural shift. Recent data from McKinsey highlights that Americans, particularly among Gen Z and millennials, are increasingly emphasizing health and wellness, with spending exceeding $500 billion and growing at an annual rate of 4% to 5%. This demographic shows a remarkable 30% increase in their focus on wellness compared to the previous year, outpacing older generations who demonstrate a mere 23% increase. This shift suggests a fundamental change in leisure preferences, aligning closely with the mission of Planet Fitness to promote accessible fitness for all.
Younger consumers are not only prioritizing fitness but are also investing substantially in healthy living. According to Bank of America analyst Alexander Perry, millennials and Gen Z are spending 2.8 times more on fitness than baby boomers, indicating a dramatic shift in financial commitment to health. This trend is reflected in the rising foot traffic at fitness centers, which surpasses that of bars and clubs, signaling a preference for healthier leisure activities. Additionally, the surge in non-alcoholic beverage consumption—up 28 points since 2021—further enhances this cultural pivot towards wellness, suggesting that younger generations are actively seeking healthier alternatives in their lifestyle choices.
Planet Fitness can leverage this growing interest in wellness by expanding its offerings to cater to the specific needs of younger consumers. The increasing popularity of recovery and anti-aging products, alongside a spike in searches for therapies like "cold plunge" and "red light therapy," points to an opportunity for fitness centers to diversify their services. Furthermore, the rise of activities such as pickleball, hailed as the fastest-growing sport in the U.S., presents an avenue for Planet Fitness to innovate and attract more members by incorporating diverse fitness options and wellness programs tailored to this health-conscious demographic.
In summary, the rising focus on health and wellness among younger generations is reshaping the fitness industry, presenting unique opportunities for Planet Fitness to align its offerings with evolving consumer preferences. As Americans prioritize their well-being over traditional leisure activities, fitness centers like Planet Fitness are well-positioned to thrive in this new era of health consciousness. By adapting to these trends, the company can continue to attract a loyal membership base eager for innovative and accessible fitness solutions.