Get your brand in shape for Gen Z’s health and fitness push

Gen Z is widely regarded as an active generation. They exercise frequently, view working out as a social experience and social media platforms like TikTok and Instagram have created a wave of easy-access fitness content.

As we make our way towards January, students will be making health goals a top priority. Roughly 1 in 5 of Gen Z will make a big fitness push during that time and many will be looking to buy new workout clothes and stock up on healthcare essentials. That means understanding students’ motivations now is key to unlocking lifetime loyalty from this generation.

So, it’s safe to say there’s a strong market for health and fitness brands to tap into. Right? Well, it depends how you approach it. Get a head start by downloading the UNiDAYS Health & Fitness Report 2025, where we’ll be covering:

• How to smash your goals in the busiest health and fitness rush of the year
• Everything you need to know about Gen Z’s fitness habits
• What your brand should do to support students’ biggest concerns
• The most popular health and fitness items on student shopping lists

And that’s just barely scratching the surface. So, let’s take a closer look at what Gen Z wants from health and fitness brands and what you can do to help them achieve their goals.

Hitting the gym with Gen Z

One-third of students regularly visit the gym, but 40% prefer to workout at home instead. But why?

42% - It’s cheaper than going to the gym
32% - I’m too anxious to go to a gym
10% - I can’t commit to a gym contract
9% - I work unsociable hours
7% - I don’t live near a gym

Of course, price is often the most prominent barrier of entry for Gen Z and it’s the most common reason that young people opt to work out at home instead.

But almost one-third of Gen Z say they avoid gyms because they’re too anxious to go. That’s a huge opportunity for brands to make accommodations for students and alleviate their concerns.

We asked students what kind of solutions would make them feel more comfortable going to the gym and their responses were varied. From the ability to share a gym membership and availability of personal trainers to inclusivity improvements and more class offerings, young people have spoken.

Download the full report to find out exactly what Gen Z want from your brand and consider it the blueprint for captivating a younger audience.

Fitness goals: shopping for success

Gen Z is the most likely generation to purchase clothes specifically for New Year’s health pushes, but there’s a lot more to it than that.

Here’s the lowdown on categories to watch out for when it comes to student shopping in the next few months.

Workout clothes

• 57% of students will buy clothes for exercising in the next few months
• 60% buy gym wear online, directly from brands because it’s more convenient, cheaper, or there is an online student discount available

Footwear

• Students’ priorities for running shoes are comfort (57%) and style (18%)
• Young people prefer buying shoes in-store for several reasons, including trying them on, size availability and taking them home the same day

Heaphones/earphones

• Gen Z ranked headphones/earphones as the most important health and fitness purchase other than apparel

• Nearly 1 in 3 students will buy headphones for working out during the new year

Vitamins and supplements

• 32% of Gen Z will buy vitamins and supplements to support their fitness goals, with the majority planning to spend up to £20

• Multivitamins, Vitamin D and Iron are the most popular purchases among Gen Z

Protein supplements

• With the new year and a loan drop, over 1 in 5 students will use January as the perfect time to stock up on protein supplements

• To win the January rush, brands need to get their foot in the door with young people right now

Wearable tech

• 1 in 5 students will buy wearable tech in the next few months

• Of those looking to buy activity monitors, half are willing to spend over £100, while 25% are prepared to pay between £41 and £100

Get your head in the game

Now’s not the time to relax. No, it’s the time to work hard and let Gen Z know you’re there to support them with their health and fitness goals.

UNiDAYS is here to help you do just that. Unlock a wealth of Gen Z insights like these by partnering with us, or download the Health & Fitness Report to get in shape for students in the new year.

Talk to UNiDAYS