We know that health and fitness are important to Gen Z and Millennials. But after two years of lockdowns, how are they exercising now? Three stats tell the story… TL;DR After two gym-less years, many young Europeans are paying for memberships again, and gyms are now their preferred way to work out But at-home fitness is far from over, and one-third are paying for fitness content Brands should keep in mind that exercise is no longer just about looking good as young consumers focus even more on their mental health Gen Z and Millennials have been wellness-focused generations for some time now, so much so that their dedication has actually complicated and redefined the very definition of “wellness,” which we explored in our just-published trend report. But the pandemic brought health even more to the forefront for these gens, and young Europeans are now focused on improving and maintaining their mental and physical wellbeing. At the beginning of the year, two in five young Europeans told YPulse they were...
