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Gen Zers are ditching the bar in favor of the gym. And many would rather join a run club than spend their weekends binge drinking.
Just over half (54%) of U.S. adults say they consume alcohol, according to Gallup’s 2025 Consumption Habits survey. That’s the lowest percentage since 1939, when Gallup first started tracking Americans’ drinking behavior (1).
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Gen Z, in particular, is more interested in working out than drinking. They’re “running and racing at all distances, finding community and connection at run clubs, and lifting weights to look and feel good,” according to a Strava survey of more than 30,000 people (2).
Strava, a fitness-tracking app, says new clubs on its platform quadrupled in 2025, with 1 million clubs now available to users. Hiking clubs grew the fastest, followed by running clubs.
An investment in health
Gen Z is facing inflation, economic instability and a challenging entry-level job market. More than eight in 10 adults aged 18 to 34 rated the economy as “bad” or “terrible” in a recent survey by Generation Lab (3).
Yet, the Strava survey found that, despite 65% of Gen Zers reporting that they’re directly affected by inflation, they’re “still doubling down on fitness spending and finding community, connection, and even romance along the way.”
Indeed, 30% of Gen Zers plan to spend more on fitness in 2026, according to the survey.
In part, that’s because socializing is moving “from barstools to barbells,” which is reshaping consumers’ social and spending behavior, according to a report from the Bank of America Institute (4).
As Gen Zers drink less, they’re spending more of their disposable income on fitness, with BoA data showing a 9% growth in Gen Z credit and debit card spending on fitness categories and a less than 4% growth in spending at bars.
It’s not just because of inflation. BoA’s aggregated credit and debit card data shows that, when it comes to alcohol, “consumers are scaling back purchases and spending less overall, as opposed to spending more and getting less (4).”
As younger Americans face affordability issues, a gym membership can seem like a much more affordable option than going out.
Nightlife spending ranges from $3,000 a year in West Virginia to $5,700 in Colorado, according to a Giggster data analysis. Alaska, Wyoming and Colorado rank as the top three states for alcohol spending (about $300 above the nationwide average of $900 (5)).
On the other hand, a gym membership can be a lot less expensive — though not necessarily. A gym membership can be as cheap as $10 a month up to more than $350 at boutique gyms, depending on location and amenities. However, the average gym membership costs about $65 per month (6).
Still, spending can add up. Aside from a gym membership, you might also spend money on boutique fitness classes, personal trainers and entry fees to races — not to mention workout attire, sports equipment, wearables and fitness apps.
Americans plan to spend a whopping $60 billion in 2026 “to support their health, fitness and exercise goals,” according to a nationwide survey from the Health & Fitness Association (HFA (7)).
Even as “broader economic uncertainty continues to shape consumer decision-making,” the survey found that only 23% of respondents would cut back on costs related to fitness or exercise, while 44% would cut back on dining out and 36% would cut back on travel or vacations.
Read More: 7 top habits of 'quietly wealthy' Americans. How many do you follow?
Keeping your budget on track
A 2021 LendingTree study found that younger consumers were “willing to trade financial health for physical fitness” — even if it meant going into debt. About four in 10 millennial and Gen Z respondents said they were in credit card debt because of their spending on fitness and nutrition (8).
“It’s all about the results, with 43% of Gen Z and 38% of millennials saying they are willing to spend more than they can afford on fitness and nutrition so long as they get healthier,” according to the study.
In part, that’s because gyms and activity-based clubs are acting as social hubs for younger Americans — a role once occupied by bars. And not everyone is willing to give that up, even if it means going into debt.
While there are cheaper options than joining a gym or club — it doesn’t cost anything to go out for a run or to follow free exercise videos on YouTube — the benefit, for many, is the social aspect.
Indeed, the Strava survey found that 39% more Gen Zers than Gen Xers use fitness “to meet people who share their interests.” And 46% of respondents would agree to a workout as a first date (2).
Still, if you’re spending so much on fitness that you don’t have an emergency fund or you’re not saving for retirement, you might want to consider trimming the fat off your fitness budget.
For example, do you really need a membership at that boutique gym, or could you join a cheaper gym instead? Are you paying extra for fitness classes or amenities that you barely use? Do you have fitness apps and subscriptions that you no longer use?
At the same time, investing in your health now is an investment in your future — so long as it’s not at the expense of other investments.
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Article Sources
We rely only on vetted sources and credible third-party reporting. For details, see our ethics and guidelines.
Gallup (1); Strava (2); Generation Lab (3); Bank of America (4); Giggster (5); TrueMed (6); Health And Fitness (7); LendingTree (8)
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
