Gen Z isn't going to bars to meet people — they’re joining run clubs as US drinking hits its lowest since 1939

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.

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.

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.

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.”

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).

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.

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).

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.

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.

“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.