Connection, Community and Gen Z: Wellness Watch Report from ABC Fitness
Photography: ClubPilates
A new Wellness Watch Report from ABC Fitness, has revealed a striking shift in what today’s fitness consumers are really looking for - connection. According to the report, 57% of active consumers say social interaction and community are now the main reasons they join a fitness community.
The report, which draws on proprietary data from July to September 2025 and consumer research by ClubIntel, paints a clear picture of a fitness landscape being reshaped by Gen Z and Millennials. Together, these groups now make up the majority of new members, with 60% of new joins to gyms and 31% of new joins to studios coming from those aged 18–39.
Beyond age demographics, the findings show how community fuels engagement. Nearly one in three Gen Z and Millennial members engage daily with fitness communities, while Gen X and Boomers tend to prefer smaller, instructor-led groups. Across all demographics, 43% of active consumers report being more involved in their fitness communities this year, signaling that the sense of belonging is driving participation more than ever.
The data reinforces that community is now a measurable driver of acquisition and retention. Younger segments expect hybrid communities that blend digital touchpoints with in-club experiences, while operators that productize community and integrate technology and AI are seeing steadier engagement through seasonal dips.
Bill Davis, CEO of ABC Fitness, said the findings reinforce a fundamental truth: “Members who feel connected stay longer, spend more, and bring others with them. As the industry faces disruption, the future belongs to fitness businesses that invest in authentic, tech-enabled communities.”
The Wellness Watch: ABC Fitness Industry Insights Report 2025 captures how these shifts are reshaping the member experience, helping fitness businesses build stronger, more connected communities that drive growth in 2025 and beyond.
For Pilates studios and instructors, the message is clear: connection isn’t just a feel-good factor, it’s the foundation of long-term engagement in a rapidly evolving fitness landscape.
Access the full report here: https://abcfitness.com/ebook/wellness-watch-report-fall-2025-community-in-fitness/