Recently, McKinsey looked into the biggest trends in the $1.8 trillion global wellness market. We looked at their report through our sociocultural lens and contextualised one of their findings:

• “Fitness has shifted from a casual interest to a priority for many consumers: around 50% of US gym-goers said that fitness is a core part of their identity. Especially among Gen Z’ers, 56%.” 
• “Building strong communities and offering experiences such as retreats can help top players evolve their value proposition and manage customer acquisition costs.”

Why are experiences and community building important in fitness for Gen Z’ers? First of all, experiences can be captured and shared online, enabling them to express how they want to identify.

Moreover, experiences often involve being with others. Many successful fitness concepts, such as spinning classes or yoga classes with breathing exercises or chants, connect people by enabling them to synchronize their actions. Studies show that when in sync (singing, moving, etc.) our brain makes inferences that we are similar, leading us to feel closer to one another, fostering rapport, and increasing likeability.

Gen Z’ers long for social connection. Some even spend money on anti-loneliness clubs. Connecting them doesn’t always require conversations; achieving synchronization can establish a strong connection that ultimately fosters relationships.