Gen Z loves the gym. That's a big problem for gyms.

Jon Krause for BI

Every day after school growing up, Britt Taylor would hit the studio. When she wasn't dancing competitively, she was on the cheer squad or running track. Now 20 and in college, Taylor belongs to two gyms in her hometown of Boca Raton, Florida, and goes five or six times a week. Though she has a busy schedule as a student studying communications, fitness has become one of her top priorities.

In a 2023 survey from McKinsey, more than half of Gen Z respondents said fitness was a very high priority for them.