Clubbing is dead and has been replaced by fitness & wellness. Ppl used to party to socialize and date but now they do things like HYROX, bathhouses, and running raves. The death of clubbing is something to be studied: — US has lost 12% of its nightclubs in the last 24 months — 25% of US adults didn’t drink at all last year — Gen Z drinks 30% less than Millennials did at the same age On the flip side: — According to Strava, the number of running clubs recorded on the platform increased 3.5x in 2025 — 72% of Gen Z go to run clubs to meet new people — Sauna and spa market: $11.8B → $22.4B by 2034 The post-alcohol economy is gonna be a massive category.