Clubbing is dead and has been replaced by fitness & wellness.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.
