The best part of Owen Willis’s day is his morning shower. The scent of lavender and eucalyptus fills his private, stone-tiled shower room as he uses a £32 bottle of Cowshed body wash. After drying off with a fluffy white towel, he applies Cowshed body lotion (£24).
But this isn’t Willis’s home—it’s his gym. He’s a member of Third Space in London, which bills itself as a “luxury health club.” Memberships start at £230 a month for a single location and go up to £305 for access to all branches, including the Mayfair club, which offers “UV-treated fresh air” and a Himalayan sea salt sauna and steam room.
Willis, a 23-year-old marketing professional, has been a member since he was 18. He calls it his “second home,” estimating he spends about 22 hours a week there. “It’s a massive part of my life,” he says. It’s also a big part of his budget: his membership costs £279 a month, which was about 10% of his monthly income when he first joined.
Willis is part of a growing number of Gen Zers—those aged 13 to 28—who see gym membership as an essential monthly expense. In the UK, 27% of adults under 25 consider it a necessity, according to a survey by Intuit Credit Karma. Many young people prefer investing in fitness over eating out or clubbing. A survey by The Gym Group found that 22% of 18- to 24-year-olds spend over £50 a month on fitness-related memberships and activities, 18% prioritize health and fitness spending over socializing, and 16% rank it above going to pubs or restaurants.
Willis says he’s noticed a “big shift” among his friends, who now dine out less and opt for “nicer” gyms instead. These facilities offer not only fully equipped gyms and fitness classes but also saunas, steam rooms, massage guns, and hydrotherapy pools. “It’s more than a gym,” Willis explains. “I go there to relax and work. There are other activities too, like yoga and sound-bath meditation.”
The gym also serves as an escape from shared housing. At one point, Willis lived with six people in a mouse-infested home with only two showers. Damp towels littered the bathroom floor, and the shower was crusted with limescale. As a result, he never showered at home. “It was really horrible. Then I’d go to Third Space, and the concierge would know my name and hand me a fluffy towel. If they knew what my apartment was like, they probably would have canceled my membership,” he jokes.
Third Space provides irons, starch spray, and even a dry-cleaning service for an extra fee. “I don’t own an iron, so if I need to press something, I cycle to the gym and do it there,” says Willis. Using the gym’s amenities helps him keep other costs down. He rarely buys toiletries, opting instead for the high-end products available in the changing rooms. Even though he now lives alone, he still showers at home only about once a month.
The rise of young gym enthusiasts like Willis has fueled growth in the luxury fitness industry. Third Space—which expanded from one club in 2001 to 13 by 2025, with more on the way—saw consumer spending in its gyms rise by 41.1% between December 2023 and December 2024, according to business consultancy CACI. Other chains, including suburban competitor David Lloyd, where flagship memberships can cost £150 or more per month, have also experienced significant growth. A survey by UKActive, the trade association representingA recent survey of Britain’s fitness industry found that Generation Z is the main group driving record numbers of people to join gyms.
Gyms themselves are also becoming more luxurious. At Lanserhof in Mayfair’s Arts Club, memberships start at £6,500 a year. Surrenne in London’s Belgravia charges £10,000 annually, plus a £5,000 joining fee—promising a “new paradigm for wellbeing.” CPASE in Cheshire, called by Tatler the “most luxurious gym,” offers oxygen-enriched air in its “revolutionary fitness playground” for nearly £4,000 a year. A membership at Cliveden House in Berkshire, the historic manor linked to the Profumo scandal, costs around £6,000 annually.
Niyi Akinseye has been working out for over a decade. He started at 15, feeling overweight and self-conscious. Now 26 and working at a human rights charity, he is about to switch careers to become a full-time fitness coach. He goes to GymBox, named one of London’s best luxury gyms by Esquire in 2023. His membership is £95 a month, and with extra classes and equipment, he spends about £250 monthly—10% of his take-home pay. Akinseye says he’s met like-minded friends and potential clients through the gym. “The more I pay, the better opportunities I find,” he notes.
He appreciates the welcoming atmosphere—being greeted with a fresh towel and knowing a sauna is waiting puts him in a positive mindset. For him, fitness is therapeutic: a way to channel emotions and move his body meaningfully.
Young people, including Gen Z, face significant challenges today. Akinseye says that’s partly why fitness appealed to him—seeing tangible results felt satisfying in an uncertain world where jobs aren’t guaranteed like they were for past generations. His gym membership gives him a sense of stability.
Exercise classes have also grown in popularity. Nishka Parekh, a 24-year-old marketing manager in London, spends around £75 a month on classes like pilates. For her, fitness is social. She and her friends sometimes take a class on Friday before going to the pub. While she hasn’t given up alcohol entirely, she enjoys having social options that don’t revolve around drinking and are better for her health. Fitness, she says, greatly improves her mental wellbeing, especially on tough days.
Others feel the same, noting that the mental benefits of a good gym extend beyond physical health—being around motivated people is uplifting.
This is a far cry from the old, run-down gyms that used to be the norm.While many people rush through their workouts at standard gyms, eager to leave as soon as possible, luxury gyms are making a strong effort to keep clients on-site longer. Colin Waggett, CEO of Third Space, has stated that members should experience the same level of service in their clubs as they would at a Firmdale hotel—a reference to the upscale boutique hotel chain. In addition to top-tier fitness equipment, many Third Space locations feature dedicated workspaces, cafes, and wellness centers. At its flagship Canary Wharf branch, members can even get treatments like Botox (starting at £189 per area) or a Brazilian lymphatic drainage massage (£95 for 50 minutes).
David Lloyd is also enhancing its offerings as part of a £500 million investment in its clubs. Earlier this year, the company announced plans to add workspaces and spa retreats to several locations, aiming to create clubs that serve as destinations for “me-time, together-time, work, rest, and playtime.”
For Willis, cutting back on fitness spending—especially by canceling his Third Space membership in favor of a cheaper gym—is not an option. “I haven’t really considered switching to a more affordable gym; it just wouldn’t be the same,” he says. “I’d probably go once, decide I didn’t want to stay, and leave.”
Frequently Asked Questions
Of course Here is a list of FAQs about the topic Its my second home Gen Z is driving the unexpected surge in luxury gyms designed to be clear concise and natural
General Beginner Questions
Q What exactly is a luxury gym
A Its a highend fitness club that offers much more than just workout equipment Think premium amenities like spa services highend locker rooms recovery lounges stylish social spaces and often a strong community vibe
Q Why is Gen Z known for being budgetconscious spending so much on gyms
A They see it as an investment in their overall wellbeing not just a place to exercise For them its a social hub a place to destress and a key part of their lifestyle making the high cost feel worth it for the total experience
Q Arent these gyms just overpriced versions of regular gyms
A Not exactly While they have great equipment youre really paying for the experience and amenitieslike cold plunges saunas highquality classes and a meticulously designed environment that feels more like a club than a gym
Q What are some wellknown examples of luxury gyms
A Brands like Equinox Life Time and Barrys Bootcamp are major players There are also many exclusive boutique studios in big cities that offer a luxury experience
Benefits The Why
Q Whats the main benefit of joining a luxury gym over a budget one
A The allinone experience It combines fitness recovery wellness and socializing into a single membership saving you time and providing a more holistic approach to health
Q How do these gyms cater to mental health which Gen Z prioritizes
A They create environments designed to reduce stress This includes serene spaces for meditation recovery areas to unwind and a sense of community that combats loneliness making the gym a mental escape
Q Is the social aspect really that important
A For Gen Z yes These gyms often function as third places where they can meet likeminded people network and build a community which is a huge draw
Practicalities Common Problems
