Coaching Gen Z — Meeting the Next Generation Where They Are

Gen Z is Redefining Fitness

Gen Z isn’t just the next wave of gym members. They are redefining what fitness means altogether. They see their fitness as more than just physical. They prioritize mental health, recovery, and stress management just as much as they do strength, aesthetics, and cardio. Almost 40% view working out as a way to socialize and have formed new friendships through fitness.

“I didn’t join the gym to get a six-pack. I joined because I wanted to feel better and find people who get me.”

— Nathan, Gen Z client

By 2030, Gen Z will make up more than a quarter of the workforce. With that comes more disposable income and Gen Z’s spending on fitness is outpacing other generations. One report by Earnest Analytics found that the fitness category is one of the fastest-growing areas of spending for Gen Z, with much higher year-over-year growth than older generations.

Digital Natives, Human Connections

Gen Z’s unique blend of tech-savviness, values-driven attitudes, and social consciousness is changing the game. To engage and retain Gen Z, fitness professionals and facilities must evolve by blending digital fluency with real-world community.

This generation is different from those that came before. Gen Z has grown up with technology their entire lives.  They expect seamless tech integration, whether it be via apps, wearables, or virtual coaching. But they are also looking for deeper human connections. A focus on community over competition comes to the forefront.

“If the gym feels intimidating, I’m not going. Community is way more important to me than competition.”

 — Amanda, Gen Z client

They hold fast to their values: diversity, inclusion, and authenticity matter more than hype. They want to be seen and supported, not sold to. They are leaning into overall holistic health, including mental health, balance, recovery, and quality of life, not just focusing on how their body looks.

“Gen Z treats fitness like part of their life, not their whole personality. They want strength, mental health, recovery, and joy… not obsession.”

— Tara

The New Standard: Hybrid Training

Gen Z has never known the pain of running to the bathroom during a commercial only to come back and miss the start of your show. They haven’t had the terror of driving to a new place without GPS and only an ancient, ripped, and coffee-stained map to rely on. Most things in their lives have had on-demand flexibility, like streaming, social media, and now training. They expect the same in fitness. A hybrid approach to training is what they are leaning into. Combining in-person training with app-based accountability, habit tracking, or video check-ins is the new standard.

Hybrid training is no longer a bonus, it’s the baseline. 

“The hybrid model just works. I don’t always have time to get to the gym, but I can still do something at home. I like having Tara check my form when I’m in person, but I still have her accountability and support even when I’m not physically there.”

— Jessica, Gen Z client

“Hybrid training isn’t optional anymore.  It’s the expectation.”

 — Tara

Coaching apps aren’t just delivering workouts anymore; they are building relationships and creating communities. Fitness has become gamified—earning badges or rewards for logging your workouts. If your facility isn’t capitalizing on hybrid memberships and tech that extend the coaching relationship beyond the gym, make that a priority in 2026.

Aesthetic Matters: Clean, Inclusive, and Modern

Gen Z values the aesthetic of their facilities. They want something that will look cool on the ‘gram (Did I just out myself as a Millennial there? What I meant to say was “look fire on TikTok.” Not Instagram, or God forbid, Facebook!) while helping them move towards their goals. If your gym is dirty, rusty, or outdated, this group will look elsewhere.

“If your space doesn’t feel inclusive and intentional, they won’t stay.”

— Tara

Representation matters too, from imagery to accessibility. Showcasing diverse populations and making sure that your facility is not only accessible, but welcoming and inclusive, matters to this group. They want the space to have plenty of room between machines and a thoughtful layout that doesn’t force them to zig-zag across the gym just to get through a workout.  It should be a space that is functional, comfortable, and yes, a space that still looks good on TikTok.

Variety, Autonomy, and the Freedom to Choose

The days of buying into one type of workout are gone. Gen Z wants their Orangetheory, yoga, weight lifting, mobility, and mindfulness all in rotation. They are looking for variety and autonomy. Programs should adapt to their lives, not the other way around. 

“Give me choices. Some days I’m lifting heavy, some days I need yoga, and sometimes I need a nap. A good coach gets that.”

— Allison, Gen Z client

Authenticity Over Everything

The genuine connection is important. They don’t want to be part of the group because someone is trying to make it happen; they value authenticity and events where connection feels organic and real.

Events must have genuine energy.  Trainers must be approachable.  Conversations should feel human, not scripted. 

Gen Z is also looking for a cause. Sustainability, social causes, or mental health initiatives can make your facility stand out. In my business, I offer a quarterly class for charity. Last time it was a “free” HIIT class, and the price of admission was a bag of dog or cat food (or other SPCA donation). I had so many donations it took me three trips from the gym to the shelter.  My next upcoming event is a food drive and I’m sure attendance will be the same way.

I love doing these events because I’m doing good for the shelter (or whatever cause.)  The clients feel good because they are getting a great workout and helping others. And it introduces me and my facility to people who either didn’t know me yet, or reminds those who know me how awesome working out with me can be.  Many of these participants re-enroll in my programs.  It feels good to support someone who gives back to the community too. 

“People LOVE to exercise for a cause, especially Gen Z.”

— Tara

Communication: Transparent, Respectful, and Collaborative

Communicating with Gen Z is a little different than previous generations. Being transparent, approachable, and conversational is important. Authoritative communication is typically not well received. . Intimidation, high pressure tactics, or authoritative coaching, doesn’t work well with this group.

Focus on education- they want to understand why something matters, not just be told to do it.  Collaboration is best- remember, they are actually in their bodies, so listen to what they are telling you. 

This mindset should carry through to your social media content too.  Gen Z is going to check your vibe before they ever reach out to you, so be sure you’re consistent and approachable across the board.  Empathy and cultural sensitivity matter to this group.

“Gen Z doesn’t want to be told what to do- they want to understand why it matters and work with you to create a plan.”

— Tara

The Bottom Line

So big picture: meeting Gen Z where they are isn’t just about tech. It’s about trust, inclusion, and connection. The future of fitness is hybrid, human, and values-driven. Adapt now, and you’ll not only attract Gen Z—you’ll keep them.

Gen Z by the Numbers

• 97% of Gen Z uses social media daily- with TikTok and YouTube leading the pack.
• 65% say mental health is their top wellness priority.
• 30% of money spent on wellness by Gen Z goes toward experiences (like fitness classes, retreats, or online programs).
• 83% prefer brands that align with their personal values- authenticity matters more than aesthetics.

3 Questions to Ask Before Launching a Program for Gen Z

1. Does it feel authentic? They’ll spot inauthentic marketing a mile away.
2. Is it flexible? Gen Z wants options that fit their unpredictable schedules.
3. Are you building community? This generation thrives on connection, not competition.

Trainer Tip

Make your coaching feel more collaborative.

Swap “Here’s your plan” for “Let’s build this together.” Invite input on goals, schedules, and communication style. Collaboration creates buy-in, and buy-in drives consistency.