The Gym: A millennials night out

It has become increasingly apparent that millennials are far less enthused by spending a Friday night out on the town than the generations that preceded them. It doesn’t take a local expert to acknowledge that the number of pubs and bars in the UK is severely dwindling. The Sun newspaper recently shared new research from University College London that shows that 29 per cent of 16 to 24-year-olds now choose not to drink alcohol.

With young people opting for more healthy hobbies and pastimes, leisure spaces are seeking fresh ideas that excite modern young people.

With pubs on the steady decline, what’s popping up in their place? Gyms. Take Sutton for example. A distinctly average suburban town, lacking any significant characteristics that make it at all noteworthy (I’m allowed to say that, I live there), 30 minutes from central London and equally as far from the Surrey Hills. As is the case with typical British suburbia, Sutton’s high street used to be flooded with watering holes. Sutton, however, needs a revamp.

It’s most recent acquisition SWEAT! The self-proclaimed home of ‘Friendly Fitness’. SWEAT! Sutton is the UK’s first gym to reside within a department store. In partnership with Debenhams, SWEAT! offers a group-orientated and performance driven environment which is sure to attract the demographic of people who previously filled their Friday night with parties and booze. SWEAT!’s high octane atmosphere, encouraging social interaction and competition, has proven to be a real hit among local health-conscious weekend revellers. An added lure of the Sutton facility is the rewards scheme which allows gym goers to rack up points in the gym which they can spend in Debenhams.

With the high street struggling, retailers will inevitably continue to seek to offer novel and interesting ideas that attracts shoppers. Gyms of SWEAT!’s ilk will, for sure, prove to be a useful tool in reinvigorating the British high street in the coming years. SWEAT!’s success can be expected to be followed – so keep your eyes peeled for a similar facility in a high street near you in 2019!

written by Luke Ambler, Junior Account Executive at Fuel PR 

For more information please contact Luke Ambler (Luke@fuelrefuel.com) or Sophie Heilbron (Sophie@fuelrefuel.com)