How Gen Z and Millennials Drive Recession-Proof Wellness Market

The Rise of Wellness in a Challenging Economy

In a time where economic uncertainty and talk of recession fill news headlines, it's easy to assume that discretionary spending—think fitness, nutrition, and self-care—would take a hit. However, one sector is proving to be not only resilient but thriving: the wellness industry. Surprisingly, much of this momentum is being propelled by younger generations—Gen Z and Millennials—who view personal well-being as a non-negotiable necessity, rather than a luxury. As an Exercise Physiologist and wellness advocate, I’ve seen firsthand how priorities are shifting. The younger generations, many of whom came of age during the Great Recession and endured the uncertainty of the COVID-19 pandemic, are emphasizing physical, mental, and emotional health like never before. This growing demand has sparked investor interest and shone a spotlight on wellness-centered companies—even during economic downturns.

Why Gen Z and Millennials Prioritize Wellness

Health Is the New Wealth

Unlike previous generations, Gen Z and Millennials are more proactive about their health. Rather than waiting for illness or injury, they’re investing early in habits that promise long-term benefits. They also tend to incorporate holistic health practices, from meditation apps to plant-based nutrition. For these generations, wellness includes:

• Mental health support through apps and therapy.
• Fitness memberships or on-demand workout platforms.
• Healthy eating, including organic and plant-based diets.
• Sleep and recovery tools such as wearables and recovery tech.

This behavior shift has created a foundation for steady spending—even during economic slowdowns.

Values-Driven Consumer Behavior

According to research, both Gen Z and Millennials value authenticity, sustainability, and inclusivity. These core beliefs significantly impact their consumption patterns. They’re more likely to support companies that align with personal and ethical values, including wellness brands that promote equity in health access and eco-conscious practices. This has uniquely positioned wellness brands—especially those offering transparency and purpose—as recession-resistant.

Wellness Stocks Gain Traction Among Investors

As investor interest aligns with consumer behavior, wellness-focused companies have become hot topics on Wall Street. Here are two prominent players that have captured attention:

Life Time Group Holdings Inc. (LTH)

Life Time, an upscale fitness and health club operator, has experienced a resurgence thanks to the preferences of younger generations. Rather than going back to big-box gyms or home workouts post-lockdown, many Gen Z and Millennial adults are opting for high-end fitness experiences that double as social spaces. LTH is gaining attention because:

• It offers expansive wellness services beyond fitness, including spas, nutrition coaching, and cafe-style food.
• It positions itself as a lifestyle brand, not just a gym.
• Its clientele—which includes young professionals—views memberships as essential, not optional.

Experts believe that the social, immersive experience Life Time offers answers the need for connection in wellness—something tough to replicate at home.

Planet Fitness (PLNT)

On the more affordable side of the wellness spectrum, Planet Fitness caters to those just starting their wellness journey or seeking consistent, accessible workout options. The company's "Judgment Free Zone" appeals to both Gen Z newbies and Millennials prioritizing budget-friendly options. What makes PLNT stand out:

• It keeps prices low while still delivering solid value.
• Its no-pressure environment encourages retention and inclusivity.
• Expansion into new markets is making fitness more accessible nationwide.

Whether inflation is up or the job market is down, people still want to stay healthy—and Planet Fitness offers a cost-effective way to do so.

The Broader Ecosystem: Tech, Nutrition, and Recovery

Gen Z and Millennials are tech enthusiasts. They are blending physical wellness with digital platforms—think wearables, mobile health tracking, and streaming workouts.

• Apple Health, WHOOP, and Oura rings are popular tracking tools.
• Telehealth and virtual therapy are part of many Gen Z/Millennials' wellness routines.
• Meal subscriptions and plant-based diets are fueling demand for healthy, convenient eating.

The younger generations are also fueling innovation in recovery. Products and services like infrared saunas, cryotherapy, and recovery lounges are exploding in demand.

Financial Commentary: Recession-Resistance Explained

Typically, wellness is thought of as a discretionary expense. But that narrative is shifting. For Gen Z and Millennials, long-term health has become intertwined with quality of life. That sense of urgency creates consistent consumer habits that aren’t disrupted by economic slowdowns. According to market analysts:

• The wellness economy is projected to reach $7 trillion globally by 2025.
• Health and wellness have become part of identity—not an add-on.
• These generations are willing to cut other areas of spending before trimming wellness-related costs.

We’re witnessing a reframing: wellness is now positioned as a necessity, not a luxury.

What This Means for Brands and Fitness Professionals

As a fitness professional and consumer behavior observer, several takeaways become evident:

1. Build Community

Young people crave experiences. Fitness facilities that create community (classes, events, member programs) will perform better than equipment-only gyms.

2. Embrace Hybrid Models

Subscription models with online and in-person options offer scalable, sustainable value. Having an app isn’t optional anymore—it’s expected.

3. Offer Holistic Wellness Solutions

Think beyond workouts. Add services like nutrition consultations, recovery modalities, mindfulness sessions, or wellness education to conceptually complete your wellness brand.

4. Highlight Your Mission

Be transparent about your values—social responsibility, inclusion, environmental friendliness matter more than ever. Gen Z and Millennials are more likely to buy from and stay loyal to brands that reflect their beliefs.

Final Thoughts

The wellness revolution is no longer a trend—it’s a full-blown economic force. Gen Z and Millennials are steadfast in their health-centric lifestyles, bolstering market growth even when the economy wobbles. For investors, fitness pros, and wellness businesses, this generational commitment to well-being offers a rare kind of economic resilience. As an Exercise Physiologist, I've never witnessed this level of personal investment in wellness across such a broad demographic. It’s an exciting time to be in the industry—and those who evolve alongside these values-driven consumers are poised for long-term success. Ready to ride the wellness wave? Stay connected with this evolving market by understanding the driving forces behind it: purpose, technology, accessibility, and authenticity. Let’s not only survive but thrive—economy aside.

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Stay well and stay inspired!