Meet the generation prioritising fitness over everything else

As part of our long-term series investigating emerging consumer behavioural trends, we’re thrilled to announce the next Play Book focusing on the Summer of Sport, which is providing new insights into the UK’s leisure behaviours and wellness predictions for the year ahead.

Flipping the switch on Gen Z, the report shows that wellness is becoming even more of a focus for adults across the UK, with one in five prioritising improving their health and well-being, over meeting new people or discovering new experiences. The rise of the ‘active’ event is paramount with organised events such as half-marathons and obstacle events such as Hyrox set to see the most significant increase in both leisure time +31% and money spent (+17%) this year!

But that’s just a snapshot of the insights available in the report, make sure to download your copy below for more.