Post-workout recovery is an opportunity for men’s grooming brands

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They are swapping shots for squats and nights out for workouts: young people, including men, are drinking less and working out more, particularly in groups.

The finding is backed by numerous studies, such as a new report from the Bank of America Institute that found that Gen Z are spending more on fitness than on alcohol, citing that this reflects a change in where many are choosing to socialise.

Any gym-goer will have spotted groups of teenage boys and young men hanging around the squat rack, and data shows that more men are exercising together. 1.21 million men take part in weekly group exercise, up from 750,000 in 2016 [source: EMD UK National Survey]. Strength training has become the number one group workout among Gen Z, and 75% of 16-28 year olds strength train twice or more a week, finds UKactive.

And now there is an emerging trend for workout recovery products. “This [strength training] shift is linked directly to a higher physiological need for recovery aids, including electrolytes and supplements,” says Pharmacist Mark Burdon, an advisor to the warming and cooling muscle and joint care range Deep Heat and Deep Freeze.

He adds, “Gen Z and millennials also view the gym as a social space with group recovery workouts like stretching and yoga increasingly popular in men. Products that offer muscle recovery support will grow in demand in this evolving health and wellness social space, which is different from using the gym as an individual.”