What Gen Z and Millennials Want from Wellness Clubs: Branding for the Next Generation

When we design growth strategies for wellness clubs at Hospitably, we often remind our clients: the definition of “wellness” is evolving—and so is the audience willing to invest in it. Younger affluent generations, particularly Gen Z and Millennials, are not just looking for a gym or spa; they’re seeking a holistic lifestyle hub that reflects their values, aesthetics, and ambitions.

I learned this firsthand while working with a luxury wellness club in Barcelona. Their membership numbers were steady but aging. Younger prospects toured the space, admired the facilities, and then quietly declined to join. The reason? The club’s brand spoke to their parents, not to them. It was a wake-up call—and the turning point in our brand strategy.

The Essence of Next-Gen Wellness Branding

Marketing to Gen Z and Millennials in the wellness sector requires understanding both their purchasing power and their purpose-driven mindset. Unlike older generations, their loyalty isn’t to legacy—it’s to relevance.

• Gen Z wellness means sustainability isn’t a marketing angle—it’s an operational baseline.

• Millennial wellness trends lean toward experiences that blend physical, mental, and emotional health in aesthetically pleasing environments.

• Both generations expect transparency, inclusivity, and community.

Common Mistakes We See in Wellness Club Marketing

Over the years, we’ve identified recurring missteps that prevent luxury wellness clubs from connecting with younger audiences:

1. Relying solely on heritage branding – Prestige alone no longer guarantees appeal.

2. Overemphasizing amenities over experiences – A saltwater pool is great, but how it’s integrated into a holistic lifestyle matters more.

3. Generic sustainability claims – “Eco-friendly” means nothing without proof and storytelling.

4. Underestimating design – Spaces must photograph well for social sharing without compromising functionality.

When we repositioned that Barcelona club, we didn’t just update the logo—we rewrote the membership narrative to center on sustainability, community events, and personalized wellness journeys.

Strategies That Actually Work for Younger Affluent Members

Through our work in growth marketing for hospitality and wellness, we’ve found that effective strategies include:

• Holistic storytelling that merges health, design, and sustainability.

• Community-driven programming like members-only retreats, curated networking dinners, and wellness workshops.

• Sustainability in wellness beyond buzzwords—think zero-waste cafes, renewable energy, and green architecture.

• Digital-first touchpoints: seamless apps for booking, AI-personalized workout and nutrition plans, and members-only online forums.

Building a Premium Wellness Narrative That Resonates

A premium wellness brand today must feel personal yet aspirational. This means:

• Visual coherence across all touchpoints—website, interiors, social media.

• Tone of voice that speaks in an inclusive, intelligent, and warm way.

• Consistent proof of values—your sustainability claims, community efforts, and design philosophy should show up everywhere, from newsletters to in-club signage.

We often say: Your brand isn’t what you post; it’s what members experience without you telling them anything.

Balancing Aesthetics and Performance Marketing

Some clubs shy away from performance marketing for fear it will dilute their exclusivity. The truth? When done right, performance marketing for resorts and wellness clubs can amplify—not cheapen—your brand.

We’ve run campaigns that target micro-segments within Gen Z and Millennials: design enthusiasts, wellness entrepreneurs, sustainability advocates. Each campaign kept the visual and emotional tone aligned with the club’s luxury image, while delivering measurable results in leads and conversions.

Trends We’re Applying for 2024–2025

At Hospitably, we’re already helping clients adopt strategies that will define the future of wellness clubs:

• AI-powered personalization in fitness and nutrition plans.

• Hyper-local collaborations with artisans, chefs, and wellness experts.

• Membership flexibility—modular packages instead of rigid tiers.

• Next-gen branding with immersive storytelling, AR/VR previews of facilities, and influencer-hosted club experiences.

These aren’t gimmicks—they’re extensions of what Gen Z and Millennials value: authenticity, innovation, and relevance.

Final Reflection & Invitation

Luxury wellness clubs have a unique opportunity right now. The younger generations entering the market are redefining what it means to “belong” to a brand. They value purpose as much as privilege, design as much as function, and community as much as exclusivity.

At Hospitably, we believe the wellness clubs that thrive in the next decade will be those that listen deeply, adapt quickly, and communicate with heart.

Your next member isn’t just buying a pass to your facilities—they’re investing in a lifestyle story they want to live.