Fitness Is Becoming the New Cultural Currency

By Jayden Walker

We’re watching something fascinating unfold.

Fitness isn’t just about smashing weights, sweating buckets, or trying to shred down before a Bali trip anymore. It’s turning into the new cultural currency.

Gyms, wellness clubs, racquet sport facilities and boutique studios are shaping up to be the Soho House of Fitness  exclusive, social-driven spaces where a cold plunge is the new schooner, and your recovery boots say more about you than your sneakers.

This shift is happening fast. And it’s reshaping way more than just exercise.

Let’s dive in 👇

The Rise of the Third Space

When I started looking into the fitness world I realised it’s easier to understand if you break it down into eras.

1. The Basement Era (1970s–1990s)

This was the “grit your teeth, lift heavy, smell like chalk and Lynx Africa” stage.

Think Gold’s Gym Arnold Schwarzenegger, and blokes in stringer singlets yelling “one more rep, brother” even though you were clearly cooked.

2. The Boutique Era (2000s–2010s)

This was where fitness got fancy. Classes, playlists, branded water bottles, and lighting that made everyone look 10% more shredded in the mirror.

SoulCycle. Barry’s. OrangeTheory.
Suddenly, fitness wasn’t just a workout  it was a vibe. You weren’t just a member, you were part of a tribe (and paying $45 for the privilege).

3. The Longevity Era (2020s–)

This is where we’re at now. It’s not about how much you can bench  it’s about how long you can stay in the game.

Recovery, healthspan, social connection.

• Biohacking pods in spa rooms 🛋️

• Co-working desks in boutique gyms 💻

• Ice baths as the new pre-drinks ❄️🍹

• Pickleball courts replacing Friday knock-offs 🥒🏓

Fitness has gone from “no pain, no gain” to “no sauna, no deal.”

Fitness as the New Country Club

Here’s the wild bit: gyms are now morphing into country clubs for millennials and Gen Z.

Instead of networking on a golf course, people are:

• Swapping LinkedIns in the sauna

• Closing deals over protein smoothies

• Hosting Friday hangs at the “strength club” instead of the pub

And honestly, I reckon this is only just getting started.

Why This Matters

We don’t just want a workout anymore. We want a place to belong.

• If Soho House was about creativity + culture…

• If golf clubs were about status + business deals…

• Then fitness clubs today are about wellness + social capital.

Your membership doesn’t just give you access to a squat rack. It tells the world who you are, what you value, and who you’re rolling with.

The Early Innings

The way I see it, we’re still in the warm-up set.

The operators who get this right aren’t just selling memberships. They’re building tribes, lifestyles, and communities people will pay through the nose to be part of.

Fitness isn’t about the workout anymore.
It’s about who you hang with, what you post about it, and how long you can keep doing it without your knees giving out.

And the big question is:
Who’s going to build the “Equinox 3.0” or the “Soho House of Wellness” for this generation?

Because make no mistake  fitness is the new cultural currency.

👉 What do you reckon?

Are we heading for a future where the gym is the new pub… or is this just another trend we’ll laugh about when F45 turns into a nostalgia tour?