Fitness is becoming social infrastructure.
For decades, people gathered at bars, bowling alleys, movie theaters, and social clubs outside of home and work.
But, as a recent Bloomberg article outlines, many of those places are disappearing. Today, nearly 80% of Americans see friends or family fewer than three times a week.
Fitness is filling the void.
Since 2012, the number of gyms and studios has grown roughly 60%, while many traditional gathering places have stagnated or declined.
More than a workout, the gym is a source of community, identity, routine, and belonging.
The shift extends beyond four walls. Run clubs, sauna raves, listening clubs, HYROX, and other social wellness experiences are redefining how people connect.
Fitness is a convergence point, where health, performance, friendship, and purpose overlap.
As America loses places to gather, gyms are much-needed third places.
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