Run clubs replace nightclubs for young adults
Participation in organized fitness leagues and races is surging as spending on alcohol declines.
By Emily Brooks ·
Younger Americans are trading late nights at bars for early morning runs. This shift is changing how people in their 20s and 30s socialize and spend their disposable income. The trend is visible in major cities and suburban neighborhoods alike. It represents a move away from traditional nightlife toward group athletic events.
The numbers show a clear pattern. Bank of America reported that fitness spending by Gen Z and millennials grew faster than bar spending in early 2026. In contrast, Gen X and older generations saw bar spending rise. A survey by CivicScience found that 70% of adults under 30 plan to join a recreational sports league within six months. That figure is higher than the 37% average across all age groups.
Volo Sports, a league operator, expects 950,000 player registrations this year. That total is up 34% from 710,000 last year. Giovanni Marcantoni, the company's chief executive, said about 75% of this growth came from new customers rather than acquisitions. He noted that building community is the primary driver for participants. "I think 'Volo,' I think 'friends'," Marcantoni said.
Running events are also attracting younger participants. The share of New York City Marathon finishers in their 20s rose to 24% in 2025, up from 15% in 2019. Organizers reported that 27% of registrants for the 2026 race are in that age group. Ironman stated that 25% of its triathlon participants are under 30, a jump from 13% a decade ago. Diplo, the disc jockey, hosts five-kilometer races that draw thousands of people. About 12,000 attendees paid fees between $70 and $250 for his recent event in Queens, New York.
Participants say these groups offer deeper connections than typical bar socializing. Brody Short, a 26-year-old in Liberty Lake, Washington, founded a local run club to find friends. She now organizes fundraisers and attends weddings with members she met through the club. "I did it because I wanted to meet friends," Short said. "I wanted to find real people that I could integrate into my life."
Businesses are adapting to this demand. Hyrox, a fitness competition brand, partners with the dating app Surf to match participants for doubles events. Surf distributes wristbands to help singles identify each other. Volo works with local bars to offer discounts before and after matches. Autumn Rossi, a 30-year-old who attended a Diplo event, said people are not stopping drinking. They are just doing it in a different way.
The shift reflects a long-term decline in alcohol consumption among younger cohorts. Many view these events as a way to manage stress and build community. The trend is expanding beyond running to include strength workouts and team sports. It is reshaping the local leisure economy in many American towns.
