【Youth Now! Gen Z Trend Survey】Gen Z Does Not Exercise 'To Lose Weight': The Keys to Fitness Continuity Are 'Self-Affirmation' and 'Social Constraints'

Reaplus, Inc. (HQ: Shibuya-ku, Tokyo; CEO: Shion Matsumoto), through its marketing service 'Youth Now!' which visualizes Gen Z insights, conducted a qualitative survey on fitness consciousness among Gen Z.

Traditional fitness marketing has primarily focused on results such as 'losing weight,' 'building muscle,' or 'achieving an ideal body.' However, this survey reveals that for Gen Z, fitness is not necessarily about physical change. Instead, they prioritize self-affirmation and added value, evidenced by sentiments like 'I want to praise myself for leaving the house,' 'I want a reason to meet friends,' or 'I want to use saunas and beauty hair removal services.'

Survey Overview Survey Name: [Youth Now! Trend Survey] Fitness Trend Insights Among Gen Z Conducted by: Reaplus, Inc. Method: Qualitative Group Discussion Duration: Approx. 45 minutes each Participants: Four young women with varying values and habits regarding fitness Date: May 12, 2026 Objectives: Triggers for starting exercise, factors for continuity, relationship between SNS and exercise habits, value sought in fitness facilities, relationship between self-affirmation and exercise.

Summary of Findings 1. The greatest enemy of exercise is 'weak willpower,' and the greatest ally is 'others.' Many Gen Z individuals have low confidence in their willpower, showing that they act due to external pressure such as 'started because a friend invited me,' 'continuing because I'm with my partner,' or 'can't skip because it's by reservation.' Traditional values like 'freedom to attend anytime' are not always attractive; psychological constraints like 'need to reserve' or 'promised a friend' drive continuity.

2. 'Healthy fulfillment' is more desirable than 'Instagrammable' content. There is a growing interest in natural and healthy lifestyles, such as running, hiking, yoga, and outdoor activities. Furthermore, they show strong empathy for posts showing gaps between a typical image and reality—such as 'beauty influencers running seriously'—making unadorned efforts a new form of relatable content.

Implications for Companies and Brands 1. Sell 'Feeling Good,' not 'Weight Loss': Focus on self-affirmation and refreshment rather than results. 2. Design 'Moderate Constraints' rather than 'Freedom': Implement referral systems, group memberships, and reservation-based lessons. 3. Transform 'Exercise Facilities' into 'Reward Facilities': Emphasize saunas, amenities, and beauty equipment.

CEO Shion Matsumoto analyzes that for Gen Z, fitness has evolved from 'efforts to change the body' into 'actions to like oneself a little more.'