Fitness and Festivals: The Future of Fun in The Fields

Gen Z, Mental Health and Wellness – What You Need to Know

• One in three 18 to 24-year-olds now report symptoms indicating they have experienced a common mental health problem, such as depression or anxiety disorder, compared with one in four in 2000. (The Resolution Foundation)
• Almost two-thirds of consumers aged 18-24 have said that they worry about the emotional impact of alcohol, while a similar number reported that they would like to learn more about drinking mindfully. (Mintel)
• There are now more non-drinkers in their late teens and 20s than at any point in the last decade. (BBC)
• 38% of 16 to 24-year-olds and 21% of 25 to 34-year-olds in England either don’t drink or have not drunk in the last 12 months. (NHS, 2024)

Why Is Wellness On The Rise?

Social media has a huge role to play. Mental health and wellness influencers like Dr Alex George, Dr Rangan Chatterjee and Dr Julie Smith boast over a million followers across Instagram and TikTok. 

Dr Alex, for example, regularly shares posts that show his 2.2 million follower base how to treat their mind and remind them that slow days aren’t wasted days.

Musicians have been open about their mental health, too. In 2023, Scottish singer-songwriter Lewis Capaldi took an extended break from touring to help him manage tourettes and anxiety.

Don’t forget the pandemic, either. A generation of young people lost out on the traditional coming-of-age activities thanks to lockdowns. It makes sense that attitudes would change following such a significant event.

A decade ago, how many people in the media and your circle were talking about mental health?

This acceptance of mental health and well-being has created a new landscape for Gen Z, who’ve grown up with the conversation in full swing.

Fitness & Wellbeing As a Social Experience

With sober curiosity and an increased interest in mental health and well-being, a trickle-down effect begins to occur. 

As some Gen Zers are more aware than ever of the side effects of poor mental health and alcohol consumption, it’s no wonder we’re seeing the more measured attitudes found in the statistics. 

Here’s How That Shift Is Playing Out…

• ParkRun’s biggest growth in 2024 came from people aged 20 to 29 (BBC)
• Over half (54%) of UK students have taken up running to improve their mental health. (Experian)

Why These Stats Matter to Promoters

Festivals and club nights give young people their first taste of a musical and cultural world beyond the confines of their hometown. 

Sociologists call them ‘third spaces’ – the places outside of the home and the workplace where people go to interact with others and connect with their community.

The connections built in the festival fields may be the spark for a grassroots club night, which, in turn, may be the foundation for that grassroots club night to become a large-scale festival. 

Despite cancellations, large-scale festivals are still thriving – a Pirate.com study carried out in 2024 showed that 47% of attendees purchased tickets for at least two festivals in 2024, and 10% bought tickets for four or more events.  

But it would be disingenuous to ignore the challenges, which are reflected in the wider statistics. The Night Time Industries Association recently reported that the UK has lost 405 venues since 2020, and the Association of Independent Festivals revealed that 78 festivals were postponed, cancelled or completely shut down in 2024.

These challenges have undoubtedly taken away third spaces for young people. 

But as the old adage goes, when one door closes, another one opens. And the increased awareness around fitness, health and well-being has given rise to new third spaces – run clubs and events like ParkRun and Hyrox.

Here, young people can support each other on their PBs and advise each other on the best gear in the same way they’d share hot tracks or new DJ equipment. These spaces become community-based, a place for young people to look after themselves, meet new people and achieve goals. 

How Festivals Are Embracing This Shift

As a promoter, you’ll understand that markets shift to match customer tastes. 

For the Gen Z eventgoers who take a mindful approach to drinking and look after their physical health, it makes sense that they want to partake in wellness-related activities at the festivals they attend. 

Plus, festivals extend the time people get to experience the things they love. Music lovers can spend a whole weekend hearing their favourite artists and DJS as opposed to a handful on a Saturday night. Why wouldn’t running, yoga and meditation enthusiasts want to do more of these activities in a larger environment? 

But what are festivals offering when it comes to fitness, wellness and mental health?

• Glastonbury Festival – Glastonbury’s 5k run has been a festival staple, but in 2024, they introduced ROOM: a wellness space that included sound baths, guided meditation, breathwork, yoga and other activities. 
• Green Man Festival – Sunrise yoga, morning meditations, gong baths and massages at the Nature Nurture area. 
• Moovin Festival – Holistic delights in the form of gong spas and yoga.
• Latitude Festival – Introduced two bars dedicated to non-alcoholic drinks in 2024. 
• Love Trails Festival – A one-of-a-kind festival that brings together music, trail running, hiking and wellness under one banner, taking place in an idyllic South Wales setting.
• Cheltenham 7s Festival – Newlands Park is the location for a weekend which mixes live music, competitive rugby, netball, dodgeball, cricket and more sports with exciting activity-based offerings.
• Boardmasters Festival – Pop, rap, indie and more collide with surfing and surf culture at Boardmasters.
  

Activities like these can introduce people who are curious about health, fitness and wellness to new things. A yoga class or a guided meditation mixed into a weekend away is a low-pressure activity, free from the financial constraints of buying tickets and paying for petrol, train or bus fare that a local class might bring. 

What This Means For Festival Organisers

Simply put? A commercial opportunity. 

By embracing sound baths, meditation sessions and yoga classes, you can diversify the offering of your event, attract new attendees and maybe even encourage existing attendees to take up something new. 

But don’t mistake commercial opportunities for the chance to skimp on expertise. Moovin Festival, for example, collaborated with expert instructors to deliver their wellness sessions. 

This is something you can do, too. 

Why not strike up a partnership with a wellness studio? Have them curate a 1-day programme offering beginner and intermediate yoga classes, guided meditation sessions, breathwork and sound bath sessions to your attendees. 

Scour reviews and testimonials to ensure your collaborations are top-notch. 

You could also work with wellness brands to create intriguing activations for your event. This could be pop-up gyms or ice bath stations; the sky is the limit if you get creative. Having activations opens the door to sponsorship opportunities, which can help you deliver things you wouldn’t normally be able to and build a long-term relationship with another brand. 

To supplement your wellness programme, hire a content creator from the fitness and well-being world to talk at your event. This gives something for attendees to ponder across the weekend, creating talking points in between the DJ sets and live shows. 

So, What Is The Future of Festivals?

Music is still the main draw – that won’t change. But what happens around the music absolutely will. 

For Gen Z, the days of tribalism are long gone. Raving one night and recovering with yoga? It’s simply the way they approach things. Hedonism and well-being are no longer at odds with each other, they’re part of the same thread. 

And let’s not forget: disposable income for the younger generation is shrinking. The festival has become the summer holiday, and these attendees want as much for their money as they can get. 

So, we predict the music, fitness and wellness hybrid to grow in popularity, reflecting the fluid interests of Gen Zers and catering to their love of festivals and fitness. 

This means: 

• More ways to expand your audience
• More opportunities for creative programming
• More options for sponsorships and brand partnerships
• And more ways to stand out in a saturated market

Festivals aren’t just about escape anymore – they’re about expression, exploration, and balance. And if you can offer all that, you’ll be building something that lasts.