In the aftermath of the pandemic, one unlikely “Giffen good” has emerged: in-person social connection. In economic theory, a Giffen good is a rare product that people consume more of as its price rises—defying the usual laws of demand. In today’s world, connection is behaving the same way.
Despite rising “costs”—whether financial (boutique memberships, class fees) or logistical (time, effort, health risks)—demand for real-world interaction has surged. Why? Because connection, like food or water, is essential. As U.S. Surgeon General Vivek Murthy put it, loneliness is “like hunger or thirst... a feeling the body sends us when something we need for survival is missing.”
After years of lockdowns, distorted college experiences, and digital overload, people—especially Gen Z and Millennials—are craving real connection. And once they experience it, they want more. That desire is fueling an entire ecosystem centered on fitness, health, wellness, and community.
One of the clearest places to see this shift? The rise of run clubs and fitness collectives—a powerful microcosm of how social connection is operating as a Giffen good.
The Post-Pandemic Hunger for Connection
COVID-19 supercharged our need for in-person connection. Months of Zoom calls and social distancing couldn’t fill the human need for community. By 2020, Americans were spending only 20 minutes a day with friends—down from 60 minutes two decades earlier. For young adults (15–24), time with friends dropped by 70%. In 2023, the U.S. officially declared a "loneliness epidemic," citing health risks equivalent to smoking 15 cigarettes a day.
This shortage of connection sparked a cultural rebound: from isolation to intense social seeking. One of the clearest microcosms of this shift? Fitness and wellness. The past few years have seen the rise of a new industry—social wellness—designed to meet this revived demand.
Social Fitness: When Working Out = Finding Your People
Fitness has become one of the most vibrant frontiers of this craving for connection. For many, working out has morphed from a solitary pursuit into a community-driven experience. Run clubs, once fringe groups, are now foundational social structures—especially in cities like New York, Austin, and Chicago.
Entry is easy. No membership, no fee, just show up and move.
Consider this: since 2019, U.S. running club membership is up 25%. Central Park Run Club (CPRC) grew from a dozen runners in 2019 to over 100 at each of its four weekly meetups. My own club, Endorphins, sees over 300 runners every Saturday morning. What brings them back? Not just fitness—but friendship, community, and the feeling of being part of something bigger., In cities today, numerous friendships start with a run or a lift. A report from Strava backs this up: 84% of users say exercising with others helps them combat loneliness. And 73% of Gen Z report feeling alone "sometimes or always." Running clubs have become the new group chat—just offline.
This craving for connection spans beyond running. Fitness collectives have exploded across every modality—cycling, bootcamps, even pickleball. HYROX, the hybrid fitness race series, is a prime example. Over 250,000 athletes participated in 2023–24; over 650,000 are expected this year. The events aren’t just competitions—they’re carnivals of social energy. HYROX prep classes mirror run clubs: same faces, same schedule, real friendships.
As noted by HYROX co-founder Moritz Fürste“In 2025, more of people’s lives are going to become automated… which means human interaction is even more important,” Fürste is right: the more we live through screens, the more valuable analog connection becomes.
NYC's Athletic Clubs: Community as a Feature, Not a Perk
Another standout example is NYC’s Athletic Clubs. Founded in 2020, The Athletic Clubs blend structured workouts with intentional social design. Their “squad training” model involves small, consistent groups that meet twice a week. Each session ends with 15 minutes of coffee and conversation—turning workouts into rituals of belonging.
The model is working. In May 2025, the company raised $3.5 million to expand its community-driven gym concept to new cities like Hoboken and Austin. Founder Dane McCarthy notes the mission is simple: help people get fit, stay accountable, and have fun. It's group therapy, accountability circle, and training plan rolled into one.
The reason community fitness is a Giffen good Gen Z isn’t joining just one community—they’re joining several. It’s common for someone to bounce between three or four different run clubs, bootcamps, or gym crews. That’s the hallmark of a Giffen good: more cost (in time, money, or commitment) leads to more consumption—because the value keeps going up.
Wellness as a Social Experience (Not a Solo Luxury)
The craving for connection doesn’t end with fitness—it’s spilling into wellness too. Today’s health-conscious consumers aren’t just seeking calm or performance; they’re seeking people.
New organization has started: the social wellness club—a “third place” where self-care meets community. Flagship examples include Othership, which hosts guided group sauna and ice bath sessions (plus sober social nights), and Remedy Place, which coined the term and offers contrast therapy, IV drips, and infrared saunas in high-end, group-focused spaces. Despite steep prices, demand is booming. Some members reportedly spend up to $10,000 a month—proof of a market for connection blended with luxury wellness.
More accessible models like The Well and Continuum are rapidly expanding, betting that younger consumers will keep investing in wellness experiences that come with built-in community.
Final Thoughts: Connection Is the Product
The post-pandemic consumer is sending a clear message: connection is the product. And in a world where it's harder to come by, it’s also the premium offering. Whether it’s a run club at sunrise, a group ice bath, or a strength session that ends with espresso, the most successful wellness and fitness brands today aren’t just offering workouts—they’re offering belonging.
Social connection is behaving like a Giffen good: the more costly and rare it becomes, the more people crave it. And in response, they're building their lives—fitness, wellness, even identity—around spaces where they can find it.
For marketers, founders, and operators in wellness and fitness, this is the moment to build brands that don’t just sell transformation—they sell togetherness. Because in today’s world, that’s what people value most. And they’re showing up, week after week, ready to invest in it.
